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The Indian Institute of Management Ahmedabad (IIMA) has published a case study examining the business model of The House of Abhinandan Lodha (HoABL), focusing on the company's digital-first approach to branded land development. Titled HoABL: Ready for Scaling Up, the case has been authored by IIMA Associate Professor of Marketing Sourav Borah and Dr Aparna Kansal of IMT Ghaziabad. It explores HoABL's strategy of creating a branded land category through technology, legal due diligence, design-led development and customer-focused operations. The case study will be used through the IIMA Case Centre for academic and executive education programmes to facilitate discussions on business model innovation, category creation and organisational growth.
The Indian Institute of Management Ahmedabad (IIMA) has published a case study on The House of Abhinandan Lodha (HoABL), examining the company's digital-first business model and its approach to branded land development in India. The case study, titled HoABL: Ready for Scaling Up, analyses the company's strategy for building a structured land ownership platform and the challenges associated with scaling its operations.
Published by the IIMA Case Centre, the study has been co-authored by Sourav Borah, Associate Professor of Marketing at IIMA, and Dr Aparna Kansal of IMT Ghaziabad. According to IIMA, its case studies are used across MBA and executive education programmes to enable students, entrepreneurs and business leaders to evaluate strategic business decisions, organisational transformation and business model innovation.
The case examines how HoABL sought to establish a branded land category through a digital-first customer journey. It reviews the company's use of technology, legal due diligence, design-led development, operational processes, hospitality services and data-driven marketing to simplify land ownership and improve transparency for customers.
According to the study, HoABL positions land as a long-term wealth creation asset rather than solely a short-term investment. The case also explores the strategic decisions involved in expanding the business while maintaining customer trust and preserving long-term brand differentiation within a traditionally fragmented land market.
Commenting on the publication, Abhinandan Lodha, Chairman of The House of Abhinandan Lodha, said it was a privilege for the company to be the subject of a case study at IIM Ahmedabad. He stated that the institution had documented the company's efforts to create a branded land category by combining technology, transparency and trust, adding that he hoped the study would encourage entrepreneurs to challenge conventional business models in traditional industries.
Sourav Borah, Associate Professor of Marketing at IIMA and co-author of the case study, said HoABL represented an example of category creation and business model innovation in a sector that has historically been fragmented and relationship-driven. He noted that the case examines how digital capabilities, branding, operational design and customer-centric practices were combined to address long-standing inefficiencies in land ownership while providing material for analysing the strategic choices involved in scaling a disruptive business.
Founded in 2020 by Abhinandan Lodha, HoABL focuses on branded land developments through a technology-led operating model. According to the company, it has sold more than 13 million sq ft of land and currently has 25 million sq ft under active development across 19 locations in five states. The company stated that it has a customer base of more than 8,500 and operates through a fully digital sales model.
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