PioneerUrban and J K Organisation JV to Invest ₹1,000 Crore in Senior Housing Across Tier-2 Cities

PioneerUrban Land and Infrastructure Ltd has announced its plans to expand into Tier-2 cities to develop senior living housing projects through its joint venture with the J K Organisation. The Gurugram-based developer is preparing to invest ₹1,000 crore over the next five years in the development of land parcels located in cities such as Jaipur, Dehradun, Varanasi, and Rishra near Kolkata.

The initiative builds on the company’s recent entry into the senior living segment through its ₹300 crore project, Advait, in Sector 50, Gurugram. The project was developed under the joint venture Pioneer JK Senior Living LLP, in collaboration with J K Urbanscapes Developers Ltd, the real estate arm of the J K Organisation.

Rakesh Bohra, Chief Operating Officer of PioneerUrban, said that the company intends to leverage the landbanks owned by the J K Organisation in Tier-2 cities to expand its senior living offerings. Land parcels identified for future development include a site in Jaipur, a location in Dehradun, land between Varanasi and Mughalsarai in Uttar Pradesh, and a plot in Rishra near Kolkata. These locations are adjacent to existing industrial facilities of the J K Organisation.

The planned investment of ₹1,000 crore does not include land acquisition costs, as the land is already in possession of the J K Organisation. PioneerUrban and J K Organisation are jointly working through their 50:50 partnership to develop these assets. According to the company, a typical senior living project would require a land parcel of around 3 to 4 acres.

The Advait project in Gurugram is being positioned as the initial model that will shape the company’s approach in other cities. It is also the first IGBC Platinum-certified senior living project in Haryana to be granted a license under the state’s retirement housing policy, introduced in 2024. The state policy mandates minimum built-up areas for amenities such as dining halls, medical rooms, gyms, and indoor recreation facilities to support the lifestyle and care needs of senior citizens.

Located in Sector 50, Nirvana Country, the Advait project spans 2.6 acres and consists of four towers with 18 floors each. A total of 164 fully furnished 2BHK units are being constructed, with prices ranging from ₹3.3 crore to ₹3.6 crore. At least one resident per unit must be a senior citizen aged 55 or above. The project is expected to be ready for possession by early 2027.

According to Mr. Bohra, around 65% of the bookings so far have come from Gurugram residents. Many of these buyers are homeowners opting to downsize from larger properties. The rest of the buyers are primarily from South and West Delhi, including owners of independent houses and bungalows. The buyer profile also includes financially independent single men and women, accounting for an estimated 40% to 45% of the clientele.

The project includes support facilities such as a 36,000 sq. ft. clubhouse, multiple hobby rooms, open lounges, spice and aromatic gardens, and a full-service restaurant and bar with dine-in and in-room dining options. There are also plans for guest suites to accommodate visiting family members on a paid basis. Fortis has been onboarded for round-the-clock medical emergency support. To address concerns related to air quality in Gurugram, the apartments will include treated fresh air systems.

The company believes that senior living is not a concept that can be communicated through conventional marketing materials alone and needs experiential demonstration. Gurugram was selected as the launch location due to its diverse population and openness to new formats in residential real estate.

In addition to the senior living vertical, PioneerUrban has been appointed by JK Urbanscapes as the development manager for a residential project in Kanpur. This project will be developed on a 50-acre land parcel and will be implemented in two phases. The first phase, comprising 21 acres, is expected to be launched in January 2026. The company has already secured Change of Land Use (CLU) approval for the site, converting it from industrial to residential use. The remaining 29 acres will be developed after the successful completion and stabilization of the first phase.

PioneerUrban plans to continue expanding its presence in senior housing, particularly in areas where the J K Organisation holds land assets. The company sees the joint venture as a way to combine PioneerUrban’s development expertise with the landholding strength of the J K Organisation.

The shift towards senior living projects is in line with evolving demographic trends, including an ageing population and the growth of nuclear families. The Tier-2 city strategy reflects the company’s intention to tap into emerging urban clusters where demand for purpose-built senior housing is expected to grow.