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Live with Nature. In Nature : Rise of Ecocentric Real Estate Marketing in Bangalore

Environment Politics and Policy Blog
12 min readOct 21, 2023

Written By Hindavi Nasery ( Masters student at Azim Premji University)

Introduction

There’s a noticeable shift in how real estate developers market their properties lately. As I look at the large banners displaying the names of big real estate companies and the fancy houses they’re selling, I’ve noticed something different. It’s not just about selling a house; it’s about offering an experience — a life in harmony with nature. They’re not just promoting living in a concrete house; they’re selling the idea of living surrounded by nature, backed by studies that say it can reduce anxiety.

Interestingly, I came across an advertisement strategically targeting potential homebuyers, particularly the urban affluent middle class — an influential consumer group increasingly environmentally conscious and favoring a greener lifestyle. This marketing approach aims to dissuade them from high-rise living, emphasizing privacy loss and stress, nudging them toward eco-centric homes. I term this strategy ‘ecocentric real estate marketing,’ emphasizing nature-centric living and eco-friendly amenities. This resonates with individuals seeking a harmonious coexistence with nature in their housing choices. The affluent middle class, currently residing in high-rise buildings, lacks the facilities provided by eco-centric homes, making these eco-friendly properties more attractive. The tranquil atmosphere along with other sustainable living facilities offered by ecocentric properties caters to the burgeoning middle class in Bangalore, aligning with their rising discretionary means and aspirations for sustainable living.

This blog will look into the relationship between the present spike in ecocentric real estate marketing emphasizing “living with nature and in nature” and how environmentally sustainable they are in the city of Bangalore. We will investigate marketing techniques such as visuals commodifying nature, and how construction activities of ecocentric homes affect local ecology and communities, as well as how potential buyers opt to live in a property marketed by ecocentric real estate developers.

What is Ecocentric ?

In the dynamic real estate landscape, a distinctive trend is reshaping property development in Bangalore — the rise of ecocentric real estate marketing. I term this marketing approach as one that advocates living harmoniously with the environment, surrounded by green spaces and various eco-friendly amenities offered by builders. Essentially, ecocentric real estate marketing underscores the ecological and sustainable attributes of properties, resonating with individuals who prioritize a healthy coexistence with nature in their housing preferences.

This strategy involves real estate developers promoting the ecological and nature-centric features of their projects. To clarify, ecocentric homes are characterized by lush gardens, trees, and an immersive nature experience. Some developers go a step further by offering sustainable services like water harvesting and solid waste management, branding their properties as environmentally friendly and sustainable. This approach marks a departure from traditional home-selling paradigms, with developers adopting names and branding that underscore their commitment to the environment and sustainability.

Marketing Strategies

Developers adopt ecocentric names, architectural designs, and sustainable features to illustrate the emerging trend. Notably, the Prestige Group’s “Prestige Dew Drops” project, featuring 25 villas, emphasizes a secluded community for a serene nature experience. Similarly, the Confident Group partners with Zion Hills for a golf-themed project, offering picturesque golf course views from each home. Visual appeal plays a key role, evident in JRC Wild Woods’ website (below image 1), promoting ecocentric living with lush landscapes and green views. Strategic naming frequently includes terms like “earth”,”green,” “eco”, etc for example “EarthSongs” from Manyata group, a real estate company creating a connection with nature. These projects highlight eco-friendly services, from energy-efficient appliances to waste management, associating living with nature as synonymous with a healthy and ideal lifestyle.

Reality Check

We will explore further to examine whether real estate developers, who market themselves as nature-centric and claim to implement tangible green practices, genuinely support their promises with concrete actions.Many Bangalore-based developers, including JRC Wild Woods, have incorporated energy-efficient designs and waste management practices in their overall projects. However, traditional construction materials like bricks, paints, and cement blocks persist without exploring alternative options for large-scale projects.

In terms of green infrastructure, projects like “Earthsong” by Manyata Housing, a prominent real estate company with a 55-year old legacy, boast ample green spaces and community gardens. Despite this, there’s a lack of substantial effort to preserve local biodiversity. Transparency is also lacking on their websites regarding green building and sustainability certifications like LEED (Leadership in Energy and Environmental Design) or GRIHA (Green Rating for Integrated Habitat Assessment), which evaluate a building’s environmental performance throughout its entire lifecycle, establishing a definitive standard for ‘green buildings.’ Currently Maharashtra Government provides incentives to projects who avail GRIHA certifications. Although these certifications are voluntary based , obtaining these can enhance the credibility of their claims about being environmentally friendly and sustainable.

While positive steps from government and international organizations promote sustainable construction practices, Indian construction companies like DLF (Delhi Land and Finance) are moving towards a net-zero impact on construction activities. However, most companies are not transparent about publishing certifications publicly on their websites raising questions about the sustainability and eco-friendliness of their practices. The unclear information leaves no channels for public scrutiny regarding their certifications, prompting us to question whether these practices are genuine or merely a market gimmick or greenwashing strategy to attract potential homebuyers. The green building certifications with extensive revision in their assessment criteria according to city , demographic characteristics and population could be made mandatory and scaled up in country as cities bear a large amount of responsibility for balancing current requirements with the needs of future generations to maintain a sustainable balance.

The Impact on Urban Ecology: Environmental Consequences

Due to rapid urbanization in Bangalore, the city has witnessed unplanned growth and management challenges, particularly in infrastructure.As per Bangalore Development Authority(BDA) between 1991 and 2001, the city’s area increased by 92.1%, accompanied by a 37.8% growth in population. This explosive urban growth necessitates careful city planning to sustainably accommodate the burgeoning population. Factors such as the construction of institutional establishments, large-scale companies, and the emergence of IT corridors, such as ITPL, Whitefield, Electronic City, and Manyata Tech Park, have contributed to the city’s physical expansion.

The proliferation of IT corridors has fueled urban growth over the past two decades, causing nearby neighborhoods to burgeon and demand more housing and infrastructure. Whitefield, a major IT hub, has experienced a surge in demand for residential units, leading to continuous development in nearby areas like Hoskote.

Image 2: Home sale in 2023
Image 3: Housing Demand and Supply in Bangalore: Mid-income housing has the most supply, whereas luxury housing has more supply than demand. Most eco-centric homes fall into the category of luxury residences, with costs often exceeding one crore.

This expansion has triggered a peri-urban transition, altering how land is used as a resource. As the city extends outward, Bengaluru undergoes a rapid peri-urban transition due to significant technological, industrial, and infrastructure advancements.

However, this growth comes at a cost. The accelerated urban expansion and concentration of the IT sector in the periphery have transformed land usage within and around the city boundaries. Formerly majorly agricultural lands, peri-urban areas now witness increased infrastructure development. Unfortunately, these construction activities exert pressure on local resources, degrading the quality of water, air, and soil. Conventional construction materials which are not eco-friendly, contribute to environmental deterioration.

Additionally, after the construction phase, real estate developers often neglect efforts to conserve indigenous trees, further impacting local biodiversity. Groundwater depletion in Bengaluru is significant, with a decrease of over four meters in June 2022, reportedly attributed to urban concretization and excessive water extraction.

The Karnataka government in 2019, recognizing the water crisis exacerbated by intensive construction activity, proposed a five-year ban on construction in Bengaluru. This highlights how real estate, historically exploiting natural resources, faces challenges in adopting sustainable practices, even in ostensibly ecocentric projects.

As the eco-centric real estate marketing showcases an enticing vision of living in harmony with nature , this idyllic reality sharply contradicts the reality faced by migrants and low income workers coming to Bengaluru for job opportunities. The booming population, driven not only by IT professionals but also migrant workers, highlights certain disparities. Migrants, drawn to Bengaluru for construction-related activities, face unaffordable housing (See image 3 ,supply of affordable housing is only 17%), soaring land prices, and inadequate infrastructure. This leads them to settle in low-lying areas susceptible to inundation, creating an ever-growing burden on natural resources. This disparity prompts us to question the inclusivity and accessibility of eco-centric projects as currently it caters to only specific demographic groups .The nature, once a universal right , now becomes a luxury afforded by certain demographics and once again low income and migrant workers becomes vulnerable group.This throws a light on limitations of ecocentric real estate marketing amid Bangalore’s dynamic urban population.

As discussed above , the unmet demand and supply of affordable housing has prompted significant private sector participation in the housing sector. However, it raises concerns about the feasibility of affordable housing by the government, exacerbating the strain on Bangalore’s resources.

Moreover, as businesses face increasing pressure to showcase their commitment to sustainability, they grapple with complex challenges in adopting eco-friendly practices. This often leads to the intentional or unintentional use of greenwashing marketing tactics to attract customers, particularly prevalent in India’s real estate sector. The concept of ESG (Environment, Social, and Governance), a global benchmark for corporate sustainability, is relatively new in India, with unclear compliance due to a lack of stringent regulatory frameworks. This heightened public awareness of sustainability and climate change concerns intensifies the pressure on real estate professionals to project an image of sustainable practices. While the Real Estate Regulation and Development Act (RERA) 2016 is currently the only mandatory regulation ensuring transparency, non-mandatory certifications like GRIHA and LEED lack incentives for developers. To enhance transparency, state governments can delegate the implementation of regulations and certifications to districts, municipalities, and panchayats. Despite the Indian Green Building Council (IGBC) (affiliated with the Confederation of Indian Industries (CII)) being a dominant force in green rating systems, only 5–6% of the built environment currently complies with green standards and achieves certification, as reported by an IGBC officer in Bangalore.

Impact of real estate developments on Local communities

In 2016 a study involving 160 farmers in Bengaluru East, Bengaluru North, Devanahalli, and Hoskote areas was conducted to understand challenges faced by farmers in peri-urban areas when selling their lands to real estate agencies and is connected to eco-centric real estate through its exploration of the broader impact of urbanization on local communities and the environment. The findings highlight the consequences of rapid urban expansion on agriculture and the livelihoods of farmers. In the context of eco-centric real estate, it raises questions about the broader ecological footprint of urban development and the need for policies that address the well-being of local communities impacted by these changes. The study emphasizes the importance of considering the social and environmental aspects of real estate development, aligning with the principles of eco-centric living that promote harmony with nature. Additionally, the integration of mandatory ESG compliance could play a crucial role in ensuring the well-being of these communities impacted by real estate construction and expansion in urban spaces, fostering a more sustainable and inclusive approach to urban development. development.

Benefits of Green Living

Eco-centric houses not only benefit individuals but also promote collective well-being. They promote high natural ventilation via strategic design, enriching the living experience for all inhabitants and generating a feeling of communal well-being. Furthermore, the integration of energy-saving lighting and electrical equipment not only decreases utility costs for people but also adds to the community’s overall financial health. Aside from financial advantages, eco-centric homes include communal gardens, shared green areas, and sustainable amenities, therefore establishing centers for social interaction and environmental stewardship. These common places serve as recreational spaces, improving the neighborhood’s visual appeal as well as its physical and emotional well-being.

Things to keep in mind before buying

When making home purchasing selections, potential purchasers can inquire about eco-friendly features and materials utilized by builders. On the builder’s website, look for certifications such as LEED ,GRIHA or IBBC . These certificates demonstrate how green and environmentally friendly the structures and construction procedures are.The Real Estate (Regulation and Development) statute, 2016 (RERA) is the single statute that tries to promote accountability in the real estate industry and have websites for every state; thus, as a homebuyer or investor, you should be aware with the rules of the act and understand your rights.

.As we can see, the majority of these eco-friendly development operations are taking place in and around Bangalore’s peri-urban districts. If you are investing in an underdeveloped location, be certain that it will develop in the near future or at least a decade later. Even after two or three decades, some places never grow. Speak with your family, friends, and any real estate specialists you know. Distance from the airport, closeness to IT parks, and a study of which regions have developed in the last decade should give you an indication of whether the area in which you intend to invest will truly develop.

For Real estate developers

According to a WorldGBC report, the built environment (including buildings and infrastructure) represents one of the most significant global investment opportunities over the next decade, providing a means to improve sustainable development and human quality of life while also reducing emissions and combating the climate crisis. In India, strict regulatory frameworks with an emphasis on ESG factors, as well as mandating reputable certification agencies to analyze and evaluate ecocentric initiatives, should be supported. Green Bonds (a type of fixed-income instrument that is specifically earmarked to raise money for climate and environmental projects) has evolved as a significant financial tool. These bonds represent not just a commitment to sustainable development, but also an innovative method to funding. They might direct funds into high-impact end-use categories such as green buildings or projects, renewable energy efforts, energy efficiency improvements, and other environmentally responsible endeavors.

Final words

Given the imminent climate challenges, it is imperative for all stakeholders to advocate for a green economy and work towards achieving Sustainable Development Goals (SDGs) for an inclusive and climate-resilient lifestyle. Our investigation reveals discrepancies in the real estate sector. While projects highlight green features, the use of traditional construction materials and a lack of certification transparency are prevalent. This pattern strains urban ecology, affecting biodiversity, water tables, and local communities. Recognizing the community benefits of eco-centric homes, a robust regulatory framework for developers and advocacy from buyers for transparency in sustainable homes are crucial. In conclusion, eco-centric marketing warrants scrutiny, necessitating collaboration between buyers and developers for a genuinely sustainable urban living experience in Bangalore.

References

Ecocentric
Marketing
Bengaluru
Real Estate
Environment

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Environment Politics and Policy Blog

Written by Environment Politics and Policy Blog

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School of Policy and Governance, Azim Premji University

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