The House Of Abhinandan Lodha

The House of Abhinandan Lodha was born out of a vision to democratise land in India. We do this by digitising its ownership, making investments simpler and more accessible with world-class amenities that set a benchmark in Real Estate. Since its inception in 2019, the House of Abhinandan Lodha and Xanadu has seen tremendous success so far. In just 18 months together we have pioneered a revolutionary new business model and created a new category in Real Estate. As of today, we have sold over 4.45 million square feet of New Generation Land to 2000 happy customers, most of whom are first-time landowners.

Business Transformation At A Glance

VCs

Plots sold

Million sq. ft. of land sold

The Brief

Land has been the oldest asset in existence. Still, land buying for retail investors was very challenging on various fronts, viz. investors didn’t know where to buy land, there were no clear titles and paperwork or the know-how to correctly verify these documents.
These risks didn't end with the purchasing of land, as retail investors struggled with how to hold on to and safeguard their investment long-term.

Our Insights

We identified those parameters which made land buying accessible– determining land which is Safe, Transparent, Liquid, and a Wealth Generating Asset, and leveraged it as our unique selling proposition for retail investors.
A dipstick study helped us understand the buying habits of retail consumers. We learnt that product enhancers - such as land by the sea, and world-class amenities, boosted the potential of commercially viable Real Estate. This led to the development of our Branded Seaside Lifestyle Project called the Isle of Bliss, which was a grand sell-out.
We then moved to address the fears of retail investors who were still sceptical about buying land. We offered them a set of Channel and Consumer Promises, an industry first to ensure peace of mind when buying land from the House of Abhinandan Lodha.

Xanadu Strategy

We moved up from traditional Real Estate – with the idea of being more like a real estate wealth bank for our esteemed Real Estate Investors.
We created a new brand strategy with our vision & values-based positioning designed to reach the relevant target audience.
Curated our brand promises based on relevant insights for retail consumers.
We also created a category that focused on the need for land ownership - for Indian consumers.

Application Of Strategy

Despite the potential impact our business performance could face, we created an unmatched set of brand promises
mentioned below that’s now synonymous with our new generation land.

The Promise Of Security

Providing safe possession of the property with price protection through HOABL Best Value Assurance.
The Promise Of Liquidity

We assure emergency liquidation promise while providing a 100% digitally aided resale of this New Generation Land.
The Promise Of Transparency

Our retail investors were secured 100% legitimate documentation along with legal verification.
The Promise Of Wealth

Our Capital Protection with assured resale, digital liquidation and swapping of assets helps customers with long-term intergenerational wealth.

Xanadu Impact

Not everyone dares to venture into something new, but we believed it would work enough to share in the risks our customers were sceptical of. The assurance we offered our customers through these brand promises paid off with flying colours.