DLF Brands Ltd: Building a new India and the world’s most valuable real estate company

DLF has nearly 70 years of track record of sustained growth, customer satisfaction, and innovation. The company has 235 msf of development potential with 19 msf of projects under construction.

DLF's primary business is development of residential, commercial and retail properties. The company has a unique business model with earnings arising from development and rentals. Its exposure across businesses, segments and geographies mitigates any down-cycles in the market. From developing 22 major colonies in Delhi, DLF is now present across 15 states and 24 cities in India.

Development Business

The development business of DLF includes homes and commercial complexes. The homes business caters to 3 segments of the residential market - super luxury, luxury and premium. The product offering involves a wide range of products including condominiums, duplexes, row houses and apartments of varying sizes.

DLF is credited with pioneering the concept of developing commercial complexes in the vicinity of residential areas. DLF has successfully launched commercial complexes and is in the process of marking its presence across various locations in India. The development business at present has 189 msf of development potential.

Annuity Business

The annuity business consists of the rental businesses of offices and retail. DLF is a name synonymous with global standards, new generation workspaces and lifestyles. It has the distinction of developing commercial projects and IT parks that are at par with the best in the world. DLF has become a preferred name with many IT & ITES majors and leading Indian and International corporate giants, including GE, IBM, Microsoft, Canon, Citibank, Hewitt, WNS, Bank of America, Cognizant, Infosys, CSC and Symantec, among others.

DLF pioneered the retail revolution in the country and brought about a paradigm shift in the industry by redefining shopping, recreation and leisure experiences. DLF's retail portfolio includes India’s first luxury mall DLF Emporio, Premium malls - DLF Promenade (Vasant Kunj, Delhi), DLF Place (Saket, Delhi), DLF City Centre (Chandigarh) and DLF Cyber Hub (Gurgaon). The latest addition to this marquee portfolio is Mall of India - which is India’s largest destination mall. DLF continues to actively create new shopping and entertainment spaces all over the country.

DLF has a strong management team running independent businesses, though complementing each other in cases of opportunities of mixed land use. DLF's mission is to build a world-class real estate development company with the highest standards of professionalism, ethics and customer service and to thereby contribute to and benefit from the growth of the Indian economy.

DLF Ethos

The pyramid symbol and the mission line 'Building India' is collectively referred to as the DLF Logo. The company's name is represented in black capital letters. The typeface represents the solidity of the enterprise; emphasizes accountability, responsibility as being a strong and integral part of the Group's ethos.

The pyramid depicts nine smaller pyramids each composes itself into a larger pyramid all-encompassing in nature and presentation. The pyramid itself and the component pyramids convey cohesion, interdependence, support and foundation, to a common purpose and to achieve greater heights. The words, ‘BUILDING INDIA’, are in capitals like the company's name, and convey DLF's mission and vision. It is an intrinsic reflection of the group's commitment and its 60-year heritage.

Philosophy

Sixty years on and DLF continues to be a dynamic and vibrant entity that has constantly striven to stay ahead through a combination of quality, excellence, innovation and technology. And right through our journey of success, we have believed in inculcating certain core values and principles in our human capital resource. These include:

• Sustained efforts to enhance customer value and service
• Ethical and professional service
• Compliance and respect for community, environmental and legal requirements

At DLF, we look for lateral thinkers who can add value to our business and processes; have an excellent teamwork ethic, and are driven to take our organization and their own careers to new heights. We consider all three elements to be equally important for the mutual growth and success of the company and the individual. We create this mutuality of interest, not just with salary compensations that match the best in the industry, but also with rigorous training, counseling, and creation of opportunities to sharpen and polish skills.

Ours are multi-disciplinary teams. We rate motivation highly. We provide a working environment that encourages excellence. In this age of new technologies we hope that sharing of information, finding better ways to work and support each other, sets standards of personal and professional conduct all the while delivering products and services that exceed customer expectations.

Knowing the visionaries behind DLF Brands Limited

Dr. Kushal Pal Singh, Chairman of the Board of DLF Limited

Dr. Singh is widely recognized across the world for his path-breaking and visionary contributions to the building of modern India through his pioneering role as a real estate developer and corporate leader who has transformed the urban landscape of the country by setting new standards in the housing and urban development scenario and creating world class infrastructure to attract unprecedented levels of foreign and domestic investment inflows, generating new employment opportunities and changing lifestyles.

Born on August 15, 1931, Dr. K.P. Singh pursued Aeronautical Engineering in UK, after graduating in Science and was subsequently selected to the Indian Army by British Officers Services Selection Board, UK and thereafter commissioned into a renowned cavalry regiment of the Indian Army. In 1960, he joined American Universal Electric Company and soon after its merger with DLF Universal Limited in 1979, he took over as the Managing Director.

“DLF’s mission is to build world-class real-estate concepts across six business lines with the highest standards of professionalism, ethics, quality, and customer service.”