08 Jul 2016 13:07 IST

Fancy a vitamin-laced shower in your home?

‘Wellness’ housing, targeting HNIs, the latest thing in the realty market

With features ranging from Vitamin C-infused showers to electromagnetic radiation-proof electrical circuitry, real estate players are pulling out all the stops to sell ‘wellness’ homes to high net worth individuals (HNIs). Tata Housing Development and Godrej Properties are in the vanguard of this market, which is still nascent.

Tata Housing has already launched project ‘Serein’ in Thane, near Mumbai, wooing buyers with the promise of pure air, clean water and a healthy atmosphere.

“Our research showed that there is a demand for such homes from HNIs,” says Rajeeb Dash, Head, Marketing, Tata Housing Development. “We wanted to integrate these wellness features into our product.”

These homes offer a Vitamin C-infused water supply system to curb skin problems due to pollution, noise cancelling glass and air purifiers, among other features. At the Mumbai project, where homes cost upwards of ₹1.65 crore, the company has already received 150 bookings. It is now looking at Delhi and Bengaluru as markets for wellness homes.

“For our future projects, we also plan to introduce a posture-supportive flooring system,” Dash added. Tata Housing has partnered with the US Green Building Council and Green Business Certification Inc to develop wellness residences, in accordance with LEED and the WELL Building Standard.

Explaining this trend, Amit Goyal, CEO of North India Sotheby’s International Realty, says: “Polluted environments are fuelling demand for urban residences that are ‘wellness oases’ within. And also for new healthy-living focussed ‘satellite’ cities, where commuting is easy, families can experience more space, community, nature, outdoor fitness and everything from great schools to farmed food.”

Godrej’s urban farm

Godrej Properties, too, recently prototyped an urban farm to focus on connecting with the land for recreation and nourishment. “Our focus has been on thoughtful design, segregation of vehicular traffic to improve air quality, and inclusion of ‘green’ — especially as a natural air filtration system, day-lighting, engineered water systems, high performance glazing for noise reduction and other features,” says Anubhav Gupta, Chief Design Officer, Head-CSR and Sustainability, Godrej Properties.

As consumer awareness and demand for health/ wellness increases, the company is looking at upcoming projects in these areas, Gupta added.

On the market for such homes worldwide, Ashwinder Raj Singh, CEO, Residential Services, JLL India, says: “The concept works well abroad, and has seen quite a bit of success in Japan and the UK. In India, developers will need to ensure that the wellness features are not merely token offerings.”

“So far, we have seen NRIs showing more interest for well-known genres such as smart, green and themed projects,” says Singh, adding that new genres have to prove their endurance, attractiveness and market- ability.

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