In the thick of India’s financialization boom, Abhinandan Lodha is giving an age-old business a new twist. He describes it as “branded land” or ready-to-develop plots in carefully selected locations, with clear titles, plush facilities and security against encroachment. All sold online, with zero pre-sale site visits. The younger son of Mangal Prabhat Lodha, a billionaire Mumbai-based developer and BJP minister in Maharashtra, Abhinandan founded his venture with one project in the state in 2020 and then identified 48 locations across India that stood to benefit from urbanization, government-led infrastructure creation and expanding construction limits. The House of Abhinandan Lodha now has projects in 12 of those locations, from Ayodhya to Amritsar, with 12 million square feet sold and another 30 million square feet under development, according to data shared by the company. The privately held business has over 6,000 customers from 27 countries, most of them first time investors in land. India’s development is now far more widespread, and rising cities are offering higher wealth creation, Abhinandan Lodha said to me in his modest office in central Mumbai. The return on investment in Amritsar has been better than in Mumbai in recent years, he said, adding: “Once local land-buying was the only convenient option, now investors can be sitting in Mumbai and buying a piece of land in Nagpur if they think it will outperform.” This interview has been condensed and edited for clarity. Abhinandan Lodha, founder and chairman of the House of Abhinandan Lodha. Source: The House of Abhinandan Lodha Who are your buyers? We sell plots priced at between 2 million rupees to 50 million rupees. Our buyers are typically well educated, they tend to have a first home and are purchasing land mostly as an investment. Most of them are are below 45 years of age. Over 60% are salaried professionals and the rest entrepreneurs and business owners. Only one out of 10 borrow for the purchase. About 30% of them buy to live there and start home construction within the first year after purchase. Roughly 45% are investors seeking long-term wealth creation. They may develop the plot and stay here when they retire but are quite clear they want to own the asset and hold on. About 20% are short-term investors that exit in a few years and reinvest in another location. Does this change based on location, say Alibaug where Mumbai’s rich may want to own a second house versus Ayodhya which is on the pilgrimage circuit? Alibaug is probably the only asset we have where most of the buying has happened for consumption. The other locations around Mumbai are being bought more as investments. Ayodhya and Vrindavan draw buyers who understand Uttar Pradesh and land both. Most of them have some history with the state. My understanding is that Uttar Pradesh has been a large wealth creator, where wealth has gotten parked outside the state for a long period of time and is now returning as growth picks up and the law and order situation improves. Vrindavan will actually see a lot of people who will buy, build and stay. In Ayodhya, it’s more social usage, for friends, family and religious gatherings What’s the minimum project size in each location? We like to work on parcels of 75 acres and above. But we made two exceptions so far — in Alibaug where we were able to purchase only 25 to 30 acres and in Shimla because it is difficult to get large parcels of land there. But there is a thumb rule around the minimum top line. We believe if an asset does not add between 5 billion rupees to 7.5 billion rupees to the overall portfolio, we are not able to do the qualitative work to develop it. A 250-acre project in the Anjarle-Konkan region in Maharashtra. Source: The House of Abhinandan Lodha Your average plot sold has risen from 4 million rupees to 10 million rupees. Is that because land prices have moved up or are you concentrating on larger plots or more premium properties? It’s a mixture of all three. Our portfolio mix has changed. When we started, we only had plots of up to 4 million rupees to sell. Then we launched bigger projects in Ayodhya, Vrindavan, Alibaug, Shimla, Goa. Selling prices have moved up. And we are now also selling slightly larger plots of land. We started with 1,000-1,200 square feet, now plots go up to 3,000-4,000 square feet. We are seeing more acceptance across all price points now. When we started, we believed it would be difficult for us to be able to get somebody to participate in a 10-million-rupee plot buy across the screen. In the last four years, the category creation has happened quite strongly in the consumer’s mind. So we now have a clear understanding that 25% of the people want a plot of more than 2,500 square feet. Has buyer interest been steady or is it impacted by, say, stock market fortunes? Not at all. Participation is not as large to force people to liquidate stocks to buy land. It’s not like buying an apartment in Mumbai for 500 million rupees which may need you to liquidate part of your stock holdings. But locational buying interest changes from time to time. Closer to large government announcements, the buying typically spikes. For example, we just had an announcement in Uttar Pradesh for |