Anand Agarwal (AA), managing director, Ceratec Group, shares insights with your author (SSP) on fulfilling homebuyer aspirations, the significance of VT in real estate and his expectations from its providers.
June 8, 2026
SSP: Your company has focused on developing real estate projects in Pune and emerging areas like Kharadi. What are the key market shapers and demand drivers witnessed there during 2026?
AA: In 2026, micro-markets like Kharadi are clearly leading Pune’s next phase of growth. Infrastructure upgrades, metro connectivity and the continued expansion of IT hubs are driving sustained interest. Demand today is largely end-user-leading, with buyers prioritizing livability, long-term value and well-integrated communities. At Ceratec, we see these locations maturing into complete residential ecosystems that offer both lifestyle depth and steady appreciation.
SSP: What are the aspirations of new-age homebuyers, and how do you take them into consideration while planning new projects? How do they reflect the Ceratec brand and its USPs?
AA: Today’s homebuyer is informed, decisive and value conscious. They are not just purchasing a home, but investing in a lifestyle that includes efficient design, community living, connectivity and long-term reliability. Our developments reflect this shift through practical layouts, quality construction and community-focused planning, ensuring that aspiration is met with genuine, lasting value.
SSP: With buildings getting taller, elevators and escalators play a key role in real estate; what is the level of importance given to their planning, procurement and placement in your projects? How do you approach aspects like foot traffic analysis?
AA: As buildings grow taller, vertical mobility becomes central to daily experience. We approach elevator planning at the design stage itself, studying density, movement patterns and peak usage. The objective is to ensure efficient flow, minimal wait times and absolute reliability. Partnering with established providers ensures systems that perform consistently over time.
Tower 108 by Ceratec Group
SSP: How do you plan the amenities in your projects and ensure easy access to them for the residents?
AA: Amenities are not add-ons; they are integral to how a community functions. We design them with a clear understanding of resident behavior, ensuring they are centrally located, easily accessible and meaningfully used. The focus remains on creating balanced environments that enhance everyday living.
SSP: How would you describe the importance of aspects like incorporating branded amenities in your projects? Are elevators included in this list, and are they also highlighted along with other lifestyle amenities?
AA: Branded amenities help elevate the lifestyle quotient and reinforce quality benchmarks. However, essential systems like elevators are equally critical, as they directly influence convenience and efficiency. We treat them as a core part of the overall living experience, ensuring high standards of safety and performance, even if they are not always positioned as lifestyle highlights.
SSP: Which security-related aspects do you take into consideration while planning access control at each phase of the project, right from the main entrance to individual wings, elevator lobbies, etc.? How do you prioritize safety in your projects?
AA: Security is embedded into the planning process from day one. We follow a layered approach of guaranteeing secured perimeters, monitored entry and exit points, controlled access to internal zones and comprehensive surveillance across critical areas. Well-lit spaces, visitor management systems and access-controlled lobbies ensure a secure yet seamless experience, giving residents complete peace of mind.
SSP: With the development of high rises increasing further going forward, as a real estate developer, what are your expectations from elevator and escalator providers?
AA: With the increase in high rises, expectations from mobility partners have evolved. Speed, efficiency and reliability are now baseline requirements. We look for advanced solutions in intelligent traffic management, remote monitoring, predictive maintenance and energy efficiency. Equally important is strong after-sales support, as consistent long-term performance is essential to maintaining quality living standards.
Anand Agarwal, managing director of Ceratec Group, is a first-generation real estate developer who has blended deep-rooted industry knowledge with a forward-looking vision for urban living. At the helm of a group that traces its origins to a building materials business in 2000, he played a pivotal role in shaping Ceratec's evolution into a trusted real estate developer in Pune, anchored in the philosophy of building landmarks that reflect trust, quality and lifestyle.
With a hands-on and detail-oriented leadership style, Agarwal credits his previous business of construction materials, which laid the foundation for his expanding empire of premium residential and commercial complexes that sum up Ceratec's portfolio. In real estate, he is closely involved in every stage of development, from architectural planning and material selection to sales strategy and customer experience.
His unique advantage lies in Ceratec's strong foundation in construction materials and interior solutions, enabling him to ensure superior quality, thoughtful design and long-term durability across projects. This integrated expertise allows Ceratec to consistently deliver premium homes at accessible price points, a positioning that has resonated strongly with first-time homebuyers and upwardly mobile professionals.
Under the leadership of Agarwal, Ceratec Group follows a deeply hands-on and purpose-driven approach to development. He personally reviews every project to ensure optimum livability and customer satisfaction, placing strong emphasis on user feedback, often using testimonials to refine existing infrastructure and enhance future offerings.
Moving beyond a numbers-driven mindset, his philosophy is rooted in giving back to society. This is reflected in initiatives like Ceratec Green (2016), where 200 saplings were planted to promote environmental responsibility, alongside a consistent focus on green-certified developments across projects. In 2017, Ceratec launched Avika, a pioneering project designed primarily for women homeowners, which today boasts nearly 80% women residents. Agarwal's progressive outlook also extends to workforce inclusivity, with close to 90% of Ceratec's staff comprising women, thus demonstrating a forward-thinking commitment to empowerment both within and beyond the organization.
As Ceratec Group looks to scale its operations, Agarwal remains focused on sustainable growth, innovation and creating communities that stand the test of time.
