How Growth Housing Became a Household Name

The House of Abhinandan Lodha turns the dream of home ownership into a movement called Ghar Ghar Growth

India’s housing story has always carried a contradiction. By 2031, nearly 60 crore Indians will live in cities, yet for millions of working urban citizens, the idea of owning a home remains out of reach. People want to buy, but the homes they truly aspire to are often beyond affordability.

It is this gap that The House of Abhinandan Lodha, HoABL, set out to address. When the company decided to enter the vertical housing space, it was not with another project. It began with a simple question: how do you make home ownership both aspirational and accessible?

As the team put it, “Affordable housing is not short of demand. It is short of a model that works.”

That thought became the foundation of Growth Housing, a new category of homes designed to deliver financial, emotional, and social progress. The idea was to bring Ghar Ghar Growth to life, and to make growth something every homeowner could experience.

Phase 1: Establishing the Growth Housing Category

The overall campaign unfolded in two clear phases. The first phase focused on building awareness for the category itself, and positioning it as a movement.

It rested on four guiding pillars:

• Brand – The credibility and trust HoABL has built through transparency.

• Location – Projects planned in Growth Corridors, where infrastructure, connectivity, and opportunity come together.

• Growth – Smart homes with amenities that support personal and professional progress.

• Technology – A fully digital home buying journey through growwithhoabl.com, supported by a multilingual Agentic AI that helps with discovery, booking, and financing.

  
  

The idea clicked quickly. The campaign recorded 3.7 crore impressions in seven days, and 1,891 people registered in the first eight days. The phrase Ghar Ghar Growth started entering everyday conversations across the city.

Phase 2: Bringing Growth to Life

The second phase brought the idea into the real world with The Great Western Mumbai, Naigaon, the first project under the Growth Housing category.

Standing as the tallest towers in the vicinity, with strong infrastructure and access to major business hubs, the project positioned itself as a practical address of progress. But more importantly, it made “growth” a lived experience.

• The Growth Club offered zones for fitness, co-learning, workshops, and creative expression.• Work-from-home pods and digital studios helped residents grow their careers without leaving home.• Community zones and rooftop decks encouraged people to build connections and wellbeing.• Digital libraries and learning areas for children made curiosity and imagination part of daily life.

Growth was no longer an idea. It became something that shaped how people live.

Building Trust in a Digital World

Real estate has always been personal. A site visit, a handshake, a familiar assurance. Moving this process online required trust, and HoABL built this through a citywide presence.

A 360-degree marketing campaign turned Mumbai into an extension of the message Ghar Ghar Growth.

• Outdoor coverage across junctions, metros, railways, and flyovers made the message part of daily travel.

• Front page print ads in English, Hindi, Marathi, and Gujarati reinforced consistency over several weeks.

• Tie-ups with Swiggy and Zepto carried the message to people’s homes.

• Influencer content, radio partnerships, and mall activations bridged physical and digital spaces.

• At Lalbaugcha Raja, the message reached millions of devotees during the festive season, giving it emotional depth.

The goal was simple: make growth feel real, familiar, and possible.

Empowering Ownership Through Technology

At the heart of the model was accessibility, and technology played a central role. HoABL’s Agentic AI held over 70,000 conversations in English, Hindi, and Marathi, and guided buyers from interest to financing with clarity.

This digital backbone helped the launch achieve 8,838 registrations, a 6x oversubscription, and a complete sellout of 1,587 homes.

But beyond the numbers, something subtle shifted. Buyers felt that affordable no longer meant compromise. It could still mean aspiration.

A Movement Finds Its Symbol

To mark the close of its first chapter, HoABL illuminated the Bandra Worli Sea Link as a gesture of gratitude to every Mumbaikar who believed in Growth Housing.

The light installation stood as a symbol of what the campaign had created: a connection between aspiration and access, visible across the city.

From an idea to a citywide sentiment, Growth Housing grew into something larger than a category. It became a movement rooted in the belief that every home can be a home of growth, and that Ghar Ghar Growth is a promise that belongs to everyone.