Reliance Broadcast Network Limited-owned Big FM has launched a new real estate vertical, Big FM Realty, and unveiled its first project, Big UNIMAXX City in Bahraich. The company expects the development to generate revenue of around Rs 12 billion (Rs 12 bn) and announced the project at an event in Lucknow attended by over 500 channel partners and regional stakeholders. The move marks a media-led organisation diversifying into property development in emerging city markets and seeking to apply structured marketing techniques from its broadcasting experience.

Greenlands Global Pvt. Ltd. has been appointed as the managing partner for the Bahraich development and will oversee sales, marketing, branding and overall project positioning. The arrangement indicates a structured approach to execution with an emphasis on organised delivery rather than speculative activity and aims to meet regulatory compliance and delivery timelines. The company intends to leverage its media reach to support branding and customer outreach for the project.

Big FM Realty has outlined a broader expansion strategy with a development pipeline targeted at about Rs 40 billion (Rs 40 bn) over the next three years. The plan suggests scaling operations beyond the initial project through partnerships and brand-led initiatives in regional markets and by exploring joint ventures with local developers. Officials framed the strategy as an effort to combine media-led communication with systematic project implementation.

Industry observers said the entry of a national media entity could change project marketing and customer engagement in Tier II and Tier III locations where infrastructure development is shaping demand and could influence buyer expectations and sales practices locally. The Bahraich project represents an initial step and further developments are likely to depend on market response and execution outcomes. The initiative reflects a wider trend of diversified players seeking opportunities in organised real estate supply across emerging urban centres.