Brigade & Primus Senior Living Form ₹750 Cr Senior Housing JV

Brigade and Primus Senior Living Form ₹750 Crore Partnership

Brigade Group partnered with Primus Senior Living to launch three senior living communities across Bengaluru and other geographies in South India. The partnership aims to set new benchmarks in purpose-built senior housing with a combined portfolio of over 600 units. The upcoming projects will have an expected Gross Development Value (GDV) of approximately INR 750 crore.

Strategic Model: Integration Within Larger Townships

Two out of these three projects are integrated within larger township developments, offering greater inclusivity and access to shared social infrastructure and amenities. This approach reflects Primus's established strategy of embedding senior living within multi-generational residential environments, allowing elders to remain close to family while maintaining independent living spaces.

Age-specific amenities will include wellness centres, hobby lounges, medical bays, fully accessible pathways, concierge services, curated events, and inter-generational workshops that foster connections beyond walls.

Brigade's Existing Senior Living Track Record

This partnership builds on Brigade's prior experience in senior housing. Parkside at Brigade Orchards, operational since 2017, has established Brigade's footprint in senior living. The Devanahalli-based community sits within the larger 135-acre Brigade Orchards township and includes wellness infrastructure, activity spaces, and round-the-clock care services for residents.

According to Pavitra Shankar, Managing Director of Brigade Enterprises, the partnership reflects the company's core philosophy of quality, innovation and holistic living with multigenerational amenities, and aims to create an ecosystem that caters to diverse life stages by integrating senior-first design and maintaining the highest standards of planning, care and implementation.

Primus: Specialized Senior Living Operator

Established in 1986, Brigade Group is a leading property developer with four decades of experience across Residential, Office, Retail, Hospitality, and Education sectors in major Indian cities. Primus is a senior living experience provider founded in 2013, specializing in providing dignified, independent, and secure living arrangements for seniors through passionate people, robust processes, and intuitive technology.

Adarsh Narahari, Founder and Managing Director of Primus Senior Living, highlighted the partnership's goal to create Blue Zones in India where elders live with dignity, purpose and joy. The firm has already established operational senior communities in Bengaluru and has ambitious expansion plans across South India.

South India's Dominant Senior Living Market

The partnership enters a rapidly growing market concentrated in South India. South Indian states are experiencing accelerated population aging, and Chennai, Coimbatore, and Bengaluru collectively account for almost 45 per cent of the senior living stock in India, while the entire southern region commands a 60 per cent share of the market.

India's senior population is expected to more than double by 2050, reaching 346 million and representing nearly 21 per cent of the nation's total population. The senior living housing sector, which currently represents just 1.3 per cent of the housing market, is projected to see exponential growth, with an estimated market value of Rs 64,500 crore by 2030.

Growth can be attributed to several factors, including early adoption of senior living concepts, cultural acceptance, and a significant Non-Resident Indian (NRI) population investing in these projects for their aging parents.

Brigade's Multi-Decade Real Estate Presence

Brigade Group was established in 1986 and is a leading property developer with four decades of experience across Residential, Office, Retail, Hospitality, and Education sectors in major Indian cities. It has successfully completed over 280 buildings, totalling over 86 million sq ft of developed space.

Its extensive portfolio spans multiple cities in India, including Bengaluru, Chennai, Hyderabad, Mysuru, Kochi, and Thiruvananthapuram. In Bengaluru specifically, the developer operates landmark projects across residential, commercial, retail, and hospitality verticals, with particular strength in integrated township developments.