Introduction

INTRODUCTION
DLF was the leading real estate player in India, and its visionary chairman, Mr.
K.P.Singh, had played a large role in this. In April 2008, he was conferred an Honorary
Degree of Doctorate in Science by the prestigious G.B. Pant University of Agriculture&
Technology, in recognition of his 'invaluable contribution in the field of Business
Administration.'Describing his vision, Mr. K. P. Singh said in his acceptance speech, 'In
my own humble way, it has been my endeavour to pioneer a movement to make Housing
and Urban Development the new Sunrise Sector of our economy.''I am acutely aware that
although my company DLF is today regarded as the largest real estate developer in the
world and has a pan-Indian presence with over 50 million square feet under construction,
India needs not one DLF, but hundreds of companies like DLF to meet the rising
aspirations of the people for better living standards, better homes and better all round
infrastructure.'
Mr. Singh further said, 'the ground reality is that due to neglect of this crucial sector in
the past, our urban infrastructure is today crumbling and our urban centers are unable to
cope with the burgeoning population. Everything is in short supply, whether you talk of
housing, power supply, roads or sanitation. This has led to the degradation of the human
condition in our cities and towns, where fifty per cent of the population are slum
dwellers, lacking even basic hygiene facilities and slum children, the citizen sof
tomorrow, are growing up in an environment where character building has no place.’
On the occasion, Dr. A. P. Sharma, Vice-Chancellor, G.B.Pant University said that Mr.K.
P. Singh has made 'historic and lasting contributions to the building of modernIndia
through his pioneering role as a real estate developer and corporate leader with a vision to
transform the urban landscape of the country'. Mr.K.P. Singh also set 'new standards in
the housing and urban development scenario' emerging as the 'driving force'
1

Vision, Mission & Values
DLF Vision
To contribute significantly to building the new India and become the world’s most
valuable real estate company.
DLF Mission
To build world-class real-estate concepts across six business lines with the highest
standards of professionalism, ethics, quality and customer service
DLF Values
• Sustained efforts to enhance customer value and quality
• Ethical and professional service
• Compliance and respect for all community, environmental and legal requirements
The Real Estate Sector in India
The real estate sector plays an important role in the overall development of the country.
Real estate involves the purchase, sale and development of land, residential and non-
residential buildings. Real estate sector activities also encompass activities in the housing
and construction sector.The size of the Indian real estate sector is estimated to be over
US$12 billion. The contribution ofthe housing sector to India's GDP is a meagre 1%
against 3-6% of developing countries. If the economy grows at the rate of 10%, the
housing sector has the capacity to grow at 14% and generate 3.2 million new jobs over
the next 10 years.In the last 3 years, the construction activity in the real estate sector has
been buoyant, after going through a recession between 1995 and 1999. High growth in
2

the economy, growing contribution of the services sector, changing demographic profile
(increasing proportion of young and working population, increasing disposable incomes
and urbanisation), rising demand from the technology sector and favourable government
policies are expected to drive the demand for real estate in India.The housing boom is
expected to continue, despite a marginal firming up of the interest rate on housing loans.
.
3

OVERVIEW
DLF Limited, is India's largest real estate company in terms of revenues, earnings, market
capitalisation and developable area. It has a 62-year track record of sustained growth,
customer satisfaction, and innovation. The company has approximately 238 msf of
completed development and 423 msf of planned projects, and has pan India presence across
30 cities.
DLF's primary business is development of residential, commercial and retail properties. The
company has a unique business model with earnings arising from development and rentals.
Its exposure across businesses, segments and geographies, mitigates any down-cycles in the
market. DLF has also forayed into infrastructure, SEZ and hotel businesses.
Development Business
The development business of DLF includes Homes and Commercial Complexes
The Homes business caters to 3 segments of the residential market - Super Luxury, Luxury
and Mid-Income. The product offering involves a wide range of products including
condominiums, duplexes, row houses and apartments of varying sizes. DLF has 216 msf of
developed area under homes and residential plots.
DLF is credited with introducing and pioneering the revolutionary concept of developing
commercial complexes in the vicinity of residential areas. Since its inception in 2007, DLF
has successfully launched commercial complexes and is in the process of marking its
presence across various locations in India.
The development business at present has 391 msf of development potential with 25 msf of
projects under construction.
5

Annuity Business
The annuity business consists of the rental businesses of offices and retail.
With over six decades of excellence, DLF is a name synonymous with global standards, new
generation workspaces and lifestyles. It has the distinction of developing commercial
projects and IT parks that are at par with the best in the world. DLF has become a preferred
name with many IT & ITES majors and leading Indian and International corporate giants,
including GE, IBM, Microsoft, Canon, Citibank, Vertex, Hewitt, Fidelity Investments,
WNS, Bank of America, Cognizant, Infosys, CSC, Symantec and Sapient, among others.
DLF pioneered the retail revolution in the country and brought about a paradigm shift in the
industry by redefining shopping, recreation and leisure experiences with the launch of City
Centre in Gurgaon in 2000. The Retail Malls business is a major thrust area for DLF.
Currently, DLF is actively creating new shopping and entertainment spaces all over the
country.
The company has land resource of 92 msf for office and retail development, with 17 msf of
projects under construction.
DLF has acquired AMAN Resorts to expand its presence in the hotel business
internationally. It also has a JV with Hilton hotels for the development and management of
hotels pan-India. DLF plans to develop world-class hospitality properties under the luxury,
business, leisure & recreational segments of the hospitality industry. It has a development
potential of 12 msf for its hotel business.
For better implementation and execution of its projects, DLF has created a set of execution
enablers – such as Laing O'Rourke for construction.
DLF has a strong management team running independent businesses, though
complementing each other in cases of opportunities of mixed land use. DLF's mission is to
build a world-class real estate development company with the highest standards of
professionalism, ethics and customer service and to thereby contribute to and benefit from
6

the growth of the Indian economy.
KEY CHARACTERISTICS
The Indian real estate sector has traditionally been dominated by a number of small
regional or local players with low levels of expertise. The sector has seen limited inflow
of institutional capital and has used high net-worth individual (HNI) and other informal
sources of financing as the major source of capital, leading to low levels of transparency.
This is rapidly changing as the sector is witnessing far higher growth rates and
significantly improved quality expectations as India gets better integrated with the global
economy. Some of the key characteristics of the Indian real estate
sector are:
a) Highly fragmented market dominated by regional players - Rapid growth in the last
decade has seen the emergence of larger players that have differentiated themselves
through superior execution and branding. Further, these players are now able to capitalize
on their early mover advantage with high market share, but remain confined to local or
regional markets. While these larger players are now initiating efforts to develop a
broader geographic presence, their home markets continue to generate majority of their
profitability.
b) Local know-how critical success factor in the development phase - One of the key
reasons for emergence of local developers is the critical importance of local knowledge
and relationships in ensuring successful and timely development of real estate projects.
Property is a state subject in India and the rules and regulations that affect, among other
things, approval processes and transaction costs vary from state to state.
7

c) High transaction costs -The sector has traditionally been burdened with high
transaction costs as a result of stamp duty on transfers of title to property that varies state
by state. Though efforts are being made at the state level to reduce the stamp duties, they
continue to be as high as 11 % in certain states.
d) Enhanced role of mortgage financing -Over the last five years, a significant portion of
new acquisitions, particularly in the larger cities in India, has been financed through
banks and financial institutions. This has been aided by a sharp decline in interest rates
and broad availability of financing products, due to aggressive marketing and product
development by financial institutions.
COMPANY DETAILS
• Incorporated in 1946,(first developed Krishna nagar colony in Delhi)
• Listed on 5th
July on BSEand NSE
• Approximately 423 msf of planned projects and 238 msf of developed projects
• Presence across 32 cities
• Total employees more than 2700.
• Definitive agreement with Amanresorts,lifestyle business in 22Luxury hotels in
12 countries
• Market capital INR 52212.02 crores (as on august 2010).
MANAGEMENT - DLF
Name Designation
K P Singh Chairman / Chair
Person
T C Goyal Managing Director
KameshwarSwarup Group Exe.Director
8

D V Kapur Non Executive
Director
M MSabharwal Non Executive
Director
B Bhushan Non Executive
Director
Name Designation
Rajiv Singh Vice Chairman
Pia Singh Whole Time Director
G S Talwar Non Executive
Director
K N Memani Non Executive
Director
RavinderNarain Non Executive
Director
N P Singh Non Executive
Director
CHAIRMAN'S PROFILE
Dr. Kushal Pal Singh, popularly known as K. P. Singh, is the Chairman of the Board of
DLF Limited, India's largest real estate company with a pan India presence in over 30
cities across 18 States. Dr. Singh is widely recognized across the world for his path-
breaking and visionary contributions to the building of modern India through his
pioneering role as a real estate developer and corporate leader who has transformed the
urban landscape of the country by setting new standards in the housing and urban
development scenario and creating world class infrastructure to attract unprecedented
9

levels of foreign and domestic investment inflows, generating new employment
opportunities and changing lifestyles.
Born on August 15, 1931, Dr. K.P. Singh pursued Aeronautical Engineering in UK, after
graduating in Science and was subsequently selected to the Indian Army by British
Officers Services Selection Board, UK and thereafter commissioned into a renowned
cavalry regiment of the Indian Army. In 1960, he joined American Universal Electric
Company and soon after its merger with DLF Universal Limited in 1979, he took over as
the Managing Director.
In the early Eighties, Dr. K. P. Singh took it upon himself to spearhead a total
transformation in the Housing and Urban Development scenario in the country.
Visualizing that only the collaborative efforts of both the public and private sectors could
achieve the goal of creating cities of the future with adequate housing and urban
infrastructure to meet the needs of future generations, he worked towards bringing to an
end the era of State monopoly and opening the doors for professional private developers
to play a major role in building onsite infrastructure for homes, offices and entertainment
and retail complexes. He was one of the pioneers of the concept of Public-Private
Partnership in the urban development sector, with the private sector involved in creating
on-site infrastructure and the public sector responsible for providing off-site
infrastructure, the funding for which was mobilized from the property-owners and paid to
the Government.
His visionary efforts were crowned with success, through the innovative Gurgaon
satellite city project, which is today the single-most important and influential urban
development model in Independent India that is being replicated elsewhere in the
country.
Dr. Singh is also widely credited with conceptualizing a unique and innovative model for
acquisition of land from the farmers by involving the farming community as ‘Partners in
Progress’ in Housing and Urban Development. He has been a firm believer in corporate
10

intervention in the social sector encompassing CSR and philanthropic activities like
improvements in the living standards of construction workers, and providing basic
education and healthcare facilities in adopted villages in and around DLF townships.
Dr. K.P. Singh has pioneered a national movement for Self-Regulation and Ethics in the
Indian Housing and Real Estate Industry that has blossomed into National Real Estate
Development Council (NAREDCO) - the apex autonomous self regulatory body of
Public and Private Sectors, functioning under the patronage of the Ministry of Housing
and Urban Poverty Alleviation, Government of India, with State Real Estate
Development Councils (State-REDCOs) being established in various States of the
country.
One of Dr. K. P. Singh’s most outstanding contributions to the Indian economy has been
his historic pioneering role in creating world-class infrastructure to attract foreign direct
investment (FDI) and also to facilitate the advent of the business process outsourcing
(BPO) phenomenon.
Dr. K. P. Singh is the recipient of numerous awards and honours. The most prestigious of
which is the Padma Bhushan award, conferred to him by the Government of India on
26th January 2010. He has also been conferred honorary doctorate degree by the G. B.
Pant Agriculture University and has been honoured by several well-known universities
and educational institutions in India and abroad, including the Indian Business School,
Indian Institute of Management and Indian Institute of Technology. He is the recipient of
the Delhi Ratna Award by the Government of Delhi for his valuable contribution towards
the development of Delhi. He has been awarded with the Samman Patra Award for being
one of the top tax payers of Delhi region in fiscal 2000 by the Government of India. In
2008, Forbes magazine ranked Dr. Singh as the richest real estate baron and the eighth
richest person in the world, at a net worth of US$30 billion. NDTV, a well known media
house, conferred him with a Special Award at the Indian of the Year Award function held
in January 2008.
11

LOGO –THE ETHOS
The pyramid symbol and the mission line 'Building India’ is collectively referred to as
the DLF Logo.
The company's name is represented in black capital letters. The typeface represents the
solidity of the enterprise; emphasizes accountability, responsibility as being a strong and
integral part of the Group's ethos.
The pyramid depicts nine smaller pyramids; each composes itself into a larger pyramid
all-encompassing in nature and presentation. The pyramid itself and the component
pyramids convey cohesion, interdependence, support and foundation, to a common
purpose and to achieve greater heights.
The words ’BUILDING INDIA’, is in capitals like the company’s name, and at once
conveys DLF’s mission and vision. It is an intrinsic reflection of the Group’s
commitment and its 60-year heritage.
HISTORY
The DLF Group was founded in 1946. We developed some of the first residential
colonies in Delhi such as Krishna Nagar in East Delhi, which was completed in 1949.
Since then we have been responsible for the development of many of Delhi’s other well
12

known urban colonies, including South Extension, Greater Kailash, Kailash Colony and
HauzKhas.
Following the passage of the Delhi Development Act in 1957, the state assumed control
of real estate development activities in Delhi, which resulted in restrictions on private real
estate colony development. We therefore commenced acquiring land at relatively low
cost outside the area controlled by the Delhi Development Authority, particularly in the
district of Gurgaon in the adjacent state of Haryana.
This led to our first landmark real estate development project – DLF Qutab Enclave,
which has now evolved into DLF City. DLF City is spread over 3,000 acres in Gurgaon
and is an integrated township, which includes residential, commercial and retail
properties in a modern city infrastructure with schools, hospitals, hotels and shopping
malls. It also boasts of the prestigious DLF Golf and Country Club with night golfing
facilities.
13

Introduction

More Related Content

What's hot (18)

Viewers also liked (20)

Similar to Introduction (20)

Recently uploaded (20)

Introduction