House of Abhinandan Lodha (HoABL) has entered the affordable housing space with a ₹1,400-crore investment in Naigaon, launching its first project under the new ‘Growth Housing’ initiative. Spread across 2 million sq ft and offering 4,000 apartments over three sales cycles by 2029, the project has seen a 6x oversubscription in its first phase with 8,838 registrations for 1,419 homes — all through a fully AI-driven, digital-first process without site offices or sample flats.

Abhinandan Lodha, founder and chairperson of the company, said the company is exploring seven more locations within the Mumbai Metropolitan Region for similar affordable housing developments.

He said HoABL has launched Growth Housing, its first affordable housing initiative in Naigaon, Western Mumbai. For its first phase it has received around 8,838 registrations for just 1,419 homes.

“This launch is not just about building homes, it’s about creating a new category that combines aspiration with affordability, breaking the mold of conventional affordable housing models. We have used an AI-powered, digital-only approach for the project. All 8,838 registrations were done online, with no site office, no sample flats, and no sales team involved. The entire customer journey, from self-registration to transaction completion, has been streamlined through AI, through a chatbot named Priya, ensuring a transparent process for buyers,” Lodha told reporters.

He said the company is investing ₹200 crore in the first phase of the Naigaon project which is being developed in partnership with Mittal Builders. HoABL has also begun discussions for one of the seven proposed sites, while the remaining six have been identified but are yet to enter the planning stage.

The seven sites include one near the upcoming Navi Mumbai International Airport, he said.

“All these will be joint developments with people holding the land,” he said.

Traditionally, affordable housing has been synonymous with low quality. However, Growth Housing aims to make affordable housing truly affordable by eliminating unnecessary costs. High overheads from sample flats, site offices, and sales teams. By cutting out all non-essential elements, like sample flats, site offices, and traditional sales teams, HoABL has been able to reduce costs by 20-25%, passing on these savings directly to the consumer. This experiment, launched in August 2025, has seen 6x oversubscription, proving that this approach resonates with buyers, Lodha said.