Home Is Where the Steel Is: Tata’s Aashiyana Eyes Mega GMV in FY26

Image Source: ET Infra

Tata Steel is doubling down on its digital homebuilding initiative, ‘Aashiyana’, with an ambitious target to reach Rs 7,000 crore in gross merchandise value (GMV) by the end of FY26. The platform, which has evolved from a transactional e-commerce site into a full-fledged content-to-commerce ecosystem, is now poised to become a one-stop digital destination for individual homebuilders across India and abroad.

Here’s a comprehensive look at Tata Steel’s strategic push, platform evolution, and what it means for the construction and e-commerce sectors.

1. Ambitious GMV Target for FY26

- Tata Steel aims to double Aashiyana’s GMV to Rs 7,000 crore in FY26, up from Rs 3,550 crore in FY25
- The platform recorded a 60 percent year-on-year growth in FY25, signaling strong momentum
- The company attributes this growth to increased digital adoption among individual homebuilders and the launch of Aashiyana 3.0

This aggressive target reflects Tata Steel’s confidence in the platform’s scalability and its ability to tap into India’s vast and largely unorganised homebuilding market.

2. Evolution of Aashiyana: From E-Commerce to Ecosystem

- Originally launched as a transactional portal, Aashiyana now offers a suite of tools and resources for homebuilders
- The upgraded Aashiyana 3.0 includes over 300 curated home design plans, budget calculators, and AI-powered product recommendations
- Users can access stage-by-stage construction guides, educational content across 31 topics, and omnichannel support via WhatsApp and chatbots

This transformation positions Aashiyana not just as a marketplace, but as a digital advisor for every step of the homebuilding journey—from blueprint to brick.

3. Expanding Product Portfolio Beyond Tata Steel

- Currently, all GMV on Aashiyana comes from Tata Steel products
- For the first time, the company plans to onboard non-Tata Steel products to diversify offerings
- This move is expected to enhance customer choice and drive higher transaction volumes

By opening the platform to third-party products, Tata Steel is signaling a shift toward a more inclusive and competitive marketplace model.

4. Strong User Growth and Global Reach

- Aashiyana has crossed 1.1 lakh registered users, with growing traction among NRIs
- Orders have been placed from 24 countries, led by the US, UAE, and the Netherlands
- The platform enables remote planning and procurement, making it ideal for diaspora customers building homes in India

This global footprint underscores the platform’s appeal beyond domestic borders and its potential to serve a wider audience.

5. Strategic Goals and Consumer Engagement

- Tata Steel aims to deepen consumer engagement and reduce acquisition costs through Aashiyana 3.0
- The platform offers tools like material estimators, document vaults, and visual inspiration boards to enhance user experience
- The company hopes to improve brand stickiness and loyalty through a more intuitive and immersive digital interface

These enhancements are designed to make Aashiyana not just functional, but emotionally resonant for users navigating the complex process of building a home.

6. Industry Implications and Future Outlook

- Aashiyana’s growth reflects broader trends in digital transformation within India’s construction sector
- The platform’s success could inspire similar models across other building material categories
- Tata Steel’s move to integrate content, commerce, and community sets a new benchmark for B2C engagement in industrial domains

As the platform matures, it may also become a valuable data source for understanding consumer behavior in homebuilding—a segment traditionally underserved by digital tools.

Sources: The Hindu Business Line, MSN India, Rediff Money, PTI News, Economic Times, Devdiscourse