What Graana.com does

Graana.com is Pakistan's first online real estate marketplace, headquartered in Islamabad and operating as a subsidiary of the IMARAT Group of Companies. Founded in 2016, the company operates a horizontal property marketplace that connects individual buyers, sellers, renters, and landlords across five-plus major Pakistani cities including Islamabad, Rawalpindi, Lahore, Karachi, Peshawar, Faisalabad, and Multan. The core platform offers vetted property listings with granular filters (location, price, size, bedrooms, bathrooms, property type), supplemented by Area Guides that aggregate neighborhood intelligence on schools, health services, parks, and security indices.

The product surface spans a web marketplace, native iOS and Android mobile applications, a curated investment vertical (Invest) that surfaces IMARAT Group development projects through an OADD (Ownership, Approvals, Demand & Delivery) vetting framework, and a "Wanted" expert-assisted search service that activates a property team in three clicks. Distribution is self-serve and direct-to-consumer, supplemented by content marketing through a blog, organic social presence across Instagram, LinkedIn, Twitter, YouTube, and Facebook, and a partnership with the State Bank of Pakistan's Roshan Digital Account scheme to serve Pakistani diaspora buyers.

Graana.com generates revenue primarily through property transaction commissions on buy/sell/rent activity facilitated via the marketplace, and through affiliate/referral economics on investments directed toward IMARAT Group's development portfolio. Pricing and commission structures are not publicly disclosed. The company maintains a headcount of 501-1,000 employees and has no disclosed venture or private equity backing in the available source material; ownership rests with the IMARAT Group conglomerate.

Name

Graana.com

Legal name

Graana.com

Website

https://graana.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Graana.com is Pakistan's first online real estate marketplace, a subsidiary of IMARAT Group, connecting individual property buyers, sellers, renters, and diaspora investors across major Pakistani cities through a web platform and mobile apps.

Ownership category

akta.pro rank

Headquarters

HQ city

Islamabad

HQ country

Pakistan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Property Transaction Commission: Graana.com facilitates property sales and rentals, earning commissions on transactions conducted through the platform. The platform enables property listing submissions for sellers and connects buyers/renters with property owners.
2. Investment Project Referrals: Graana.com, as a subsidiary of Imarat Group, refers investors to Imarat development projects including malls, residential complexes, and commercial properties

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Graana.com operates as Pakistan's first online real estate marketplace where individual users can search, list, and transact on residential, commercial properties, and plots. The platform supports buying, selling, and renting across major Pakistani cities, complemented by mobile apps, area guides with neighborhood information, and an investment service for IMARAT Group development projects using the OADD framework.

Product overview

Graana.com operates as a unified online real estate marketplace platform that combines property listings, investment services, and search assistance. The core platform (Graana.com) enables buying, selling, and renting of residential, commercial properties and plots, supplemented by the Graana Mobile App for on-the-go access. The Invest feature provides access to Imarat Group projects for real estate investment. The Wanted service offers expert-assisted property search, while Area Guides deliver neighborhood intelligence to support property decisions.

Differentiator

Problem solved

Functional benefit

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Imarat Group of CompaniescoreStrategic or Co-development PartnerGraana.com is a subsidiary of Imarat Group of Companies. The platform serves as the online sales channel for Imarat real estate development projects including Mall of IMARAT, IMARAT DOWNTOWN, Grand Bazar, IMARAT Residences, Golf Floras 2, Florence Galleria, Bavylon, and other projects. Imarat Group provides the project portfolio while Graana.com provides the digital marketplace and investor access platform.
• State Bank of Pakistan - Roshan Digital AccountminorStrategic or Co-development PartnerGraana.com participates in the Roshan Apna Ghar initiative led by the State Bank of Pakistan, designed to ease property ownership for Pakistani diaspora through Roshan Digital Account (RDA) scheme, available to all RDA customers.
• Pakistan ArmyminorOthersGraana.com collaborated with Pakistan Army for Flood Relief Fund initiative during the national emergency caused by devastating floods across Pakistan.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Regional players

• Bayut: Leading property portal in the UAE with regional South Asia expansion. Comparable marketplace model, listing depth, and area-guide features make it a close regional analogue of Graana.com's approach.
• MagicBricks: Major Indian property portal with comprehensive listings across major cities. A regional comparison point for an online real estate marketplace serving buyers, sellers, and renters in a South Asian context.
• 99acres: One of India's largest online real estate marketplaces. Operates an analogous property listing and search model for a South Asian market, providing a regional benchmark for marketplace dynamics.
• Lamudi: Property portal with operations across emerging Asia including Pakistan. Targets the same digital-first property search use case as Graana in overlapping South/Southeast Asian geographies.
• Housing.com: Indian online real estate platform offering listings, rentals, and developer project sales. Its combination of open marketplace plus developer project referrals closely mirrors Graana's blended listings + IMARAT project model.
• Property Finder: Established Middle Eastern property portal operating a Pakistan-specific site. Uses the same marketplace-plus-area-insights model serving buyers, sellers, and renters in Pakistan's major cities, directly overlapping with Graana's core offering.

Direct peers

• Zameen.com: Pakistan's largest online real estate portal and Graana's primary direct competitor. Operates the same marketplace model — property listings, rentals, and investment services — across the same major Pakistani cities for the same buyer/seller/renter segments.
• OLX Pakistan: Pakistan's leading horizontal classifieds platform with a strong real estate vertical. Competes with Graana.com for property listings in the same Pakistani market using a similar direct-to-consumer marketplace model.

Broad incumbents

• Zillow: Largest US online real estate marketplace. While geographically distinct, Zillow serves as a broad incumbent benchmark for the digital property marketplace business model Graana.com operates in Pakistan.

Others

• IMARAT Group of Companies: Graana.com's parent conglomerate and primary project supply partner. Provides captive inventory of flagship developments that flow through Graana as referral commissions — an enabling relationship rather than direct competition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/GraanaCom
• YouTubeyoutube.com/channel/UCZ2yzfZUnND6hHmPpwMAjyg
• Facebookfacebook.com/GraanaCom
• LinkedInlinkedin.com/company/graana
• Instagraminstagram.com/graanacom

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Graana.com