Click Here Project Reporter QClick Here Digest 2010Click Here Property 200

ATS Group was founded in the year 1998. In the short span of a decade, ATS has emerged as a trusted brand in the real estate industry. Today ATS is a national conglomerate with presence in 6 cities –Noida, Indirapuram, Dera Bassi near Chandigarh, Goa, Gurgaon and Dehradun.

The housing shortage in India is enormous. Many millions of homes will need to be built across India to fulfil the needs of urbanization and the vision of our country becoming slum free. We need work out a Public-private partnership model that would enable the industry achieve scale. There is an urgent need of the Government to synergize with the Industry in developing urban infrastructure so that the current pressure of urbanization in select cities is addressed. This can be done through development of present semi-urban areas for housing requirements to make movement of people to and fro the urban employment centres more feasible and practical. Availability of funds in this capital intensive industry, a key determinant to its success, has to be unshackled and the Government must move towards a more liberalized regime of allowing access of foreign capital in this industry.

Getamber Anand, Managing Director, ATS Group shares his views with Sandeep Sharma about his company, upcoming projects, realty scenario in Delhi & NCR, commitment to the buyers, green building development, township development and solution to India’s housing problem. Edited Excerpts…

Could you brief us about your company, mission and objectives? How far you have achieved these objectives?

Founded in the year 1998, ATS has the vision of providing quality residential spaces to its customers, developed through an unflinching focus on quality, delivery and commitment. ATS has successfully emerged as a trusted brand in the real estate industry in the short span of a decade. Today, ATS Group ranks among the best developers in India, and has to its credit some of the most distinguished residential projects in Delhi & NCR. Having developed over 12 Mn sft of premium residential space, the group boasts of having won the hearts and trust of over 3000 families over the last 10 years. Lead by a team of accomplished professionals ATS constantly endeavours to offer quality products that will ensure total customer satisfaction.

Apart from NCR, Chandigarh, Goa and Dehradun, are you targeting any other geographies for growth?

ATS Group plans to deliver ‘quality lifestyle’ housing to its customers. Currently we are consolidating our position in NCR by launching state-of-the-art residential projects across the region. We have recently forayed into Gurgaon by acquiring land parcels in the city to develop two housing projects with an initial investment of nearly Rs 140 crore. We will be developing 924 units of housing in both these projects over the next three years. We are also exploring possibilities of expanding in other cities across North India.

How is the realty scenario in NCR? Do you have any projects happening in Greater Noida where the builders & developers are caught up in the land acquisition row?

Noida and Greater Noida offer huge opportunities to developers and customers alike. The area will continue to hold promise for buyers’ and developers. The confusion over land acquisition in certain areas in Noida and Greater Noida is only temporary and not likely to affect demand in the long run. We are confident that the moment things get sorted out, buyers and investors will once again return to the region. No, we do not have any projects happening in Greater Noida currently.

What’s your commitment to your buyers at large? Do you complete your projects as per timeline specified to the customers?

Customer focus is the key to our success and ATS has time and again delivered products that go beyond promises made. We endeavour to meet expectations of customers in terms of quality, time schedules and delivery and are motivated to raise our bar of performance with every new project.

How is the current year so far in terms of projects announced and completion of existing ones?

We are continuously focussed to provide world-class projects in NCR, and have recently announced our maiden foray into the Millennium City of Gurgaon with quality residential projects. We have already acquired two licensed land parcels in the city, approximately 12.2 acres in Sector 109, and approximately 10.5 acres in Sector 104. Both these land parcels are along the Northern Periphery Road that is proposed to connect New Delhi International Airport via Dwarka to the National Highway 8. Apart from Gurgaon, we are currently developing ATS One Hamlet in Sector 104, Noida, ATS Advantage in Indirapuram and ATS Golf Meadows in Dera Bassi, near Chandigarh.

Could you please tell us about your most challenging project till date?

ATS always endeavours to raise the bar with every new project. To this effect, all new projects are challenges for ATS in terms of raising the bar from the last successful one. At the same time, entering and establishing the ATS brand in Dera Bassi has perhaps been the most challenging for the organization so far.

What’s your take to improve the confidence among the real estate buyers in times of low off-takes due to varied reasons?

Communications would be the key in winning over the confidence of the customers in any industry and real estate is no exception. The developers have to keep the value proposition to the customers in mind in all the offerings and have to remain transparent in their dealings with them. Setting the right expectations and meeting them with each and every project would be the key in this regard.

Do you see affordable housing as a winner in the longer term?

The market forces will ensure that good affordable housing projects are made available to customers. Though property prices in NCR and Mumbai have been on the rise, customers need not be too alarmed by the phenomenon as prices across India are not likely to be unrealistically high. The market holds opportunity both for the developers and customers. I am confident that value offerings in the housing sector would be the winner in short, medium as well as long term.

What’s your take on the concept of development of sustainable township in India? Is it feasible in India?

Sustainable development is certainly not the responsibility cast on the developers alone in the industry. The consumers also have to be educated on the costs associated with sustainability and its value to the future. However, speaking on behalf of the developers, we shall leave no stone unturned to deliver sustainability in the industry.

Could you provide us glimpse of your current projects? Are you also coming up with any green building project?

Some of our current projects are:
ATS Greens Paradiso
ATS Greens Paradiso was the company’s pioneer project in Greater Noida. Plush 32 acres of prime land will have 1000 apartments in 23 towers. Three fourth of the land is dedicated to landscaping and greens. With modern and state-of-the-art features and facilities, ATS Greens Paradiso is already a landmark of Greater Noida.
ATS I Hamlet
ATS Group offers state-of-the-art residential project, ATS I Hamlet, 14.5 acres of lush green development with 12 magnificent towers providing an obstruction free view, is located in Sector 104, Noida. Designed the renowned architect Hafeez Contractor the project enjoys proximity to Greater Noida Expressway and Metro Station.
The arrangement of the towers at ATS Hamlet is such that every apartment overlooks either park or greenery or both. At the same time privacy of the residents is maintained by ensuring that no two apartments face other. Residents can enjoy the greenery, excellent jogging tracks, swimming pool and ornamental pools, open spaces for children to play and club facilities.
ATS Advantage
Spread over 25 acres of land ATS Advantage, is located in NItikhand Indirapuram. The complex has 11 towers with 3 / 4 bedrooms and Penthouse facilities. The complex comes with a Swimming Pool, Gymnasium, kid’s play area, sports facility and 100% power back up, 24 hours treated water, etc.
ATS Golf Meadows
ATS Golf Meadows is a new development at Dera Bassi, 12 kilometres from Chandigarh airport, with a proposed size of 300 acres. Golf Meadows takes the best aspects of Chandigarh and recreates them in a grand ownership that is beautifully laid out around a golf facility. ATS Golf Meadows is a large, self-contained comprehensive development, designed by the world renowned architect Oru Bose of Bose International, Florida. The township will offer its residents a variety of housing options, ranging from luxurious and spacious villa and independent floors to modern Mediterranean styled apartments. The residential township will also offer various societal facilities like school, hospital, lavish 5-star hotel with large banquet halls, shopping mall, retail park, luxurious club house, a golf drive-up and other sports facilities. It will also have office complexes which will cater to professional and business needs.

What's your recommendation to solve India's growing housing deficit?

The housing shortage in India is enormous. Many millions of homes will need to be built across India to fulfil the needs of urbanization and the vision of our country becoming slum free. We need work out a Public-private partnership model that would enable the industry achieve scale. There is an urgent need of the Government to synergize with the Industry in developing urban infrastructure so that the current pressure of urbanization in select cities is addressed. This can be done through development of present semi-urban areas for housing requirements to make movement of people to and fro the urban employment centres more feasible and practical. Availability of funds in this capital intensive industry, a key determinant to its success, has to be unshackled and the Government must move towards a more liberalized regime of allowing access of foreign capital in this industry.


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