#### **Overview** Ashiana Housing Ltd. (AHL) is a leading Indian residential real estate developer with over 45 years of legacy, known for its customer-centric approach, diversified product portfolio, and strong regional presence. The company specializes in mid-income to premium housing, with a pioneering focus on **Kid-Centric Homes (KCH)** and **Senior Living communities**, where it has established itself as the market leader. **Core Markets**: Primarily operates in high-growth urban and satellite cities including **Delhi NCR, Jaipur, Bhiwadi, Chennai, Pune, Jamshedpur, Jodhpur, and Gurugram**, with strategic expansion into Bengaluru, Panvel, and Hyderabad underway. --- ### **Business Model & Strategy** #### **1. Execution-Centric, Asset-Light Model** - Avoids land banking; treats land as a "raw material" rather than an appreciating asset. - Maintains a **target land inventory of 5–7x annual execution plans** to ensure sustained development. - Utilizes **joint development and revenue-sharing agreements** with landowners to reduce upfront capital outlay and maintain a conservative capital structure. - Operates a **capital-light, in-house model** with capabilities in construction, sales, marketing, and post-sales management. #### **2. In-House Sales & Customer Ownership** - Employs a **dedicated in-house sales team**, moving away from broker-driven models to enhance customer experience, strengthen ownership, and enable future cross-selling. - High **customer referral rates** reflect strong brand loyalty and satisfaction. #### **3. Land Acquisition Strategy** - Focuses on **undervalued or under-leveraged land opportunities** in markets like Jaipur and NCR, while actively pursuing acquisitions in **Bengaluru (Kanakapura), Panvel, and Mahindra World City (Jaipur)**. - Currently exploring **conditional purchase agreements (CPEs)** for strategic land plots; some acquisitions in Bhiwadi (Milakpur) are pending legal resolution. - Prioritizes **ROI and return on equity (ROE)** over volume growth, targeting **sustainable post-tax ROE of 15%+**. --- ### **Product Portfolio & Segmentation** #### **1. Comfort Homes** - Targets **middle-income families** in cities with >10 lakh population. - Offers **affordable, well-designed homes** across 2, 3, and 4 BHK configurations. - Key markets: Bhiwadi, Jaipur, Jamshedpur. #### **2. Kid-Centric Homes (KCH)** - Purpose-built communities for **young families**, integrating child development principles into design. - **Five-Pillar Framework**: - International sports infrastructure - Learning Hub with dedicated coordinator - *Live & Learn* program - Safety-first environment - Reduced screen time, active learning - Flagship project: **Ashiana Amarah (Gurugram)**, a fully owned, phased community with over 20 lakh sq. ft. of saleable area. - Other KCH projects: Umang (Jaipur), Anmol (Gurugram). #### **3. Senior Living (Flagship Segment)** - Nation’s largest and **#1-ranked senior living brand for 9 consecutive years** (Track2Realty). - Offers **Active Senior Living (55+)** and **Assisted Living** (daily care support), including **Continuing Care Retirement Communities (CCRCs)**. - Key markets: **Chennai, Pune, Bhiwadi, Delhi NCR**, with expansion into **Bengaluru, Mumbai (Panvel), and Greater Noida**. - Projects: **Vatsalya (Chennai), Amodh (Pune), Advik (Bhiwadi), Swarang (Chennai)**. - Features clubhouses, wellness centers, yoga lawns, peer engagement, and 24/7 safety. #### **4. Premium & Elite Homes** - Aspirational living in **Gurugram, Jaipur, and Pune**, targeting urban professionals and NRI investors. - Projects: **Ekansh, Nitara, One44 (Jaipur), Tarang (Bhiwadi), Amayah (Jamshedpur), Aravali (Jaipur)**. - Pricing: Varies from ₹4,000–6,000/sq ft; select projects (e.g., Aaroham) priced between **₹3–5 crores per unit**. --- ### **Development Pipeline & Land Bank (Nov 2025)** #### **Land & Future Development Potential** - **Total land available**: **74.58 acres** (Bhiwadi, Chennai, Jaipur). - **Estimated saleable area**: **57 lakh sq. ft.**. - Key future projects: - **Aaroham (Gurugram)**: 11.54 lakh sq. ft., 100% owned — flagship premium development. - **Tarang (Bhiwadi)**: 100% owned; Phase 5 handover Q3 FY27. - **Vatsalya (Chennai)**: 10 lakh sq. ft., 100% owned — major senior living community. - **Utsav Lavasa (Pune)**: 100% owned senior living project. #### **Pipeline Highlights** - **Total future saleable area**: **>49 lakh sq. ft.** - **Total ongoing+upcoming pipeline**: **~83.46 lakh sq. ft.** (as of Mar 2025). - **Bookings progress**: **64.89 lakh sq. ft. already booked**. - **Revenue visibility**: Projected **₹11,000 crore in sales value up to FY30**. --- ### **Key Projects & Ownership Structure** | Project | Location | Type | Ownership | Saleable Area | |-------|--------|------|-----------|-------------| | **Aaroham** | Gurugram | Premium | 100% | 11.54 L sq. ft. | | **Amarah** | Gurugram | KCH | 100% | >20 L sq. ft. | | **Vatsalya** | Chennai | Senior Living | 100% | 10 L sq. ft. | | **Advik** | Bhiwadi | Senior Living | 100% | 7.65 L sq. ft. | | **Tarang** | Bhiwadi | Premium/KCH | 100% | 2.67 L (Phase 5) | | **Swarang** | Chennai | Senior Living | 50% profit share | 3.78 L sq. ft. | | **Malhar** | Pune | Premium | 65% revenue share | – | | **Amodh** | Pune | Senior Living | 80% revenue share | – | | **Ekansh** | Jaipur | Premium | 77.25% revenue share | – | --- ### **Post-Sales & Customer Experience** - **Wholly owned subsidiary**: **Ashiana Maintenance Services LLP**. - Offers **resale, rental, maintenance, and facility management**. - Ensures **continuous customer engagement** and feedback loop. - **"Forever Care" Promise**: Emphasizes **affordable, high-quality maintenance**, contributing to: - Higher resale value - Strong customer satisfaction - Referral-driven sales - **Community Engagement**: - Podcast: *"Adding Zindagi to Years"* - Annual Jashn Festival for seniors - Digital campaigns on mental well-being and intergenerational living --- ### **Marketing & Brand Positioning** - **Digital-First Approach**: - High-impact CGI videos, YouTube masthead, OTT (Hotstar, ZEE5), and connected TV advertising. - Influencer marketing, social media campaigns, and virtual site visits. - **NRI Outreach**: - Targeted campaigns in **U.S. (New Jersey)** and GCC for investors and caregivers. - **Award-Winning Brand**: - India’s **No. 1 Senior Living Brand (Track2Realty) – 9 years**. - Projects recognized for innovation and design excellence. - **Ankur Gupta (JMD)** received *Global Ageing Influence Award* (2024). --- ### **Governance & Leadership** - **Ankur Gupta, Joint Managing Director**: Leads sales, marketing, and facility management. 17+ years with the company. Real estate and hospitality background. - **Varun Gupta, Whole-Time Director**: Heads land acquisition, legal, and finance. Ex-Citigroup (commercial real estate underwriting). 16+ years with AHL. - **Robust Governance**: Low debt-equity ratio, strong cash balances, A-rated credit, and **70% of RERA funds protected in escrow**.