Introduction to DLF

DLF Limited (Delhi Land & Finance) is the largest commercial real estate developer in India. It was founded by Raghuvendra Singh in 1946 and is based in New Delhi, India. DLF developed residential colonies in Delhi such as Shivaji Park (their first development), Rajouri Garden, Krishna Nagar, South Extension, Greater Kailash, Kailash Colony, and Hauz Khas. DLF builds residential, office, and retail properties.
With the passage of Delhi Development Act in 1957, the local government assumed control of real estate development in Delhi and banned private real estate developers. As a result DLF began acquiring land at relatively low cost outside the area controlled by the Delhi Development Authority, in the district of Gurgaon, in the adjacent state of Haryana. In the mid-1970s, the company started developing their DLF City project at Gurgaon. Its plans include hotels, infrastructure and special economic zones-related development projects. The company is headed by Indian billionaire Kushal Pal Singh. Kushal Pal Singh, according to the Forbes listing of richest billionaires in 2009, was the 98th richest man in the world and the world's richest property developer. The company's US$ 2 billion IPO in July, 2007 was India's biggest IPO in history. In its first quarter results for the period ending 30 June 2007, the company reported a turnover of Rs. 3,120.98 Crore and profits after taxes of Rs. 1,515.48 Crore.
As of March 31, 2012, the Company had 1.38 thousand square feet of leased retail space across the country.
Current Owner of dlf
The current Chairman and CEO of DLF Limited is Kushal Pal Singh. Kushal Pal Singh Teotia or K.P. Singh was born on the 15th of November in the year 1931. He is an Indian real estate mogul and the chairman and CEO of DLF Limited, India's largest real estate developer. He stands at 130th position in the Forbes’s list of world’s richest people, released in 2011, and has a personal wealth of $7.3 billion. His autobiography, named ‘Whatever the Odds: The Incredible Story Behind DLF’, was launched by Jack Welch in 2011.
K.P. Singh was born on 15 November 1931 in Bulandshahar, Uttar Pradesh in a Jat family. His father Ch. Mukhtar Singh was a reputed lawyer in Bulandshahar .After graduating in science from Meerut College, Uttar Pradesh, he pursued Aeronautical Engineering in UK and was subsequently selected to the Indian Army by British Officers Services Selection Board, UK. He was commissioned into the renowned cavalry regiment of ‘The Deccan Horse’ 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 of this new company.
He later went on and made DLF India's largest real estate company, which has now become the world's largest real estate company in terms of revenues, earnings, market capitalization and developable area.
Various positions which are currently being held by K.P. Singh:- * Chairman of the Board, DLF Limited. * Chairman and Director of 31 different private companies engaged in various sectors of the economy. * MeCommerce & Industry (FICCI). * Member of Delhi Vision Group to overview the Master Plan of Delhi 2021. * Honorary Consul General, Principality of Monaco.
Various positions that K.P. Singh has held in the past are:- * President of the apex industry chamber of the country, Associated Chamber of Commerce & Industry of India (ASSOCHAM). * President of the PHD Chamber of Commerce and Industry. * Director of Central Board, Reserve Bank of India (RBI).
History of DLF

In the early 1940 to 1950s, Raghuvendra Singh and Makhan Lal Jain Gandharwal of Rohtak, Haryana who was Managing Director Of Delhi Land and Finance Housing and Construction Private Ltd at that time, procured real estate around Delhi. The wealth generated was multiplied over the decades through investments like Punjabi Bagh, Rajouri Garden, Krishna Nagar, South Extension, Greater Kailash 1 & 2, Kailash Colony, Hauz Khas, and Panchsheel. In the 1970s and 1980s DLF purchased 3,000 acres (1,214 ha) of land from farmers in Gurgaon for $2000 per acre.
At that time, the Haryana government did not allow private companies to develop the land. Years later, when Rajiv Gandhi became Prime Minister, he ensured that the Haryana Government changed the local law and allowed private companies to develop land. Gurgaon underwent a private real estate boom which is continuing to this day. The boom includes world-class office buildings, apartments, golf courses, shopping malls, 5-star hotels and a private expressway linking Gurgaon to Delhi Airport.
In 1985, DLF started developing the 3,000 acres (12 km2) it had acquired from farmers.
In 1999, DLF developed its first A-grade office spaces for rent in Gurgaon.

Different Projects of dlf

DLF has completed many projects and all of them have been complete successes. A list of the few projects that have been undertaken by DLF:- * DLF Cybercity, Bhuneshwar; * The Crest, DLF 5; * Prime Towers, New Delhi; * Ultima, Sector-81, Gurgaon; * SamaVana, Kasauli; * Woodland Heights, Bengaluru; * Bella Greens, Bengaluru; * Garden City, Hyderabad; * Hyde Park, Chandigarh.

Another well know project of DLF is the DLF IPL.
The DLF Indian Premier League is an amazing occurrence in whole of cricket history. The Indian Cricket Board approved it a few months back. It is seen as a very good opportunity as far as the entertainment industry is concerned. The format of Twenty20 cricket has emerged as a phenomenon after the Twenty20 World Cup was won by India and since then people have been totally immersed into it. There is no doubt where the Indian Premier League is headed, as far as viewership and profits for everyone associated with it is concerned.
Another important project of DLF is the Life Insurance Department that is maintained by DLF. It is called, DLF Pramerica. On the official website of DLF Pramerica, it says:-
'We are here to protect you.'
For DLF Pramerica Life Insurance Company Limited, this is not just a phrase - it is a promise. It is to deliver on this promise to you, our customers, and your loved ones that we commenced business on September 01, 2008.
We know that our work begins much before telling you about our products - it begins with comprehensive advice on everything related to insurance. From giving insurance advice to offering information on our solutions and services and then finally to provide you with the promised protection, our team stays with you every step of the way. A hand-picked and highly trained sales force ensures that your needs are assessed accurately so that you can make an informed choice and you get the insurance cover that is best suited to your needs.
We understand that your needs may vary from investment returns to protection and we advise you on achieving both. Our mission is to not just help you with insurance, but also help you achieve overall financial security. Through our customized plans and advice, we ensure that you are financially secure to face any eventuality.
Ultimately, we are not just a life insurance provider. We are a symbol of trust, commitment and leadership. We are a promise of protection.

SWot analysis of dlf

* Strength:- * Largest real estate company in India. * Strong management team. * Experience of many decades in Indian retail sector with an expertise in the field.

* Weakness:- * Affected due to lack of regulations and effective policies. * Majorly present only in India, and limited global exposure.

* Opportunity:- * Reduction in interest rates. * Tax incentives for housing investments. * Shortage of houses in urban areas.

* Threats:- * Increasing interest rates. * Economic downturn. * Volatility of financial markets.

Pestel analysis of dlf

* Political:-
Historically India did not have organization in this sector. This was due to nominal laws and high property taxes. But recently laws protecting people giving their houses on rent, repealing of the Urban land ceiling Act and rationalizing of the property taxes have had significant effect on the growth of this sector in the country. * Economical:-
The lack of organization and lack of support from the government had prompted the banks to not lend support to this sector. But with the enactment of several laws and also the demand for good real estate has got the banks to support the various projects with finance at competent interest rates. This has lead to increase in no. of project seeing the light of the day. * Social:-
According to the National council of Applied Economic Research the income classes earning between Rs.2 million-5 million, earning between Rs.5 million-10 million and in excess of 10 million is expected to increase by 23%,25% and 28% respectively. This means that the society will have more no. of people demanding better residential real estate which has also led to its growth. * Technological:-
With the increasing no. of foreign players entering the market the technological aspect of construction has received a boost and better projects are being developed in comparatively lesser time than before.

Latest news about dlf
Some of the latest and important news about DLF are:- 1. DLF has awarded L&T with a Rs. 1,337 cr. Construction contract. 2. The profit of DLF decline by as much as 27% due to a decline in the sales of houses. 3. The DLF shares recover, and end almost 2% up after falling down by nearly 3%. 4. DLF was successful in cutting its net debt’s by Rs. 861 cr. And is now down to Rs. 19,508 cr.

Self-Analysis of Dlf

I honestly believe that in the present time, DLF is not living up to its reputation. It is currently making homes for only the Upper-Middle and High Class families, and this is resulting in a limited consumer base. If DLF plans on extending it’s consumer base, then it has to target the Lower and the Lower-Middle Class families as well.