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 how the company has sought to reshape land ownership through a technology-driven and customer-centric approach.
Titled HoABL: Ready for Scaling Up, the case study has been co-authored by Sourav Borah, Associate Professor of Marketing at IIMA, and Dr. Aparna Kansal of IMT Ghaziabad. Published by the IIMA Case Centre, the study explores the company’s efforts to create a branded land category in India and analyses the strategic decisions behind its growth since its inception in 2020.
According to the case study, HoABL has adopted a digital-first model that integrates technology, legal due diligence, design-led development, hospitality services and data-driven marketing to simplify land transactions. The study highlights how the company has positioned land as a long-term wealth creation asset while attempting to improve transparency and trust in a sector traditionally characterised by fragmented practices.
The publication also examines the challenges of scaling an entrepreneurial venture while maintaining customer confidence and sustaining brand differentiation. It is intended as a teaching resource for MBA and executive education programmes, enabling students and business leaders to evaluate business model innovation, category creation and organisational transformation.
Commenting on the development, Abhinandan Lodha, Chairman of HoABL, said the recognition by IIMA was a significant milestone for the company and reflected its efforts to introduce greater trust, transparency and technology into the land ownership ecosystem. He expressed hope that the case study would encourage entrepreneurs to rethink conventional business models in traditional industries.
Professor Sourav Borah noted that HoABL represents an example of category creation in an industry that has historically been relationship-driven. He said the case provides insights into how digital capabilities, branding and operational design can address inefficiencies while building customer trust, making it relevant for research and classroom discussions on business strategy.
Founded in 2020, HoABL states that it has sold over 13 million sq. ft. of branded land and currently has 25 million sq. ft. under development across 19 locations in five States. The company says it serves more than 8,500 customers through a fully digital sales model.
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