Message From MD, July – 2025

Dear Friends,

Heartfelt congratulations to the top performers of June and best wishes to the entire team for a purposeful and productive July.

The year ahead offers more than just a growth target. It provides us with a rare chance to transform ourselves, our processes, our beliefs, and our outcomes. As we embark on this bold mission to grow 3X in FY26, I want to share a more profound thought:

The Journey to 3X is not just about Sales. It is about Total Excellence.

Yes, we will reimagine our sales and marketing playbook, innovate customer engagement, and challenge the market. But none of it will work in isolation. True, sustainable growth comes only when every function, every link in the chain, commits to excellence.

Let’s break it down:

1. Sales & Marketing – The Tip of the Iceberg

Sales is no longer about pushing – it’s about building trust.

We’re rewriting the rules. No more generic pitches or hollow promises. We will lead with insight, empathy, and authenticity. We won’t just sell homes – we’ll sell dreams grounded in trust. However, remember that we can’t sell what we can’t deliver. That’s where it all begins.

2. Design

Creating What Customers Haven’t Yet Imagined

“Design is not just what it looks like. Design is how it works.” –  Steve Jobs.

Every square foot must blend functionality, sustainability, and soul. A senior citizen once said after visiting our sample unit of the Young @ Heart project, “When I walk in, it feels like it understands me.” That’s not just design. That’s empathy in brick and mortar. Let’s multiply that magic.

3. Construction Quality – Our Reputation’s Bedrock

Quality doesn’t begin at handover. It starts with a blueprint. It’s not in the inspection. It’s in the intention. In materials, in supervision, in everyday discipline. Let’s recommit to a zero-defect philosophy. Let’s not just meet standards: let’s set them.

4. Safety – Because Every Life Counts

A 3X growth means a 3X workforce. That’s 3X responsibility. Safety is not optional; it’s sacred. Every helmet, harness, and barricade tells a story of care. If a site supervisor halts work over one unclipped harness, that’s not a delay—that’s leadership.

5. Customer Delight – Our Real Brand Scoreboard

The sale is just the start. What follows is the true test. Delayed responses, cold behaviour, or indifference? They chip away at trust. Our service teams are our strongest brand ambassadors. Pick up the call. Solve the issue. Go the extra mile.

6. Time & Cost – Sacred Twin Promises

Timelines and budgets aren’t negotiable—they’re our credibility. Let’s embrace smart estimation, digital monitoring, and ruthless discipline. Every minute and every rupee counts. Delivering on time and within cost is not just good business—it’s great brand-building.

7. Teamwork – The Power of One Asset

Departments are not silos. They are chapters of one great story. Let’s break walls, blur lines, and champion cross-functional wins. 3X is not for lone stars—it’s for united tribes.

8. Integrity – Our Non-Negotiable Currency

In a world full of shortcuts, we will choose the longer, honest road. Every invoice, every interaction must reflect the truth. Our foundation is not just concrete – it is character.

9. Financial Discipline – Every Rupee Matters

Small leaks sink great ships. Let’s cut waste, monitor expenses, and treat budgets as sacred. Our finance team isn’t a roadblock – it’s the compass. Sustainability starts with accountability.

10. Statutory Compliance – Our License to Operate

From RERA to local codes, compliance isn’t a burden—it’s our badge of honour. Train our teams. Review our files. Automate our submissions. A compliant builder is a trusted builder.

11. Digital Transformation – Our Nervous System

Digital is not an add-on—it’s the core. ERP is our mirror. BI tools must power decisions. Let’s digitise, automate, and future-proof our processes, one byte at a time.

12. Leadership – The Lighthouse in the Storm

Before leadership is about others, it’s about oneself. True leaders grow people. Take responsibility. Celebrate teams. Be present. One of our First Circle members once visited a team member’s home late at night with a gift to announce his promotion. It wasn’t in his KPI. But that moment defined our culture.

Let Me Leave You with a Story. The Chinese bamboo tree stays underground for four years, showing no visible growth. But in the fifth year, it shoots up 90 feet in just six weeks. Was it doing nothing all those years? No. It was building a root system strong enough to support exponential growth.

Asset is that bamboo tree.

We’ve nurtured our roots through culture, learning, and perseverance. Now is the time to rise. To grow—not just in numbers, but in spirit, stature, and impact.

Let’s Commit to This:

● Think Big
● Deliver Small Wins Every Day
● Own the Outcome
● Stay Humble
● Build with Heart
● Lead with Purpose

With pride in our past, faith in our team, and fire in our belly, let us rise together as One Asset.

With purpose and belief,
Sunil Kumar
Founder & Managing Director
Asset Homes