Brigade Enterprises said it will follow a measured sales strategy in Chennai, while increasing focus on the mid-segment housing category in Bengaluru, the management told analysts post Q2 FY26 earnings.

The management said the pace of sales in Chennai would be gradual as the company intends to sell units across the life cycle of projects rather than targeting rapid sell-outs at launch.

“For Chennai, we don’t expect to sell and launch everything within the first year or the first even two years. Our plan is to launch and sell during the life cycle of the construction of the project. We've seen this happen in the past and that's kind of how that market is geared,” the management said.

The company said market conditions in each city required different strategies.

“In Chennai, yes, the inv

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