HoABL: Abhinandan Lodha's Vision to Expand Real Estate Beyond Mumbai
Abhinandan Lodha's House of Abhinandan Lodha (HoABL) is set to launch its vertical real estate business in Mumbai, with plans to expand into other cities within the next 12 months. The company aims to offer both luxury and affordable housing, marking a significant move in the competitive real estate market.
Real EstateMumbaiHoablAbhinandan LodhaVertical DevelopmentReal Estate MumbaiMay 30, 2025
HoABL operates pan-India in cities like Alibaug, Anjarle, Dapoli, Goa, Neral, and Ayodhya, claiming leadership in the branded land business. The company also holds land parcels in Vrindavan, Amritsar, and Nagpur, among other cities. HoABL expects to expand vertical development in these cities too, within the next 12 months. “In markets where everything’s already been discovered and innovation is limited, it’s not a natural fit for us,” Lodha added.
After building the necessary operational strength, future growth areas include logistics, industrial warehousing, and rental housing. “First, we wanted the HoABL brand to stand for something meaningful. But we see logistics, industrial warehousing, and rental housing as natural extensions. When and how we get into them will depend on opportunities, but we’ll explore anything related to land,” Lodha told Mint earlier in May.
Founded in 2020, HoABL’s first focus was the fragmented land market, long viewed as risky for average buyers. “We solved the four key challenges holding this segment back. Once that happened, the category opened up big time,” Lodha explained. One reason to start with one segment was to build an independent brand. Barred from using the Lodha brand after a family settlement earlier in 2025, Lodha was forced to start fresh with HoABL, without the brand recognition he once had. “The consumer response we’re seeing now wouldn’t have come if I had launched too early without building our own brand,” he said.
Lodha expects comparisons to his former family firm but insists HoABL is different—leaner, faster, and broader in geographic reach. “Even if there’s a common surname, the brand promise is entirely different. Over time, consumers will gravitate toward the one that aligns with their values,” he said. For now, the big bet is on Mumbai. Abhinandan Lodha, the newest entrant in Mumbai’s vertical development market, is now charting a path for himself under his own banner. Its entry into vertical buildings is in line with a broader trend of major builders such as Bengaluru-based Prestige and Gurugram-based DLF increasingly expanding into the Mumbai real estate space.
For the next 4-6 months, the focus will remain on Mumbai—a complex, capital-intensive market. His strategy targets both affordable housing in Mumbai’s peripheries, such as Naigaon, and a residential project near Girgaon Chowpatty in South Mumbai. “In the next 3–4 months, we’ll fulfill some key promises. After our first vertical launch, we’ll outline four problems we intend to solve with it—how we plan to do it, and why it matters. That will drive significant volumes,” he said. “We see real estate like a factory. Goods need to keep moving; it’s not a static asset. If we can deliver 20–30% margins at both ends of the spectrum, that’s a strong outcome,” he added.
He faces a tough challenge: Competing with established players, including his kin’s firm—Macrotech Developers or The Lodha Group, in one of India’s most competitive real estate sectors. Anuj Puri, chairman of ANAROCK Group, said Mumbai’s unique geography—surrounded by the sea on three sides—limits its physical expansion, making vertical growth and northward development the only viable directions. “Unlike other Indian cities that can expand outward in all directions, Mumbai’s growth is essentially linear—moving from the south towards the northern suburbs, and vertically upward,” he said.
Despite these limitations, Puri believes there is still ample opportunity for new players. “Mumbai is big enough. South Mumbai alone spans roughly 157 square kilometres, and Greater Mumbai covers over 437 square kilometres. There is meaningful room for growth. But for new entrants to succeed, especially those not starting with redevelopment projects, they must have a deep understanding of what drives this market,” he said. Despite rising investor interest, Lodha is in no rush to raise capital at the holding company level but will look to raise private funding in 12-18 months after establishing its ground.
Frequently Asked Questions
What is HoABL's main focus in the real estate market?
HoABL's main focus is on launching its vertical real estate business in Mumbai, targeting both luxury and affordable housing. However, the company also plans to expand into other cities within the next 12 months.
What are some of the key cities where HoABL operates?
HoABL operates in various cities across India, including Alibaug, Anjarle, Dapoli, Goa, Neral, and Ayodhya. The company also holds land parcels in Vrindavan, Amritsar, and Nagpur.
What future growth areas is HoABL exploring besides vertical real estate?
HoABL is exploring future growth areas such as logistics, industrial warehousing, and rental housing. These sectors are seen as natural extensions of the company's core business.
How does Abhinandan Lodha differentiate HoABL from his former family firm?
Abhinandan Lodha differentiates HoABL by emphasizing that it is leaner, faster, and broader in geographic reach. He insists that the brand promise of HoABL is entirely different and consumers will gravitate toward the one that aligns with their values.
What are the challenges HoABL faces in the Mumbai real estate market?
HoABL faces the challenge of competing with established players in Mumbai's highly competitive real estate sector. The company must navigate the city's unique geography and limited physical expansion, focusing on vertical growth and northward development.
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