Tata Steel is eyeing a sharp growth push for its homebuilding e-commerce platform ‘Aashiyana’, with plans to double its gross merchandise value (GMV) to around ₹7,000 crore in 2025–26, a senior company official said. The move comes alongside the launch of ‘Aashiyana 3.0’ and the company’s first-ever plan to offer non-Tata Steel products on the platform to widen its portfolio.
“All of the GMV on ‘Aashiyana’ currently comes from Tata Steel products, but we do plan to expand our offerings in the near future,” said Ashish Anupam, Vice President (Long Products), Tata Steel.
The platform posted a GMV of ₹3,550 crore in 2024–25, marking a 60% year-on-year jump. With the latest upgrade, Tata Steel aims to strengthen its foothold in the largely unorganised but significant individual home builder (IHB) segment of India’s construction market.
Originally launched as a transactional e-commerce site, ‘Aashiyana’ has evolved into a content-to-commerce ecosystem, offering over 300 curated home design plans, AI-powered product recommendations, budget calculators, planning tools, and stage-by-stage construction guides. The upgraded platform also features omnichannel support through WhatsApp and chatbots, catering to both domestic customers and the Indian diaspora.
The platform has so far attracted over 1.1 lakh registered users from 24 countries, with strong demand from the US, UAE, and the Netherlands. “There’s a growing interest among NRIs to build homes back in India for their families. ‘Aashiyana’ allows them to remotely plan and procure materials with greater confidence,” Anupam noted.
With tools such as material estimators, document vaults, and visual inspiration boards, Tata Steel aims to position ‘Aashiyana’ not just as a sales platform but as a trusted homebuilding advisor, helping boost engagement, reduce customer acquisition costs, and increase brand loyalty.
