Purvankara: Brand Architecture & Positioning Opportunities
Puravankara is one of the leading real estate companies in India with a presence across Bengaluru, Hyderabad, Chennai, Kochi, Coimbatore, Mangalore, Kolkata, Mumbai, Pune and Goa with an overseas presence in GCC and Sri Lanka. Over the last 45 years, Puravankara has built considerable equity with 2 flagship brands it has created: Purva which caters to the premium end of the market and Provident which is a leading brand in the affordable segment. The company also launched the World Home Collections brand, which attempted to segment the luxury portfolio.
While several families have bought into the Puravankara promise, the brand still competes with larger, more established players such as Sobha and Brigade, and fails to occupy a space that people will distinctly identify the brand with. The portfolio of brands and the projects under it operate without a common brand promise and language. We helped the organisation create a portfolio with a strong mother brand language and tonality.
Consumer Insights
From our research, two distinct imagery came to the fore- one seeking affordable homes and the other seeking upgradation to a more premium home. While Provident stands strong in the affordable space, in the upgradation space, both Purva and WHC are at play- the imagery in the minds of consumers is overlapping, and not much differentiation exists between the two. Purvankara as a brand was found to be democratic, understanding every need, catering to all.
What is the role of the multiple brands in the portfolio? Is it confusing or causing cannibalization?