US-based real estate franchise company Century 21 is setting up to enter the Indian market through a franchise-led model, with plans to cover 126 regions and cities over the next five years. The company expects the expansion to eventually create around 1,500 offices and a network of 30,000 agents across India.
The company plans to begin with a smaller rollout of six to 10 regions in the first year before expanding its network. Alongside its domestic brokerage operations, Century 21 is also looking to build cross-border property transactions between India and international markets, particularly the UAE. The company has not yet finalised on the total investment commitment for business in India.
Century 21 plans expansion across 126 regions
Century 21 has divided the Indian market among 126 regions that will be offered to entrepreneurs and business owners as franchise opportunities. The franchise partners will be responsible for developing their own local real estate networks, while Century 21 will provide support under its global brand.
The company expects these regional franchises to build out their operations over five years, eventually resulting in around 1,500 offices and 30,000 agents. They currently operate across 82 countries and territories with around 400,000 agents under its brand.
Franchise model will drive the brokerage network
Rather than directly operating every office, Century 21 plans to use franchise owners to establish and expand its presence in different markets.
The company's revenue model will be based on royalties generated from transactions. When an agent completes a property sale, the franchise owner collects the revenue and pays a royalty through the regional structure, with a portion ultimately going to Century 21.
This model allows the company to build a nationwide brokerage network through local operators while retaining a connection to its international brand and systems.
Cross-border property transactions form part of India strategy
Century 21 sees international property transactions as an important part of its India business, particularly between India and the UAE.
Under the planned model, Indian buyers looking for property overseas could register their requirements with Century 21 agents in India and access property opportunities in international markets. At the same time, the company's international network could help connect NRIs and other overseas buyers with Indian properties.
The company also plans to work with Indian real estate developers. Its international network could provide developers with another channel to reach potential overseas buyers, including NRIs looking to invest in the Indian market.
Technology to support Century 21's India operations
Technology will form another part of the company's expansion strategy. Century 21 plans to adapt technology platforms already used in markets including the UAE, Australia and New Zealand for its Indian operations.
Its ConnectR platform is an AI-driven customer relationship management and sales transaction system designed to connect offices and agents and provide access to property inventory and transactions.
For India, the company also plans to use a technology platform called Senda, supported by a customer database component called Connector. The systems are intended to support transactions, connect buyers with property opportunities and help agents manage customer requirements.
India's residential market drives long-term opportunity
Century 21's India entry comes as the country's real estate market continues to expand, with the company citing industry estimates that put the market at around $5.8 trillion by 2047.
The scale of India's residential market is one of the factors attracting the company. Century 21's management said the country could become one of the world's largest residential real estate markets, making it an important market for the company's long-term expansion.
The planned network will give Century 21 a local presence across multiple markets while connecting those operations to its wider international platform.
For India's brokerage sector, the entry adds another international player seeking to build scale through regional franchises rather than a directly operated branch network. The success of the model will ultimately depend on how quickly the company can attract franchise partners, build agent networks and generate transactions across the regions it plans to enter.
Sources: Business Standard
