The Impact of Augmented Reality (Ar) and Virtual Reality (Vr) Technologies in the Indian Real Estate Sector

This paper examines the applications and potential impact of augmented reality (AR) and virtual reality (VR) technologies in the Indian real estate sector.AR and VR are creating new opportunities for marketing, property viewing, construction monitoring, and training.However, research on the effectiveness of these technologies in the Indian context is limited.The paper reviews existing literature and identifies research gaps focused on cultural factors influencing AR/VR adoption and the impact on real estate affordability.A mixed methods approach combining secondary and primary data is used to study AR and VR trends in Indian real estate and test the impact on customer purchase behavior.The results indicate the growing implementation of AR and VR by Indian developers to provide immersive viewing experiences but limited adoption by consumers so far.Challenges around costs, technical literacy, and cultural perceptions are highlighted.Recommendations are made for developers to increase consumer education and evaluate ROI, as well as for future research on sustainability implications.