Housing demand led by millennials, Gen Z – Implications for investors


A study by Magicbricks highlights the significant contribution of millennial and Gen Z home buyers, aged 18-34 years, in India’s housing loan demand. This segment drove over 50% of purchases.

Analysis for a layman

Millennials refer to those born between the early 1980s to mid-1990s, while Gen Z covers late 1990s to early 2010s. The data shows younger earning generations dominate new home loans, focusing on the affordable category below ₹40 lakhs. Mumbai, Bangalore, Noida lead locations. HDFC, SBI, and Bajaj Finance commanded most lending.

Housing demand led by millennials, Gen Z

Original Analysis

The outsized housing demand from India’s rising younger middle class and first-time buyers supports a structural consumption story playing out. Despite prevailing headwinds like high interest rates and input costs, intrinsic demand drivers underpinned by demographics and urbanization continue to fuel housing’s growth. Moreover, tech-savvy millennials’ preference for organized financing routes the purchases through formal channels – capturing inherent activity that plays into loan growth and real estate’s formalization.

Impact on Retail Investors

For retail investors, the demand composition highlights the expanding addressable opportunity for real estate developers, affordable housing financiers, and ancillary building companies to tap an influential consumer class that will gain purchasing power over time. Stocks like Oberoi Realty, Aavas Financiers, and Kajaria Ceramics stand to benefit catering to this demand sustainably.

Impact on Industries

The data signals the rising leverage of younger earning populations to finance big-ticket purchases. This showcases their financial inclusion over years and should have positive ripple effects across durables, home improvements, and aspirational consumption. Mortgage lenders also benefit directly from expanding credit demand.

Companies that will gain

HDFC, Indiabulls Housing, Kajaria Ceramics

Companies that will lose

Tata Motors, Bajaj Auto


Housing demand led by younger cohorts highlights India’s attractive structural consumption story. For investors, real estate and allied sectors stand to benefit from this large, under-penetrated customer base with steady income growth over their lifetime.


Bureau, ET. “‘53% Home Loan Demand from Millennials, Gen Z.” Economic Times, 12 December

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