PioneerUrban, a well-established name in luxury real estate, has announced its foray into the senior living segment with a ₹300 crore investment in a new project named Advait in Gurugram. The initiative, developed in collaboration with JK Organisation’s real estate division, J K Urbanscapes Developers Ltd., marks the company’s strategic entry into a fast-evolving sector of the Indian housing market—premium residences for senior citizens.
Planned over a 2.6-acre site in Sector 50, Nirvana Country, Advait enjoys a prime location with direct connectivity to Golf Course Extension Road (GCER), ensuring easy access to urban conveniences. Completion of the project is targeted for early 2027, with handover expected soon after.
The development comprises two 18-storey towers housing 164 two-bedroom apartments, each thoughtfully designed to include a dedicated room for a caretaker. Tailored to meet the needs of senior residents, the project integrates features that promote safety, ease of movement, and overall comfort. Advait has also earned recognition as Haryana’s first IGBC Platinum-certified senior living development, highlighting its focus on environmentally conscious construction and energy-efficient design.
Each residence will include a centralized air filtration system (TFA unit), ensuring consistently clean indoor air—a particularly important feature given the air quality challenges in urban areas like Gurugram. On-site healthcare services will be available 24/7 through Fortis Hospital Gurugram, addressing a critical requirement for residents who may need timely medical support or routine healthcare services.
According to Manish Periwal, Chairman and Managing Director of PioneerUrban, this venture aligns with the company’s broader vision of crafting premium residential experiences that combine luxury with purpose. Periwal noted that the entry into the senior living category is a natural progression for a firm that has long focused on creating upscale, thoughtfully planned communities.
Rakesh Bohra, Chief Operating Officer of PioneerUrban, pointed out the shifting landscape of senior housing in India. While South India has traditionally dominated this segment, the northern market—particularly in cities like Gurugram—is now showing significant growth. Advait is seen as a response to this trend, reflecting the company’s intent to serve emerging regional demand. India’s senior living market is gaining momentum, driven by an aging population, changing family structures, and increased awareness of the importance of specialized homes for the elderly. Southern India currently holds about 40% of the country’s senior living inventory, but developers are now keen to tap into the northern belt, which is witnessing rising interest in this niche segment.
