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In a first-of-its-kind collaboration, real estate firm House of Abhinandan Lodha (HoABL) has partnered with quick commerce platform Zepto to market its residential plots. The deal, announced on Tuesday, will initially feature premium plots in Vrindavan, Uttar Pradesh, and Neral, Maharashtra, directly on the Zepto app. By leveraging Zepto's "10-minute" delivery model, the partnership aims to "democratize land ownership" and make real estate investment more accessible to a wider, digitally-native audience. This innovative move expands Zepto's offerings beyond groceries and daily essentials while allowing HoABL to tap into a massive, non-traditional customer base.
In a move that blends real estate with the world of quick commerce, realty firm House of Abhinandan Lodha (HoABL) announced a partnership with quick commerce platform Zepto to market its residential plots. Beginning this week, users of the Zepto app can explore premium land parcels in key locations, a venture that showcases a bold new marketing strategy for a traditionally slow-moving industry. The collaboration is an attempt to reimagine land ownership by making it more accessible to millions of users who are accustomed to instant gratification. Advertisement
HoABL's Chief Marketing Officer, Saurabh Jain, highlighted that the collaboration widens the firm's reach beyond conventional real estate platforms. The partnership offers a fully digital customer experience within 10 minutes of an inquiry on the Zepto app, a prospective customer will be connected with an HoABL expert via a video call to guide them through the process. This streamlines the discovery and initial engagement process for potential buyers.
The projects being featured are a 140 sq. metre (1,506 sq. ft.) plot in Vrindavan, Uttar Pradesh, with a starting price of INR 1.39 crore, and a 116 sq. metre (1,248 sq. ft.) plot in Neral, Maharashtra, starting at INR 39.99 lakh. The Vrindavan project is being positioned as a spiritual and investment hub, while the Neral project, Codename: Mission Blue Zone, is promoted as a wellness-centric community inspired by global "Blue Zones."
Founded in 2020, Mumbai-based HoABL has already sold about 11 million sq ft of developed land and has a portfolio of 30 million sq ft under active development. For Zepto, this partnership marks another foray beyond its core grocery business, following similar tie-ups with brands to offer products like car test drives and fashion items. The move reflects a broader trend among e-commerce companies to expand their revenue streams and customer engagement models by blurring the lines between different retail sectors.
Source- PTI
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