Estimated reading time: 13 minutes
Yugen Realty, Surat.
CREDAI Youth Wing Surat’s Thrive 1.0 Initiative
CREDAI Youth Wing Surat’s goal is to prepare the new generation of real estate leaders, provide them with a chance to learn properly and create a knowledge-sharing platform. Thrive 1.0 started with this idea. Convener Jigar Sheta, Co-Convenor Harnish Patel and the core committee made this new effort to do something new and give young developers a new perspective to think, plan and move forward.
Jigar Sheta, Convener, CREDAI Youth Wing Surat, while talking to Yugen Realty, said, “We wanted a session that was not limited to technicalities – that sparked new ideas, answered real business problems and connected the youth with the future of real estate. After thinking about many topics like RERA, tech, accounts, construction, we chose the topic of sales, marketing and branding – this aspect is one of the most important aspects of real estate development that is very necessary but often not understood in depth.”
Thus, it was decided to do Thrive 1.0 and Dr. Rakesh Setia, Group Head – Sales & Marketing, Rustomjee Developers, Mumbai came to Surat as the keynote speaker. With many years of experience and expertise, Dr. Setia provided insights that would inspire people to move forward by combining theory with practical use. More than 120 young developers from the city, CREDAI Chairman Sanjay Mangukia and President Dr. Jignesh Patel were present at this knowledge session.
Dr. Rakesh Setia – Rustomjee’s Visionary of Sales and Marketing Excellence
Dr. Setia has worked in six different industries, from paints, telecom to real estate. Starting his career as a sales representative to becoming a CSMO, he handled more than 13 business head roles across eight regions of India. At Rustomjee, he now leads a team of more than 200 sales-marketing professionals and looks after sales, marketing, CRM and strategy.
Dr. Rakesh Setia Masterclass: Building a Strategic, Data-Driven and Customer-Centric Real Estate Business
His talk at Thrive 1.0 gave participants a blueprint for future-ready real estate — from branding, product planning to building capable teams, managing sales velocity and most importantly, thinking before building a project.
Legacy of Leadership in Industries
Dr. Setia brought special depth to the discussion. He started the session by highlighting the importance of creating a true and strong organizational culture. According to him, a culture that is clear, professional and always learning creates the base for long-term success. And lays the foundation for success.
Data-Driven Decisions: A New Compass for Real Estate
The main theme of his presentation was the role of data analytics in decision-making. Dr. Setia explained that in today’s competitive real estate market, gut feeling alone won’t do — every stage of a project, from planning and pricing to customer targeting and post-sales engagement, should be based on data. Data helps you make better, smarter decisions, and he urged Surat developers to develop internal capabilities for business analytics.
Mastery of Sales Velocity
A key insight from the talk was the sales velocity in the project lifecycle. He divided the lifecycle into four stages: launch to plinth, plinth to top, top to OC and post-OC. Most sales should be made in the early stages, so that financial health is good. Dr. Setia said that pricing in the range of ±5% of the market is essential for this velocity. Time is money in real estate – delays can eat away at both margins and brand equity, he warned.
Branding as a Strategic Investment
He also highlighted that branding and marketing should be seen as strategic investments, not expenses. Brand building requires consistency, storytelling and a message that matches the market. Using live examples from Rustomjee’s journey, Dr. Setia showed that structured brand building delivers long-term recall and trust. His message was clear: In a world full of choice, your project’s identity should guide your sales strategy.
CBM6PT Framework for Launch Success
He presented his CBM6PT model, which covers Customer, Brand, Market, Product, Price, Place, Promotion, People, Process and Technology. This model is the base of Rustomjee’s ‘First-Day-First-Show’ success formula. This framework ensures detailed planning from competitive benchmarking to sales team readiness and digital strategy.
Avoiding the Trap of Herd Mentality
Avoiding the trap of herd mentality was a particular issue. Its dangers are many. It is a tendency in which people adopt the behaviors, beliefs and opinions of the group they belong to without thinking. And not based on their own judgment or analysis. Many developers, he noticed, blindly follow trends, which often leads to under-supply, oversupply in the market and poor performance. Instead, he asked young developers to focus on feasibility studies, local demand-supply metrics and the unique value proposition of each location. Real estate is a one-way process where once a project is launched, there is no going back. Once a project is launched, you have to deliver, which is why proper planning and strategy are essential.
CRM and Organizational Design: Enablers of Growth
Dr. Setia gave an overview of Rustomjee’s CRM and organization structure, highlighting the importance of cross-functional collaboration between marketing, sales, digital, loyalty and strategy teams. He talked about building capable teams that are responsive, customer-centric and data-literate.
Surat’s Journey Like Mumbai: A Market with a Lot of Potential
Dr. Setia believes that Mumbai has a long way to go compared to Surat, but the direction is almost the same. The increasing maturity of the Surat market, the desire of young developers and the readiness to adopt structured thinking are all positive signs. Surat is a city of possibilities, if this direction is taken in the right and consistent manner, then the future of Surat is very bright.
Practical Wisdom for Modern Developers
A very impactful part of the session was the practical tools and reflections. Dr. Setia spoke about how to build solid sales and marketing systems, how to create a strong and capable internal culture, and how to convince senior founders of new-age strategies in family-run businesses with data-based presentations. Real ideas for such everyday problems connected very well with participants who are facing generational transitions.
The Changing Face of Real Estate
Consumer expectations have changed in today’s market. The modern homebuyer is global, well-traveled and digitally aware. In the past, only trust and credibility were enough. In the changing landscape of real estate, customers are more knowledgeable and want transparency, speed and quality and want a special experience. Today it is about efficiency, smart layouts, different offerings and transparency. This shift requires a new way of thinking and doing business.
Dialogue that Brings Change – Engagement with Real Questions
In an interactive Q&A, Dr. Setia gave practical answers to the questions of the participants – from sales velocity, product design to digital marketing. His clear and actionable advice made the session more impactful. Dr. Setia answered with insight, clarity and practical ideas, which came from his many experiences. Made more impactful. Dr. Setia answered with insight, clarity and practical ideas, which came from his many experiences.
Reflection for Growth: A Thoughtful Exercise
To help participants internalize the learning, a great questionnaire was shared, in which they were asked to think about their company’s vision, brand difference, current challenges and what they would like to see as a big change in Surat’s real estate landscape. This reflection-driven approach gave depth to the session and encouraged self-evaluation. The participants also enjoyed the beautiful networking exercise.
Rustomji: Benchmarking Performance
Lastly, Dr. Setia shared Rustomji’s business highlights to show how data-driven, customer-centric and culturally aligned organisations perform in a competitive urban environment. He described Rustomji’s business highlights such as asset light model, customer-centric approach, strong execution and emphasis on established track record in stakeholder management and delivery as a strong foundation for success.
Thrive 1.0: Not just a seminar, but a new beginning
Overall, Thrive 1.0 was not just a seminar, it was a strategic intervention. Dr. Rakesh Setia’s session was a blueprint for young developers – giving them the tools, mindset and vision to build stronger, smarter and sustainable real estate businesses in the years to come. This is a new beginning through CREDAI Youth Wing Surat – more such programs will come so that this momentum continues and the youth give a new direction to the industry.
Thrive 1.0 – Developer Reflections
Ritesh Mordia, Shaligram Group
Thrive 1.0 was a meaningful and enriching learning experience that offered practical insights tailored for today’s developers. One of the key lessons for me was the need to realign sales, marketing, and CRM strategies with the evolving demands of today’s market. The session helped us understand what works, why it works, and how to build a business system that truly aligns with both company goals and customer expectations.
Dr. Rakesh Setia presented a clear and structured project launch strategy—from identifying market gaps to establishing a compelling brand narrative. He emphasized how data analytics and attention to fine details can significantly elevate performance and results.
A particularly powerful segment was the discussion on intergenerational communication—how young professionals can successfully pitch new ideas and innovations to senior leadership using data-backed insights. This is a common challenge faced by many, and the advice offered during the session was practical and deeply resonated with participants.
Beyond the learning, Thrive 1.0 also fostered a dynamic networking environment. It gave us the opportunity to exchange ideas with peers, learn about industry trends, and build meaningful connections.
The reflective questionnaire pushed us to think hard about our company’s vision, brand differentiation, challenges we face, and the change we want to drive in Surat’s real estate landscape. This session went beyond theory—it served as a mirror to current practices and a compass for future growth.
Aditi Vijayvargiya – Vijay Developers
Participating in Thrive 1.0, organized by CREDAI Youth Wing Surat, was a transformative experience—deeply insightful and perspective-changing. It offered a rare window into the strategic thinking that drives India’s leading listed real estate firms. From branding, sales, and marketing to long-term planning, the discipline and clarity with which the big players operate was eye-opening and deeply motivating.
What stood out most for me was understanding the central role of data analytics and technology in decision-making. I had never realized how much influence data has across all stages—project feasibility, pricing, design, customer interaction, and operational execution. This revelation has completely reshaped how I view growth, innovation, and execution in real estate.
The highlight of the day was undoubtedly Dr. Rakesh Setia’s session. His cross-sector experience, clarity of thought, and willingness to share real, hard-earned insights made a lasting impression. He translated decades of learning into actionable takeaways we could immediately apply. The strategic questionnaires and interactive networking activities encouraged deeper thinking around our business goals, brand purpose, and transformation priorities.
This was far more than a learning event—it served as a catalyst for introspection and long-term visioning. I now look forward to more such knowledge-rich engagements that enhance individual capacity, elevate organizational performance, and contribute to the broader evolution of India’s real estate ecosystem.
Vipul Mangukia – Pyramid Group, Surat CREDAI Youth Wing Committee Member
Thrive 1.0, organized by the CREDAI Youth Wing, was an incredibly valuable experience for me. The session led by industry expert Dr. Rakesh Setia was filled with real insight, and I particularly appreciated the segment on sales forecasting. It made me realize that every real estate firm must have a well-thought-out future roadmap—and must execute it with focused intent.
One of the biggest takeaways was the need to align the sales strategy with the identity and DNA of the project. Project success depends on much more than timing; it hinges on thorough feasibility analysis, clear understanding of your target market, demand-supply dynamics, product positioning, and articulating a sharp USP. Dr. Setia also shed light on branding, emphasizing that strategic investments—not just spending—combined with the right approach can generate strong long-term returns.
Data was another important theme. Understanding how to gather, analyze, and use data effectively can lead to better, faster, and more accurate decision-making. In real estate, once a project is launched, there’s no turning back—it must be delivered well, which requires preparation and forward thinking.
The session’s reflective components and networking opportunities were equally enriching. They challenged me to rethink my company’s long-term goals, vision, and direction. Thrive 1.0 reinforced how platforms like these are essential—not only for individual learning but also for shaping the future of our industry.
Keyur Sheta – Swarn Group, Surat
CREDAI Youth Wing’s Thrive 1.0 was one of the best knowledge sessions I have attended so far. It was very useful, insightful and perfectly aligned with the current needs of the Surat market. Dr. Rakesh Setia’s session, especially on project sales and branding, was truly eye-opening. The way he presented Rustomji’s data-driven strategies gave us a clear direction on how we can adapt similar approaches to suit our local market and customers.
The biggest lesson for me was how important data analytics is. At every stage of a project — from planning to execution — it plays a major role in decision-making, and we developers must take this seriously if we want to grow.
Dr. Setia also explained that sales leadership should work in a professional manner, and that sales and marketing spending is not an expense, but a long-term investment. How to make these investments is a challenge, but one we must accept.
The event also provided a great platform for networking with peers, and its structured questionnaire forced us to think about our company’s goals, vision, brand differentiation, and what we would like to change in the real estate industry in Surat. It was truly a thoughtful and developmental experience.
Devang Vidya – A&J Developers, Surat
Thrive 1.0 organized by CREDAI Youth Wing Surat was a great knowledge-sharing session. Many congratulations to Jigar Sheta and his team for organizing such a great, relevant and impactful program. The session provided deep insights into how big companies design their decision-making processes, and emphasized how important this approach is for the changing market of Surat.
Dr. Rakesh Setia’s presentation was eye-catching for its clarity and practical use of data. Through Rustomji’s examples, he showed that data analytics acts as a guiding light, helping developers make informed decisions based on true market understanding and customer behavior. I realized how important it is to take data seriously at every stage of a project.
The biggest takeaway for me was the need for professional sales teams and leadership, and the understanding that sales and marketing spend is not an expense, but a strategic investment. A strong brand presence facilitates brand recall among customers and builds long-term value.
The session also made us think about how we should organize and professionalize our businesses, drawing inspiration from large, successful companies in metro markets. The questionnaire on company goals, branding, and local challenges was thought-provoking and helped shift mindsets. Such sessions, if attended with an open mind, can really help us grow and think differently.
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Disclaimer : This information has been collected through secondary research and Yugen Realty Newspaper is not responsible for any errors in the same.
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