In Entrepreneurship, Success is Harmony of Head and Heart

Living up to the family name is a responsibility that comes with being the daughter of renowned businessman, Irfan Razack. I’ve lived a life steeped in prestige since birth, marked by memorable inaugurations and groundbreaking events. The inception of Sublime in 2009 heralded a brand that encapsulates diverse ventures. Through unwavering dedication and creative vision, we’ve carved our niche, proudly hosting Sublime Galleria, our art gallery; Sublime House of Media; the gourmet tea collection at Sublime House of Tea; our in-house publications—Falcon News and The Luxury Collection; the culinary haven The Courtyard by Sublime; our event management arm, and intellectual properties such as Art Bengaluru, our art festival; annual themebased Film Bengaluru, and FIT Bengaluru, the fitness festival. Synonymous with class and sophistication, Sublime approaches each endeavour with this guiding principle at its core.

Recently, Sublime House of Tea successfully extended its online footprint to several global cities. Furthermore, Sublime Art Galleria is providing a robust platform for Indian artists to gain international recognition for their artistic prowess. Some of our artists have embraced collaboration with us and are actively participating in esteemed exhibitions such as World Art Dubai and World Art Saudi, further solidifying their global presence.

The most formidable challenge in entrepreneurship lies in transforming a myriad of ideas into a profitable reality. Achieving immediate profitability is an unrealistic expectation; it hinges on the risks you’re willing to take. Successfully addressing this challenge requires a blend of strategic thinking and emotional intelligence; a harmonious interplay between head and heart in navigating the complexities of the entrepreneurial landscape.

To my surprise, I haven’t faced significant challenges in this regard. My colleagues have been incredibly supportive. Crucially, being a family-run business, we all recognise and respect our individual roles. This understanding fosters mutual support, ensuring success without encroaching on each other’s responsibilities. Yes, it’s true to some extent that the real estate industry, both in India and globally, tends to be male-dominated. However, I believe the challenges faced by women in the West might be more pronounced than those in India. Here, we often benefit from a support system, particularly within the family structure, where responsibilities for childcare can be shared. In contrast, in Western cultures, women may need to rely on external childcare facilities. The landscape is evolving, and perceptions are shifting rapidly. Women now frequently take the lead in decision-making within their families, with approximately 50% actively participating in joint decisions. While some individuals may still grapple with accepting women in authoritative roles due to conditioning, overall, positive changes are palpable.

The prevailing conditions, marked by low-interest rates, heightened demand, and wellplanned urban development, collectively contribute to an optimistic landscape. This, in turn, unfolds opportune moments for investors and prospective homebuyers alike. As a prominent player in the South, your recent foray into the high-value real estate market of Mumbai is noteworthy. Could you share your insights and key learnings from this expansion? Shifting our focus to Mumbai has been a strategic move driven by the city’s stature as not only a financial hub but also a dynamic and continually evolving metropolis. Its appeal lies in the immense potential for investment and growth, particularly in the realm of premium properties, further enhanced by its global recognition. A crucial takeaway from this transition has been the imperative of meticulous market research. Mumbai’s real estate landscape is remarkably diverse, exhibiting significant variations between neighbourhoods. A nuanced understanding of local market trends, preferences, and upcoming developments has played a pivotal role in shaping our well-informed investment decisions.

Undoubtedly, the real estate marketing landscape has witnessed transformative changes in the past couple of years. Here are some of the key strategies we’ve adopted:

Digital Transformation: A notable shift towards digital marketing has been observed. The increasing prevalence of online platforms and social media has made them indispensable tools for effectively reaching and engaging our target audience.

Data-Driven Decision Making: The integration of data analytics into our marketing strategy has become pivotal. Analysing customer behaviour, preferences, and market trends enables us to tailor our approach, delivering more personalized and relevant content.

Content Marketing and Storytelling: Moving beyond traditional property listings, our focus has pivoted towards storytelling and content marketing. By creating compelling narratives around each property, we emphasize lifestyle, community, and unique features. This approach not only resonates emotionally with buyers but also helps build a distinctive brand identity in a competitive market.

Innovative Partnerships: Collaborations and partnerships play a significant role in our marketing strategy. Engaging with influencers, real estate bloggers, and local businesses allows us to tap into existing communities, leveraging their trust to enhance our brand visibility. Strategic alliances also open up opportunities for cross-promotion and creative marketing campaigns.

Sustainability and ESG Considerations: Reflecting the growing emphasis on sustainability and environmental, social, and governance (ESG) factors, we’ve incorporated these considerations into our marketing messaging. Highlighting eco-friendly features, energy-efficient designs, and community engagement initiatives resonates positively with a conscious consumer base.

The luxury retail landscape in India is currently undergoing a significant transformation. Key trends include a notable increase in online luxury shopping, a heightened emphasis on delivering personalized customer experiences, and a growing demand for sustainable and ethical products. Luxury retailers are strategically prioritizing digital initiatives, exclusivity, and the integration of eco-friendly practices to align with shifting consumer expectations and cultivate brand loyalty