Winning new markets in the economic decline

Purpose – Reviews a case study of new sub‐brand CASA by Lodha in India. Design/methodology/approach – Case study. Findings – Lodha is a luxury real estate company in India. Since its inception in 1980, the strategy has been to cater to the most affluent people in Indian society, a demographic that has enjoyed rapid growth over the past twenty years. Lodha is known for the ultimate in luxury and innovation, having completed housing projects that introduced new building concepts to the region. Lodha Bellissimo, for example, was the first “by invitation only” development in India, and Lodha Aqua was designed around a water theme. All building projects incorporate the best in design and quality from across the world: home automation from Clipsal in Australia, bath fittings by Philippe Stark in the USA, kitchens from German designer Poggenpohl. Up until 2008, the customer base was mostly CEOs, VPs and other high profile individuals. Practical implications – Advice on sub‐branding and appealing to new markets. Social implications – Shows an understanding of economic growth and changing consumer demographics in India. Originality/value – Explains the thinking behind a business success, outlining the considerations any company thinking of reaching a new market should make.