ANAROCK Channel Partner (ACP) platform is stepping into the spotlight as a key enabler for formalising India’s fragmented broker network, aiming to build what its leadership describes as a “national distribution backbone” for real estate sales.
Led by Aayush Puri, who also founded PropTech SaaS firm ANACITY and is a Harvard University alumnus, ACP consolidates thousands of independent brokers under one ecosystem. The platform provides verified listings, pricing intelligence, onboarding protocols, and backend infrastructure to streamline how channel partners, commonly called CPs, operate across segments and geographies.
Standardising a Fragmented Network
“In India, 70–80% of all residential real estate sales are still broker-led, yet there is no standardised, nationwide framework that allows them to scale with trust and transparency,” said Puri. “ACP is designed to change that. What we’re building is infrastructure, a formal distribution network where channel partners can plug in, professionalize, and win. Trust is the single most important factor in this industry, and we’re institutionalising it.”
According to ANAROCK Research, in 2023, housing sales in India’s top seven cities soared to approximately 4.76 lakh units, marking a 31% year‑on‑year surge, while new launches climbed 25% to nearly 4.45 lakh units. This kind of momentum hasn’t been seen in over a decade. With developers now relying on channel partners for access to new geographies and buyer pools, the need for organized, scalable broker networks has never been greater.
Beyond Aggregation: Infrastructure and Incentive Alignment
ACP’s platform doesn’t stop at aggregation. It focuses on training, standardized onboarding, and equipping brokers with digital tools—such as CRMs, verified inventory, and marketing resources—designed to ensure consistent service delivery. “Retention and standardization across cities and categories have always been a challenge for brokers,” Puri added. “Our focus isn’t on short-term incentives but on building infrastructure that helps CPs create sustainable businesses and developers build confidence in distribution.”
The model also reflects broader market shifts. Developers are moving beyond in-house sales teams to tap into trusted channel ecosystems, buyers demand verified information in a market still maturing post-RERA, and brokers are seeking institutional support to move away from transactional, unstructured operations.
While similar broker aggregation attempts have surfaced in the past, Puri believes the current environment, marked by widespread digital adoption, greater buyer awareness, and increased regulatory oversight—is uniquely suited for scaled implementation.
“Indian real estate doesn’t lack ambition or demand,” Puri said. “It lacks the connective tissue, a backbone that connects developers, brokers, and buyers with efficiency and trust. ACP is our answer to that gap.”