'Umang' : Happiness

 

In an environment where the Government is aggressively promoting construction of 'basic' houses for slum dwellers and the poor under various schemes, the DBS Team decided on creating a unique image for the houses it builds. The aim was to establish the significant and differentiated presence of DBS in the market – both for the customers and the investors/ financing institutions. The DBS Team therefore decided to create a 'brand' identity that highlighted the management's strategic focus and choices, quality, features and design of the apartments, and the added value in terms of community development initiatives. Since, the long-term aim is to have customers who are satisfied with physical and operational functionality, quality, and  performance of the schemes of DBS Communities, the Team decided on using the name “UMANG” - meaning Happiness. The name “Umang” draws attention to the emotional aspect and satisfaction customers would experience once they moved into DBS constructed housing projects.