Residential buildings and complexes symbolizing nature, outdoors and the greens are big hits in Mumbai. Popular names: Green Acres and Green Fields; NRI Seawoods and Godrej Skygardens; Indiabulls Riverside and Kalpataru Hills; Mahindra Park and Hiranandani Meadows. If it’s not about the greens and gardens, they convey what Mumbai and its people stand for—high-rises and big buildings; huge ambitions and grand aspirations– so you see a lot of the Heights and Towers; the Royale and the Grand.
A few weeks ago, Mumbai Mirror featured Neelakantan Keshavan—a Phd student at IIT Powai pursuing his research on an interesting subject— names of apartments and their impact on popular perception and how builders sell ideas, and not homes. Keshavan states: “When builders prepare the communication plan—the apartment complex typically feature terms such as ‘heights’, ‘towers’ and ‘arcade’—these aren’t just offhand terms, rather careful manipulations”. Keshavan’s findings: ‘All-Indian or All-Anglo terms work better than Indian-Anglo terms.’ So, Indian names like Sneh Sadan, Lok Puram, Vasant Vihar or Nandanvan will be popular while Anglo-Indian names like Kasturi Arcade, Prem Towers or Usha Heights will be not-so-popular. And Anglo or European names like Royal Heights, Casa Grande will be associated with the great promise of ultra-modern and high-tech facilities.
Decades ago, many of Mumbai’s wealthy people opted to live in buildings with Indian names; Marine Drive’s Jyoti Sadan, Shanti Niketan and Prem Kutir; Nepean Sea Road’s Dariya Mahal and Kshitij; Carmichael Road’s Usha Kiran and Kamal Mahal. Then there were the buildings symbolizing prosperity or royalty— Laxmi Vilas, Ashoka, Krishna Kunj, Ram Mahal and Raj Niwas. While Indian names were more common, Anglo or European name buildings were the sought-after addresses in plush enclaves: Peddar Road’s Mount Unique and Sterling Apartments; Kemps Corner’s Grand Paradi; Malabar Hill’s Pallazzo.
Now, in Mumbai and across India we see powerful builders ditching popular Indian terms; and they opt to marry their brand name with Anglo or European terms—Raheja, Oberoi, Godrej, Indiabulls, Lodha, Mahindra and Kalpataru combined with the—Ivory and Aqua; Bellisimo and Belvedere; Exotica and Palais Royale; Crest and Luxuria; Splendor and Sylvan County.
In his interview, Keshavan talks about the dominating influence of Palms in builder’s communication. “All brochures show palm trees around the building! Nobody knows why, but they do. One reason could be that subconsciously it’s related to Arab abundance and wealth”! He further quips: “Both the builders and customers know it’s not real, but both are okay with the arrangement.”
You have in aamchi, over-crowded Mumbai, popular complexes and enclaves like Royal Palms, Palm Court, Palm Springs and Palm Beach! And as long as it conveys what we would like to have, how does it matter whether or not it exists?
can’t understand if the customer knows it’s not for real why is he lulled into buying it. do check out the campaign (hoardings) of Empire builders who are putting up a township in Ghodbunder Road in Thane. the campaign has a couple standing on the balcony of a house with the vista of the sea. i’m sure the campaign will bring lot of potential buyers.
Nice interesting and perceptive write up. I think most of us think our current existence is hell and have a lot of dreams of how life should ideally be. And that is what the builder is doing—-pampering your dreams or fantasies. And over the years, we have made many assoications in our mind—an arcade or a tower brings into mind a picture of a plush, wealthy setup. I think builders are only exploiting the mental loopholes that we possess.