Divyasree: Transforming urban infrastructure

Selected as WCRC Transformational Brands 2019 for their transformational development work in urban infrastructure that has impacted consumer lives through innovation and trust

DivyaSree Developers is among the most reputed urban infrastructure providers, with over three decades of solid achievement under its belt. With operations in Bengaluru, Hyderabad and Chennai, DivyaSree has carved out a niche as one of South India’s leading real estate developers, playing a significant role in evolving the real estate landscape of these cities. And we are currently expanding our footprint in the new key markets of Mumbai, Pune and the National Capital Region Whether IT Parks, residential developments, infrastructure projects or built-to-suit campuses, DivyaSree’s technical expertise, global exposure and project management skills give us the edge to constantly innovate and deliver the best experiential spaces to our end users.

Our focus on achieving the highest level of client satisfaction and our firm belief in our 600+ strong workforce has helped us scale new heights. Our business has experienced a steep growth curve in recent years, with completed projects measuring over 27 million square feet, and over 13 million square feet of memorable spaces in the making. We aim to double the size of our portfolio within the next few years, leveraging our extensive land banks across the cities in which we operate.

Product/Service Offering:

• • Office Spaces: Information Technology Parks, built-to-suit campuses and other commercial developments
• • Residential Spaces: Uber-luxury residential villas and condominiums, high-end and mid-range apartments, gated communities and specialised residential offerings like senior living spaces
• • Mixed-use Developments
• • Asset Management Services

Brand Vision: We deliver world-class, functional, experiential and memorable spaces that are intelligent, disruptive and relevant to customers.

Company Mission:

• • We deliver best-in-class infrastructure through understanding customer requirements
• • We achieve the highest levels of client satisfaction by combining state-of-the-art technologies with the best resources available

Ethos of the brand:

• • Innovative: Our reputation and the awards we have received tell the story
• • Trustworthy, Ethical, Loyal & Client-centric: A high percentage of repeat business and multi-location clients speak volumes
• • Confident: We are willing to take risks to deliver on our promises
• • Passionate: We get seemingly impossible things done for our clients
• • Flexible: We are able to change with evolving markets
• • Agile: Quick turnaround times are our forté
• • Quality & Sustainability driven: Our eye is always on the future
• • Responsible: We are a corporate with a conscience

Total Number of Employees in the Company:

A 600-strong, multi-faceted, multi-cultural workforce, operating across three locations in South India – Bengaluru, Hyderabad and Chennai.

Divyasree Developers

What would you define as the unique value proposition of the product: the functional, emotional and differentiating product benefits that have contributed to providing an enduring brand experience to customers?

The relationships we have built with corporate and residential customers have stood the test of time, with an encouraging percentage of customers buying into Brand DivyaSree multiple times. Some reasons for this:

• • We stay aware and ahead of changing industry trends and customer needs
• • We evolve by incorporating customers’ feedback, suggestions and even their vision
• • We explore and adopt exciting technological advancements to create systems that ensure comfort, quality and sustainability

We thus deliver world-class spaces which win awards for excellence, and, being functionally and emotionally relevant to customers, become enduring brand experiences.

Insight into the brand marketing strategies that have effectively penetrated consumers’ psyche, established a meaningful relationship with the target audiences and ensured positive brand perception.

Innovation being in our DNA, we naturally apply innovative thinking to communicate our brand proposition and offerings. Our arsenal is a 360-degree spectrum, a mix of traditional and new media. Some of the media we use to connect and engage with our audience:
Digital ● Print ● Radio ● Outdoor ● Social ● Events ● Road Shows ● f2f Presentations

We have also, through our innovative projects, earned a good percentage of word-of-mouth advertising. The perception of Brand DivyaSree in the industry and among end users and prospective customers is, therefore, highly positive.

How has the brand extended its presence to the frontiers of internet advertising and social networking? What is the level of significance the brand accords to utilizing social media as a competitive edge?

In the digital age, the addition of internet and social campaigns to our communications repertoire was critical. It takes a while to get the mix right, but the payoff is considerable. We have been able to reach a much wider audience, and to craft much more targeted communication, quite cost-effectively. We are able to track and measure results like never before. Digital marketing also lends social currency to the brand.

Further, the digital space is an excellent proving ground, where we can test and refine communication strategies. So yes, it is highly significant.

Key marketing endeavours in the past decade that you feel have been landmark initiatives in reinforcing the legacy of the brands’ promise to influence consumer intent and enhanced the brands’ propensity to drive affirmative consumer action.

Our marketing endeavors are more focused on selling an idea rather than a property. We prefer our clients to buy into an entire concept. For instance, a commercial client would be getting productivity, fun at work and business success, along with an office space. Residential clients get more space and more life per square foot of the homes they purchase.

We involve our clients in initiatives like becoming “friends of the planet”, in “walking to work”, in “healthier is happier”. We actively listen to our customers, hear them, and act to meet their needs where possible. And our clients, always receiving more than they expected from us, become evangelists for Brand DivyaSree!

We have also, through our innovative projects, earned a good percentage of word-of-mouth advertising. The perception of Brand DivyaSree in the industry and among end users and prospective customers is, therefore, highly positive.

How has the brand derived strength from innovation as a sustainable differentiating strategy adding to long-term brand equity? Please provide few instances of measures implemented towards this goal.

Examples of the pioneering spirit that sets us apart:

• • We were one of the first developers to foray into the Government-Corporate Developer Partnership, building campuses for FORTUNE 500 companies in collaboration with the Government of India.
• • We have the unique distinction of being the first developer of major SEZs in two prominent South Indian cities.
• • We were first to deliver a captive power generation plant for an IT Park.
• • Though we only recently forayed into residential development, our innovations like Twin Apartments have already made us a forerunner in introducing new residential concepts.

What are the key leadership values that drives the brand?

Bhaskar N Raju, Managing Director Divyasree Developers

Our leaders teach by example. Some core leadership traits valued by DivyaSree:

Passion at work and for life.

Respect of self and others regardless of differences.

Integrity in keeping promises and meeting expectations.

Compassion for all; treating all with dignity and empathy.

Ethical conduct and transparency in all dealings.

Service that goes beyond self, and beyond what is expected.

What type of employee satisfaction programs are conducted by your brand?

At DivyaSree, engaging and enthusing employees is one of our priorities, because we consider our human resources to be our greatest assets. Some initiatives to bring vibrancy and a sense of inclusive pride are:

• • Team Bonding Sessions
• • Creative Competitions
• • Wall of Fame
• • Me, Movies & More
• • Potluck
• • Team Outings
• • Innovation Day
• • Annual Day
• • DDPL Teams for Cricket, Football
• • Milestones
• • Recreation/ Reading Room
• • Newsletter

How much does your brand emphasise on employee training & development?

DivyaSree’s EDIFY initiative addresses the very critical areas of employee engagement and professional development, inviting DivyaSreeites to both learn and teach. Topics range from communication skills to soft skills, from training on software and management tools to sharing of passions. Business Heads could identify training required by their teams, and internal/ external resources are selected to provide this training. Our collective intellectual property is thereby shared and enhanced.

Elaborate on your existing & potential CSR activities.

Our CSR Policy is designed to take social/ economic responsibility for the welfare and sustainable development of communities in and around the Company’s areas of operation, and it meets need-based requirements in other parts of the country.

As a company, we are conscientious about the environment in which we and our stakeholders live, work and play, and it is no wonder that we have been the recipient of several LEED certifications from the Indian Green Building Council (IGBC). In the pipeline is “DivyaTree”, a new initiative that will improve the quality of life of entire communities. For employees, a tree will be planted for birthdays, wedding anniversaries and on festivals. For clients, trees will be planted at ground-breaking ceremonies and handovers. We will also plant trees in and around our developments.

Another DivyaSree CSR initiative is our commitment to our extended team, in the form of regular Medical Check-ups conducted by certified medical professionals. These check-ups cover school children in the Workers’ Quarters, as a preventive and diagnostic measure to ensure their health and well-being.

Which area of social responsibility is more significant for your brand?

We intentionally focus on the environmental side in our CSR activities, while responding to other requirements as and when called upon to do so. We consider it a sacred obligation to preserve and conserve for the future. This is also evidenced by our advocacy of sustainability measures like flexible heating and cooling solutions, monitoring and regulation of power consumption, deployment of energy-efficient electrical appliances and sanitation fixtures, and several other ways to conserve and efficiently use natural resources.