Ganesh Chaturthi 2025, BNPL Schemes Boost Mumbai Real Estate

In Mumbai, Ganesh Chaturthi is not only a cultural phenomenon but also an important economic event for the housing market.

Every year, the festive season brings renewed optimism among buyers, who view this period as auspicious for making long-term financial commitments. Developers, in turn, leverage the sentiment by rolling out targeted incentives to stimulate sales.

In 2025, the spotlight is on Buy Now, Pay Later (BNPL) schemes, a flexible payment model that allows buyers to defer payments while securing their property. As housing affordability remains a pressing issue in Mumbai, developers are increasingly using such offers to bridge the gap between aspiration and financial readiness.

Developer Initiatives and Festive Promotions

Ganesh Chaturthi has historically coincided with a surge in new home bookings. This year, developers are reinforcing that trend with a combination of direct price benefits and financing flexibility. 

Key incentives include:

• Upfront price reductions and zero stamp duty offers
• No-cost EMIs and deferred payment plans
• Attractive gold coins, electronic vouchers, and interior design packages as add-ons

These schemes not only lower the immediate entry barrier but also create a perception of value, which is crucial in a competitive market. Market data indicates that nearly 20–30% of buyers avail of such festive schemes.

However, experts caution that while these incentives offer short-term relief, they may increase the long-term financing burden for loan-dependent purchasers.

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Why Festive Demand Surges in Housing

India’s housing market has long shown strong seasonality, with major festivals acting as demand accelerators. Ganesh Chaturthi, in particular, sees a marked increase in transactions across both affordable and premium segments.

The drivers of festive demand include:

• Psychological confidence in making life, long investments during an auspicious period
• Festive savings and bonuses, which improve household liquidity
• Attractive mortgage rates, especially for salaried middle, class families
• A preference among buyers to synchronise property registration with favourable nakshatras
  

Cities such as Mumbai, Pune, Bangalore, and Delhi-NCR consistently report double-digit growth in sales during this period, underscoring the festival’s influence on the property cycle.

Flexi Payment Schemes

The appeal of BNPL and other flexi-payment schemes lies in their ability to attract self-funded buyers and investors. For this segment, deferred payment options provide cash flow flexibility while locking in a property during the festive period.

Although only around 20% of buyers opt for these schemes, their symbolic value is considerable, said Arpit Jain, Director, Arkade Developers Limited. Today’s homebuyers prioritise direct financial savings over token gifts. Our initiative ‘Your Home, Your Payment Plan’ reflects this shift, offering buyers control over structuring their payments.

Similarly, Ritesh Mehta, Senior Director and Head (North & West), Residential Services and Developer Initiatives, JLL India, observed. While developers are reducing the number of freebies, flexible payment plans remain a strong driver of buyer confidence and will continue to dominate the 2025 festive cycle.

Leading developers in the Mumbai Metropolitan Region (MMR), including Rustomjee, Hiranandani, Kalpataru, Arkade, and Chandak, are already marketing their festive projects with tailored BNPL options.

Premium Additions for High End Projects

Luxury housing projects in Mumbai are supplementing BNPL with curated offerings aimed at affluent buyers. 

These include:

• Gold coins ranging from 5 to 50 grams
• Electronics vouchers worth ₹50,000 to ₹2 lakh
• Complimentary interior design consultations
• Clubhouse membership or parking waivers

Such value additions serve as differentiators in a segment where exclusivity and lifestyle benefits weigh heavily in the purchase decision.

Assessing the Merits of Buy Now, Pay Later

While BNPL schemes have marketing appeal, they warrant careful evaluation.

• For loan, heavy buyers, deferred payments typically add to the total financing cost due to extended interest outflows.
• For self-funded buyers expecting near-term liquidity from investments or property sales, BNPL offers a practical bridge to ownership without immediate financial strain.

As one Mumbai-based developer noted,  Only two to three out of every 10 buyers ultimately choose BNPL. But in today’s competitive environment, no developer wants to lose a customer over payment flexibility.

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Tradition Meets Investment Strategy

Beyond financial schemes, cultural traditions also shape buyer behaviour. Many homebuyers align property registrations with auspicious nakshatras, which are believed to bring prosperity and stability.

Some of the most favourable for property transactions include:

• Revati – for stability
• Anuradha – for growth
• Mrigashirsha – for prosperity
• Vishakha – for removing obstacles
• Punarvasu – for good returns
• Purva Phalguni – for happiness
• Purva Bhadrapada – for security

These alignments reinforce confidence among buyers, making Ganesh Chaturthi a blend of spiritual belief and financial decision-making.

Outlook

The convergence of auspicious timing, rising disposable incomes, and innovative payment structures positions Ganesh Chaturthi 2025 as a potential high point for Mumbai’s real estate market.

While BNPL schemes may not be universally beneficial, they serve as a strategic lever for developers, enabling them to sustain momentum in a market where affordability challenges persist.

For buyers, the message is clear, festive schemes can unlock opportunities, but the choice between immediate savings and deferred payments must be weighed carefully.

For developers, the festive season represents a critical window to convert sentiment into sales and strengthen their market presence.