LEADING REAL ESTATE’S NEXT WAVE WITH Innovation & Purpose
In this special Young Turks segment, Ayushi Ashar, Director of Ashar Group and Committee Member of CREDAI-MCHI, brings a fresh perspective to real estate development. From shaping the philosophy of urban maximalism to driving impactful marketing strategies and sustainable and H&B Media Networks, Ayushi discusses her journey, inspirations, and the evolving landscape of real estate
Ashar Group has a real estate legacy of over 20 years. Please describe the Group’s growth over the years?
Ashar Group is a 23-year-old company founded in 2001 by my father, Ajay Ashar. We have completed approximately 9 million sq ft of projects and are constructing 17 million sq ft across various verticals. These include residential, commercial, infrastructure, healthcare, education, IT parks, and retail projects. We are also planning to venture into hospitality and student housing shortly. We began with a joint venture project in Thane, and since then, we have grown significantly. We take pride in the legacy we’ve built over the years.
As a young director of Ashar Group, what is your vision for the organisation?
At Ashar, we like to keep things simple. Our tagline, “Promises Delivered,” encapsulates our philosophy. Our primary focus is on upholding the principles my father established. Beyond building homes and offices, we aim to create ecosystems that enhance the quality of life for communities. As developers, we are responsible for meaningfully contributing to urban ecosystems that will outlast us. It’s a fascinating and humbling opportunity to shape skylines and impact lives.
Customers’ aspirations are evolving, especially post-COVID. How does Ashar Group address these changing demands?
Today’s customers are highly informed and discerning. At Ashar, we believe we are not just in the construction business—we are designers first. Design is the cornerstone of our approach. Our design philosophy, which we call urban maximalism, revolves around three elements: feel, look, and belonging. We follow an inside-out functionality approach, where functionality takes precedence. Every detail, from room proportions to cross-ventilation and window placements, is meticulously planned. We also prioritise minimalistic yet modern architecture, ensuring that buildings are easy to maintain for decades. Additionally, we emphasise creating vibrant community spaces and amenities that foster a sense of belonging. We take pride in being one of the few developers with a zero RERA-compliant track record. This reflects our commitment to quality, timely delivery, and customer satisfaction.
You also head Ashar Group’s marketing. Could you share some of the latest innovations and strategies you employ?
Marketing is an ever-evolving field, and at Ashar, we approach it in two layers. The first layer focuses on the brand story, what Ashar stands for, and ensures this resonates with consumers. The second layer is the project story, highlighting each development’s unique selling propositions and vision. For example, in our Kalwa project, we ran a campaign titled “Kal-Wah,” transforming the perception of the area into one of pride and aspiration. Location is paramount in real estate, and we aim to elevate the value of our project locations in the minds of consumers. We also leverage technology, such as 3D visualisations and drone footage, to give potential buyers an immersive experience of the project before it’s built. Transparency and trust are central to our marketing efforts.
Sustainability is the key to the future. What are Ashar Group’s long-term sustainability goals, and could you elaborate on your CSR initiatives?
Sustainability is at the core of our operations. All our projects will be at least gold-certified in green ratings. We employ natural solutions like cross-ventilation and wind studies to optimise environmental conditions. Our dedicated wing also evaluates and improves material choices to minimise carbon footprints. On the CSR front, we operate the Mahavir Jain Hospital and PJ Ashar Cardiac Centre in Thane, a 110-bed facility offering high-quality healthcare at significantly lower costs. Additionally, we are collaborating with the Tata Memorial Group to develop a 600-bed cancer hospital, combining medical care with spiritual and community growth.
Looking ahead to 2030, where do you see the real estate market heading, and what role will Ashar Group play?
We expect gated communities and environmentally conscious developments to dominate the market by 2030. Consumers increasingly value amenities, convenience, and sustainability. Ashar is excited to expand into new verticals and geographies. While Thane remains a stronghold, we are launching significant projects in Mulund and Vile Parle this year. Our focus will continue to be on delivering high-quality, innovative, and socially impactful projects.
