Ganesh Chaturthi has long been considered one of the most auspicious periods for property purchases in Mumbai, and every year the festival injects fresh momentum into the city’s real estate market.

Traditionally, developers have relied on festive freebies—gold coins, waived stamp duty, or even foreign trips—to woo buyers during this high-demand season. But in recent years, the playbook has shifted. With homebuyers becoming more value-conscious, developers are increasingly replacing giveaways with innovative payment options.

This Ganesh Chaturthi, flexible payment schemes like Buy Now, Pay Later have once again taken center stage, emerging as the primary festive driver. While only about 20–30% of buyers actually opt for these plans, they continue to hold strong appeal, particularly among self-funded buyers or those expecting liquidity soon, offering short-term breathing space even at a slightly higher cost.

Industry experts note that the trend underscores a broader change in buyer preferences—direct financial savings and flexibility are now valued more than traditional incentives, a shift that developers are tapping into as they enter the 2025 festive season.

Salaried homebuyers, who typically depend on home loans, may not prioritise flexible payment schemes. In contrast, self-funded buyers or those liquidating investments often find part-payment options more advantageous, as they provide flexibility and allow them to capitalise on festive offers.

“Interestingly, while the actual uptake of such schemes is only about 20%, they continue to hold strong value, not just as a financing tool, but also as an attractive proposition that builds confidence and sustains market interest,” said Arpit Jain, director, Arkade Developers Limited.

“We are also witnessing a shift in homebuyer preferences, and today homebuyers value direct savings on the apartment more than complimentary giveaways. They prefer to channel these savings into personalising their home interiors. However, keeping an evolving mindset in focus, we have rolled out our initiative named ‘Your Home, Your Payment Plan’ across all our ongoing projects,” he said.

In Mumbai’s real estate market, developers are offering fewer freebies, but flexible payment plans remain popular. “We expect such schemes to continue through the ongoing 2025 festive season as well,” said Ritesh Mehta, Senior Director and Head (North & West), Residential Services and Developer Initiatives at JLL India.