TARC to Invest Rs1.2kcr in Delhi Luxury Project

TARC Invests Rs 1,200 Crore in Luxury Flats in Delhi

Source and Citation: Article excerpt from Economic Times, January 12, 2024

Analysis of this news for a layman

Real estate developer TARC has announced a significant investment of Rs 1,200 crore into a luxury residential project named ‘TARC Kailasa’ in Delhi’s Kirti Nagar area. This project will encompass 1.7 million square feet of saleable area spread across five high-rise towers, designed by the architectural firm Andy Fisher Workshop.

The demand for luxury real estate has been steadily growing, particularly in Central Delhi, where such projects are relatively limited. TARC aims to capitalize on this demand by launching this signature gated community-style development on a 6-acre plot.

The top contractor, Arabian Construction Company, has been appointed to construct the project within 48 months. TARC expects to generate revenue of approximately Rs 7,500 crore over the next 3-4 years, catering to the affluent lifestyle needs of its clients.

The company appears confident in the prospects of the premium segment compared to affordable housing, which could face challenges due to rising interest rates and input costs.

TARC to Invest Rs1.2kcr in Delhi Luxury Project

Impact on Retail Investors

For stock investors, TARC’s aggressive investment reflects the broader sentiment among organized developers regarding the resilient demand for high-end real estate. This is positive for real estate firms that focus on luxury, office spaces, and retail spaces.

However, it’s important to note that affordable housing still constitutes the bulk of the real estate industry. Therefore, investors should evaluate the project mix, execution capabilities, and balance sheet strength of developers rather than making segment-specific bets.

Stocks related to real estate ancillaries, such as pipe manufacturers, tile suppliers, and plumbing suppliers (e.g., Astral Poly, Kajaria Ceramics, Cera Sanitaryware), could also benefit from increased demand as more luxury projects are launched.

Nevertheless, most mass-market real estate companies may have limited pricing power due to input cost inflation. Therefore, investors should maintain a balanced approach rather than overweighting the real estate sector across various market capitalization spectrums.

Impact on Industries

The growth of luxury real estate positively impacts certain industries while presenting risks to others:


  • Building Materials: Demand for premium ceramics, finishes, and furniture is likely to increase.
  • Construction Firms: Organized developers are better positioned to tap into the luxury segment.
  • Interior Designers: There is a boost in demand for branded interior designers.
  • Luxury Cars: Customers buying expensive homes may splurge on luxury car brands like Audi and Mercedes.
  • Private Banks: These banks can cross-sell housing loans alongside other offerings.


  • Affordable Housing: Construction of budget homes is complex with slim margins.
  • Commodities: Weakness in steel and cement prices may occur due to a focus on cost reduction.
  • Labour: Construction job availability may be concentrated in high-end projects.
  • Infrastructure: Funds could be diverted from mainstream asset creation.
  • Overall Economic Risks: Speculative luxury bets could threaten financial stability.

Long Term Benefits & Negatives

Expanding luxury housing over the long term presents various opportunities and risks that require vigilance:


  • Skill Development: As sophistication increases, there is a potential for skill development in areas like Japanese joinery and VR/AR.
  • Global Talent Inflows: Marquee projects can attract global talent for designing.
  • Improved Sustainability: Regulations on waste and energy use may lead to improved sustainability.
  • Smart City Connectivity: Connectivity to high-tech townships could enhance smart city initiatives.
  • Tourism Multiplier: Higher brand visibility can boost tourism.


  • Social Imbalance: Without affordable housing access, there is a risk of social imbalance.
  • Asset Bubble Vulnerability: There is a vulnerability to asset bubbles in the event of demand shocks or policy changes.
  • Community Disconnect: There could be a disconnect between different income segments within communities.
  • Environmental Issues: Lavish water and electricity consumption may pose environmental challenges.
  • Financial Stability Concerns: Speculative buying could pose risks to financial stability.

India must pursue a balanced approach between premium offerings and mass accessibility to avoid fractures.

Short Term Benefits & Negatives

In the near term, luxury housing investments offer opportunities, but they are not without growing pains:


  • Construction Activity Spurt: Specific micro-markets may experience a surge in construction activity.
  • Job Creation: Increased job creation, including for ancillary suppliers, could benefit the local economy.
  • Localized Consumption Boost: Economic activity around luxury housing projects may boost localized consumption.
  • Organized Player Risk Appetite: Continued risk appetite among organized players signals confidence.
  • Government Revenue Addition: Tax revenue from luxury housing projects can contribute to government finances.


  • Speculative Buying: Speculative buying and artificial price appreciation could distort market dynamics.
  • Shift from Middle-Class Housing: An excessive focus on luxury projects could divert attention from middle-class housing needs.
  • Cost Overruns: Cost overruns can test profitability if demand slows down.
  • Infrastructure Strain: Zone congestion and infrastructure strain may result from upscale offerings.
  • Consumer Complaint Risks: High-end offerings may lead to consumer complaints about the quality and value of properties.

Developers should pursue such projects without overleveraging their balance sheets and consider gradual scaling to assess homebuyer demand response judiciously.

Companies Impacted by TARC’s Delhi Luxury Project Investment

Indian Companies Likely to Gain:

  • TARC Limited (Direct Beneficiary): Increased revenue from project sales, positive impact on stock price due to strong project outlook and potential future projects.
  • Arabian Construction Company (Contractor): Secure contract for a high-value project, strengthens reputation and order book, potential for increased revenue and profitability.
  • Luxury Interior Design and Furnishing Companies (Godrej Interio, HomeLane, Design Cafe): Increased demand for high-end interior design and furnishing services for luxury apartments, boosting sales and market share.
  • High-End Appliance and Electronics Companies (Bajaj Electronics, Samsung India, Miele India): Increased demand for premium appliances and electronics in luxury apartments, benefiting these companies.
  • Real Estate Agents and Brokers (Century 21 India, Sotheby’s International Realty India): Increased luxury property transactions in Delhi, higher commission earnings from project sales.

Market Sentiment:

  • Positive: Overall positive sentiment towards TARC and other companies directly involved in the project, potential spillover effect to luxury goods and related sectors.

Indian Companies Potentially Impacted:

  • Affordable Housing Developers (Godrej Properties, Oberoi Realty, Tata Housing): Increased focus on luxury segment might divert attention and resources from affordable housing, potentially impacting project launches and sales.
  • Construction Material Suppliers (ACC Cement, Ambuja Cements, UltraTech Cement): While the project itself might require materials, it represents a single large project, not a broader trend of increased demand for construction materials.
  • Small and Medium-Sized Real Estate Developers: Competition from a well-funded and marketed luxury project could impact sales in nearby non-luxury projects, particularly for high-end segments.

Market Sentiment:

  • Mixed: While TARC and related companies benefit, other real estate segments might face temporary headwinds, leading to mixed sentiment within the sector.

Global Companies:

  • Limited direct impact: The project primarily involves Indian companies and suppliers.
  • Indirect opportunities: Global luxury brands involved in interior design, furniture, appliances, and electronics might see increased demand through partnerships or local distributors.

Overall: TARC’s Delhi luxury project investment presents a clear benefit for the company itself and directly involved partners. However, potential impact on other Indian companies depends on their specific niche and offerings within the real estate and related sectors. Global companies are likely to see limited direct impact but might benefit indirectly through partnerships or increased demand for their luxury products.

Note: This analysis is based on the limited information provided. More comprehensive research would be required for a definitive assessment of the impact on all potentially affected companies.

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