To woo buyers, realtors twist address while marketing projects, especially if area has downmarket ring to it

It started with Lower Parel. Builders named it Upper Worli.

THE 'REAL' ESTATE: The address of a new mall and residential property coming up in Bhandup is being popularised as being in 'Lower Powai'. Pic for representation

As apartments and malls sprung up, bourgeois Lower Parel's status soared and so did per-square-foot rates.

The address of a new mall and residential property coming up in Bhandup is being popularised by Neptune Builder as being in 'Lower Powai'.

"It's a way of letting clients know we are close to Powai," said Nayan Shah, of Neptune Builders.

Prior to this, projects in the area were being marketed as being in the Bhand'UP' area.

Do these name games work? "This one did," pat comes the reply.

It helps people flick aside negative attributes of the area, especially the ones they harbour about Bhandup in general and Sonapur in particular.

Experts believe that a name-change is equivalent to an image makeover of the area. "A change of name plays a vital role in changing perception of the location and the people it draws," said Sushil Dungarwal, founder, Beyond Square Feet.

	Name game
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