In late 2022, Navaladiyaan Construction, a regional property developer, explored launching a “Mini Township” project in Perambalur, a Tier-II town in Tamil Nadu. While larger developers from Chennai and Coimbatore had entered similar markets with standardized gated communities, their offerings often failed to resonate with local buyers. Seeking to avoid this disconnect, managing director Raghul Prasanth engaged Sasikumar (Sasi), an experienced real-estate consultant and the case’s protagonist, to conduct a structured market research study. Sasi implemented a three-stage methodology – focus groups, expert interviews and a household survey – complemented by secondary data on zoning, infrastructure development, financing schemes, competitor...
Teaching Note: Beyond bricks and mortar: market research in township development
Krishna Teja Perannagari is based at the Department of Marketing, Indian Institute of Management Tiruchirappalli, Tiruchirappalli, India. He is currently working as an assistant professor at the Indian Institute of Management Tiruchirappalli. He is a distinguished scholar whose work revolves around marketing strategy, marketing analytics and experiential marketing. His research has been published in prominent journals and his book chapters are published by reputed publishers such as Springer Nature, Emerald and Routledge.
Sasikumar Ponnusamy is based at the Department of Engineering, Boeing India Private Limited, Chennai, India. He is a freelance consultant and real estate advisor. He assists clients with in-depth market research, investment analysis, location feasibility studies, regulatory guidance and end-to-end negotiation processes. Sasi holds an MBA from the Indian Institute of Management Tiruchirappalli. In addition to his work in real estate, Sasi has over 18 years of experience in aerospace and mechanical engineering.
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Perannagari KT, Ponnusamy S (2026;), "Teaching Note: Beyond bricks and mortar: market research in township development". Teaching Notes, Vol. ahead-of-print No. ahead-of-print.
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