IntroductionDLF Limited, is Indias largest real estate company in terms of revenues, earnings,market capitalisation and developable area. It has over 60 years of track record ofsustained growth, customer satisfaction, and innovation. The company has 399 msf ofplanned projects with 56 msf of projects under construction.DLFs primary business is development of residential, commercial and retail properties.The company has a unique business model with earnings arising from development andrentals. Its exposure across businesses, segments and geographies, mitigates any down-cycles in the market. DLF has also forayed into infrastructure, SEZ and hotel businesses.Development BusinessThe development business of DLF includes Homes and Commercial ComplexesThe Homes business caters to 3 segments of the residential market - Super Luxury,Luxury and Mid-Income. The product offering involves a wide range of productsincluding condominiums, duplexes, row houses and apartments of varying sizes.DLF is credited with introducing and pioneering the revolutionary concept of developingcommercial complexes in the vicinity of residential areas. DLF has successfully launchedcommercial complexes and is in the process of marking its presence across variouslocations in India.The development business at present has 302 msf of development potential with 40 msfof projects under construction.Annuity BusinessThe annuity business consists of the rental businesses of offices and retail.With over six decades of excellence, DLF is a name synonymous with global standards,new generation workspaces and lifestyles. It has the distinction of developing commercialprojects and IT parks that are at par with the best in the world. DLF has become apreferred name with many IT & ITES majors and leading Indian and Internationalcorporate giants, including GE, IBM, Microsoft, Canon, Citibank, Vertex, Hewitt,Fidelity Investments, WNS, Bank of America, Cognizant, Infosys, CSC, Symantec andSapient, among others.DLF pioneered the retail revolution in the country and brought about a paradigm shift inthe industry by redefining shopping, recreation and leisure experiences with the launch ofCity Centre in Gurgaon in 2000. The Retail Malls business is a major thrust area for DLF.Currently, DLF is actively creating new shopping and entertainment spaces all over the
acres in Gurgaon and is an integrated township, which includes residential, commercialand retail properties in a modern city infrastructure with schools, hospitals, hotels andshopping malls. In 1989, DLF ventured into community shopping centres. In 1991, itventured into 1st Grade Office space and in 2002, DLF ventured into organized retailcomplexes.Traditionally, DLFs core business was made up of 3 prime divisions; residential,commercial and retail. DLF has added 3 more divisions; hotels, infrastructure and SEZs(Special Economic Zones). DLF has made significant progress in pursuing new businessopportunities in hotel, infrastructure and SEZs. DLF and Laing ORourke, UK arestrategic partner in several infrastructure projects. Laing ORourke is a global leader inconstruction. Through this joint venture (JV) the DLF plans to enter projects in thesectors of expressways and airports. For its commitment to quality, trust and customersensitivity, DLF has earned the coveted Superbrand ranking. DLF is the only companyin India in the Consumer validated category from the real estate sector to have beenawarded this distinction.
Vision, Mission & Values DLF VisionTo contribute significantly to building the new India and become the world’s mostvaluable real estate company. DLF MissionTo build world-class real-estate concepts across six business lines with the higheststandards of professionalism, ethics, quality and customer service DLF Values Sustained efforts to enhance customer value and quality Ethical and professional service Compliance and respect for all community, environmental and legal requirements.
Weakness • Chances of Natural disadvantage are there. • Distance between construction projects reduces business efficiency. • Training itself has become a challenge. • Changing skills requirements and an ageing workforce may accentuate the skills gap. • Improve in long-term career prospects is highly required to encourage staff retention and new entrants. • External allocation of large contracts becomes difficult. • Lack of clearly define processes and procedures for construction and its management. • Huge amount of money need to be invested in this industryOpportunities • Continuous private sector housing boom will create more construction opportunities. • Public sector projects through Public Private Partnerships will bring further opportunities. • Developing supply chain through involvement in large projects is likely to enhance the chances in construction. • Renewable energy projects will offer opportunities to develop skills and capacity in new markets. • More flexible training delivery techniques are now available. • Financial supports like loan and insurance and growth in income of people is in support of construction industry. • Historical cultural heritages like the TAZ MAHAL encourage and provide a creative platform for the industry. • Remote areas in the country are easily accessible and plenty of land
Threats • Long term market instability and uncertainty may damage the opportunities and prevent the expansion of training and development facilities. • Current economic situation may have an adverse impact on construction industry. • Political and security conditions in the region and Late legislative enforcement measures are always threats to any industry in India. Infrastructure safety is a challenging task in construction industry. • Lack of political willingness and support on promoting new strategies • Natural abnormal casualties such as earth quake and floods are uncertain and can prevent the construction boom. • Inefficient accessibility in planning and concerning the infrastructure and signs
Organisational CultureDLF believes that the culture of an organisation is the DNA that plays a significantrole for its sustained growth and success and that the people of the organisationplay the most critical role in building this DNA.Their foundation is embedded in their vision and values. This strong commitmentto their value system drives employee actions and decision making. DLF strivehard to attain the highest levels of performance by providing a work environmentthat is informal and safe. DLF encourage open and transparent communication thathelps their employees in understanding business priorities and enables them tocontribute in building a successful organisationSixty years on and DLF continues to be a dynamic and vibrant entity that hasconstantly striven to stay ahead through a combination of quality, excellence,innovation and technology. And right through their journey of success, they havebelieved in inculcating certain core values and principles in their human capitalresource. These include: • Sustained efforts to enhance customer value and service • Ethical and professional service • Compliance and respect for community, environmental and legal requirementsDLF look for lateral thinkers who can add value to their business and processes;have an excellent teamwork ethic, and are driven to take the organization and theirown careers to new heights. DLF consider all three elements to be equallyimportant for the mutual growth and success of the company and the individual.DLF create this mutuality of interest, not just with salary compensations that matchthe best in the industry, but also with rigorous training, counselling, and creation ofopportunities to sharpen and polish skills.DLF have multi-disciplinary teams. And Company rate motivation highly. DLFprovide a working environment that encourages excellence. In this age of newtechnologies Company hope that sharing of information, finding better ways towork and support each other, sets standards of personal and professional conduct –all the while delivering products and services that exceed customer expectations. DLF welcomes all aspirants to join Team DLF.