Creating Green Awareness in Real Estate: A case study of Sangath Group, India

Abstract

Manpasand Builders Pvt. Ltd. operated with the name Sangath. Sangath, a 30 years old group was established in the year 1981. Sangath group created a brand by means of employing green practices in their business of real estate. Sangath group had created its goodwill in the Ahmedabad real estate market. The initiatives taken by the company to create awareness about green homes were recognized and appreciated by all. Sangath used creative ideas and strategies to create awareness among external stakeholders regarding their green efforts, but the road ahead seemed difficult. Despite best efforts the consumers were unwilling to shell out extra money for green homes. There was lack of awareness and knowledge amongst consumers and with the market becoming competitive Sangath was finding it difficult to sustain the momentum and emerge as a winner.