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ORA Group has forayed into the integrated township and plotted development segment through its newly launched vertical, ORA Land, with the announcement of BluBay, a large-scale community in Karjat. The project will feature residential plots, lifestyle amenities, wellness infrastructure and extensive open spaces. The company has also appointed cricketer Suryakumar Yadav as the brand ambassador for BluBay. The move comes amid rising demand for plotted developments and increasing investor interest in Karjat, driven by infrastructure upgrades, enhanced connectivity and the growing appeal of nature-led living within the Mumbai Metropolitan Region (MMR).
ORA Group has announced its entry into the integrated township and plotted development segment through ORA Land, a dedicated land development platform, with plans to develop a large-scale residential community in Karjat.
The project, branded as BluBay, marks the company's diversification into land development as it seeks to expand its presence across emerging real estate segments. The development is planned as an integrated township comprising residential plots, open spaces, recreational facilities, wellness-focused amenities and supporting infrastructure.
The company has chosen Karjat for its first project, citing growing demand for plotted developments and increasing interest from both investors and end-users. Located within the Mumbai Metropolitan Region (MMR), Karjat has emerged as a preferred destination for second homes and long-term investments, supported by improving road and rail connectivity as well as ongoing infrastructure projects.
Commenting on the development, Unnati Varma, Director, ORA Land, said the move represents a natural extension of the group's real estate strategy. She noted that Karjat offers a combination of connectivity, natural surroundings and long-term growth prospects, making it suitable for the company's first venture in the segment.
According to the company, BluBay is being conceived as a lifestyle-oriented destination anchored by a crystal-clear lagoon, landscaped open areas and recreational facilities. The project is being designed in collaboration with architecture firm Morphogenesis, while lagoon-related infrastructure is being supported by Fluidra.
ORA Group has also appointed Indian cricketer Suryakumar Yadav as the brand ambassador for BluBay. The association follows a digital campaign centred around the concept of “T60Life”, which sought to position the project around themes of balanced living, wellness and community-oriented lifestyles.
The company said the development is aimed at a broad range of buyers, including homebuyers, second-home purchasers and investors seeking land ownership within a master-planned environment. The project seeks to combine the flexibility of plotted development with the amenities typically associated with integrated townships.
Industry observers have noted growing demand for plotted developments across peripheral locations around major cities, driven by changing lifestyle preferences, remote working trends and increasing interest in larger living environments. Karjat has been among the markets benefiting from this shift due to its proximity to Mumbai, Navi Mumbai and Pune.
Looking ahead, ORA Land said it plans to evaluate additional opportunities across emerging growth corridors in Maharashtra and other strategic markets. The company intends to focus on transforming strategically located land parcels into organised residential communities with an emphasis on long-term value creation and sustainable development.
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