Mahindra War Room 2014

Lifespaces Business Caselet

MAHINDRA REAL ESTATE SECTOR

LIFESPACES RETHINKING URBANISM BUSINESS CASELET
Mahindras Real Estate business comprises of Mahindra Lifespace Developers Limited
(MLDL), which builds and markets residential homes, and Mahindra World City
Developers Limited, which creates integrated business cities. This caselet is pertaining
to the Mahindra Lifespaces business.
BUSINESS BACKGROUND
Mahindras Real Estate business commenced in 1994 with the dream of transforming
the way India thinks about living and work spaces. Mahindra Lifespaces is reputed for
enhancing living standards and pioneering environmentally friendly construction in India,
demonstrating that sustainability and good living can go hand in hand.
With over 7.32 Million Square Feet of Constructions completed, and 11.3 Million more
under development across Mumbai, Pune, Delhi, Hyderabad, Chennai and Bengaluru,
Mahindra Lifespaces has demonstrated that sustainability and good living go hand in
hand. A pioneer in the Green Design-Healthy Living philosophy, Mahindra Lifespaces
was among the first companies to receive the Platinum rated green homes
recertification, and all their residential projects are pre-certified green buildings by IGBC.

LIVE CHALLENGE: PEOPLE CONNECT THROUGH A MILLION CARING CITIZENS

As part of their ongoing efforts to be at the the forefront of Sustainable practices,
Mahindra Lifespaces has dreamed Re-Thinking Urbanism as a branding initiative to
propel itself as a leader in practice and advocacy of building a more sustainable India.
They propose to follow a 3-pronged strategy to thought leadership as follows:
IDEAS IN ACTION - work done by MLDL towards sustainable urbanisation the
businesses they choose to be in, the approach to sustainable development, the
metrics used, impact assessment over time and policy advocacy
APPLIED RESEARCH - In the field to encourage next generation practices,
partnering with think tanks and research institutes
PEOPLE CONNECT - citizen outreach through two streams physical
transformation of urban spaces through an initiative called iSoar and behavioral
transformation of lifestyles through an initiative called A Million Caring Citizens

Broadvision Perspectives Client Confidential

Page 1 of 2

Mahindra War Room 2014

Lifespaces Business Caselet

With this background, evolve an innovative approach for People Connect through
the following 2 action areas:
1. Million Caring Citizens:
The goal of this initiative is to create champions of sustainability at a large scale, and
tangible short-term impact. Towards this goal, please do the following:
a. Identify a target age-group (for example, High School Students) for the initiative
b. Evolve a Program / Module that influences and enables a Sustainable Lifestyle
by the target audience, with an impact potential of >30,000 MWh of Electricity
Savings, OR >200,000 tons of Segregated Waste Management OR >50,000 tons
of CarbonDiOxide Savings
c. Pilot the Plan in any city of your choice and show the results.
d. Evolve a Plan to reach more than 1 Million Citizens through the Program with the
innovative use of tools and technology.
Deliverable: Implementation plan to target 1 million citizens through school (MIG)
connect program for city of Mumbai & Delhi
2. Urbanscaping:
The goal of this initiative is to transform ugly looking Urban zones such as public places,
flyovers, walls etc. into places of beauty and inspiration. Towards this goal, please do
the following:
a. Identify a set of areas in a city of your choice that requires this transformation.
b. Collaborate with the local government authorities in securing the relevant
permissions to transform the zone.
c. Engage the local community and secure their buy-in.
d. Collaborate with local artists to evolve artworks depicting concepts such as local
history, heritage and local art, that will significantly beautify the place at a
reasonable cost.
e. Pilot the plan and show the results. Use tools such as social media, print media,
crowd sourcing etc. to increase reach and impact.
f.

Evolve a scalable plan to reach such an innovative and cost effective solution
pan-India.

Deliverable: Develop plan to beautify spaces in high impact areas for city of Mumbai &
Delhi that leads to enhancing the brand of the company
Broadvision Perspectives Client Confidential

Page 2 of 2