"Not Just Real Estate; Brys Group is a Corporate Entity"

Navneet Gaur
"Real estate has been a serious business for us, but along with that we also forayed into hospitality, healthcare, advertising and will soon foray into full scale Medicare business. So, the Brys Group is collectively evolving as a serious corporate entity. We, at Brys Buzz are currently focused on bringing world's top–end luxurious living experience to India which will redefine the concept of luxury with incomparable features & amenities never before seen exclusivity. Our flagship project 'Brys Buzz' North India's tallest residential tower is the result of this research which strives to push boundaries in luxury living and eco solutions; be it maximizing use of renewable energy sources and conserving resources, from rainwater harvesting to solar efficient street lights, nothing has been compromised at any level in making Brys Buzz planet friendly. It is not about spending extra amount on the project but getting the exclusivity and at the same time being responsible towards your environment also," says Ms Navneet Gaur, Director, Brys Group in an interview with Maria R.

At the outset, kindly brief us about the evolution of your group, its milestone achievements and expertise.

Bryz Buzz Tower
When we first branched out of our parent group to carve this brand called Brys Group our vision was pretty clear. We did not want to be positioned as another real estate company with same kind of project portfolio to compete in the very same over crowded market. This was not something displayed just in terms of our brand statement or market positioning but also as a business philosophy. Obviously real estate has been a serious business for us, but along with that we also forayed into hospitality, healthcare and advertising.

Furthermore, as an organization we always believe in the natural evolution and organic growth and hence as a corporate philosophy, we do not want to spread thinly and get into series of launches here and there. That is the reason we have concentrated ourselves to the company's flagship project, 'Brys Buzz', North India's tallest residential tower, which surely going to create enough buzz to take the group to the next level of growth.

In addition to that, under Brys hospitality division, the group has two operational luxury hotels, 'Brys Fort' at Jaisalmer and 'Brys Caves' in the salubrious environs of Jim Corbett National Park. The next in the pipeline is 'Brys Elan' slated for the inauguration shortly in NCR. In our advertising vertical we command premium among the top-end clientele. At present the Brys group is into the business of international trading and import of medical care equipment, and will soon foray into full scale Medicare business as well. So, we are collectively evolving as a serious corporate entity.

The name of Brys Group is associated with several iconic projects. What is the concept and inspiration behind launching Bryz Buzz Tower?

Brys is a French name that reflects legendary. According to the French belief, people with this name tend to initiate events, to be leaders rather than followers, with powerful personalities. They tend to be focused on specific goals, experience a wealth of creative new ideas, and have the ability to implement these ideas with efficiency and determination. They tend to be courageous and creative. As far as we are concerned, even though our corporate profiling has been that of an aggressive go-getter group, we do believe that when a name translates into a brand, it carries a number of identities and images. So, it is not just about the name but what we are going to deliver with this Brys Buzz that will define us and be our market differentiator.

After having travelled all over the world and seen best of luxury projects, we decided to bring world's top–end luxury in India which will redefine the concept of luxury with incomparable features & amenities and never before seen exclusivity. A sense of providing true luxurious living experience of international standards has goaded us to conceptualize the luxury living, which this part of the world has not been exposed so far. We wanted to create a destination address and hence preferred Noida than Gurgaon, which is known for luxury living. That itself indicates our level of trust in the project. Moreover, this project and its positioning also clearly reflect that the urge to launch a super luxury project has not been the peer pressure, but our own research. Brys Buzz is a result of this research at three levels—research on the market, the buyer and the product.

Brys caves

India is now the land of many high-rises; what are the USPs and high-end features of this project and by when do you expect to complete it?

I think high rises and ultra luxury are an over-used and abused terms in the Indian market; this part of the world is yet to see a project that aims to emerge as India's answer to Burj Dubai. We are positioning ourselves into that slot and hence do not feel competition or peer pressure from other high rises or luxury projects. As far as Brys Buzz is concerned, it boasts of unmatched design elements that ensure maximum utilization of area. It has been designed to provide maximum flexibility for internal space planning. One can get the desired customized home with the choice of preferred facilities and a promise of rarely seen before super luxurious experience in this part of the world.

Some of the features include; home automation, integrated entertainment system, high end finishes, huge balcony space and temperature control. The iconic tower is uniquely designed to enjoy the great scenic view. The Sky villas have unique rooms designed to offer panoramic views of the Noida Expressway and the city. All units face the golf course/expressway with 270 degree view.

The prominent features of the building are 6 levels at the top for all social activity needs, wide sundecks, terraces and balconies attached to living spaces, private plunge pools and terrace gardens are available in all residences with luxurious low-density complex (360 degree Open). 5 Star luxury services would be managed by hospitality division of Brys group. Highest observatory deck in North India, plush lounge and jogging track with a perfect viewing gallery perched at the top of Brys Buzz. All areas of the project are accessibility compliant for elderly and differently-abled residents. 111 lifts with 11 high speed elevators, 1 lift for each duplex apartment, high speed elevators with efficient and state-of-the-art vertical transportation system for travel within the building with key card access system. We aim to deliver the project by 2018.

For this unique project, who are your associate partners for design, interiors, and engineering? What led you to join hands with these giants?

The interior designing will be done by globally benchmarked designer Tonino Lamborghini CASA of Italy and some of the other associates of Brys Buzz are H-AO Architects, Principal Concept Architect, Innowaves Design, Chief Architect, Arabian Construction Company as engineering consultant & contractor, MEP Consultant as Electrical System Synchro Energy Consultants, PluMech Solutions as mechanical & plumbing services, Bureau of Engineering Studies Consulting Engineers as structural consultants, Universal Consulting FZE as strategic consultant, Design Confidence as fire & life safety consultant, and Lerch Bates Inc. as vertical transportation consultant.

To deliver the best, it is always important to work with the best names in the industry who have proven records to their credit and have delivered architectural marvels world over. Their involvement at various stages of the project becomes very important because they are the ones who had the expertise to execute the required project with their master stroke.

I must make it clear at this point of time that we have been pretty selective in choosing the right partners for the project. We have travelled across the world, seen their delivered portfolio and then awarded the contract.

Going for green means investment of more initial cost; do you think that Indian clients are giving you the flexibility to spend extra amounts on the project?

Everything about Brys Buzz strives to push boundaries in luxury living and eco solutions; be it maximizing use of renewable energy sources and conserving resources, from rainwater harvesting to solar efficient street lights, nothing has been compromised at any level in making Brys Buzz planet friendly. It is not about spending extra amount on the project but about getting the exclusivity and at the same time being responsible towards your environment also.

BRYS FORT at Jaisalmer

Moreover, I look at the concept of green buildings from a different perspective altogether. It may be costly at the initial stage, but in terms of sustainability and long term maintenance, it is a wise step to opt for green buildings. In the high rises, it is all the more necessary since these structures have to comply with certain additional safety and environmental norms.

The challenge has not been from clients' side, but from the perspective of creating the green elements in the true sense of the term, instead of just making tall claims. After all, green building requires close cooperation of the design team, the architects, the engineers, and even the occupiers at all project stages. The green building practice expands and complements the classical building design concerns of economy, utility, durability, and comfort. Although new technologies are constantly being developed to complement current practices in creating greener structures, the common objective is that green buildings are designed to reduce the overall impact of the built environment on human health and the natural environment by efficiently using energy, water, and other resources; protecting occupant health and improving employee productivity and reducing waste, pollution and environmental degradation.

What type of landmark structures/projects are you willing or looking to work on how? Also tell us about your other future plans and agendas such as expansion in the international markets?

As mentioned earlier, we as a corporate philosophy believe in the organic growth and natural evolution and hence we are firmly grounded with the execution part of the project. But at the same time we are also conscious of the fact that we have to move forward now without losing our core focus from execution. We have already some plans working out for hospitality division. And as a part of expansion strategy, the company plans to construct landmark structures all over the nation and even in international market in future.

Would you like to share with our readers some of your experiences that have inspired you the most?

More than the experiences inspiring us, these experiences have rather humbled us. For example, when the critics wanted to write us off as Noida market is not known for such kind of luxury projects, some of the prospective buyers came forward with offers to get the entire floors customized as they could generate trust in us. Then, some of the recent reports suggesting that the investors in the elite club are now moving to Noida after exiting saturated market of Gurgaon have further made our conviction strong. Similarly, when we wanted to make some changes in the initial plan to add to the luxury quotient, which could actually delay the project a bit, our existing customers supported us and said that they have full faith in us. All of these experiences have not only been a source of inspiration but have actually humbled us.
NBM&CW July 2014
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