The high-end realty sector in India is undergoing a distinct metamorphosis with high-net-worth buyers looking to invest in a home that is customised for them alone, offering the right combination of space, nature, and community living. Being far ahead of this trend, SPA Group launched communities that are the epitome of bespoke luxury in residential real estate today – Frangipani Estates and Ecocity.
“At Frangipani Estates, we offer a canvas for owners to design their dream mansions, tailored to their vision of luxury and style, all nestled in the arms of nature,” says Shivangi Kajaria, Head of Strategy, Operations, and Project Management at SPA Group. “With varying estate sizes and an environment that puts well-being and lifestyle at the forefront, we believe in empowering owners to shape and design their own spaces, without prescriptions or compromises that typically govern other residential spaces.”
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Shivangi and her younger sister Vanshika, daughters of SPA Group’s Managing Director Prashant Kajaria, represent the next generation at SPA Group and are leading the group’s expansion in bespoke residential real estate. Shivangi, holding an MBA from the University of Oxford, is Head of Strategy, Operations, and Project Management at SPA Group, leads the project development of Ecocity and Frangipani Estates, and oversees the group’s financial investments. Vanshika, who holds an MSc in Entrepreneurship from Bayes Business School, London, is currently Management Sales & Marketing Executive at SPA Group and is spearheading the digital and marketing campaigns for the group to bolster its brand positioning.
The siblings, who complement each other’s core competencies, are committed to developing an ambience that promotes creation of lifestyles which align with the expectations of people for whom luxury is not defined by a price tag. Both Vanshika and Shivangi are of the firm opinion that bespoke luxury as a concept can not be confined within its current narrow definition that prioritises its physical aspects, such as location. “When one talks about luxury, especially in the context of real estate, it has to include aspects such as the space it offers, the privacy, and the environment,” explains Shivangi. This is the underlying mantra behind the creation of Frangipani Estates, where each aspect has been thoughtfully crafted to offer a truly unique lifestyle.
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A distinctive feature of Frangipani Estates is its unique mix of residents. “We’ve consciously chosen our clientele who get to be a part of Frangipani Estates,” discloses Shivangi. “This invitation-only gated community ensures individuals with similar mindsets from a variety of backgrounds can come together. For this group of people, a luxury home doesn’t translate into opulence – it’s about the freedom to live life at their own pace and connecting with neighbours whose values align with their own, further enriching their lives.” At Frangipani Estates, the focus isn’t solely on the community itself but on the lifestyle and relationships it fosters.
Unifying brand communication
An efficacious brand communication strategy has been the key to the success of Frangipani Estates. According to Vanshika Kajaria, the group’s objective was to retain consistency in its consumer messaging across digital platforms. “From the conceptualisation stage itself of Frangipani Estates, we were consistent that bespoke luxury can not be defined only on the basis of location or price,” she points out. “Our communication strategy has always highlighted the value of the lifestyle and a community shaped by connection, care, and intention.” It’s a strategy that has found acceptance among those who aren’t just looking for an investment option but to also build a legacy and harmonise their work-life balance.
Vanshika stresses on the requirement for constancy in brand communication across digital platforms. “When we talk about bespoke luxury, each detail is significant – be it the language, tone or the visuals,” she says. “Our entire content, from social media, to websites or emails, is in sync with our brand’s key philosophy to generate a messaging that coherently conveys our values of a boutique and bespoke lifestyle.”
“Frangipani Estates is not just an amalgamation of estates coupled with amenities – it’s an engaging lifestyle experience that encompasses experiences such as Club Plumeria, Lake Serenity and Rejuve Park, all spread across six acres. These are a testament to SPA Group’s promise of offering an all-rounded luxury experience.”
SPA Group, by combining a unified brand communication strategy with the expectations of today’s ultra-high net worth individuals has redefined luxury living in the country, with an offering that not only meets but exceeds the expectations of discerning home buyers. Frangipani Estates and Ecocity are path-breaking communities that emphasise bespoke living, exclusive communities, and curated environments. As the real estate sector evolves, SPA Group is setting new benchmarks by offering not only communities but also lifestyles that redefine luxury.
