Recent Brand Stories
India, primarily a nation of farmers, has of late been witnessing a surge of people leaving the countryside to flock to cities, most in search of better pastures, so to speak. But is India's urban infrastructure ready for the intake? That's one question to which the obvious answer is "NO". There is a massive gap that exists in the residential density in rapidly expanding cities such as Chennai and the story is no better in any of the other Indian metros. If there is one remedy to this inescapable problem, it would have to be integrated townships. Like many other States, The State Government of Tamil Nadu is promoting integrated township projects by ensuring ease of development and easier development norms for such projects. With a change in consumer buying patterns and the additional push from the Government, it would not be wrong therefore to state that integrated townships are the most potential solution to the problem of India's metros bursting at the seams. Most metros and satellite cities are likely to see the launch of an increased number of integrated townships projects. An integrated township is not just a set of fine buildings with great amenities but one that provides a holistic living environment. The best way to describe integrated townships would be to call it clusters of living spaces that are seamlessly integrated with first-class associated infrastructure such as roads, hospitals, schools, office spaces, shopping centers and recreation facilities, all in close proximity. These townships are also equipped with water treatment plants, proper sewage and drainage facilities. A fine example of an integrated township in Chennai is SPR City, a 63-acre project that is the largest of its kind in the heart of the city. Hitesh Kawad, Managing Director of SPR Highliving and the developer of the project says, "Integrated townships revive the concept of holistic living providing residents a chance to lead a better quality of life, a characteristic that is amiss in most of the other residential developments in the city." More often than not, integrated townships are developed on the outskirts of the main urban areas of any city, the primary reason being the huge mandatory land requirements. All States do not have a common policy on integrated townships, as land is a State subject. In most States, barring West Bengal and Rajasthan, the minimum criteria of land requirement for such projects is one hundred acres. The Central Government's thrust on affordable housing and infrastructure development could well turn out to be a catalyst for integrated townships to be considered as a model to be granted infrastructure status. If and as and when this happens, it would indeed come as a boon for this segment as this would provide developers with access to cheaper funds and will bring with it huge tax benefits. There have been constant demands from the real estate sector for single window clearances and easing of FDI norms for integrated townships. While easing of FDI norms would attract foreign investments into the development of long-term infrastructure, single window clearance will go a long way to aid larger integrated township projects. Hectic lifestyles, busy schedules and long hours in traffic are some of the factors that are prompting home buyers to take the integrated township route. Their preference is to have access to all their requirements within the periphery of their residences, be it for healthcare, education or leisure. The focus here is more on improving the quality of life. Over the years, consumer profiles and living styles have changed. Family structure has changed from joint to nuclear families. Disposable income levels have gone up and so have consumer preferences. More consumers look for a plethora of luxurious amenities such as swimming pools, landscaped gardens, clubs, 24-hour security, housekeeping easy access to maintenance facilities. With the ever pervasive digital connectivity invading almost every person in the family, private life is taking a back seat. People are now increasingly seeking quality time with family, much more than ever before. Integrated Townships allows for all this as it comes with huge economies of scale at a relatively low and affordable price. Hitesh Kawad says, "The concept of walking to work is slowly finding favor among an increasing number of city dwellers and so is the demand for a healthy living environment. Our integrated township development, SPR City includes everything one needs; right from a sprawling residential community, parks, retail mall, school, to office spaces, making it A City Within a City" The self-sufficiency aspect of integrated townships allow for them to be independent of local municipal corporations. These townships usually have their own water supply, solid and liquid waste management, water treatment solutions and the overall maintenance of the surroundings is handled in-house. Green is another aspect that an Integrated Township is very conscious about, thanks to the prevailing regulations. Abundant open spaces create an environment that is ideal for rain water harvesting, ground water recharging and provides opportunities for sustainable energy such as solar panels for uninterrupted power. "SPR City boasts of over 5 lakh sq. ft. of greenery, providing its residents close to 250 - 300 times of green space for every square foot of land purchased", says Hitesh Kawad. When compared to other projects, an integrated township project offers developers the highest return on investment. It also carries far less risk than standalone projects. Builders have the liberty to restructure an integrated township based on future demand. Developers like SPR Highliving understand this and in order to attract customers, they are doing all within their ambit to redefine the quality of living in urban areas.
The residential home market is undergoing a churn! Developers are being forced to customize and pay attention to buyers' needs. Integrated townships are slowly but surely becoming the format of the future for development. With burgeoning cities, hours spent in traffic and ever reducing lung spaces, new home buyers are progressively looking for complete living experience. Today's young and well-heeled working class is increasingly seeking high-security homes which have easy access to swimming pools, clubs, restaurants, healthcare facilities, schools, shopping malls, and landscaped gardens; all this, preferably within a residential complex. To help home buyers address this issue and provide heightened convenience, SPR Highliving, a leading property developer in South India, has conceived SPR City, a 63-acre development that is considered Chennai's largest integrated township. "The central idea is to create 'A city within a city' with luxury residences, parks, a mall, school, offices, commercial center, recreation spaces and more. Being built along the concept of Work-Live-Learn-Play-Commune, SPR City makes holistic living a reality for its residents.", says Hitesh Kawad, Managing Director, SPR Highliving. Located just 2 kms from Kilpauk, SPR City is in close proximity to areas like Sowcarpet, Vepery, and Egmore. It is barely twelve minutes away from Central Railway Station and is also easily accessible by metro. The famous Purasawalkam Retail Market is just three minutes away and Kilpauk Medical College and Hospital within five minutes' distance. CMBT Koyambedu is less than thirty minutes away. SPR City Mall, which is within the township is merely a minute away, as is the distinguished Shri Ram Universal school and India's largest wholesale center, Market of India. Added to this, the proposed metro stations at Otteri, Perambur, and Pattalam will be within walking distance. Nestled within SPR City is Highliving District, a residential development spread over a massive 18-acre area comprising high rise towers offering a combination of luxury and architectural finesse while encapsulating the very concept of modern living. Highliving District includes some of the tallest towers that Chennai's skyline will witness and boasts of the largest private park spanning 3.5 acres. One cannot be wrong in saying that it is one of the most ambitious projects ever planned in Chennai. These residential towers showcase impressive luxury spaces that combine the essence of modern life with the true flavor of India. Every space has been planned to perfection; each luxury has been detailed beyond compare and it offers every amenity that one can dream of. The high rises are surrounded by lush green spaces in picturesque settings and offer breathtaking views of the vicinity. This meticulously planned integrated township addresses every convenience that a consumer would look for while considering the purchase of a home. Currently, the first phase of the project, Tower-A (36 floors), Tower-B (36 floors), and Tower-H (45 floors) is under development. Once completed, Tower-H will undoubtedly be the tallest residential tower in Chennai. Apartments are available in 2/3/4 BHK configurations. While the 2 BHK apartments range approximately from 1335 to 1404 square feet in size, the 3 BHK and 4 BHK apartments are sized between 1952 and 2191 square feet and 3161 and 3715 square feet respectively. Residents of Highliving District will have access to 65+ world-class amenities such as art centers, separate swimming pools for men and women, dedicated spaces for kabaddi/ wrestling, fencing area, a mini theatre, a Nana Nani park, outdoor gymnasiums, a golf course, meeting halls, a temple, and yoga center. "While there's ample space made available to revive the magic of traditional Indian Sports, we've also made thoughtful inclusions keeping our heritage in mind such as the papad and pickle drying zones", says Hitesh Kawad. "In addition to placing an emphasis on lifestyle, SPR City encompasses around five lakh square feet of greenery to promote healthy living. The project boasts of the highest GSI (Green Space Index) with around 250 - 300 times of green space made available for every square foot of land purchased.", he adds. The lush greenery, wide open spaces and minimal traffic within the township makes for a living experience that would be close to impossible to replicate within core city limits. It is characteristics such as these which set this project apart, making it a paradigm of engineering excellence that is all set to alter the city's skyline forever!