Revolutionizing Real Estate: TRU Realty CEO Sujay Kalele on Building Trust Through Technology
Sujay Kalele, Founder and CEO of TRU Realty, discusses the role of technology and transparency in rebuilding trust in India's real estate sector. TRU Realty's proprietary platform, TREOS, is leading the PropTech revolution.
ProptechReal EstateTransparencyTreosTru RealtyReal EstateOct 19, 2025
Kalele emphasized that the Indian real estate sector has long struggled with issues such as opacity, delays, and fragmented communication, which have significantly eroded buyer confidence. TRU Realty addresses these challenges by integrating end-to-end processes through TREOS, enabling real-time visibility and control for all stakeholders. Key features of TREOS include TRU Pay, which digitizes and automates payment schedules linked to project milestones, and My Opinion Matters (MOM), a tool that facilitates real-time buyer feedback and rapid resolution of concerns.
These integrated technology interventions have measurably boosted buyer confidence, reduced cancellations, and improved project delivery timelines in TRU Realty's projects. However, the broader industry still faces gaps in consistent technology adoption, legacy system integration, and cultural shifts toward digital transparency. Overcoming these gaps through standardization and industry-wide tech enablement is essential to reshaping real estate buyer trust at scale.
TRU Realty’s model places equal emphasis on home buyers, brokers, and associates, which is unusual in an industry that often focuses disproportionately on one group. The company's inclusive approach ensures that all parties are empowered and aligned, with tailored modules for each stakeholder. For instance, buyers get transparency and milestone tracking, brokers access lead management and pricing tools, and vendors benefit from TRU Source, which automates transparent procurement and vendor evaluation.
Balancing the efficiency of digital tools with the personal touch that buyers and brokers often expect is a critical aspect of TRU Realty’s approach. TREOS automates transparency, providing real-time progress updates, digital document approvals, and financial clarity via TRU Pay, which builds objective trust. This allows teams to focus on human relationships and empathetic dialogue rather than administrative tasks. The My Opinion Matters (MOM) tool creates a continuous feedback loop, making buyer voices heard promptly.
Regulatory frameworks like RERA (Real Estate (Regulation and Development) Act) play a significant role in shaping how developers work. TRU Realty embeds compliance requirements directly into its TREOS workflows, using automated milestone tracking, real-time progress reporting, and audit-ready document management to enforce accountability. While stricter enforcement could incentivize further discipline, inconsistent implementation poses challenges. TRU Realty advocates for uniform enforcement combined with technology adoption to level the playing field.
One of the biggest pain points for buyers is project delivery timelines. TRU Realty provides regular digital updates to address this, ensuring that the information shared translates into real accountability on the ground. Within TREOS, weekly progress photos, financial milestone tracking through TRU Pay, and quality inspections are communicated transparently to buyers, project teams, and leadership. This ‘real-time audit’ deters delays and quality compromises, motivating teams to deliver on schedule.
With younger buyers entering the market, expectations around service, accountability, and the buying experience itself are very different. TRU Realty is designing its offerings to meet these changing expectations by offering seamless digital engagement, speed, transparency, and sustainability. The TREOS platform includes omnichannel lead capture, AI-assisted qualification, virtual site tours, digital documentation, and automated milestone payments via TRU Pay. Homes are designed for contemporary lifestyles, including work-from-home capabilities and eco-conscious features, reflecting this generation’s values.
Real estate has traditionally been slow to embrace innovation compared to other sectors, but TRU Realty is leading the way through a holistic approach. The company’s full-stack automation platform, TREOS, integrates construction, procurement, sales, CRM, payments (TRU Pay), and stakeholder collaboration in real time. This integrated ecosystem enables operational excellence, scalability, and unparalleled customer experience. TRU Realty is fully prepared to lead the next decade’s transformation, setting new PropTech benchmarks and a future-ready industry standard focused on digital empowerment and accountability.
Frequently Asked Questions
What is TREOS and how does it work?
TREOS (The Real Estate Operating System) is TRU Realty's proprietary platform that integrates end-to-end processes in real estate development, including land acquisition, procurement, construction, and handover. It provides real-time visibility, milestone-linked payments, and complete project transparency to all stakeholders, enhancing trust and efficiency.
How does TRU Realty ensure transparency in payments?
TRU Realty uses TRU Pay, a feature of TREOS, to digitize and automate payment schedules linked to project milestones. This eliminates financial ambiguity and makes transactions secure and transparent for buyers.
What is the My Opinion Matters (MOM) tool and how does it benefit buyers?
The My Opinion Matters (MOM) tool facilitates real-time buyer feedback and rapid resolution of concerns, enhancing engagement and accountability. It ensures that buyer voices are heard and addressed promptly.
How does TRU Realty balance digital tools with personal touch?
TRU Realty uses technology to automate transparency and reduce administrative tasks, allowing teams to focus on human relationships and empathetic dialogue. The My Opinion Matters (MOM) tool creates a continuous feedback loop, making buyer voices heard promptly.
What are TRU Realty's plans for the future of PropTech?
TRU Realty is fully prepared to lead the next decade’s transformation in PropTech by setting new benchmarks and a future-ready industry standard focused on digital empowerment and accountability. The company’s full-stack automation platform, TREOS, integrates construction, procurement, sales, CRM, payments, and stakeholder collaboration in real time.
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