Why Indian high-rises prefer English names

Luxury apartments across India often receive only English names, with few takers for Indian names. From Malibu, Trecento, Capetown, and Ivory County in Delhi-NCR, to Skyraa, Happinest, The Views, Bellagio, Raymond Tenx Habitat in Mumbai, and Prestige White Meadows, The Promont, Brigade Caladium, and Lake Terraces in Bangalore, these anglicised names signify prestigious living for those with deep pockets.

“We suggest many, many English names to our real estate clients with a touch of exclusivity and finally settle for one name. Further, thanks to strategic digital PR and marketing campaigns, we ensure that these names become synonymous with opulence and sophistication,” says Dushyant Sinha, the founder of Delhi based leading PR firm, Integrated Centre for Consultancy Pvt Ltd (ICCPL).

“Hundreds of expatriates live in places like Mumbai, NCR and Bangalore on rental accommodations. They gladly pay huge rents. They prefer those apartments with European names. You cannot expect Japanese and South Korean expatriates to identify with Indian names as compare to English names,” says Nikhil Jain, former CEO of Ramprastha Developers. Nikhil Jain, is the former CEO of Ramprastha Developers, known for projects like Atrium and Edge in Gurugram. Jain is now launching his real estate firm.

Vinod Behl, a veteran real estate expert, sheds light on huge paradigm shift in names of residential projects: "Well, I remember when Malibu Township came up in Gurugram, it was the start of new trend of giving European names to realty projects. That was mid 1990s and India has started feeling the impact of economic liberalisation slowly but surely. That was also the time when Gurugram was becoming a favourite place for realty players to build their high-end projects and IT companies were opening their offices here. Realty company bosses realize that they must give European names to their projects to attract young buyers with deep pockets."

This trend, starting in Gurugram, spread nationwide. Projects like SKA Orion, Manorialle, Mywoods, Kingston Heath, and Elite Golf Greens in Noida reflect this shift.

High-end apartments now seldom bear names like Kallol, Upkaar, NavKunj, Rajdhani Nikunj, Tulsi, or Vidhyut seen in the past. An anecdote about Upkaar apartments in Mayur Vihar, inspired by the Manoj Kumar movie, showcases this trend.

English names in residential areas are not new in the capital, Delhi. Areas like East Park Road, South Extension, Western Extension Area, Defence Colony, East End, and West End, along with squares like Robert Square, Lake Square, Tailor Square, and Alexander Square in Gole Market, were established during British rule. Noted actor Hema Malini, singer Bhupinder Singh and Tennis great Ramnathan Krishan lived in those squares. Those squares were built in 1930s when the Britishers were still ruling India. Sujan Singh Park, built in 1944, is perhaps Delhi's first luxury apartment.

The landscape has evolved from cooperative group housing societies of the past. Compared to those times when cooperative group housing societies were in the offing. There were days when buying a flat of worth Rs 2 lakh was not easy, now the price of flats in NCR, Mumbai and Bangalore range from Rs 4 crores to 20 crore or above. The class of buyers has totally changed. “Those who are buying flats in luxury apartments are globe trotters. They move to different parts of the world for official purpose and holidaying. They earn big money. They want to live in an area with world class facilities and English names,” says Nikhil Jain, who also adds, “I personally feel that we should not discard the Indian names completely.”

As we talk about the names of Luxury apartments, it is important to know what defines Luxury apartments. Dushyant Sinha explains today, luxury apartment buyers, are often CEOs or successful business people, those who seek lavish features like resort-style pools, spas, fitness centers, valet trash, and high-end appliances, making life more pleasurable. Luxury apartments usually have high-end appliances and finishes throughout, and the spaces are often larger than seen in traditional apartments.

As professions diversify, areas like 'Pharma,' 'Swasthya Vihar,' and 'Nirman Vihar' have become relics of the past. In Delhi, areas such as Kala Niketan, Lahore Apartments, Narwana Apartments, Mithila Apartments, Multan Nagar, and Mianwali Nagar reflect communities of specific states or religions.

With time, the fact that with the passage of time name of the areas/ apartments would also change? After all, change is constant.

(The author is Delhi-based senior journalist and writer. He is author of Gandhi's Delhi which has brought to the forth many hidden facts about Mahatma Gandhi)