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Credited with the developing first condominium-style apartments in the city, Harsh Neotia-controlled Ambuja Realty is now being rebranded. The new entity is named Ambuja Neotia, keeping in mind the group’s varied interests in hospitality, healthcare and other non-realty sectors.
According to Harsh Neotia, Chairman, Ambuja Realty as a brand was “limiting”. Also the inclusion of the family name will “lend a personality to the brand”.
“Though we were calling ourselves Ambuja Realty, we were involved in verticals outside realty. Therefore, realty was limiting. Also our largest employee base is hospitality-centric, but they were being denoted by a brand that echoed realty,” Neotia told Business Line in an e-mailed response.
Although the exercise has already begun, it would take some time for re-branding to be completed.
Headquartered in Kolkata, Ambuja Neotia has a strong presence in the eastern region that includes Kolkata, Chhattisgarh and Bihar (through its flagship malls, City Centre). It also has township projects in Punjab (Amritsar and Khanna).
Re-branding
The company has already renamed it’s Web site to “ambujaneotia” (ambujaneotiia.com) and is carrying out the exercise across the other areas that include official documents and communications. Ram Ray of Response has been appointed for the exercise.
“Re-branding is being done in a phased manner. We haven’t planned any specific communication launch. If there’s a need, we might decide later,” Neotia said.
He, however, did not share the rebranding expenses. “The cost incurred so far is essentially for consultancy and research,” he added.
Other sectors
Predominant players in the real estate, Ambuja Neotia’s footprints in hospitality has been through hotels (Swissotel in Kolkata) and boutique resort (Ganga Kutir in West Bengal).
The company has announced plans to set up a boutique resort at Panthang in Sikkim (Guras Kutir). Four other resorts are planned in BengalGhoom in Darjeeling (Himal Kutir), Makaibari Tea Estate in Kurseong (Chia Kutir), Shantiniketan (Shanti Kutir) and Digha (Saagar Kutir).
In the healthcare segment, a 250-bed Neotia Getwel Healthcare Centre is already operational in Siliguri. The hospital, according to market sources, is built at a cost of Rs 250 crore.
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