Prepared by

Gourab Bhowmick
MBA(FT) : 2014-16 || Roll No
141222
Institute of Management ,
Nirma University

Corporate Profile
Ambuja Neotia is one of the most prominent and respected corporate
houses headquartered in Kolkata with its forte in real estate and recent
forays into hospitality, healthcare and education. The company, under the
stewardship of Mr. Harshavardhan Neotia has been responsible for
landmark projects in and around Kolkata such as Udayan, Kolkatas first
Condoville created around the Public Private Partnership model, City
Centre, the mall that went on to re-write several retail rules, Ffort
Raichak, Kolkatas first luxury weekend getaway and the pastoral hamlet
by the Ganges, Ganga Kutir amongst many others.
The Group also championed the cause of woman and child healthcare by
setting up Bhagiarthi Neotia Woman & Child Care Centre in Kolkata.
In all its projects, Ambuja Neotia is deeply mindful of its environmental
responsibility and creating spaces that offer a better and greener life. It is
with this view in mind, that Ambuja Neotia came up with Ecospace, its
first business park in New Town which is a Green Building certified by
LEED. Its leisure properties like Ffort Raichak and Ganga Kutir are nestled
in the lap of nature abiding by its every rule and all their housing and
townships offerings have celebrated elements of nature from the
conception to the finishing stage. Ambuja Neotia is known to pay special
emphasis to design and aesthetics in a way that their projects are
enduring and appealing as well as sustainable and viable for the future. In
their pursuit of creating delight through spaces, it has also partnered with
a bouquet of ace architects like Charles Correa, Balkrishna Doshi, Kapil
Bhalla, Channa Daswatte to name a sfew.
The Group also has several projects in Eastern India as well as other parts
of the country in the pipeline and is continuing to live by its maxim of
making a difference to the way people live.
Group Companies
Ambuja Neotia Holdings Private Limited (formerly known as RKBK
Fiscal Services Private Limited)
Ambuja Housing and Urban Infrastructure Company Limited
Bengal Ambuja Housing Development Limited
Bengal Ambuja Metro Development Limited.
Ambuja Realty Development Limited
Udayan Greenfield Developers Limited
GGL Hotel & Resort Company
Ganapati Parks Limited
Choicest Enterprises Limited
BAHDL Hospitality Limited
AIPL Ambuja Housing and Urban Infrastructure Limited
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Neotia Healthcare Initiative Limited

Park Hospitals
Educational Development Trust
Jnana Pravaha
Neotia Foundation

Diversity:
Realty

The Ambuja Realty journey, under the stewardship of Mr. Harshavardhan

Neotia, started nearly two decades ago with a simple mission - to make a
difference to the way people live.
Bengal Ambuja was initiated with support from the Government of West
Bengal, as one of the first joint sector companies in the state. This led to
the creation of a pioneering Public-Private Partnership which holistically
addresses housing demand across all sections of society through a crosssubsidised model that allocates 50% of all the homes for LIG and MIG,
with the rest for HIG. The success of Udayan on the E M Bypass, inspired
the Group to create Ulhas in Bardhaman, Urvashi in Durgapur, Utsa in
New Town, Kolkata, Uttorayon in Siliguri, Upoban in Santiniketan, Ujjwala
in New Town, Kolkata and Upohar, off the EM Bypass, Kolkata.
Today, Ambuja Realty has stepped beyond housing, nurturing the domains
of realty (residential, retail and commercial), hospitality (resorts, hotels,
spas, restaurants, clubs), healthcare (multispeciality hospitals, clinics and
research) and education. It has also made a successful foray in retail
infrastructure with City Centre Malls. Building on this experience and
expertise, it is now ready with a pan-India growth strategy to deliver an
unprecedented number of high-quality projects in the forthcoming years.
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Hospitality

When Ambuja Neotia ventured into the hospitality segment, it was with the
same passion for excellence that has become synonymous with the Group's
realty projects. The Conclave was Harshavardhan Neotia's maiden
entrepreneurial venture in the hospitality industry and the first chapter in a long
success story. Today, with a glorious 25 years behind it, The Conclave is an
enduring nostalgia for Mr. Neotia.

The brand has been extended through The Conclave Ecohub, Club Verde
Vista at Kolkata, Club Rio Vista at Raichak-on-Ganges and Club Montana
Vista at Siliguri.
The Ffort at Raichak-on-Ganges was The Group's first stride into
hospitality and the beginning of a memorable journey that transformed
the sleepy hamlet called Raichak into a favourite river retreat about an
hour and half's drive from Kolkata. It is a luxury riverside resort with 61
tastefully appointed, river-facing rooms and extensive conferencing and
banqueting facilities. Ganga Kutir, Resort and Spa, is an idyllic getaway
designed to create personal havens that embrace the concept of 'luxury
re-defined'.
On the other hand, Swissotel Kolkata Neotia Vista is a 5-star business
hotel located at City Centre, New Town - the very heart of Kolkata's
emergent urbanscape.
Healthcare

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With an intent to reach out to the largest number of people possible,

Neotia Healthcare Initiative Ltd., a Public Limited Company has been
launched to consolidate all healthcare activities under one corporate
division, where the experience gained by the group in its diverse activities
could be put to use to build healthcare institutions that would carry all the
hallmarks of the many successful ventures of the Neotia family & the
Ambuja Realty group. This division has been set up by the group's
Chairman, Mr. Harshavardhan Neotia, and is mentored by the group's
patriarch, Mr. S. K. Neotia.
The Bhagirathi Neotia Woman & Child Care Centre is a super-speciality
83-bedded hospital, offering the most advanced facilities for woman and
child health care in eastern India.
An ambitious expansion plan has been charted out which will see each of
the verticals of the healthcare division, converted to multi-point
resources, or chains, within a strong corporate structure. An effective
beginning has already been made with a 250-bed Multi-Specialty hospital
coming up in Siliguri and nine outlets of the retail pharmacy chain
operational in Kolkata.

Education

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With a strong sense of social commitment, Ambuja Neotia Group extends

its capabilities towards the development of education as well.
Harshavardhan Neotia, the Chairman, had long nurtured a dream of
leveraging the Group's potential in the advancement of education. Thus,
as a representative Ambuja Neotia initiative, Neotia Institute of
Technology, Management and Science (NITMAS), seeks to epitomise
distinction and integrity in the academic field.
At the same time, The CII-Suresh Neotia Centre of Excellence for
Leadership serves as a facilitator for development of leaders, thereby
promoting economic and industrial growth in India and, especially, the
Eastern Region.
The Rabindranath Tagore Centre for Human Values focuses on imparting
education and grooming professionals on human values offering courses
for corporates, research scholars and students. The Group has plans to
set up a dedicated campus for this initiative.

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Club Ecovista which is mainly a corporate club and the only club located in
the vicinity of Kolkatas IT world. The location of the club in itself speaks
about the market it wants to cater to. The club Ecovista is located in the
middle of Ambuja Neotias business park Ecospace.
The ecospace accommodate many corporate houses like TCS, MBE, EMC
automation and much other small and medium size corporate.
After getting accustomed with the type of business of the company, I got
the essence of the target market and how niche the market is. The
corporate people try to get relaxed with friends and family during the
weekend so that they get rid of the long week boredom. But the problem
with Kolkata is that there is no such near place where one can go and
spend their weekend. So by seeing this upcoming trend Ambuja Neotia
thoughtfully placed one of their clubs in the lap of Kolkatas IT world.
The club is basically run on membership of the corporates. There are few
competitors in this field like Spring Club, The Circle. Its main aim is to
raise its head above them. The club has now 900 hundred members and
growing stronger day by day. There are many facilities like fine dining
restaurant, sports cafe, sports lounge by the name of Xebra, swimming
pool, multifacilty gym, and banquets for organizing different events.
My role here in Club Ecovista is to lookafter the membership department,
mainly calling to the existing customers reviewing their feedback about
the club. Digging into new customers database for new membership. For
this first I need to identify the segment that I have to target. This job was
pretty easy rather the previous task that was assigned to us made it easy
for me. For the first few days I was assigned the job of calling the current
members for giving them the reminder about the yearly subscription fee.
After calling almost 600 members I had a rough idea about the market
that I should target. Mostly they are from the corporate world, mainly the
large fish that is the CEOs, MDs.
The calling experience was awesome as a marketer because it gave me
hand on experience to speak with the giants of the corporate world. It
gave the essence of the moods of the members, when to call them and
how to approach them for the renewal subscription fee.
The segmentation part for this type of hospitality segment is pretty easy
but the tougher part is to make them happy with the service.
Most of the guest were unhappy about the after sales service part. Some
of them were even telling that only during the renewal payment they used
to get a call which means that they used to get a call once in a year. This
follow up customers should get improved because in this type of unique
segment the promotion is mainly done through word of mouth. One bad

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word of mouth can ruin the entire structure and even can dilute the brand
value of Ambuja Neotia.
The Ecovista brand has paved its path to become one of the leisure
destinations of Kolkata.
The main attraction of this club is the ambience. Instead being in the
middle of the business park the calmness of its ambience makes it
different from all other clubs in its vicinity.
The club has several departments like Citadel I&II ,Citadel III,
Auditorium, Poolside, Xebra and The Village.
Citadel I & II, III

The club has two banquets by the name of Citadel I&II,III. As per the
name the banquet has been decorated, it has the feel of royal hall. Citadel
I&II was previously separated but as per the request of the members the
management team decided to merge the two banquets so that the
capacity is increased. Post merger the banquet now has the capacity of
accommodating more than 400 people at a time.
Citadel III is also aesthetically designed and it accommodates almost 100
people at a time.
Main events take place at these two venue.

AUDITORIUM

The club has a well equipped auditorium where the corporate do their
conference and function.

POOLSIDE

The club is beautifully ornamented by a roof top pool, without which the
club would have been incomplete. The members come here for swimming
and many poolside parties take place here.

XEBRA

The club also has a sports lounge bar by the name of Xebra. The
members come here to booze and relax before the long tiring week starts.
THE VILLAGE
The Village which is the theme restaurant of the club which serves mainly
Indian cuisine is also aesthetically designed keeping in mind the theme.
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As a whole Ambuja Neotia has tried its level best to provide the
people of Kolkata a wonderful place to relax, to conduct their
social events and also to the corporate a place where they can
held their meeting and conferences.

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