Tata Steel aims to double the gross merchandise value (GMV) of its homebuilding e-commerce platform Aashiyana to about Rs 70 billion in 2025–26, up from Rs 35.5 billion in the previous fiscal, a senior company official has said.

For the first time, the company is considering adding non-Tata Steel products to the platform to broaden its portfolio. “Currently, all GMV on Aashiyana comes from Tata Steel products, but we plan to expand our offerings soon,” Tata Steel Vice President (Long Products) Ashish Anupam told PTI.

In 2024–25, Aashiyana achieved a 60 per cent year-on-year growth in GMV, reaching Rs 35.5 billion. With the launch of Aashiyana 3.0, Tata Steel expects to double this figure within a year. Initially a transactional e-commerce site, the platform has evolved into a full-fledged content-to-commerce ecosystem catering to individual homebuilders (IHBs), a largely unorganised yet vital segment of India’s construction market.

“Our aim is not just to digitise the buying process, but to empower homebuilders to make confident, informed decisions from blueprint to brick,” Anupam said.

The upgraded platform now offers over 300 curated home design plans, budget calculators, planning tools, and AI-powered product recommendations. It also provides stage-by-stage construction guides, educational content across 31 topics, and omnichannel support through WhatsApp and chatbots.

Aashiyana has over 110,000 registered users and has seen orders from customers in 24 countries, led by the US, UAE, and the Netherlands. “There is growing interest among NRIs to build homes in India for their families. The platform allows them to plan and procure materials remotely with greater confidence,” Anupam noted.

Features such as material estimators, document vaults, and visual inspiration boards are designed to position Aashiyana not merely as a commerce platform but as a trusted homebuilding advisor. Anupam added that Aashiyana 3.0 is expected to deepen engagement, lower customer acquisition costs, and strengthen brand loyalty through a more immersive digital experience.