Crafting a Distinctive Niche for a Visionary Real Estate Developer

Project Background & Objective

A renowned real estate developer with over 60 years of legacy was looking to diversify into a high-potential, purpose-driven sector. India is undergoing a major demographic shift, with its senior population growing rapidly, creating a largely untapped opportunity in luxury senior living. Hoping to build a strong position in this new space, the client partnered with AND to:

• Identify and capitalize on the untapped luxury senior living market
• Develop vibrant communities offering active, socially engaging lifestyles for affluent seniors
• Strategically target initial developments in attractive destination locations, followed by urban expansion

Our Approach

Our comprehensive approach included:

• Segment Prioritization: Assessed various models of senior living and recommended the most viable format aligned with the client's strengths and long-term goals

• Regional Targeting: Identified high-potential regions for initial rollout, based on demographic fit, cultural acceptance, and market readiness

• Location Strategy: Outlined criteria for selecting both urban and lifestyle-oriented destinations, balancing desirability with operational feasibility.

Our Impact

We helped the client move from vision to execution by crafting a clear and differentiated strategy for entering the luxury senior living market. Our recommendations empowered them to reimagine senior housing with a strong focus on wellness, community, and long-term livability. With a clear focus on product, location, and service tailored to affluent seniors, the client is positioned to make a meaningful impact in this emerging market.

At AND, we helped turn an ambitious diversification goal into a future-ready strategy—rooted in deep market insight, demographic trends, and design thinking. The foundation we created gave the client the confidence to move forward in India's changing real estate market.