Over 1,000 EOIs convert into strong sales momentum, driven by culturally rooted positioning
Mumbai, March 2026: ‘Swarajya’, a residential project in Dombivli jointly developed by Bhagwati Group and Haware Properties, has seen a strong launch response, with over 500 bookings recorded within its opening weekend. This followed the receipt of 1,053 Expressions of Interest (EOIs) over the four weeks leading up to the launch. The project, exclusively marketed and sold by The Guardians Real Estate Advisory, generated Rs 171 crore in revenue within the first four days. During this period, it also witnessed 1,233 walk-ins, resulting in 531 bookings and an impressive walk-in-to-booking conversion ratio of 47%.
The launch also reflects a well-executed go-to-market approach.This momentum was driven by a clearly defined strategy, conceptualised and executed by The Guardians, which went beyond conventional real estate marketing to connect more effectively with the target audience.
‘Swarajya’ was launched on Chhatrapati Shivaji Maharaj Jayanti with a sharply defined cultural insight at its core—to connect with Dombivli’s predominantly Maharashtrian audience not just as buyers but also as a community with a strong sense of identity. Drawing from the legacy and ethos of Chhatrapati Shivaji Maharaj, the project was positioned to evoke pride, familiarity and belonging at every touchpoint. Instead of following a standardised, Westernised approach to modern living, ‘Swarajya’ was presented as a rare proposition an upgrade that reflects one’s own culture rather than replacing it. This made the offering instantly more personal and meaningful for homebuyers. As a result, buyer intent translated into action far more decisively, leading to significantly higher-than-usual conversion rates and directly contributing to the 500+ bookings achieved within the opening weekend.
‘Swarajya’ is part of the “My First Home” initiative and represents the third project under this platform, building on the success of earlier developments in Kalyan and Shil Phata. The Kalyan project witnessed over 6,000 walk-ins, resulting in the sale of more than 1,100 units within 30 days and generating revenue of Rs 220 crore. Similarly, the Shil Phata project recorded 5,500+ walk-ins, with over 1,200 units sold in just 14 days, achieving revenue of Rs 300 crore.
The project’s early traction was further supported by a high-visibility outreach campaign across key catchment markets. This included 75+ hoardings, 275 kiosks, over 100 railway boards, BQS displays, bus wraps and radio spots across leading FM channels. Digital engagement also saw strong traction, with the official YouTube content crossing 590,000+ views and contributing to over 760,000 cumulative views and 10,000+ watch hours in the lead-up to launch. On social media, Instagram Reels generated 8 million+ views, while Facebook content crossed 2.5 million views, reflecting sustained audience interest. Likewise, as part of the campaign, a promotional track featuring Marathi singer Rohit Raut, composer Prashant Nakti and digital creator Nick Shinde further amplified reach among regional audiences, with the ‘Swarajya’ video continuing to see steady engagement even post launch.
For The Guardians Real Estate Advisory, this performance reflects its consistent approach of combining deep market understanding with culturally relevant positioning. By aligning the project narrative with what truly resonates with the target audience, the firm has been able to drive stronger outcomes across developments.
Commenting on the development, Ram Naik, Co-Founder and CEO of The Guardians Real Estate Advisory, said, “The response to ‘Swarajya’ has been very encouraging, particularly in how strongly enquiries have converted into bookings. A key factor was how clearly the project was positioned for the local market. When a project connects with people at a deeper, more emotional level, it naturally leads to stronger conversions, and that is what we have seen here.”
Over the past few years, Dombivli has steadily evolved into a growing residential destination within the Mumbai Metropolitan Region. Its appeal continues to be driven by relatively affordable pricing, improving connectivity and the gradual development of social and physical infrastructure. As connectivity and infrastructure in Dombivli continue to improve, the area is seeing growing interest from first-time homebuyers as well as buyers looking at long-term value in emerging residential locations.
