In just five years of its inception, the House of Abhinandan Lodha (HoABL) under the visionary and dynamic leadership of Abhinandan Lodha, has popularised the concept of ‘branded land’, completely transforming land buying from an informal, opaque asset into a mainstream credible investment choice, offering ease, transparency and security of digital transactions, promising handsome appreciation.

Since its inception in 2020, HoABL has delivered over 15 msf of branded developed land. Currently, the group has around 40 msf under active development, including upcoming projects in Amritsar, Shimla, Varanasi and Vrindavan -of which 5.5 msf is scheduled for delivery in FY26. Marching ahead with a vision to make land ownership easy, convenient, transparent , aspirational, with exceptional long-term value, HoABL aims to be present in 48 locations by 2030 and achieve revenue of INR 10000 crore.

In this exclusive interview, Abhinandan Lodha talks about the concept of branded land, transformational change in land buying, emergence of branded land as a niche investment class, hot emerging investment corridors, strides made by his company and its future growth plans. Excerpts.

Vinod Behl

How has the new age land / branded plot market evolved in the last few years? What are the major driving factors, particularly with regard to the rise of Tier 2–3 destinations?

Land has always held emotional and cultural significance in India, but practical barriers like unclear titles, lack of transparency, and complex paperwork held back formal investment. That is now changing rapidly. Over the last few years, land buying has become significantly more organised.

Tier 2 and 3 destinations are seeing strong demand, driven by targeted government spending on infrastructure such as new highways, airports, and urban corridors. There is also a deliberate focus on tourism development, including spiritual tourism. For example, regions from Ayodhya to the Konkan coast of Maharashtra, as well as Nagpur, are witnessing major infrastructure upgrades that are expected to boost tourist footfall, in turn driving demand for land.With increasing awareness and disposable income amongst Indians, land is coming out to be a very good investment asset.

This shift has created space for branded players who can offer clear titles, online transactions, and hassle-free ownership, helping turn land from an informal, opaque asset into a mainstream, credible investment choice.

Which are the hot corridors for branded plotted developments?

At The House of Abhinandan Lodha (HoABL), our research team focuses on identifying corridors where government-led infrastructure and economic development will drive long-term demand and price appreciation.Some of the hottest corridors currently include spiritual tourism hubs of  Amritsar, Ayodhya, Varanasi, and Vrindavan, benefiting from multi-crore infrastructure spends and record-breaking footfall.Then there are coastal and second home destinations such as Alibaug, Dapoli, Anjarle, Neral and Goa which are seeing major connectivity upgrades like the Mumbai Trans Harbour Link and the Mumbai-Goa Highway.Growth nodes in Maharashtra like Khopoli and Neral surrounded by nature, are benefiting from nearby industrial corridors and expressways. Nagpur is also emerging as a key market, supported by major infrastructure developments.These corridors combine emotional appeal, practical connectivity, and strong economic potential, making them highly attractive for long-term land investment.

What’s the profile of buyers of new age land and whether most of the buying is for investment purposes?

Our buyers are typically financially savvy, viewing land as both an investment and a lifestyle choice. Over 50% of our customers are CXOs and senior professionals who see land as a low-volatility asset with strong return potential. Around one-fourth of our customers are NRIs looking for second homes or long-term wealth creation opportunities. Our online-only model has made it easy and convenient for NRIs worldwide to purchase land with just a click.

How do you compare the safety and profitability of investment in branded and non-branded plots? What’s the ROI in branded plots vs non-branded plots?

The key advantage of branded land is the security, transparency, and convenience it offers. Unlike traditional land buying—which often suffers from unclear titles, encroachment risk, and opaque pricing—HoABL’s branded plots come with clean titles, regulatory compliance, and a fully digital, secure transaction process.Our projects have averaged over 30% CAGR appreciation since inception. Over the long term, land remains one of the best-performing asset classes, offering unparalleled returns.

What’s the size of your land bank? How many acres of plotted developments HoABL has launched so far and what’s in the pipeline?

Since our inception in 2020, HoABL has delivered over 15 million sq. ft. of developed land. We currently have around 40 million sq. ft. under active development, including upcoming projects in Amritsar, Shimla, Varanasi, and Vrindavan—of which 5.5 million sq. ft. is scheduled for delivery in FY26.

How do you look at the emerging competition in the branded plot market?

HoABL is the only player in India—and perhaps even globally that offers the convenience of buying land entirely online. Our differentiator has always been the convenience, trust, transparency and liquidity. Because of this, along with our thoughtfully planned amenities, HoABL commands a premium over other branded plotted land developers. We have also consistently delivered all our projects ahead of their scheduled timelines. We view competition as a sign of a healthy, maturing market. Each player brings their own offering, giving customers the opportunity to choose between the quality assured land we offer and alternatives in the market.

How do you see the reemergence of the trend of celebrity brand ambassadors? Why did you go for a brand ambassador and what was the reason behind choosing Amitabh Bachchan as your brand ambassador?

Celebrity ambassadors by themselves are not enough to help a brand’s cause. But when a credible celebrity whose values and ideals align with a brand’s, it helps build trust, particularly in a category like land that has traditionally suffered from credibility gaps.

For us, it wasn’t just about having a famous face—it was about authenticity. Amitabh Bachchan is an icon with universal appeal. He was first our customer in Ayodhya. His trust in us led to his endorsement of our brand, further underscoring the transparency and convenience we offer. His values—legacy, integrity, and reliability align perfectly with our mission of making land ownership accessible, secure, and aspirational for every Indian. We consider ourselves fortunate to have had him as a customer, and subsequently, as our brand ambassador.

What are your future growth plans in terms of more land acquisitions and the new geographies that you intend to tap? How do you expect the resolution of the brand dispute to help faster scaling up of your operations?

It was business as usual at HoABL, as the legal case you are referring to had no bearing on our operations. We continue to move forward according to our plans. Our fundamental proposition remains unchanged and unaffected i.e  enabling completely virtual land buying with clear titles, transparent pricing, and a secure, hassle-free experience.We aim to be present in 48 locations across Bharat (India)in the next five years by FY 2030 and achieve revenue of INR 10000 crore.

What made you enter the township segment with a co-development model? Tell us about this project. Going forward, will you be launching more township projects?

Our entry into vertical real estate was part of our long-term plan. For our joint development, we have tied up with  Mittal Builders for a project in Naigaon spanning across 3 million sq.ft. for residential development. Apart from this, we have also announced two marquee projects in South Mumbai – Marine Lines and Chowpatty, bringing our total commitment in vertical real estate to 3.1 million sq. ft.Going forward, we will continue to evaluate opportunities for township and vertical developments in strategic locations where we can add value for customers.

How do you see the growth prospects of the branded plot market and where do you see this market in 2030?

We believe the branded plotted development market is at the beginning of a transformational growth journey. Factors like rapid infrastructure investment, regulatory reforms, and the digitisation of land records are making the category more transparent, credible, and accessible than ever before. By 2030, we see branded plots becoming a mainstream asset class in India, not just for legacy or emotional reasons, but for their proven ability to create intergenerational wealth and portfolio diversification. In the next five years, we aim to expand our footprint to four dozen cities with a revenue target of INR 10000 crore. Our vision is to lead this shift—making land ownership not just possible, but easy and aspirational for every Indian, while ensuring security, transparency, liquidity, convenience and exceptional long-term value.