The Indian Institute of Management Ahmedabad (IIMA) has published a case study on The House of Abhinandan Lodha (HoABL), examining the company’s digital-first business model and its efforts to create and scale India’s branded land category.
Titled “HoABL: Ready for Scaling Up”, the case study has been authored by Sourav Borah, Associate Professor of Marketing at IIMA, and Dr. Aparna Kansal of IMT Ghaziabad. The study explores how HoABL has leveraged technology, customer-centric processes and brand-led differentiation to transform land ownership into a structured investment proposition.
The case analyses the company’s strategy of combining digital capabilities, legal due diligence, design-led development, hospitality-led experiences and data-driven marketing to address longstanding challenges associated with land ownership in India. It also evaluates the strategic decisions involved in scaling a disruptive business while maintaining customer trust and brand differentiation.
According to the study, HoABL’s model focuses on positioning land as a long-term wealth creation asset rather than a speculative investment, while introducing greater transparency and standardisation into a traditionally fragmented sector.
Commenting on the development, Abhinandan Lodha, Chairman, The House of Abhinandan Lodha, said the recognition by IIM Ahmedabad reflects the company’s efforts to redefine land ownership through trust, transparency and technology. He added that the case study highlights how innovation and disciplined execution can transform conventional industries.
Sourav Borah, Associate Professor of Marketing at IIMA and co-author of the case study, said HoABL presents a compelling example of category creation and business model innovation in a sector that has historically been relationship-driven and fragmented. He noted that the case offers insights into how digital capabilities, branding and operational excellence can be used to build trust and scale a new category within the real estate sector.
Published through the IIMA Case Centre, the study is expected to be used across management education and executive learning programmes, providing students and business leaders with an opportunity to examine entrepreneurship, category creation and growth strategies in the Indian real estate market.
