The campaign comprises six short films, each built around everyday concerns that typically discourage buyers from investing in land—ranging from unclear titles and legal complexities to fears of encroachment, lack of transparency, and high entry costs.

Tackling India’s Deep-Rooted Land Buying Concerns

Buying land in India has traditionally been viewed as a high-risk and cumbersome process, often associated with opaque ownership records, complex paperwork, uncertain locations, and prolonged legal procedures. HoABL’s “No Drama” campaign takes these pain points head-on, using light-hearted storytelling to simplify and demystify the experience.

Each film highlights a specific consumer anxiety and demonstrates how HoABL’s technology-led, end-to-end digital ecosystem addresses these issues. The narrative focuses on simplifying the buying journey, ensuring legal clarity, offering continuous project and ownership updates, and providing secure, well-planned developments with multiple ticket-size options.

By doing so, the campaign positions land not as a complicated asset, but as a stable, long-term investment that can be accessed with greater confidence and convenience.

Brand Objective: Democratizing Land Ownership

Commenting on the campaign, Saurabh Jain, Chief Marketing Officer, The House of Abhinandan Lodha, said the initiative reflects the brand’s ongoing effort to remove barriers that have historically limited land ownership to a select few.

He noted that concerns around trust, paperwork, security, and transparency have long discouraged potential buyers from considering land as a wealth-building asset. The “No Drama” campaign, he said, seeks to address these challenges in a culturally relatable manner, replacing anxiety-driven narratives with simplicity and clarity.

According to Jain, the use of humour and everyday situations allows the message to resonate across generations, reinforcing the idea that modern land buying no longer needs to be complicated or intimidating.

Celebrities Echo Shift in Buyer Mindset

Actor Boman Irani said the campaign reflects a much-needed shift in how land investment is perceived in India.

He highlighted that HoABL’s digital-first approach brings transparency to a category traditionally plagued by uncertainty, making land buying more accessible and drama-free. The blend of humour and clarity, he added, helps simplify a complex subject without diluting its seriousness.

Actor Aparshakti Khurana echoed similar sentiments, pointing to a noticeable change in how younger buyers approach investments.

He noted that today’s younger generation is thinking about long-term stability and generational wealth much earlier than before. According to Khurana, HoABL’s digital ecosystem aligns well with how younger investors prefer to make financial decisions—quickly, transparently, and with minimal friction.

Reinventing a Traditional Asset Class

With “No Drama,” HoABL seeks to reposition land from a high-risk, paperwork-heavy asset to a digitally enabled, transparent, and aspirational investment. The campaign underscores the growing role of branded land developments and technology in reshaping India’s real estate landscape, particularly as first-time and younger investors explore land as part of their wealth-creation journey.

The full campaign is available across HoABL’s digital platforms.

Also Read: HoABL’s Growth Housing in Naigaon Oversubscribed 6X: Affordable Meets Aspirational

The post HoABL Ropes in Boman Irani and Aparshakti Khurana for ‘No Drama’ Campaign on Land Buying appeared first on Square Feat India.

HoABL unveiled its arrival through a paramotor display that lit up Nagpur’s skies on November 4, 2025. Three pilots soared above Futala Lake carrying massive aerial banners announcing the brand’s foray into the Orange City. The visual spectacle was not only a marketing masterstroke but also a symbolic nod to the project’s central theme — the harmony of land, water, and legacy.

Nagpur’s Rise on India’s Growth Map

Explaining the company’s move into Nagpur, Samujjwal Ghosh, Chief Executive Officer, The House of Abhinandan Lodha, said:

“As the third-largest contributor to Maharashtra’s GDP, Nagpur is redefining its position on India’s economic map. Our foray into Nagpur marks a new chapter for us. With HoABL’s hallmark of curated and transparent developments, we aim to usher in a new wave of luxury—creating experiences that are aspirational yet deeply meaningful.”

Strategically positioned at the heart of India, Nagpur is undergoing a major transformation driven by the Samruddhi Mahamarg expressway, Smart City initiatives, and expanding industrial infrastructure. HoABL aims to capture this momentum with its first plotted development in central India, integrating nature, design, and technology into a new urban lifestyle template.

Brand Philosophy Meets Experiential Marketing

Saurabh Jain, Chief Marketing Officer, The House of Abhinandan Lodha, described the launch as a deliberate extension of the brand’s creative identity:

“Our debut in Nagpur was envisioned as a strategic brand experience that brings our philosophy to life through creativity and innovation. The aerial display over Futala Lake exemplifies how we engage meaningfully with our audience—through immersive, distinctive, and purposeful experiences.”

He added that Nagpur Marina will redefine waterfront-inspired living for the city, bringing leisure, wellness, and celebration into everyday life — a first-of-its-kind concept in the region.

Also Read: HoABL’s Growth Housing in Naigaon Oversubscribed 6X: Affordable Meets Aspirational

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The veteran actor acquired the land, totaling an area of approximately 8,000 square feet, for a consolidated price of ₹6.59 crore. The transaction was executed with a project by The House of Abhinandan Lodha (HoABL), one of the prominent developers in the branded land sector.

The purchase was formally registered on October 7, 2025, at the Sub Registrar Office in Alibaug. The total consideration for the three separate ‘Agreement for Sale’ documents (Saṭhekhat) aggregated to ₹6,59,65,828. The parcels are located in the village of Munawali in Alibaug, forming part of the ‘A Alibaug Phase 2’ project.

This investment further solidifies Alibaug’s status as a luxury second-home destination favored by high-net-worth individuals and celebrities seeking premium coastal properties close to Mumbai.

The total stamp duty by Amitabh Bachchan for the three land transactions amounted to ₹39,58,500. This figure is the sum of the stamp duty paid on each of the three agreements: ₹16,74,000 for the 376 sq. meter plot, ₹11,52,500 for the 258 sq. meter plot, and ₹11,32,000 for the 254 sq. meter plot. 

Also Read: Amitabh Bachchan gifts Juhu bungalow to Daughter

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Launched in April 2023, Château de Alibaug has drawn interest from corporate executives, business owners, and high-profile individuals across industries. Designed by Talati & Partners, the project includes plotted developments and villa-style residences with amenities such as clubhouses, landscaped areas, and recreational spaces.

The purchase adds to the rising momentum in Alibaug’s property market, which has benefitted from major infrastructure upgrades. The Mumbai Trans Harbour Link (MTHL), the upcoming Navi Mumbai International Airport, and improved ferry and road connectivity have strengthened accessibility, pushing demand for premium second homes and branded land projects in the region.

Abhinandan Lodha, Chairman of HoABL, said that celebrity and corporate investments in Alibaug reflect the area’s shift from a leisure destination to a premium residential market. The company is also marketing 4-bedroom serviced villas in the project, priced from ₹4.99 crore, targeting buyers seeking long-term growth and luxury second homes.

With land values on the rise and branded players entering the market, Alibaug is positioning itself as one of the western coast’s most active emerging real estate destinations.

Also Read: Abhishek Lodha Alleges Unauthorized Use of Lodha Brand by Brother Abhinandan Lodha’s HoABL

The post Kartik Aaryan Buys Plot in HoABL’s Alibaug Project for ₹2 Crore appeared first on Square Feat India.

The initiative, launched on the auspicious occasion of Janmashtami, debuts with premium land plots in Vrindavan, a spiritual hotspot now accessible at the click of a button.

Land Buying, Now as Easy as Grocery Shopping

HoABL, India’s largest branded land developer, already offers a fully digital journey through its own app, where users can explore, select, buy, and track land parcels end-to-end. The Zepto tie-up takes this convenience further, integrating land discovery into a platform that millions of Indians already use for daily purchases.

With just a few taps on the Zepto app, users can:

• Browse available land plots
• Connect with a HoABL expert via 10-minute video consultation
• Start with a small, refundable token amount to book interest
• Follow a flexible, staggered payment plan for easier ownership

This structure makes land ownership accessible, secure, and stress-free, aligning with HoABL’s mission to democratise land investments.

Voices from the Partnership

Saurabh Jain, CMO, HoABL, said:
“We are on a mission to democratise land ownership in India through a seamless, digital-first model. Partnering with Zepto widens our reach and makes wealth creation through land faster and more convenient. Starting this Janmashtami, anyone in India can begin their land investment journey with just a click.”

Chandan Mendiratta, Chief Brand & Culture Officer, Zepto, added:
“Zepto stands for speed and simplicity. By bringing HoABL’s curated land options onto our platform, we’re giving customers the ability to discover and start investing in land as easily as ordering groceries.”

A Digital-First Real Estate Revolution

Founded in 2020 by Abhinandan Lodha, HoABL has sold 11 million sq. ft. of land without a single face-to-face meeting, delivering projects ahead of schedule. With 30 million sq. ft. under active development across locations like Alibaug, Ayodhya, Goa, and Nagpur, the company has also announced upcoming projects in Amritsar, Shimla, and Varanasi.

HoABL’s investor base now spans 6,000 customers across 27 countries and 107 cities, reflecting its growing credibility in branded land investments.

Key Takeaway

By joining forces with Zepto, HoABL is blending real estate with quick commerce, making land buying a digital, fast, and everyday experience. For aspiring investors, owning a plot in Vrindavan or beyond may soon be as simple as adding items to an online shopping cart.

Also Read: Parinee Group raises Rs 325 crore for its Worli Project ‘Parinee Eminence’

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This marks Bachchan’s second major investment in Ayodhya following his earlier acquisition in 2024 at The Sarayu. The move cements Ayodhya’s transformation from a spiritual nucleus to a modern, high-value cultural and investment magnet.

 Ayodhya’s Rise as a Global Spiritual Capital

Once known primarily for its religious significance, Ayodhya is now undergoing an unprecedented metamorphosis. Fueled by infrastructure upgrades and the grand Ram Mandir project, the city is attracting global tourism, high-end hospitality brands, and elite investors.

Key Indicators of Ayodhya’s Growth:

• Visitors in 2024: Over 16 crore
• Projected annual footfall by 2030: 28 crore+
• Land value appreciation (2020–2025): 4.5X in premium zones
• Hotel tariffs (peak season): ₹8,500 – ₹55,000 per night
• Hotel investment yields: 12%–21% depending on property class
• Total redevelopment budget (Master Plan 2031): ₹85,000+ crore

 Who is Behind the Development?

The House of Abhinandan Lodha (HoABL), the company behind The Sarayu, is India’s largest branded land developer. Known for pioneering the New Generation Land model, HoABL has simplified land ownership through a fully digital platform. The company has delivered 15 million+ sq. ft. of land and has 30 million+ sq. ft. under development.

With a customer base spanning 25 countries and 107 Indian cities, HoABL is tapping into investor interest in emerging locations like Ayodhya, Goa, Alibaug, Nagpur, and Vrindavan, while also entering vertical development in Mumbai.

 Amitabh’s Investment: What It Signifies

Amitabh Bachchan’s Ayodhya land purchase is more than a celebrity endorsement — it’s a signal of trust in Ayodhya’s long-term value. His choice to invest in luxury plotted real estate reflects a broader shift among India’s elite towards culturally significant yet commercially rewarding destinations.

His investment validates Ayodhya’s potential as:

• A multi-day destination for wellness and heritage tourism
• A hotspot for second homes and luxury retreats
• A hub for global diaspora reconnecting with cultural roots

 Tourism & Hospitality Surge

Over 50 new hotel projects are underway, and premium hospitality brands like Taj, The Leela, and Oberoi are entering the market. Tariffs for top-tier villas have soared, with 5-star options charging as much as ₹55,000 per night during festivals.

With the average length of stay now at 2–4 days (up from less than 1 day a decade ago), Ayodhya is poised to offer ROIthat rivals or exceeds traditional metros.

 Big-Ticket Infrastructure in the Pipeline

Ayodhya is benefiting from massive state and central government investment, including:

• Expansion of Maharshi Valmiki International Airport
• High-speed rail connectivity
• New Ayodhya Township (1,407 acres)
• Wellness resorts under AYUSH guidelines

These projects are set to transform the spiritual city into a global heritage and wellness destination.

 Conclusion: Ayodhya, From Pilgrimage to Portfolio

From the grand halls of Bollywood to the banks of the Sarayu, Amitabh Bachchan’s investment is symbolic of Ayodhya’s new identity. The city is no longer just a sacred place for worship—it’s a real estate frontier, a tourism magnet, and a blue-chip investment zone.

With demand surging and infrastructure accelerating, Ayodhya today stands as India’s most compelling real estate and cultural story — and now, it has Big B’s stamp of confidence.

Also Read: Ayodhya Real Estate Boom: How a Spiritual City Became India’s Hottest Investment Destination

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The family issued a joint statement confirming that the resolution was reached amicably under the guidance of their parents and with the assistance of Justice R.V. Raveendran (Retd.), who played a pivotal role in mediating the process.

Key Agreements Finalized:

• MDL (Lodha Group) retains exclusive ownership and usage rights of the brand names ‘Lodha’ and ‘Lodha Group’.
• Abhinandan Lodha will retain exclusive rights to the brand ‘House of Abhinandan Lodha’ (HoABL).
• Both entities are independent and unconnected, and they will actively communicate this fact to the public.
• There are no mutual claims between the brothers in each other’s businesses.

The brothers also expressed deep appreciation for Justice Arif Doctor, who motivated them to embrace mediation, and thanked family elders and well-wishers for their consistent support during the process.

What Was the Dispute Between the Lodha Brothers?

For the past couple of years, there had been growing speculation about internal conflicts within the Lodha family, especially over brand identity and overlapping perception in the real estate market.

This formal resolution not only settles personal and professional boundaries but also brings clarity to the market, allowing both Lodha Group and HoABL to function independently under their respective leaderships.

Also Read: Lodha delivers 88% YoY growth in pre-sales with strongest ever Q2 performance

The post Lodha Brothers Resolve Disputes, Clarify Brand Ownership appeared first on Square Feat India.

Allegations of Forgery and Fraud

According to Macrotech Developers, HoABL orchestrated a scheme to deceive customers by falsely presenting itself as part of the Lodha Group, India’s leading real estate company. The alleged fraud involved forging a board resolution and a PAN card belonging to Ashwani Kumar, an independent director of Macrotech Developers and the former Chairman and Managing Director (CMD) of Dena Bank.

The alleged forged resolution, dated July 24, 2022, purportedly allowed the creation of four new companies using the Lodha name:

1. Lodha Landbuild Infrastructure Pvt Ltd
2. Lodha Bhoomi Nirman Pvt Ltd
3. Lodha Land Design Infra Pvt Ltd
4. Lodha Pictorials Landinfra Pvt Ltd

Macrotech Developers asserts that no such board meeting took place on the claimed date and that the resolution is entirely fabricated, including the letterhead, company stamp, and the director’s signature. Additionally, the PAN card presented as belonging to Ashwani Kumar allegedly contained a different photograph and signature, raising questions about identity theft and impersonation.

The Alleged Scheme

Macrotech claims that the scheme began in 2022 when Varpan Land Developers Pvt Ltd, a lesser-known company under HoABL, allegedly passed a board resolution on July 12, 2022, to change its name to Lodha Landbuild Infrastructure Pvt Ltd or Lodha Bhoomi Nirman Pvt Ltd. Shortly afterward, the alleged forged resolution was used to seek name changes and register new entities under the Lodha brand.

Within weeks, on August 4, 2022, the Registrar of Companies (RoC) in Manesar, Haryana, approved the name change request, allowing HoABL to use the Lodha name. Subsequently, HoABL began marketing one of its projects in Goa under the Lodha Landbuild Infrastructure name. According to Macrotech, the project was sold under the Lodha name between September 2022 and April 2023.

Once the project sales progressed, HoABL allegedly changed the name of the company to “HOABL Landbuild Infrastructure Pvt Ltd” in April 2023, in an attempt to cover its tracks and distance itself from the Lodha brand.

Macrotech Developers’ Response

In its statement, Macrotech Developers expressed shock at the scale of the alleged conspiracy and the misuse of government systems. The company stated:

“It is a clear-cut case of forgery, fraud, and impersonation with intent to cheat and deceive. The concerned entities and individuals have created a completely fake resolution of Macrotech Developers Ltd (‘Lodha’) including a false letterhead, false company stamp, false board meeting date, and content which we have never approved, with a false sign of our Independent Director which is nowhere close to his actual signature.”

Macrotech has stated that it is exploring legal action against HoABL and has submitted a detailed report to the stock exchanges.

Legal Implications and Next Steps

If proven true, these allegations could have significant legal repercussions, including charges of forgery, fraud, impersonation, and criminal conspiracy. The use of forged documents to mislead customers and government authorities could result in serious penalties.

As of now, HoABL has not publicly responded to the allegations. Further investigations are likely to follow as Macrotech pursues legal remedies to address the alleged forgery and identity theft.

Also Read: I DIRECT YOU: MANJU LODHA URGES ABHISHEK & ABHINANDAN TO END FEUD, REMEMBERING RAM & LAXMAN

The post Macrotech Developers Alleges Forgery and Fraud by House of Abhinandan Lodha appeared first on Square Feat India.

1. You will not say anything wrong about each other.
2. You will not fight with each other.
3. You have no right against each other’s business or shareholding.
4. Neither of you have to give anything to each other.
5. You will not interfere in any manner with each other’s business.
6. Bring an end to all your disputes, respect each other and try to help each other.

Manju Lodha also reflects on the legendary bond of Ram and Laxman as she implores her sons to reconcile and preserve the unity and legacy of the Lodha family. She reminds them that their differences should never overshadow the deep familial bonds that have defined their shared history and success.

This exclusive letter adds a new dimension to the ongoing Lodha family dispute, highlighting not only the business implications but also the profound personal toll of their public feud. As the dispute continues to attract media attention, the hope remains that these clear directives may pave the way for reconciliation and restore harmony within the family. Further updates will follow as more details emerge on the path toward unity.

Background:
A family dispute within one of India’s leading real estate dynasties has come to light amid allegations of unauthorized use of the “Lodha” brand name. The Lodha brand, established in the 1980s and secured as a registered trademark by 2010, symbolizes decades of legacy and stands as one of India’s most prominent real estate companies. However, Abhishek Lodha, CEO of Macrotech Developers Ltd (popularly known as Lodha Group), contends that his younger brother Abhinandan Lodha’s venture, House of Abhinandan Lodha (HoABL), has been misusing the “Lodha” and “Lodha Group” names in its marketing campaigns. This controversy traces back to the family settlement between 2015 and 2017, when Abhinandan exited the core operations with a ₹1,000 crore payout, while Abhishek and the parents inherited a significant debt of ₹20,000 crore. Since Abhinandan launched HoABL in 2021, allegations have surfaced that his company has leveraged the prestigious Lodha brand to mislead customers into believing there is an association with Macrotech Developers. Despite repeated objections from the Trademark Registry and attempts to resolve the issue amicably, the alleged unauthorized use continued from 2021 to 2025, leading to significant market confusion and raising critical legal and ethical concerns over trademark infringement and brand integrity.

Also Read: Abhishek Lodha Alleges Unauthorized Use of Lodha Brand by Brother Abhinandan Lodha’s HoABL

The post I DIRECT YOU: MANJU LODHA URGES ABHISHEK & ABHINANDAN TO END FEUD, REMEMBERING RAM & LAXMAN appeared first on Square Feat India.

The Lodha brand, built over four decades, is a registered trademark and represents one of the most prominent real estate companies in India. However, Abhishek Lodha alleges that HoABL has been using the “Lodha” and “Lodha Group” names in its marketing materials, leading to significant market confusion.

Key Timeline

• 1980s: Lodha brand established, offering residential and commercial properties.
• 2010: Trademark registration for “Lodha” and “Lodha Group” secured.
• 2015-2017: Family settlement executed; Abhinandan separated with ₹1,000 crore payout while Abhishek and parents took on ₹20,000 crore debt.
• 2021: Abhinandan launched HoABL; Macrotech Developers listed on NSE and BSE under Abhishek’s leadership.
• 2021-2023: HoABL allegedly used Lodha branding in campaigns, prompting objections from the Trademark Registry and Abhishek Lodha.
• 2023-2025: Alleged unauthorized use continues despite multiple attempts at resolution, causing market confusion.

Family Settlement and Dispute

During the family settlement, Abhinandan opted out of managing construction or debt and started HoABL, focusing on plotted developments. Allegations claim HoABL leveraged the Lodha brand name, misleading buyers into believing it was connected to Macrotech Developers.

Market and Legal Implications

Abhishek Lodha contends that HoABL’s actions damage the Lodha brand’s reputation and mislead customers. Despite repeated attempts to resolve the issue amicably, the alleged unauthorized use persists, raising legal and ethical concerns over trademark infringement and brand integrity.

As the dispute escalates, the industry is closely watching the outcome of this high-profile conflict.

Also Read: Lodha marks entry in Matunga, launches its new project at Bhaudaji Road

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