MUMBAI: Carat Media Services has bagged the media duties for Baderwals Infraprojects worth Rs 200 million. Previously, a land procurement, holding and banking firm, the company plans to foray into the realty domain in the country and therefore decided to award its planning and buying functions to Carat.
Speaking to Indiantelevision.com Baderwals Infraprojects president marketing Nilanjan Maitra said, "In making a strategic shift into the dynamic category of realty business, we needed a media partner to hold our hand and support our growth in this segment. The expertise in planning and buying that Carat brought to the table urged us to select them."

The other players in the fray included Group M's Motivator, and two local players - a Madison based agency and Hitads. The creative duties were awarded to Latitude 23 about six months ago.
Baderwals which has a land bank worth Rs 4.5 billion, will launch itself originally be developing state-of-art commercial and residential projects in Delhi, NCR and extended region with the initial investment of Rs.11 billion. The company plans to develop 11 projects across the country.

Commenting on this strategic shift, Baderwals Infraprojects Pvt. Ltd. chairman and managing director Sushil Baderwal said, "The Real Estate growth in the country is riding high to the levels of 20 per cent to 60 in the past decade and is showing signs of future swell in the coming period. Baderwals taking advantage of the present favorable conditions in the realty biz are now sailing into the sea of construction and development of realty."

In the past, Baderwals has erected mega projects like - Township, Group Housing , Malls, Multiplexes and Hotels, Education and Entertainment in Delhi and NCR and extended tier II and tier III cities, followed by several other potentially lucrative regions of the country. As it expands into different regions in conjunction, the group will be able to meet the aspirations of "B" class cities, informs an official release.