The Indian Institute of Management Ahmedabad (IIMA) has published a case study on The House of Abhinandan Lodha (HoABL), examining the company’s digital-first consumer journey and business model that created India’s branded land category.Titled “HoABL: Ready for Scaling Up”, the case study has been published by the IIMA Case Centre and co-authored by Sourav Borah, Associate Professor of Marketing at IIMA, and Dr Aparna Kansal of IMT Ghaziabad. IIMA case studies are used across management and executive education programmes to help students and business leaders analyse strategic decisions, business innovation and organisational transformation.The case explores how HoABL reimagined land ownership through a customer-centric model combining technology, legal due diligence, design-led development, operational excellence, hospitality-led experiences and data-driven marketing. The study highlights the company’s approach to simplifying the land ownership process, improving transparency and positioning land as a structured wealth creation asset.The case also examines HoABL’s strategic choices in scaling an entrepreneurial venture while maintaining customer trust and long-term brand differentiation in the traditionally fragmented land ownership segment.Commenting on the recognition, Abhinandan Lodha, Chairman, The House of Abhinandan Lodha, said, “It is a privilege for The House of Abhinandan Lodha to be the subject of a case study at IIM Ahmedabad. We are grateful that one of India's foremost academic institutions has chosen to document our efforts to create a new category in Indian real estate by reimagining land ownership through trust, transparency and technology.”Sourav Borah, Associate Professor of Marketing, IIMA and co-author of the case study, said that HoABL represents an example of category creation and business model innovation in a sector that has historically been fragmented and relationship-driven. The case analyses how digital capabilities, branding, operational design and customer-centric thinking can address challenges in land ownership.The publication of the case study by IIMA marks a milestone in HoABL’s journey and highlights the company’s role in transforming traditional real estate practices through innovation, technology and structured processes.