StartupTalky

Tag: Jasna Bedi

  • Luxury Real Estate Marketing: How to Build a Timeless Aspirational Brand

    This article has been contributed by Ms. Jasna Bedi, CMO, BCD Group and Founder, Casa Di Lusso.

    Luxury in real estate is no longer about owning extravagant homes. It is more about creating an emotional connection and offering a distinct experience. As competition heats up in this high-end market, its success depends not only on the physical attributes of luxury homes but also on the experiences and stories that real estate brands can create. Traditional marketing techniques have given way to an era where innovation and emotional engagement have taken the front seat.

    Placing High-End Properties in a Competitive Marketplace

    The high-end realty sector is saturated with extravagant homes, yet what distinguishes a property is how it is marketed and the emotions it evokes. Customers in this sector are not only concerned about square footage; they desire distinct and exclusive properties in high-profile areas. This makes careful positioning of luxury homes an essential factor.

    Effective positioning relies on a deep understanding of your target clientele—the high-net-worth individuals (HNWIs) and ultra-high-net-worth individuals (UHNWIs). An industry survey reveals that India’s luxury housing segment will likely grow at 15% CAGR through 2025, driven by HNIs and UHNIs. These elite buyers don’t simply invest in a home. They invest in status, legacy, and lifestyle. To establish a brand that resonates with this elite clientele, realty marketers must carefully position luxury properties to leave a lasting impact.

    A brand specialised in luxury real estate must establish itself as a symbol of trust, expertise, and exclusivity. To achieve that, it needs a clear image and an identifiable visual language. Refined typography, an elegant colour scheme, and clean marketing materials help shape positive brand perception. Real estate marketers must master this art by maintaining a consistent look that instantly conveys luxury.

    Apart from aesthetic appeal, exclusivity must be incorporated into the whole brand experience. Even digital marketing campaigns need to be selective to reach only the best-qualified home buyers through precision-based campaigns that emphasise personalisation, data-driven targeting, and a multi-channel approach.

    Upscale properties must also be marketed in a manner that emphasises their unique attributes. Expert photography, film-quality videography, and ultra-high-definition virtual walkthroughs should not only capture a home’s attributes but also speak about the lifestyle it represents.

    Drone shots of stunning vistas, dusk photography for setting mood, and stylish interior photography help create an aspirational tale that attracts the best buyers. Also, interactive 3D floor plans give buyers a deeper sense of space and scale.

    Storytelling and Emotional Branding in Luxury Real Estate

    Luxury is more about stories than statistics. Homebuyers do not buy a house because of the high ceilings or marble counters. They invest in the feelings and aspirations associated with it. A luxury home must narrate a story that resonates with the desires of prospective buyers. Thus, successful luxury branding relies on captivating storytelling.

    India’s luxury property brands excel in the art of emotional branding through storytelling. They incorporate the country’s history and craftsmanship into their architectural designs and lifestyle experiences to entice buyers.

    The country’s high-end properties are inspired by its affluent heritage that has a deep connection with craft and culture. As such, luxury homes today blend the old and the new by combining modern sophistication with traditional ingenuity. The goal is to recreate vintage styles in a contemporary context so that a luxury home looks both timeless and relevant. 

    A powerful brand narrative also inspires trust. Consumers in the luxury property market prefer brands that share their values and reflect exclusivity. Consistent messaging across all channels, from the website to social media to in-person contacts, bolsters this association.

    Because high-net-worth customers are sophisticated and expect seamless experiences, each point of contact needs to be exclusive and refined. Online platforms provide the chance to take storytelling beyond conventional marketing. Luxury realty brands need to leverage high-quality content to transport potential purchasers into the world they are selling.

    Blog stories on architectural inspirations, interviews with top designers, and behind-the-scenes tours of upscale property developments generate curiosity and aspirational appeal. Some luxury real estate players use influencer marketing to improve brand narrative in order to captivate, engage, and resonate with people on a deep emotional level.

    Top 12 Profitable Real Estate Business Ideas in India 2025
    Real Estate is a growing industry that is full of potential. So, if you want to enter the property business, here are the best and profitable real estate business ideas in India.
    StartupTalkyAshwini

    Utilising Experiential Marketing to Engage High-Net-Worth Buyers

    In the high-end realty market, experiences make a more lasting impression than commercials. That is why experiential marketing is an anchor of luxury real estate branding. Experiential marketing has a long-lasting impact.

    It is about creating an ongoing experience in which every interaction with the brand reinforces the sense of luxury and exclusivity. Every aspect should reflect refinement and prestige from the moment a potential consumer comes into contact with the brand until the final sale.

    Designing immersive, memorable experiences enables prospective buyers to connect with a property on a more real level. 

    Curated events are one of the best ways to employ experiential marketing. A property can host exclusive events to create a memorable experience for fine dining, art viewing, or a private concert. For instance, a Michelin chef could host an intimate dinner or a celebrated painter might organize an art show in a luxury villa where guests can not only see the home but also experience the lifestyle it provides.

    Technology–The Magic Ride to Virtual Luxury

    Technology is also used in experiential marketing. Virtual reality (VR) property tours give buyers an immersive experience and enable overseas buyers to tour a home virtually with photo-realistic accuracy.

    Listings featuring virtual tours and videos rank higher and boost engagement, besides helping realtors generate more leads. Similarly, AI concierge services provide personalized property information and recommendations to further maximize interaction and leave buyers feeling valued and heard.

    Personalisation further enhances the home buying experience by allowing potential buyers to visualise different interior design options, lighting settings, flooring choices, and smart home integrations.

    The Gold Standard of Luxury Branding

    Aspirations are always in demand in a market dominated by exclusivity. A genuinely aspirational luxury real estate brand is not merely about the properties it lists. It is about the feelings it inspires, the exclusivity it maintains, and the experiences it offers.

    In 2025, success in the luxury realty sector requires more than conventional strategies. To truly stand out, developers need an evolved, multi-dimensional strategy that resonates with high-net-worth buyers. From engaging digital narratives to offering ultra-personalized experiences, these impactful strategies can make a luxury housing brand the go-to choice for elite homebuyers.

    Top 10 Landowners in India
    Discover the largest landowners in India, including prominent individuals and influential entities that own vast tracts of land across the country.
    StartupTalkyNitin Konde

  • Building Her Story: A New Era for Indian Women in the Construction Sector

    This article has been contributed by Jasna Bedi, CMO, BCD Group.

    The Indian construction sector, one of the largest employers after the agricultural sector, was once regarded as a male-dominated field. It still is, but women are beginning to break barriers. Over 40 million people work in the construction sector, which will likely grow at a compounded annual rate of over 6% between 2024-2033. Regardless of the staggering number, women in this sector have always been relegated to the lowest-paying jobs. Nonetheless, a new chapter of change is unfolding as women are now steadily gaining their footing in this sector; this indicates an encouraging trend for women’s participation.

    Until recently, Indian women were mainly concentrated in unskilled manual work in the construction industry. However, as infrastructure and construction firms have realised the value of inclusiveness, they began implementing policies that encouraged women’s involvement in skilled work and managerial levels. 

    Diversity–a Business Necessity

    Having more women in construction is not just about equality. It is a business imperative. A diverse workplace brings together different perspectives, besides driving more effective decision-making. It also addresses the industry’s shortage of skilled labour. 

    Women also bring unique strengths to the construction sector. Studies have found that women pay greater attention to detail, are quick learners, and possess good work ethics, all of which are valuable attributes in the construction and infrastructure industries.

    Nowadays, women are increasingly hired in the construction sector as plant and equipment operators, site supervisors, and even project managers. As the industry expands and modernises, businesses have realised that a gender-balanced workforce can make operations more productive and efficient.

    Indian construction companies have also realised that diverse leadership drives innovation and improves decision-making. Consequently, women are stepping into leadership positions in the construction sector, and forward-thinking real estate firms are actively promoting gender diversity in executive roles. Also, training, counselling, and funding for aspiring professional women have reduced the discrimination against them and allowed them an even playing field.

    Additionally, perceptions toward women in the construction sector have also started to change. As more women enter and perform well in the industry, society’s perspectives are slowly changing. The visibility of women in technical and leadership capacities is breaking down traditional stereotypes, and the construction sector is welcoming more women professionals. This attitudinal shift, although slow, is an important step toward ending the cycle of gender-based constraints.

    Supportive mentorship and equal opportunities are some of the steps being taken to engage women more significantly in this industry. This is not a symbolic move to check diversity boxes but a deliberate step to utilise women’s contribution to this industry.

    Women Entrepreneurs Driving Change

    Entrepreneurship is another significant driver of change. Women-led construction businesses are sprouting up and breaking the conventional mould. According to Knight Frank-RICS reports, the construction sector employs a 7.1 crore workforce, which will surpass 10 crore by 2030. Likewise, the WTC and Primus Partners report shows that the sector employs only 70 lakh women workers compared to 500 lakh male workers. Though women’s participation seems negligible, their inclusion is steadily increasing. As their numbers multiply, so does the demand for policies that support female entrepreneurs in this field.

    The economic benefits of integrating more women into the workforce are enormous. A McKinsey Global report estimates that increased female participation in India’s labour force could add $700 billion to global GDP. This alone should push policymakers and business leaders to invest in programs that inspire women to pursue careers in construction/infrastructure.

    Why Should Every Startup Have a Female Co-Founder?
    If you are on the lookout for a co-founder, do think of hiring a woman based on these responses by women entrepreneurs already in the business.
    StartupTalkyAshwini

    Challenges on the Path to Equality

    A career in construction is not without challenges for women. Gender discrimination, hostile working environments, and social stereotyping discourage them from entering the profession. The belief that women are best suited for clerical or administrative jobs instead of substantive construction work such as engineering, site management, or operating heavy equipment still inhibits opportunities.

    But change is in the air, and shifting industry needs have created new opportunities. The industry’s shortage of skilled labour has compelled employers to re-examine hiring strategies and encouraged more women to be included in various positions.

    The Reality Check–Gender Gap Still Persists

    Inclusiveness in the construction sector is impossible without women’s presence. A 2023 McKinsey report indicates that boards with diversity are 27% more likely to outperform non-diverse boards. Though favourable initiatives are driving women towards prestigious roles in the infrastructure/construction sector, statistics look disheartening. In India, women occupy only 18.3% of the board seats and 4.1% of the board chairs. However, women’s representation in senior leadership has reached 18.5% in 2024 though at a much lower baseline. Another report by the World Trade Centre (WTC) and Primus Partners highlights that women occupy less than 2% of executive roles in Indian construction firms, with even fewer in managerial positions. Much work still needs to be done to make sure that qualified women are involved in the industry and provided equal opportunities to climb the ladder of leadership.

    Global Perspectives–Lessons from Around the World

    Cross-comparisons against global trends reveal that India is not alone in this fight. Women in Australia make up a paltry 12% of the construction sector, and ASEAN countries are also on a similar mission to increase the role of women in infrastructure development. However, global initiatives, such as ASEAN’s Gender Mainstreaming Strategic Framework, show how regional coordination can be more effective. India can learn from these to formulate its own policies to boost the role of women in infrastructure development.

    Paving the Way Forward

    Since the construction industry is changing fundamentally, women are becoming increasingly engaged in every aspect of the field. These changes are breaking down old stereotypes and creating opportunities for future generations of female leaders. Furthermore, many organisations are taking up CSR initiatives to introduce skill development and educational programs with adequate employment avenues. 

    Although policies and corporate efforts strive to build a more inclusive world, change will only happen once the industry understands women’s worth. Eliminating structural barriers, promoting a safe working environment, and laying out clear career progression channels are imperative to tap into the untapped potential of women in the construction sector.

    Dispelling barriers in India’s construction sector isn’t easy but Indian women are living proof that they can do it. They are not only contributing to its growth but also helping mould the infrastructure of tomorrow. The sector can develop a work environment that values diversity and empowers its women, thus setting an example for others to emulate.

    The Challenges Women Face as Entrepreneurs
    This interview is about how Women as entrepreneurs are seen as a myth and that’s because of the many obstacles they have to face in their careers.
    StartupTalkyAshwini