DLF Brand History And Marketing Strategies

Brand name- DLF
Founder- Raghvendra Singh.

DLF is India’s largest real estate development company. It is almost impossible to discuss the real state sector in India without giving a special reference to the DLF group.

Its brand started under the name Delhi Lease and Finance in the year 1946. The company aimed at making deliberated changes and uplift the Real Estate industry in the country.

How it all started

DLF began its journey by developing some of the initial Residential Colonies in Delhi such as Shivaji Park, Rajouri Garden, Krishna Nagar, South Extension, Greater Kailash, Kailash Colony, and Hauz Khas.

They aimed to contribute significantly to building the new India and become the world’s most valuable real estate company.

And to build world-class real-estate concepts across six business lines with the highest standards of professionalism, ethics, quality, and customer service.

Their mission being sustained efforts to enhance customer value and quality. Ethical and professional service and respect for all communities and environments.


DLF is known to be India’s one of the most popular and successful builder’s groups. It was launched by Chaudhary Raghvendra Singh in the year 1946.

They have been a leading player in the Indian real estate industry with six decades of experience.

The company is headed by Kushal Pal Singh. Significantly, Kushal Pal Singh is recognized to be one of the richest billionaires in 2009.

He was also the 98th richest man in the world the world’s richest property developer.

The brand has developed twenty-one urban colonies aggregating 5,816 acres, as well as an entire integrated 3,000-acre township which is known as DLF City.

In 2012, the Company had 1.38 thousand square feet of leased retail space across the country also in 2013 and 2014 it leased out 3 million sqft of office space in India.

They aimed at developing 100,000 acres over the next few years and it aims to become the single largest real estate company in the country.

DLF Marketing strategy and its successes

DLF and its product

DLF’s primary business is the development of residential, commercial, and retail properties.

The company has a different business model whose earnings arouse from development and rentals.

Its exposure across businesses, segments, and geographies. DLF has also ventured into infrastructure and hotel businesses.

DLF business model helps to integrate with real estate business model back boning to its business operation bridging across land, design, construction, facilities also marketing.

The development business project includes Homes, offices, commercials, and Malls.

Which is divided into Super Luxury, Luxury, and Premium segments. They also offer multiple products like condominiums, duplexes, and most importantly apartments and are available in various sizes also.

DLF’s annuity business deals with the rental business of corporate offices and retail.

DLF’s venture in commercial projects includes malls and various IT SEZ buildings.


The pricing strategy of DLF includes a certain percentage of Profit, to the total cost of the product. The overall cost of the product is calculated after including all types of costs into the market price.

While following this approach, no other factors like prices of substitute goods, nature of demand, etc. are considered and sometimes products are available by the business enterprises at a lower price than the market price.

DLF’s low-cost housing will be targeting the lower and mixed-income group customers. So, pricing will be around a thousand to three thousand per square foot. The total price of a house will be around 30 lakhs or more.

This will be made possible by the reduction in prices of cement by over 40% and in that of steel by over 20% in the past two years and DLF will tie up with landowners and provide them a share of profit instead of low-cost land.

DLF also seeks subsidies from the Government by taking up projects in Tier B cities on the SEZ concept.

Presence of DLF in the market-

DLF uses its extensive network of offices all around the country. They have the required presence in every big city, metropolitan city of the country (India).

They have been working in cities like Chandigarh, Hyderabad, Lucknow, Ahmadabad, Delhi, Kochi, and Shimla.

Customer service-

DLF has excellent customer service. They have their website where one can register their name and query or any issue they will instantly try to resolve the issue.

DLF aims to provide the best possible infrastructure to the customers and customer satisfaction is their primordial concern. DLF has a dedicated team that is always in service for its customers.

Awards and recognitions

DLF Epitome was awarded The Best Environment-Friendly Project by Times Business Awards Realty in the year 2018. In Noida, Hyderabad, and Kolkata these three DLF SEZs Accorded with Export Award for Outstanding Performance for the years 2015 and 2016.

DLF was honored with prestigious awards at The Golden Globe Tigers Awards 2019 for Excellence and Leadership in Real Estate Management, held in Kuala Lumpur, Malaysia on 24th April 2019.


DLF aims at promoting its brand by advertising and has a special budget dedicated to promotions.

Their promotional mediums include newspapers, magazines, TV, and radio. Also placing interactive billboards on critical places in all important cities of India.

All of these measures are taken to attract the portable to come and invest in their company. They have a dedicated team who calls the customers and inform them about their ventures and the profits of investing in their company.

Also, they have a website where they provide all the information for customers.

DLF strives to save the environment from possible pollution which is seen in its latest campaign Swach city campaign. They also sponsored the IPL team in India to increase its brand value.


DLF has been constantly striving to give the best possible service to its customers. DLF has been successful in holding on to its legacy of building top-notch infrastructure in the major metropolitan cities in India.

They have dedicated themselves to their work with thousands of employees constantly working for DLF all-round the year.

DLF has designed itself to handle big projects and working with the government for building new infrastructure. DLF has been successful in keeping up its brand value and currently it is one of the topmost real estate companies in India. 

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