Rustomjee Group is a real estate developer in Mumbai. Marketing strategies have evolved to adapt to consumer behavior, technological advancements, and market dynamics. Real estate marketing presents unique challenges and opportunities due to its high involvement and extended sales cycles. Understanding these changes is crucial for attracting and retaining customers.
Medianews4U caught up with Dr. Rakesh Setia, President – Sales & Marketing, Rustomjee Group. He has experience and expertise in both the marketing and real estate sector.
Q. How important is storytelling especially when selling a project that is either under construction or in the conceptual stage? Is it key to enable the consumer to visualise what he/she is buying?
Storytelling is not just important it is indispensable. In real estate, especially when selling a project under construction, you are essentially offering a promise. At Rustomjee, we believe that storytelling bridges the gap between blueprints and belief. It helps customers emotionally connect with a space that would be delivered in future.
It is how we communicate not just the physical features of a home, but the life one could live there. From visuals that recreate morning routines in sea-facing decks to narratives that show how intergenerational spaces bring families closer, storytelling builds trust and fuels imagination.
Q. Will the focus areas and priorities of Rustomjee Group from a marketing perspective this year rest on conveying the principles of trust, transparency and credibility?
Absolutely. Trust and credibility are cornerstones of our brand, and transparency is how we earn and retain that trust. Whether its construction updates, regulatory compliance, or possession timelines, we have always believed in being forthright with our stakeholders.
In a digitally connected world, brand perception is shaped in real time, which is why our marketing continues to focus on being informative, inclusive, and inspiring. This year, the emphasis is on demonstrating delivery excellence while highlighting customer-first innovation.
Q. Consumer engagement with real estate has become more dynamic. How has the company evolved its marketing strategies over the last few years to convey the message better?
The shift is evident from static listings to immersive, insight-led content. Our marketing strategies have embraced digital storytelling, data-backed content and hyper-local narratives.
We have diversified touchpoints, from Instagram Reels highlighting amenities to deep-dive webinars on township living. Engagement today is about education and empathy, and our content is aligned to guide, reassure, and inspire buyers across life stages.
Q. Could you talk about the importance of personalisation when targetting the luxury-housing category? Is exclusivity in terms of housing amenities, features like green spaces, scenic views key in winning this category?
Personalisation and exclusivity are not just differentiators—they are essentials. High-net-worth buyers today seek homes that mirror their lifestyle, values, and vision of refined living. At Rustomjee, we embed this philosophy into every aspect of our premium offerings.
Among Crescent at Pali Hill, a 1.2 acre project, the most unique feature is a 50-metre long infinity-edge pool that connects both towers and offers stunning views of the sea and the city. It is one of the longest pools in Pali Hill and complementing it, is a pool deck designed for leisure, social gatherings, and memorable moments
At Balmoral Golf Links in Chembur, the emphasis is on wellness-first design, with low-density planning, sun decks, and rare golf course views, giving residents space to breathe, reflect, and recharge.
Meanwhile, Ocean Vista in Versova offers sea-kissed apartments with planned layouts, modern elevations, and rooftop recreation zones. With limited residences, open views, and the prestige of location, it presents an opportunity for a select few to own a timeless piece of the coast.
Q. In the middle upper income class segment, the focus is on aspirational value. What marketing tactics work to convey the message that a property meets that criteria and allows for the required lifestyle upgradation?
In aspirational segments, value and vision go hand in hand. The goal is to make a premium lifestyle feel accessible, yet distinctive. Our messaging focusses on community-first planning, smart spaces, future-ready amenities, and connectivity that enhances daily life.
Video walk-throughs, influencer tie-ups, and customer testimonials help prospective buyers see themselves in that upgrade not just as owners, but as participants in a better life.
Q. What growth rates are being seen in each segment in 2025 and where is the whitespace?
In 2025, we’re seeing continued resilience in luxury and premium categories—especially gated communities and well-located boutique offerings. There’s steady growth in peripheral markets like Dombivli, Kasara, and Thane where infrastructure investments and township formats are driving demand.
The whitespace lies in combining affordability with lifestyle—smart 2 & 3 BHK offerings with premium specs, particularly in upcoming nodes with future transit access. We see growing interest of the customers in all Rustomjee projects in the launches in the last 2-3 years. As we get ready for more launches in the future, we are excited to take the delight to own a Rustomjee living to more customers.
Q. How important is Gen Z many of whom are looking to buy their first home?
Gen Z represents the next wave of homebuyers—and they think very differently. They value digital access, sustainability, brand transparency, and modular living. For them, a home isn’t just a milestone—it’s a lifestyle statement.
We’ve adapted our offerings and communication to reflect this shift, from co-working lounges and tech-enabled security to green design and pet-friendly spaces. The homes are a place where two to three generations stay together. So, we continuously engage with the new generation to understand their aspirations, requirements and preferences.
Q. What marketing campaigns and innovations can we expect across categories in the coming months?
Expect more location-focussed storytelling and localised influencer engagement. We’re also launching campaigns that highlight life beyond the home—walk-to-school, proximity to business districts, and more.
Our Q3 calendar includes immersive campaigns for Pali Hill, Thane, and Dombivli, including hyperlocal real estate content, creator-led walk-throughs, and ESG-focussed narratives to reinforce long-term value.
Q. Could you give examples of tie ups done with premium brands in categories like technology and lifestyle that target luxury home owners?
We partnered with Amazon Alexa to integrate smart technology into everyday living—enhancing convenience and making homes more intuitive and interactive through Alexa-enabled features.
We’ve also collaborated with iconic brands like Zoya by Tata for curated lifestyle events and bespoke gifting experiences, and engaged BMW customers through cultural events hosted at our premium locations—strategic alliances that have helped us expand our clientele and drive high-quality client acquisition.
At the time of possession, we extended our commitment to refined living by partnering with luxury home décor brands to offer curated vouchers—enabling residents to personalize their spaces with design-led elegance.
Q. What role is AI playing in helping the company deliver on promises, developing well-planned communities, and introducing innovative designs and lifestyles?
AI is transforming how we plan, predict, and personalise. From analysing buyer behaviour to forecasting inventory absorption, AI is a core tool for smarter decisions.
It also powers customer journey mapping, helping us deliver timely nudges, updates, and custom offerings. Design-wise, AI enables more accurate spatial planning and energy simulations—leading to homes that are more efficient and future-ready.
Q. How are tools like computer-generated imagery (CGI), virtual tours, and digital twins allowing the company to create immersive experiences for potential buyers?
These tools are central to our digital-first approach. Virtual walkthroughs empower buyers from across geographies to experience a home before it’s built—making the buying decision more confident and intuitive. As customer expectations evolve, tech-enabled storytelling is not an add-on it is a necessity.
For Rustomjee Balmoral in Chembur, we have worked closely with a technology firm to create a pioneering tool for one that allows potential homeowners to explore, interact with, and personalise their future homes in a fully immersive, real-time 3D environment. We are using technology mindfully to not have a generalist approach but to supplement the human touch that we have created over past three decades.
