In an Indian real estate market often criticized for opacity and outdated designs, one company is attempting to rewrite the rulebook. ASBL, founded by Ajitesh Korupolu, is built on a foundational mission: to decisively fix the widening gap between how contemporary Indian families actually live and what traditional apartments deliver. The brand's distinct identity—marked by product-first layouts and unprecedented construction visibility—is a direct reflection of Korupolu's deliberately crafted operating model, replicated across all projects.
The Three Pillars of ASBL's Buyer-Centric Philosophy
The company's journey began with a simple yet powerful belief: homes have the potential to be far superior to the average experience. While lifestyles, work habits, and consumer expectations have evolved dramatically, the core residential product has largely stagnated. To tackle this disconnect, ASBL adopted a singular focus from day one: building homes designed around real human needs and delivering them with absolute transparency, shunning distractions and shortcuts in favor of deeply researched, well-engineered, and disciplined execution.
This philosophy crystallizes into three defining principles. The first is product thinking in real estate. Every ASBL project originates not on a drawing board, but from intensive research. Teams engage directly with potential customers, study family dynamics and daily routines, and meticulously evaluate pain points common in typical Indian apartments. These genuine insights directly inform and shape the final architectural and design plans.
The second pillar is transparency and trust. ASBL operates on a blunt, buyer-first belief: when you invest your life's savings into a home, clarity is a fundamental right. Customers are empowered with precise knowledge of what they are buying and how it is being constructed, eliminating the anxiety and uncertainty that often plague home purchases.
The third principle is long-term thinking. The company makes decisions with a ten-year horizon, prioritizing sustainable locations, quality materials that age gracefully, and fostering communities that meet evolving needs. The goal is for an ASBL home to compound in value and enrich the living experience over time.
A Tech-Intensive Build System: The Digital Twin Backbone
To turn these principles into reality, ASBL relies on a technology-intensive execution model. At its heart lies the digital twin—a comprehensive digital replica of the entire building. Every element, from bricks to electrical conduits, is modelled, quantified, and linked to specific timelines and costs.
This digital twin is far more than a visual aid; it is a dynamic management tool. It enables the precise calculation of material requirements, accurate timeline estimation, and simulation of the impact of any construction delay alongside recovery steps. All workflow is scheduled within this system. For instance, if an electrician is assigned a task, the app displays a green light for that activity and a red light for others whose work is dependent. Upon completion, the technician uploads geo-tagged, time-stamped photos as proof. A quality inspector then reviews the work within the digital twin, approving it or flagging it for correction. This process ensures every single task is measurable, traceable, and accountable, creating a clear paper trail for the entire construction journey.
Beyond Handover: The Home as a Living, Connected Experience
ASBL's commitment extends well beyond the physical handover of keys. The company operates the Homes by ASBL app, which functions as the community's operating system. Residents use it to book amenities, raise service requests, access important documents, track communications, and interact with the residents' association.
The vision for this platform is expansive. Over time, it is designed to drive deeper community engagement. Curated teams will organize events, workshops, fitness sessions, and cultural meet-ups, fostering regular connections among neighbours. This digital ecosystem is supported by trained professionals, IoT systems, and streamlined processes aimed at ensuring the community runs smoothly. The intention is clear: to provide attentive care for every resident and support their social, fitness, and lifestyle needs within the gated community, making daily life organized, friction-free, and richly connected.
Amenities are also reimagined through this practical lens. ASBL's gated communities are designed to reflect actual modern living. Recognizing that families value usability, convenience, and thoughtful design, projects feature co-working spaces, spacious balconies, large living areas, cultural workshops, children's play zones, daily-needs stores, grooming services, guest suites, and comprehensive fitness ecosystems. These are not mere brochure checkboxes; they are intentional solutions to the real, recurring challenges families face weekly.
For ASBL and Ajitesh Korupolu, the direction remains unwavering. The focus is on building residential products that tangibly improve how people live and interact with their spaces. By continuously leveraging technology, data, and empathetic design, ASBL aims to remove friction from everyday life and shape communities where residents feel connected, supported, and proud of their environment. As India's urban landscape rapidly evolves, ASBL's role is to create developments that match the pace, clarity, and ambition of modern Indian living. This is not a distant vision statement but the daily operating standard the company strives to uphold.
