Affordable Housing: A Marketing Gimmick?

Now a question arises that are these price quotes really come under the affordability category? If not then who are the buyers of such homes? The fact is affordable home in India are mostly being purchased by average income group and not by low or middle income group, said Anshul Jain, India CEO, DTZ, a leading real estate consultancy.

Like any other marketing strategy, affordable housing is also a market gimmick by developers, said Sanjay Sharma, MD of Qubrex. During the time of economic depression, developers have started launching projects under affordable category keeping the ticket size low but soon after the market improved developers have increased the prices by adding “value” to the housing units.

"Most affordable housing projects have not survived in India as everything from apartment size and price to amenities changes after the launch," pointed Sharma. He also added that the idea of collecting money during the time of launch is nothing but a smart marketing.

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