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The economic slowdown that hit worldwide in 2008 led to a drastic decrease in real estate sales, especially in the luxury segment. This case describes how a premium real estate company in India overcame this downturn by strategic entry into a new market segment. It discusses the role played by brand management in creating and establishing a sub‐brand in real estate.

The case study presents an in‐depth discussion on various aspects of the strategy adopted based on the options available for sustenance in a slowing economy, evaluation of options, market research, customer segment research, brand extension options, brand architecture and nomenclature used, marketing initiatives taken, and milestones achieved.

The case discusses the challenges that the premium real estate group was able to overcome by implementation of the adopted strategy.

The paper is multi‐dimensional in nature. It focuses on brand extension strategies and opportunity creation and growth in a recessionary environment, looking at a real life example of the demonstrable and significant results achieved by Lodha Group. This case can be of value to practitioners as well as academicians in the field of brand management and sub‐brand creation in real estate, specifically during an economic slowdown.

Reviews a case study of new sub‐brand CASA by Lodha in India.

Case study.

Lodha is a luxury real estate company in India. Since its inception in 1980, the strategy has been to cater to the most affluent people in Indian society, a demographic that has enjoyed rapid growth over the past twenty years. Lodha is known for the ultimate in luxury and innovation, having completed housing projects that introduced new building concepts to the region. Lodha Bellissimo, for example, was the first “by invitation only” development in India, and Lodha Aqua was designed around a water theme. All building projects incorporate the best in design and quality from across the world: home automation from Clipsal in Australia, bath fittings by Philippe Stark in the USA, kitchens from German designer Poggenpohl. Up until 2008, the customer base was mostly CEOs, VPs and other high profile individuals.

Advice on sub‐branding and appealing to new markets.

Shows an understanding of economic growth and changing consumer demographics in India.

Explains the thinking behind a business success, outlining the considerations any company thinking of reaching a new market should make.