How Evolving Buyer Trends Are Redefining MMR's Housing Landscape

In an Interaction with Jaipriya, Assistant Editor, Homes India Magazine, Percy Chowdhry, Executive Director, Rustomjee Group, shares his valuable insights about how evolving buyer trends are redefining MMR's housing landscape. Percy is a forward-thinking leader recognized for developing Mumbai’s new real estate skyline.

He has decades of experience in high-end residential and commercial development, bringing innovation, design excellence, and urban living focused on communities.

How has the definition of “dream home” evolved for buyers in MMR over the past five years?

Over the past five years, the definition of a "dream home" in the Mumbai Metropolitan Region has undergone a significant transformation. Traditionally, buyers prioritized prime locations and luxury finishes. However, there has been a marked shift towards integrated townships that offer a holistic living experience. Modern homebuyers now seek self-sustained communities that provide not just a residence but a lifestyle. This includes access to healthcare facilities, key amenities like party decks, swimming pools, sports and fitness arenas, and intergenerational recreational spaces among others within the community.

Alongside this shift, buyers are increasingly seeking bigger spaces, flexible layouts such as jodi flats, and homes with balconies that open to good views, elements that enhance both comfort and liveability. While standalone projects may offer these features in isolation, integrated townships and gated communities provide them within a well-rounded ecosystem. Rustomjee’s diverse portfolio reflects this evolving demand: from expansive townships like Uptown Urbania in Thane, to premium and luxury projects like Privé in BKC Annexe, Crescent in Bandra West, and Balmoral Golf Links in Chembur to thoughtfully designed projects like Urban Woods in Dombivli and 180 Bayview in Matunga.

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These developments also reflect changing expectations, where a home is no longer just a private space but a platform for overall lifestyle fulfilment, redefining what truly constitutes a "dream home" in the region.

What factors are driving the shift from standalone apartments to integrated townships and gated communities?

The shift from standalone apartments to integrated townships and gated communities in the MMR is driven by a combination of lifestyle aspirations, safety concerns, and the need for convenience. Urban homebuyers today no longer view a home in isolation; they look at the larger ecosystem it is part of. With work and personal lives increasingly intertwined, buyers prefer environments that allow them to balance productivity, leisure, and convenience — where they can walk to work and access everyday needs without having to commute long distances.

A clear example of this shift can be seen in projects like Rustomjee Uptown Urbania in Majiwada, Thane, which is designed as an integrated township spread across more than 100+ acres, offering residences alongside schools, healthcare, retail, and lifestyle amenities such as reading enclave, sunken pool, yoga and stargazing deck, senior citizen zone and many others. It reflects how families, particularly younger homebuyers, are choosing holistic ecosystems where work, education, and leisure are all accessible within a walkable radius. At the same time, in South Mumbai, Rustomjee Crown in Prabhadevi represents the gated community model, where exclusivity, privacy, and curated amenities like multiple swimming pools, landscaped gardens, and wellness spaces define the lifestyle.

While both formats respond to evolving buyer aspirations, Uptown Urbania demonstrates the appeal of scale and community in an integrated township, whereas Crown underscores the value of security and premium living within a more compact, exclusive environment.

Furthermore, the desire for social interaction and a sense of community has encouraged the development of common spaces and recreational hubs, which foster relationships among residents. Together, these factors make integrated townships a preferred choice for modern homebuyers.

How are changing demographics, like the rise of Gen Z and millennial buyers, influencing design and planning choices?

The evolving preferences of Gen Z and millennial homebuyers are significantly influencing design and planning in the MMR. These generations prioritize lifestyle convenience, connectivity, and sustainability over traditional markers of luxury. They are inclined towards technology-enabled smart homes, flexible layouts, energy-efficient designs, and spaces that support hybrid work models. Developers are responding by integrating technology, wellness-oriented amenities, and eco-friendly infrastructure.

From FY 23-24 till September 2025, the majority of our customer base comprises Millennials, while most of our revenue comes from Gen X. Apart from Corporate clients, HUFs, and Trusts, Gen X and Boomers continue to prefer high ticket-size apartments. Looking ahead, Rustomjee foresees a diverse range of buyers, with Gen Z showing a steady rise, signalling strong future demand for lifestyle-oriented, technology-enabled and green homes. Younger buyers show a strong preference for integrated townships, smart-home features, and wellness-oriented amenities.

These developments reflect the shift towards homes that are not just residences but platforms for overall lifestyle fulfilment, catering to the aspirations of modern homebuyers in the MMR.

In what ways are township projects addressing the need for convenience, safety, and social interaction compared to standalone apartments?

Township projects are uniquely positioned to address the needs of modern residents. Convenience is achieved by creating self-sufficient communities where essential services are available within the township itself, reducing dependency on the external urban fabric. Safety is prioritized through controlled access, comprehensive surveillance, and dedicated security teams, creating secure environments for families and professionals alike.

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At Rustomjee, Uptown Urbania in Thane exemplifies this vision of integrated township living. Projects like La Vie and La Familia are designed to meet the aspirations of modern families, offering bigger spaces, jodi flat options, and homes with balconies overlooking vibrant community landscapes. With schools, healthcare, retail, leisure, and recreation woven into the master plan, daily life here is not only convenient but also enriching.

Standalone apartments, on the other hand, appeal to homebuyers who value compact living in well-connected city pockets. Townships differ by providing an expanded lifestyle canvas, where the home is complemented by access to education, wellness, social, and recreational avenues within the same ecosystem. Both formats meet distinct needs, and Rustomjee ensures its portfolio is diverse enough to serve each segment effectively.

What role does sustainability and green living play in shaping homebuyer preferences in MMR?

Sustainability has moved from being a differentiator to a baseline expectation for many buyers in MMR. Features such as energy-efficient construction, rainwater harvesting, solar power, waste management, and extensive green landscapes are now standard considerations.

Projects like La Vie in Thane and Urban Woods in Dombivli exemplify this approach, with large green open spaces, sustainable infrastructure, and amenities designed to reduce environmental impact. These initiatives resonate with buyers who are increasingly conscious of long-term living costs, ecological responsibility, and the broader well-being of the community. As a result, sustainability directly influences design, planning, and even the selection of materials in new projects.

How is Rustomjee embedding customer feedback into its project planning and execution?

Customer feedback is not just an afterthought but a guiding principle at every stage of project planning and execution at Rustomjee. The company actively engages with prospective and existing homebuyers through surveys, digital platforms, community meets, and structured interactions, ensuring that their preferences directly influence design and delivery. This process covers everything from unit layouts and amenity design to sustainability measures and service offerings.

By 2030, the MMR housing landscape is expected to evolve significantly. Ownership models will become more flexible, with co-living, co-owning, and hybrid rental options complementing traditional ownership.

For instance, in Rustomjee Seasons at BKC, professionals highlighted the importance of wellness and social engagement within a prime business district. This led to the creation of landscaped decks, meditation zones, and curated community spaces where residents could unwind or network after work hours. Similarly, in Rustomjee Elements at Juhu, buyers expressed a strong need for privacy and exclusivity in a high-density neighbourhood, which influenced the project’s low-density planning, private elevators, and expansive decks that give a sense of openness.

By embedding such insights into each project, Rustomjee ensure that its developments are not generic blueprints but living environments tailored to the aspirations of their communities. This iterative, feedback-driven model not only enhances satisfaction but also builds long-term trust, as buyers can see their inputs shaping the spaces they call home.

Could you share examples of how Rustomjee’s integrated community approach has set new lifestyle benchmarks in MMR?

Rustomjee Urbania and Uptown Urbania in Thane stand out as benchmarks in integrated community living. Similarly, Rustomjee Seasons at BKC and Rustomjee Elements at Juhu have transformed their neighborhoods by responding directly to resident feedback. Seasons introduced landscaped decks, meditation zones, and curated community spaces to enhance wellness and social engagement, while Elements focused on privacy, exclusivity, and low-density planning to create a sense of openness.

Rustomjee Urbania extends this philosophy to township-scale developments, combining residential, commercial, and recreational spaces in a single, well-planned ecosystem that fosters social interaction and community engagement. Residents benefit from access to modern schools, healthcare facilities, retail outlets, and fitness spaces without leaving the township, reflecting a deliberate approach to convenience and well-being. These projects also emphasize sustainability, with extensive green spaces, energy-efficient design, and rainwater harvesting systems.

What opportunities does MMR’s redevelopment wave create for reimagining homeownership models?

The ongoing redevelopment wave in MMR presents significant opportunities to rethink homeownership models. Redevelopment projects, particularly in older areas like Andheri Mhada, enable the creation of modern, efficient housing with integrated amenities that were previously unavailable.

These projects offer a chance to introduce innovative ownership models, such as co-living, co-ownership, or flexible financing options, which cater to diverse demographics and affordability brackets. Beyond the physical transformation, redevelopment also facilitates community renewal by introducing shared spaces, enhanced safety, and improved infrastructure, ultimately redefining urban homeownership for the next decade.

Looking ahead, how do you see MMR’s housing landscape evolving by 2030 in terms of ownership, lifestyle, and community living?

By 2030, the MMR housing landscape is expected to evolve significantly. Ownership models will become more flexible, with co-living, co-owning, and hybrid rental options complementing traditional ownership. Lifestyle will be increasingly wellness-oriented, with developments integrating green spaces, fitness amenities, recreational facilities, and digital infrastructure that supports remote work and smart living.

Community living will gain prominence, with thoughtfully designed common areas and curated activities fostering engagement and a sense of belonging. We are actively anticipating these trends, planning projects that combine sustainability, modern convenience, and social connectivity, ensuring that future communities meet the evolving expectations of homebuyers while raising the benchmarks for integrated urban living.