JustCo's Luxe Play: THE COLLECTIVE Redefines India's Premium Workspace

GURUGRAM, India – November 25, 2025 – As India’s commercial real estate market continues its record-breaking ascent, a new contender is poised to redefine the pinnacle of the flexible workspace sector. Singapore-based JustCo is making a significant entry into the subcontinent with its luxury brand, THE COLLECTIVE, confirming plans for two flagship centers in Gurugram and Bengaluru slated to open in early 2026. This move is more than just an expansion; it's a strategic bet that the future of work in India lies not just in flexibility, but in a hospitality-infused, premium experience.

The launch marks a pivotal moment for a market that is already the largest in the Asia-Pacific region. With flexible workspaces contributing nearly 20% to 2024's staggering 79 million square feet of office absorption, the demand for adaptable solutions is clear. JustCo, however, is targeting a specific, and increasingly influential, segment of this market: enterprises and global corporations demanding an environment that transcends mere function to become a strategic asset for talent attraction and corporate culture.

Where Hospitality Meets the Corner Office

THE COLLECTIVE aims to merge the precision of a high-end office with the curated touch of a luxury hotel. Moving beyond the standard provision of desks and Wi-Fi, the brand promises an experience meticulously designed around employee well-being and productivity. Members at the new Indian centers can expect concierge-style services, thoughtfully designed lounges, and integrated wellness elements.

The offering is detailed and deliberate. The day might begin with pour-over % Arabica coffee or premium TWG Tea selections and end with a curated Aperitif Hour. Ergonomics, a critical component of modern workplace health, is addressed with Herman Miller seating and height-adjustable desks for every workstation. This focus on micro-experiences is central to the brand's philosophy.

"Workspaces today extend beyond function; they reflect culture, identity, and aspiration," noted Kong Wan Long, Chief Commercial Officer of JustCo, in a statement previewing the launch. "With THE COLLECTIVE, we are creating environments where every element, from spatial design to service, is shaped with intention and care."

A key differentiator for the Indian market will be the introduction of exclusive customisable suites. This feature allows companies to partner with the brand's design consultants to tailor layouts, materials, and lighting, effectively creating a bespoke headquarters within the flexible workspace ecosystem. It's a direct response to the growing demand from large enterprises for managed office solutions that retain brand identity while shedding the burdens of long-term leases and facility management.

A Calculated Bet on a High-Growth Frontier

JustCo's entry is timed to perfection, capitalizing on unprecedented momentum in India's office market. The nation’s flexible space stock, which reached nearly 80 million square feet in mid-2025, is projected by market analysts to surpass 100 million square feet by 2026. Occupancy rates in prime micro-markets are already soaring, exceeding 90% in Delhi NCR and approaching that figure in Bengaluru, signaling a supply-demand dynamic ripe for new premium entrants.

The drivers behind this surge are multifaceted. The widespread adoption of hybrid work models has made flexibility a core component of corporate real estate strategy. Furthermore, a significant portion of this demand is fueled by Global Capability Centres (GCCs) and multinational corporations expanding their Indian footprint, often as part of a "China+1" diversification strategy. These global firms accounted for over 70% of flexible seat absorption in 2024, and they bring with them high expectations for quality, compliance, and employee experience.

For these organizations, the speed-to-market and scalability offered by flexible workspaces are invaluable. They can establish a presence and scale operations without the significant capital expenditure and long-term commitments associated with traditional leases. By offering a luxury-tier product, THE COLLECTIVE is betting that these sophisticated clients are willing to pay a premium for an environment that aligns with their global standards and helps them compete for top talent in India’s competitive job market.

Escalating the "Flight to Quality"

JustCo is not entering an empty arena. The premium segment of India's flexible workspace market is already heating up. Homegrown leader Awfis has made significant inroads with its 'Awfis Gold' brand and the recently unveiled 'Awfis Elite' offering, an ultra-premium solution specifically designed for GCCs with features like biophilic wellness zones and executive suites. Similarly, WeWork India has a robust presence, providing customized managed office solutions for large corporate clients across its vast network.

THE COLLECTIVE's arrival, however, represents an escalation in this "flight to quality." It introduces a distinctly hospitality-driven model that pushes the boundaries of what a flexible office can be. This trend reflects a fundamental shift in corporate thinking, where the office is increasingly viewed not as a cost to be minimized, but as a strategic investment in productivity, collaboration, and employee well-being. In a post-pandemic world, the purpose of the office is being re-evaluated, and spaces that offer a compelling experience are winning out.

Strategic Locations and Intentional Design

The choice of flagship locations underscores the brand's premium positioning. In Gurugram, THE COLLECTIVE will be housed in DLF Cyberpark, a LEED Platinum-certified commercial hub surrounded by Fortune 500 companies. The building's high-efficiency air filtration, sustainable design, and proximity to top-tier hotels and transport links make it a magnet for top corporate tenants. The interior design concept, inspired by a "modern haveli courtyard," aims to create a tranquil retreat within the bustling business district.

In Bengaluru, the center will anchor Helios Business Park on the Outer Ring Road, the city's primary IT corridor and home to giants like Goldman Sachs and Johnson & Johnson. This LEED Gold and WELL-certified campus aligns with the brand's wellness focus. The design here will reportedly draw from Bengaluru's "garden city" heritage, using botanical textures and natural light to foster a sense of calm and clarity.

By embedding themselves in these Grade A+, sustainability-certified properties, JustCo is making a clear statement. It is aligning THE COLLECTIVE with the highest standards of modern commercial real estate, appealing to corporations for whom environmental, social, and governance (ESG) criteria are increasingly important. The India debut, which follows successful launches in Tokyo, Osaka, and other key Asian cities, reinforces a broader vision: to elevate the nature of work itself into a refined lifestyle experience, meeting the evolving ambitions of global businesses through spaces defined by choice, sophistication, and design integrity.