Minal Ajaykar (Puravankara) | Customer Delight, Loyalty & Legacy in Real Estate

Minal Ajaykar (Puravankara) | Customer Delight, Loyalty & Legacy in Real EstateHow do you keep a real estate brand vibrant and trusted for 50+ years—in a category often seen with suspicion?In this episode of the chlorophyll Podcast,  @KiranKhalap  speaks with Minal Ajaykar, Vice President – Consumer Experience & Loyalty at Puravankara, one of India’s most respected and transparent real estate brands.Minal shares how Puravankara has built a no-cash, ethics-led organization, created “startups” inside a legacy company, and turned customer delight, loyalty and referrals into its strongest growth engine.💡 In this episode, you’ll learn:The DNA behind a 50-year legacy real estate brandWhy “delight” and ethics matter more than ever in housingHow a no-cash, fully transparent real estate company operatesCreating “startups” and special projects inside a legacy organizationBuilding a Customer Experience & Loyalty vertical post-COVIDHow word-of-mouth & referrals beat advertising in real estateThe role of digital & social media in a long purchase-cycle categoryChapters:00:00 – Introduction & Welcome 00:40 – Meet Minal Ajaykar & the 50-Year Puravankara Story01:35 – What Keeps a Real Estate Brand Relevant for 50 Years?02:05 – Commitment, Ethics & Being a No-Cash Company03:20 – ‘Delight’ & the You Philosophy: Customer at the Centre04:15 – Transparency & Early Tech Firsts (80s Computer, ISO, Listing)05:40 – Crafting a Legacy, Not a Fly-By Operation06:35 – Building Startups Inside a Legacy Company (Special Projects)08:20 – Process Re-Engineering, War Room & Standardisation09:55 – CSR as a Serious Vertical: Children, Water, Anganwadis11:00 – Creating the Customer Experience & Loyalty Vertical12:35 – How Loyalty & Word-of-Mouth Travel Across Cities14:20 – Referrals as the Original Influencer in Real Estate16:35 – Puravankara’s Mumbai/Bangalore/Pune Connect & Migrant Stories18:10 – Film Festival Role: What Cinema Taught Her About Digital20:10 – COVID Pivot: Making Festivals & Real Estate Digital-First22:20 – Social Media, LinkedIn, Instagram & Employer Branding24:50 – Q&A: Loyalty in a Very Long Purchase & Product Cycle27:45 – Before & After Puravankara: Personal Growth & Gratitude29:35 – Q&A: Digital Medium vs Original Influencers in Real Estate30:45 – Closing Thanks & Final ReflectionsWhat Minal learned from the Bengaluru International Short Film Festival and applied to real estateIf you’re in real estate, CX, branding, or loyalty, or simply curious about how legacy brands reinvent themselves, this conversation is packed with insight and heart.🎧 Watch now and discover how Puravankara is crafting a legacy of trust, delight, and loyalty.Read the case study here: https://www.chlorophyll.in/case-studies/puravankara/ to the podcast description