Growth Housing: Can You Buy a Home Online Like You Buy Goods?

When we think of affordable housing, it often means a budget house — but “affordable” means different things to different people. For you, it might be a 1 BHK under ₹50 lakh; for another, it may mean something more or less. Meanwhile, online shopping has become second nature in the festive season. Discounts, GST benefits, easy returns — we accept them in buying clothes or gadgets. But what if the same convenience came to real estate? What if you could buy a flat online just like you order on Amazon, Flipkart? This idea is what Abhinandan Loda’s Growth Housing is pioneering in Mumbai’s Naya Gaon.

The Innovation: Growth Housing’s Fully Online Affordable Home Booking

Abhinandan Loda and his team thought: can we eliminate most offline costs and bring transparency using an online platform? No sample flat. No dedicated salespersons in every locality. Instead, online dimension specs of each room, virtual walkthroughs, view from your floor, neighbouring flats’ purchase history, even estimated home loans. They did this because research shows affordable housing launches have dropped in India — and builders increasingly prefer premium projects. According to Knight Frank, only a small share of new launches falls in the sub-₹50-60 lakh segment, and supply-to-demand ratios have dropped sharply. This makes Growth Housing’s experiment both timely and needed. (Outlook Money)

Challenges That Make Affordable Housing Shrink

Several systemic challenges shrink affordable housing supply across India. Inflation in raw material costs, rising land prices, complex regulatory and compliance fees, inflated marketing and sales overheads all push the base cost higher. Reports show that in H1 2025, new launches under ₹50 lakh across major cities dropped by roughly 30 % year-on-year. The supply-to-demand ratio in affordable housing (top 8 cities) fell from ~1.05 in 2019 to ~0.36 in mid-2025. Builders often say margins in budget homes are thin, making them favour luxury or premium projects instead. (Outlook Money)

Why Online Model Could Be the Game-Changer

Growth Housing’s online approach could cut out several inflated cost points. No sample flat or site office means savings. Reduced sales commission, no distributor overheads, streamlined tech and design costs. Also, transparency in pricing builds consumer confidence — buyers get floor-views, virtual previews, room dimension details, etc. Because reports (PropEquity, Knight Frank) show unsold affordable inventory is dropping, but demand remains high, especially among first-time buyers desiring convenience, home near work, and predictable cost. If the model works, it could help bring back more supply to the affordable segment. Early interest shows this: for ~1,500 units launched, Growth Housing got nearly 8,800 applications.

Risks & Buyer Concerns: Touch, Trust, and Conviction

Even with great tech and transparency, prospective home-buyers often need physical inspection. Size, view, materials, lighting, noise, neighbours — these sensory checks matter. Many feel uneasy signing a dotted line without visiting. Also, delayed construction or deviations from promised specs can erode trust. So, the online model must ensure strict quality assurance, reliable developer reputation, strong after-sales support. In interviews, expert developers emphasise that to sell online houses, brands must build conviction via virtual reality, detailed visuals, robust legal and RERA compliance, and transparent customer feedback. This mitigates fear of “what if it doesn’t match when I see in person?”

Market Data: Affordable Housing Demand Remains Strong

Even though affordable housing launches have dipped, demand remains very high. Data from Knight Frank-NAREDCO shows that by 2030, India will need about 30–31 million units in the affordable housing segment. Urban centres alone will need over 22 million of those. Also, homes under ₹1 crore are becoming scarcer in many top cities. The gap between what the middle class can afford and what is available continues to widen. Experts say unless supply-side reforms (faster permissions, lower input costs) and innovative models come in, millions will be priced out permanently. (UniIndia)

What Growth Housing’s Success Could Mean for the Real Estate Sector

If this model succeeds, it might push other developers to adopt similar online, lean-cost, high-transparency systems. Lowering cost of land acquisition per unit, enabling smaller unit launches, enabling digital previews and payment systems could become norm. For buyers, it might mean more affordable choices, less margin fluff in price. For the sector, it could restore some trust, especially among middle-income first time buyers. Also, this aligns well with government priorities like PMAY, affordable housing push, and policies favouring quicker approvals. Growth Housing could become lighthouse model.

Conclusion: The Future Looks Digital & Transparent

Abhinandan Loda’s Growth Housing experiment is more than just a sales gimmick — it’s a potential turning point for affordable housing in India. With demand high, costs rising, and traditional models struggling, online transparency-first models could help bridge the gap. However, success depends on credibility, delivery, regulatory backing, and buyer trust. If Growth Housing can deliver on its promises, it can show that yes, you can buy a home online like you buy clothes — but with much more care and expectation. That shift could redefine affordable housing in India for years ahead.