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Mahindra Lifespace Acquires 13.46-Acre Land Parcel in Pune for ₹3,500 Crore Housing ProjectZepto's "10-Minute Land" Offer: A Blend of Real Estate and Fast Commerce
India’s quick-commerce pioneer Zepto has taken its “10-minute delivery” model far beyond groceries — into real estate. The company recently announced a partnership with The House of Abhinandan Lodha (HoABL) to allow users to browse and book plots of land via the Zepto app, promising the entire process can be completed in about ten minutes.
This campaign, launched around Janmashtami, marks a bold step in redefining how fast high-value purchases can happen in India’s digital ecosystem.
How Does the “10-Minute Land” Model Work?
The process is designed to mimic Zepto’s signature delivery experience — but for land:
- Users open the Zepto app and search for “land.”
- Listings from HoABL projects appear, showing plot locations and pricing.
- Interested buyers can reserve their chosen land by paying a token amount online.
Within minutes, confirmation and documentation follow through secure digital channels.
While this doesn’t mean the entire property transaction is completed in ten minutes, the initial booking and reservation process is now lightning-fast — a symbolic nod to Zepto’s identity.
Why Is Zepto Entering Real Estate?
- Brand Expansion Beyond Groceries: Zepto wants to stand out in the rapidly changing quick-commerce market by focusing on high-value, experience-driven industries.
- Appeal to Millennial Investors: Younger consumers are more receptive to digital-first investments, including real estate, because they are accustomed to instant gratification.
- Marketing Innovation: The “10-minute land” tagline has generated massive buzz, aligning Zepto with speed, innovation, and convenience in every sphere.
The Challenge of Fast-Tracking Real Estate
Buying land isn’t as simple as ordering groceries — and that’s where the complexity lies.
- Regulatory obstacles:Title checks, verification, and documentation are necessary for real estate transactions and cannot be omitted.
- Risks to transparency:Traditional procedures are still required for the legal completion process, even though Zepto's platform may manage discovery and token payments.
- Scalability issues: At the moment, this service is only available for a few HoABL projects in areas like Vrindavan and Neral; the viability of extending to additional cities will rely on regulatory considerations.
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