– A first-of-its-kind initiative offers women a 3% edge in the real estate game
Bengaluru, 19th March 2025: Luxury real estate leader Ashwin Sheth Group (ASG) has partnered with RED FM to amplify its bold new ‘Pink Perk’ campaign- an initiative that challenges financial biases against women and offers an exclusive 3% savings across all ASG projects. As part of this collaboration, RED FM and RJ/Actor Malishka Mendonsa, brought the conversation on financial equality and homeownership to the forefront with a special studio shift to Ashwin Sheth Group’s Edmont site (Kandivali East).
During the live broadcast, Malishka engaged with listeners, shedding light on the importance of financial independence for women and how initiatives like ‘Pink Perk’ can help bridge the gap in homeownership. Through this on-ground activation, ASG and RED FM created a powerful platform to spark dialogue around gender inclusivity.
“The pink tax is something many women may not even be aware of, yet it subtly affects our everyday choices. It’s essential to question why products marketed to women often come at a higher price. As more women step into financial independence, it’s important to make informed decisions about our purchases. My message to every woman is this- own your choices, own your success, and most importantly, own your home. After all, your first home is your stake in the future,” said Malishka Mendonsa from ASG’s Edmont site.
Speaking on the initiative, Bhavik Bhandari, Chief Sales and Marketing Officer, Ashwin Sheth Group, said, “The ‘Pink Perk’ isn’t just about savings- it’s about shifting the narrative. Women’s earning capacities are increasing, they are making smarter investments, and shaping the economy, yet they face systemic financial disadvantages. We’re taking a stand by offering real, tangible value- a direct 3% savings on home purchases. This is our way of championing equality in one of the biggest financial decisions of their lives.”
Sudarshan Banerjee, Vice President, Marketing at Ashwin Sheth Group, added, “Women have been breaking glass ceilings across industries- why should real estate be any different? Partnering with Red FM allows us to ignite a much-needed conversation around financial inclusivity and homeownership. The ‘Pink Perk’ is our way of making a real difference- not just in words, but in action.”
ASG’s ‘Pink Perk’ is a step toward bridging the gender wealth gap in homeownership. The initiative acknowledges the financial roadblocks women face and offers a powerful incentive for them to claim their space in Mumbai’s skyline. The 3% ‘Pink Perk’ savings is available for all women homebuyers across ASG’s Mumbai projects until March 31, 2025 (T&C apply). More than just a campaign, it’s a clarion call for financial freedom- one that ensures women don’t just dream big, but own big.
