In a world where groceries land at your doorstep in just ten minutes, imagine if land itself could too. Of course, unlike a packet of chips or a carton of milk, real estate isn’t something you can simply ‘add to cart’ and check out. Buying land has always meant multiple site visits, endless rounds of discussion with family, brokers, and well-wishers, and finally parting with a token amount after a hundred opinions have been weighed.
But what once sounded like wishful thinking may soon be reality. Last week, real estate brand House of Abhinandan Lodha (HoABL) announced a partnership with quick commerce player Zepto, allowing users to buy land directly through the Zepto app in just minutes. The collaboration, the companies said, is aimed at making land purchases more transparent, efficient, and convenient.
On the Zepto app, searching for ‘land’ redirects users to the HoABL page, where they can explore available projects. By clicking on ‘Enquire Now,’ the user receives a confirmation message: ‘Thank you for your interest,’ after which the HoABL team reaches out directly to guide them through the process.
As the company explains, ‘delivery’ in this context is more of an operational term. The entire transaction is conducted digitally, within the framework of state regulations, enabling a customer to complete a land purchase in as little as 10 minutes.
Featured as Zepto’s ‘brand of the day,’ HoABL’s project information is displayed prominently on the app, allowing interested users to review details and policies, connect with the team online, and complete the purchase seamlessly.
Redefining Trust in Real Estate
HoABL has plotted development projects in Goa, Alibaug, Ayodhya, Dapoli, and elsewhere, with a newly launched project in Vrindavan as well. The announcement, made on Janmashtami, was accompanied by a YouTube campaign that opened with traditional festive elements: cultural imagery, religious symbolism, and a tone of reverence associated with the occasion.
In conversation with IMPACT Magazine, Saurabh Jain, Chief Marketing Officer, HoABL, reveals the thought behind this collaboration was that land buying has not been as conventional as it should be and that this collaboration, is one of the ways of creating that trust.
Jain says, till now, HoABL has sold more than 11 million sq.ft of land completely online with 30 million sq.ft under development.
‘We’ve launched projects in 14 locations and plan to expand to 48 locations, building a customer base of over 6,000 people who trust us for transparency, credibility, liquidity, and convenience,’ he states.
He further explains that the partnership with Zepto was a natural progression. Over the past four to five years, HoABL has been focused on demonstrating how simple and convenient land investment is digitally, with its platform already allowing customers to purchase land as quickly as they make the decision. Collaborating with Zepto, however, brings a disruptive edge, helping accelerate awareness and reach a much wider audience.
Disruptive Marketing, Real Impact
The proposition of ‘delivering land in 10 minutes’ may also invite skepticism, given that property transactions are traditionally associated with extensive paperwork, legal due diligence, and concerns over disputes. While digitisation aims to simplify the process, could this promise raise doubts among consumers?
Jain answers, “I don’t see this as a challenge. Thousands of customers have already bought land with us entirely online without site visits or even meeting us in person. The fact that we can make such a claim at scale is itself proof of our transparency and the digital systems we’ve built to make land buying seamless, dispute-free, and quick.”
This campaign was focused on Delhi, and the real estate player sees an opportunity to replicate such initiatives across India. With this, the target group was investors aged between 30 to 60 years — young professionals, entrepreneurs, or established individuals with disposable income.
Following its collaboration with the quick commerce platform, HoABL received thousands of customer inquiries in a single day. Website searches more than doubled, while interest in land plots online grew over twofold. The campaign also drove strong social media engagement, with LinkedIn followers surging 200% in just one day and Instagram witnessing a significant spike in activity.
Jain mentions that this is not just a one-of-a-kind collaboration. As he explains, real estate has traditionally worked in a certain way, but with the digital revolution and rising awareness, it’s the responsibility of players like HoABL to educate and show people how the process can be simpler.
“Tie-ups are valuable, but they go beyond partnerships. At our Vrindavan launch, we set a Guinness World Record by creating the largest fresh-flower mosaic logo—100 m² made entirely of locally sourced red and white carnations. This aligns with our design ethos: the Vrindavan project itself will feature over 40% open space,” he adds.
He says that conventional advertising still has its place, but disruptive marketing delivers a sharper impact in a shorter time.
