How do auspicious days and superstitions impact the business of real estate

Home buyers and developers, are influenced by both auspicious days as well as superstitious beliefs. Here’s a look at how auspicious beliefs and common superstitions shape not just consumer preferences but also business decisions

Buying a property is always an emotional decision, as it is generally a once-in-a-lifetime decision, which instills a feeling of stability in the household. Indians, hence, are superstitious, when it comes to real estate investments. People tend to have certain beliefs and prefer auspicious times, when buying or shifting to a new house. Even the direction of the main door and the house number matters to many, as they believe that it will bring them good fortune and positive energy.

Ritesh Mehta, a businessman from Mumbai, who performed the Griha Pravesh for his new house on Dussehra day, in 2018, recounts, “My wife and I believe in Vastu Shastra, as well as astrology. For us, it has been an achievement to buy our own house. When hunting for our house, we were particular about an east-facing entrance. I feel it is important to consider a few basic things, considering that it is a huge investment and one desires a home that will give peace, good health and prosperity.”

 

Auspicious days for real estate transactions

India, with its diverse cultures, has several festivals that are considered auspicious and some days that are considered inauspicious. Usually, property purchases and sales witness traction during festivals, states Srinivasan Gopalan, CEO, Ozone Group. “Most of our clients believe in the Hindu calendar for Shradh (the pitra paksh time after Ganpati visarjan) and hence, we also avoid new launches during this time. It is a dull period for the real estate industry and our focus remains on the delivery of existing inventory, rather than new launches. Developers usually announce discounts, freebies and offers for fence-sitters, during festivals like Diwali, Akshaya Tritiya and Gudi Padwa, which are opportunities to tap potential buyers for a good spike in sales. Buyers also tend to wait for this period. Vastu Shastra plays a significant role in real estate, as it is considered to be a tool that paves the way for prosperity and growth and keeps negative energy at bay. Hence, developers are cautious enough, to design properties that are Vastu-compliant and meet the needs of customers,” adds Gopalan.

 

How developers leverage shubh muhurats

The real estate market thrives completely on users’ preferences. If it remains immune to the tastes and preferences of its customer base, it cannot hope to survive for long, points out Nabil Patel, director, DB Realty. “We see a spurt of religious activities and all things ‘auspicious’, when it comes to project launches. These events also aim to build a deeper, long-term connect with the customers, introduce future neighbours to one another and most importantly, build trust,” says Patel. Customers also give a lot of importance to numerology and the number 13 especially, is considered inauspicious in various cultures around the world, adds Patel. “As a preventive measure, many developers skip this so-called inauspicious number, while numbering their building floor plans, house numbers, street numbers, etc. No one wants an unsold unit. However, it is not always possible to address all superstitions regarding numbers, as it creates more confusion,” he explains.

 

Vastu Shastra and numerology for a new house

As decisions involving real estate in India tend to be collective decisions of the family, it is associated with a whole lot of rituals and the elders often have a say, in avoiding certain dates and choosing certain others. According to Jayshree Dhamani, a Mumbai-based Vastu Shastra and astrology expert, even people belonging to the millennial generation consider auspicious times, for giving the token money, or for shifting to a new house, or doing the Griha Pravesh for a purchased or rental property, or commencing interior works.

“Shubh muhurat matters, as the planetary positions affects us. Our elders have been following it and today, people still check house numbers as per numerology. Before buying a house, many prefer to ensure that its number is lucky for them. Most people like to avoid places close to drains, hospitals and graveyards. There is nothing superstitious in following Vastu Shastra, as it is the study of energy and the five elements of nature, with the purpose of making our lives happy and successful. If followed correctly, it enhances your space according to the principles of harmony and energy flow. So, it is not irrational to believe in it,” concludes Dhamani.

 

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