TEAM CORPUS | IIM KASHIPUR

CASE - STUDY FOR INDUCTION TASK

(MBA 2020-22)

X LIFE – Accelerating Growth

Co-living is a modern form of housing where residents share living space and a set of interests,
values and/or intentions. As per a recently released report by JLL and FICCI, the shared rental
market consisted of 3.6 million beds with co-living penetration being ~2.5%. In 2023, these
numbers are estimated to swell up to 5.7 million beds with co-living’s penetration going up to
8.3%. Estimated to grow at 17% CAGR in next 5 years, co-living will be an INR 1 trillion market
opportunity by 2023.
The Indian co-living market represents a $50 billion long-term rental opportunity in India.
However, there is a severe shortage of quality affordable housing in tier-I cities and tier-II cities.
To tackle this unique problem, co-living industry has boomed and has started turning the unsold
residential properties into fully-managed shared accommodations. This has led to transition to
fully furnished and fully managed properties. Company X, which is one of the largest and fastest-
growing hospitality chains, has entered the co-living space through its venture - X Life.
Broadly speaking, there are two target customer groups - professionals and students. Both
professional and student co-living spaces were operated similarly, however, the student housing
segment is now being looked at differently due to difference in the customer decision making
journey. Parents have a big say when it comes to student housing, along with an increased focus
on safety, security and living standards.
Another way of profiling customer is through gender. While co-living spaces solve
accommodation issues for both men and women, the proportion of women has stagnated
around 30% of overall residents. Female residents focus more on safety, security and personal
comfort - requiring a deep thought on what can be done to address these concerns better.
The objective is to grasp the nitty-gritties of this sector, recognize the opportunities that lie and
build a strategy keeping in mind the overall target of achieving 10x growth.

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without the consent of Team Corpus
CASE DELIVERABLES:
1. How should X Life think about building brand awareness?
2. What should be the customer proposition for every segment and how can X Life
effectively communicate this? Clearly draw insights for every segment.
3. Analyze the needs of every segment and reflect upon the barriers that stop them from
choosing X Life.
4. How do we make X Life the 1st choice for professionals/students/women migrating to a
new city?
5. What's your one Big Idea which can help X Life to grow at an accelerated pace? Objective,
idea, impact and execution strategy, should be clearly mentioned.

CASE GUIDELINES:

• The case will be evaluated on the following parameters both for the Individual and the
group: Aesthetics of Presentation and clarity of thoughts, Approach, Feasibility of the
solution, and Effectiveness of the research conducted
• Presentation should contain a minimum of 5 and a maximum of 10 slides excluding
Introduction, References, and Thank you slide
• All the additional documents are required to be embedded as an object in the PPT
• All the assumptions should be clearly stated
• Avoid general talk and long sentences, the points should be crisp and self-explanatory
• Copy-paste work is highly unadvisable. The entire group would be considered as
defaulters for plagiarism of more than 5%. This will also have serious repercussions
• Your understanding of sector and approach followed will be the key

BUCKLE-UP!

The content of this document is confidential and should not be shared or replicated in any manner
without the consent of Team Corpus