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Mahindra War Room 2014 Lifespaces Business Caselet

Broadvision Perspectives Client Confidential Page 1 of 2

MAHINDRA REAL ESTATE SECTORLIFESPACES RETHINKING URBANISM BUSINESS CASELET

Mahindras Real Estate business comprises of Mahindra Lifespace Developers Limited(MLDL), which builds and markets residential homes, and Mahindra World CityDevelopers Limited, which creates integrated business cities. This caselet is pertainingto the Mahindra Lifespaces business.

BUSINESS BACKGROUND

Mahindras R eal Estate business commenced in 1994 with the dream of transformingthe way India thinks about living and work spaces. Mahindra Lifespaces is reputed forenhancing living standards and pioneering environmentally friendly construction in India,demonstrating that sustainability and good living can go hand in hand.

With over 7.32 Million Square Feet of Constructions completed, and 11.3 Million moreunder development across Mumbai, Pune, Delhi, Hyderabad, Chennai and Bengaluru,Mahindra Lifespaces has demonstrated that sustainability and good living go hand inhand. A pioneer in the Green Design-Healthy Living philosophy, Mahindra Lifespaceswas among the first companies to receive the Platinum rated green homesrecertification, and all their residential projects are pre-certified green buildings by IGBC.

LIVE CHALLENGE: PEOPLE CONNECT THROUGH A MILLION CARING CITIZENS

As part of their ongoing efforts to be at the the forefront of Sustainable practices,Mahindra Lifespaces has dreamed Re -Thinking Urbani sm as a branding initiative topropel itself as a leader in practice and advocacy of building a more sustainable India.They propose to follow a 3-pronged strategy to thought leadership as follows:

IDEAS IN ACTION - work done by MLDL towards sustainable urbanisation thebusinesses they choose to be in, the approach to sustainable development, themetrics used, impact assessment over time and policy advocacy

APPLIED RESEARCH - In the field to encourage next generation practices,partnering with think tanks and research institutes

PEOPLE CONNECT - citizen outreach through two streams physicaltransformation of urban spaces through an initiative called iSoar and behavioraltransformation of lifestyles through an initiative called A Million Caring Ci tizens

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Mahindra War Room 2014 Lifespaces Business Caselet

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With this background, evolve an innovative approach for People Connect throughthe following 2 action areas:

1. Million Caring Citizens:

The goal of this initiative is to create champions of sustainability at a large scale, andtangible short-term impact. Towards this goal, please do the following:

a. Identify a target age-group (for example, High School Students) for the initiative

b. Evolve a Program / Module that influences and enables a Sustainable Lifestyleby the target audience, with an impact potential of >30,000 MWh of ElectricitySavings, OR >200,000 tons of Segregated Waste Management OR >50,000 tonsof CarbonDiOxide Savings

c. Pilot the Plan in any city of your choice and show the results.

d. Evolve a Plan to reach more than 1 Million Citizens through the Program with theinnovative use of tools and technology.

Deliverable : Implementa t ion p lan to ta rget 1 mi l l ion c i t izens th rough scho ol (MIG)con nect program for c i ty of Mumb ai & Delhi

2. Urbanscaping:

The goal of this initiative is to transform ugly looking Urban zones such as public places,flyovers, walls etc. into places of beauty and inspiration. Towards this goal, please dothe following:

a. Identify a set of areas in a city of your choice that requires this transformation.

b. Collaborate with the local government authorities in securing the relevantpermissions to transform the zone.

c. Engage the local community and secure their buy-in.

d. Collaborate with local artists to evolve artworks depicting concepts such as localhistory, heritage and local art, that will significantly beautify the place at areasonable cost.

e. Pilot the plan and show the results. Use tools such as social media, print media,crowd sourcing etc. to increase reach and impact.

f. Evolve a scalable plan to reach such an innovative and cost effective solutionpan-India.

Deliverable: Develop plan to beautify spaces in high impact areas for city of Mumbai &Delhi that leads to enhancing the brand of the company