Brigade Enterprises and Primus Senior Living Join Forces for Senior Housing in South India
Brigade Enterprises has announced a strategic partnership with Primus Senior Living to launch three senior living communities across Bengaluru and South India. The projects are expected to have a gross development value of Rs 750.00 crore, reflecting the growing demand for specialized senior housing solutions in the region.
The collaboration builds on Brigade's existing success with Parkside at Brigade Orchards, which has been operational since 2017. This partnership aims to create purpose-built senior housing with age-specific amenities, targeting South India's rapidly expanding elderly population.
Partnership Details
The strategic alliance between Brigade Enterprises and Primus Senior Living focuses on developing three senior housing projects specifically tailored to the needs of the elderly. The partnership combines Brigade Enterprises' real estate development expertise with Primus Senior Living's specialized knowledge in senior housing solutions.
- Partner: Primus Senior Living - Number of Projects: Three Communities - Geographic Focus: Bengaluru and South India - Expected GDV: Rs 750.00 crore - Combined Portfolio: 600+ units - Sector: Senior Housing
Project Specifications
Two of the three planned communities will be integrated within larger township developments, offering greater inclusivity and access to shared social infrastructure and amenities. These communities are designed with age-specific amenities, including wellness centers, hobby lounges, medical bays, fully accessible pathways, concierge services, and curated events that foster inter-generational connections.
Market Position and Strategy
This partnership represents Brigade Enterprises' strategic expansion in the senior housing market, leveraging their existing experience from Parkside at Brigade Orchards. India's senior living market is experiencing significant growth, with South India accounting for nearly 60 percent of the sector's expansion. The collaboration aims to create new standards in purpose-built senior housing by combining Brigade Group's real estate development leadership with Primus' operational excellence in managing senior living ecosystems.
Management Perspective
Pavitra Shankar, Managing Director of Brigade Enterprises Limited, emphasized that this partnership reflects the company's core philosophy of quality, innovation, and holistic living with multi-generational amenities. Adarsh Narahari, Founder and Managing Director of Primus Senior Living, highlighted the partnership's goal to create Blue Zones in India where elders live with dignity, purpose, and joy.
About the Companies
Established in 1986, Brigade Group operates as one of India's leading property developers, known for its innovative and sustainable projects. Primus Senior Living, founded in 2015, is a specialized senior living solutions provider, committed to enhancing the quality of life for the elderly through purpose-built communities and tailored services.
