Graana

What Graana does

Graana.com is Pakistan's first online real estate marketplace, founded in 2018 and headquartered in Islamabad, operating as a subsidiary of IMARAT Group of Companies. The platform enables individual consumers and property owners to buy, sell, and rent residential properties, commercial properties, and plots across Pakistan's seven major metropolitan areas — Islamabad, Rawalpindi, Lahore, Karachi, Peshawar, Faisalabad, and Multan. In parallel, Graana functions as the primary distribution channel for 21+ branded IMARAT Group real estate developments, including Mall of IMARAT, IMARAT DOWNTOWN, Grand Bazar, IMARAT Residences, Golf Floras 2, Florence Galleria, Bavylon, Amazon Outlet Mall, and The Avenair, offered to investors through an "OADD" (Ownership, Approvals, Demand, Delivery) risk-mitigation framework.

The platform is built as a self-service web marketplace supplemented by native iOS and Android applications. Core technical components include property search with filters, self-service listing tools (image upload, amenity selection, contact capture), an Area Guides content layer with neighborhood intelligence (schools, clinics, parks, security index), a "Wanted" expert-matching service, and a building materials marketplace section. Institutional integrations include the State Bank of Pakistan's Roshan Digital Account initiative (Roshan Apna Ghar) for overseas Pakistani property buyers.

Graana's business model is anchored in transaction fee economics: revenue is generated through listing fees and transaction facilitation on the consumer buy/sell/rent marketplace, and through investment intermediation on IMARAT Group developments. Go-to-market is product-led via web and mobile with no documented enterprise sales motion. Customer segments include individual property buyers, sellers, renters, and real estate investors, with no named enterprise customers and no disclosed external institutional backing.

Name

Graana

Legal name

Graana.com

Website

https://graana.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Graana.com is Pakistan's first online real estate marketplace, serving individual buyers, sellers, renters, and investors across seven major Pakistani cities through a self-serve web and mobile platform, while distributing IMARAT Group's 21+ branded development projects via an OADD investment framework.

Ownership category

akta.pro rank

Product category

Online Real Estate Marketplace

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

New Development & Project Marketing (Pre-Construction Sales) (FSAEAJAE)

akta.pro secondary industry

Real Estate Market Research & Economic Advisory (Demand/Supply, Location Analytics) (BPAJANAD)

Keywords

• Online real estate marketplace
• Property listing platform
• Property search portal
• Real estate investment
• Area guides

Headquarters

HQ city

Islamabad

HQ country

Pakistan

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Property Listings and Transactions: Platform facilitates property buying, selling, and renting transactions. Revenue appears to be generated through property listing fees and transaction facilitation.
2. Investment Projects: Facilitates investment in Imarat Group projects including Mall of IMARAT, IMARAT DOWNTOWN, Grand Bazar, and other commercial and residential developments. Investors can purchase ownership in fully legal Imarat projects.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Graana.com operates Pakistan's first online real estate marketplace platform enabling individuals to buy, sell, and rent residential and commercial properties across major Pakistani cities including Islamabad, Rawalpindi, Lahore, Karachi, Peshawar, Faisalabad, and Multan. The platform also features an investment portal for fully legal Imarat Group real estate projects using an OADD (Ownership, Approvals, Demand, Delivery) framework, supported by iOS and Android mobile applications, area/neighborhood guides, and a Wanted expert property-search service.

Product overview

Graana.com is a consumer-facing real estate marketplace platform structured as a core listing platform with investment project management and self-service listing tools. The core platform (Graana.com) enables buy/rent/sell transactions for residential properties (houses, flats, portions, rooms, farm houses, guest houses, penthouses, annexes, hostels), commercial properties (offices, shops, plazas, warehouses, halls, factories), and plots across Pakistan's major cities. Adjacent services include Area Guides (neighborhood information), Wanted Service (expert property search assistance), Building Materials marketplace, and a dedicated Investment Platform for IMARAT Projects featuring 21+ branded development projects (malls, residential complexes, hotels, mixed-use developments) offered with OADD risk-mitigated investment approach. The platform also offers mobile applications for iOS and Android.

Differentiator

Problem solved

Functional benefit

Brands

• Mall of IMARAT: A retail and leisure destination with mid-century Arabian architecture.
• IMARAT DOWNTOWN
• Grand Bazar
• IMARAT Residences
• Golf Floras 2
• Florence Galleria
• Bavylon
• IMARAT Builders Mall
• Amazon Outlet Mall
• Vortex 5
• Sivna Vital Homes
• The Avenair
• Kings Scenic Mall
• 141 Broadway Heights
• Mall One Wazirabad
• Al Huda Residencia
• Roshan Towers

Products and services

• Graana.com Real Estate Marketplace Pakistan's first online real estate marketplace platform enabling users to buy, sell, and rent residential properties, commercial properties, and plots across major Pakistani cities including Islamabad, Rawalpindi, Lahore, Karachi, and Peshawar.
• IMARAT Projects Investment Platform Curated real estate investment platform offering fully legal Imarat projects with OADD (Ownership, Approvals, Demand & Delivery) approach for risk-mitigated property investments.
• Add Property Listing Service Self-service property listing portal allowing sellers and landlords to add properties for sale or rent with features including property details input, image uploads, amenity selection, and contact information submission.
• Area Guides Neighborhood information service providing details on schools, health services, parks, security index, and other area-specific information for property decision-making.
• Wanted Service Property search assistance service enabling users to activate a team of experts to find properties matching their requirements in three clicks.
• Graana Mobile App iOS and Android mobile applications available on App Store and Google Play Store for searching hundreds of thousands of property listings with powerful filters.
• Building Materials Section Construction materials section on the platform enabling users to source building materials for property construction and renovation.

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

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 promotes Imarat projects including Mall of IMARAT, IMARAT DOWNTOWN, Grand Bazar, IMARAT Residences, Golf Floras 2, Florence Galleria, Bavylon, IMARAT Builders Mall, Amazon Outlet Mall, and others. The OADD (Ownership, Approvals, Demand, Delivery) approach ensures investment quality.
• State Bank of Pakistan (Roshan Digital Account)minorStrategic or Co-development PartnerRoshan Apna Ghar is an initiative led by the State Bank of Pakistan that aims to ease the Pakistani diaspora around the world. The scheme is available to all customers of Roshan Digital Account (RDA).
• Pakistan ArmyminorStrategic or Co-development PartnerGraana.com collaborated with Pakistan Army for the Flood Relief Fund initiative during the floods emergency in Pakistan.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Rightmove: UK's leading property portal and a global benchmark for listing-marketplace economics and agent subscription models. Not a competitor, but a relevant comparable for unit-economics and monetization benchmarking.
• Zillow Group: US-based online real estate marketplace and adjacent services platform. A useful international benchmark for marketplace-plus-services monetization, though it operates in a far more mature digital real estate environment than Pakistan.
• 99acres: One of India's largest property portals (Info Edge subsidiary), serving as a comparable proptech marketplace in a neighboring geography with similar emerging-market dynamics and broker-driven inventory.
• Makaan.com: Indian online real estate portal under the MagicBricks/Housing umbrella (Elara Technologies). Useful regional benchmark for South Asian proptech marketplaces, though not a direct Pakistan competitor.

Direct peers

• Lamudi Pakistan: Property-focused portal operating in Pakistan with a similar listing-and-search model. A direct marketplace competitor, though typically with smaller inventory and footprint than Zameen or Graana.
• Zameen.com: Pakistan's largest online real estate portal, directly competing with Graana across residential, commercial, and plot listings in the same major cities. Operated by the Zameen Group (part of Emerging Markets Property Group) and is the most comparable Pakistani peer by model and audience.
• Bayut Pakistan: South Asia / MENA property portal (originating in UAE) that has expanded into Pakistan, offering similar buy/sell/rent listings with a focus on verified inventory and agent tools. Closest international-style competitor to Graana in Pakistan.

Broad incumbents

• OLX Pakistan: General horizontal classifieds platform with a significant real estate vertical in Pakistan. Competes with Graana on listings reach but does not specialize in property-only services or value-added tools like area guides or investment projects.

Emerging players

• Zillow Pakistan equivalent / Aasar (real estate classifieds): Pakistani property classifieds portal with a listing-first model targeting brokers and individuals. A smaller, emerging marketplace that overlaps with Graana on basic listing functionality but lacks the investment-platform and area-guide depth.

Regional players

• Property Finder: MENA-headquartered property portal (originally UAE) with a Pakistan presence. Comparable to Graana in marketplace mechanics but primarily regional/MENA-focused rather than Pakistan-native.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/graanacom
• YouTubeyoutube.com/channel/UCZ2yzfZUnND6hHmPpwMAjyg
• Facebookfacebook.com/graanacom
• LinkedInlinkedin.com/company/graana/mycompany
• Instagraminstagram.com/graanacom

Revenue estimate

Valuation estimate

Number of profiles

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