Brigade New Product Development

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Nirupa Shankar, Director - Business Development and Strategy was getting restless. She sipped the last of her coffee, quietly closed her laptop and reflected. Brigade Group was a company with real assets, marquee properties, healthy profits, consistent growth and an impeccable reputation for quality and integrity developed over the past 27 years. The company had a Compounded Annual Growth Rate (CAGR) of 20% in the last 5 years. Growth was strong and steady. Yet, its valuation was lower than some of the e-commerce companies that had popped up in the past 3-4 years, with no tangible assets and operating profits. While Brigade had been given a billion dollar valuation when it went public in December 2007, the financial crisis hit and real estate stocks had tanked across the market. Stocks were trading at only 40%-50% of what they were 7 years ago. Nirupa pondered when the stock prices would get back to the pre-crises prices and wondered if it was time for the company to create a new vertical, going beyond residential, commercial and hospitality assets. What could Brigade Group do next to capitalize on the e-commerce boom and create its next 1 billion dollars? e-Commerce – The Next Big Idea? About Brigade Group Introduction “On 10th October 1986, the foundation stone for Brigade Group’s maiden project—Brigade Towers on Brigade Road, Bangalore—was laid in a simple Ground Breaking ceremony Brigade Towers, the first 14storied building in Bangalore (and, at that point of time, one of the very few projects to market ownership offices) was an instant success. What was a one-project venture became two projects, then four, then eight … growth continued slowly but steadily.” - M. R. Jaishankar, Chairman & Managing Director Brigade Group was started by M R Jaishankar as a single company, and has since scaled to become one of India’s leading property developer

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