Purple Plush Group

For Purple Plush Group, creating a home in Goa is about more than building a property. It is about understanding the land, responding to its surroundings and creating spaces that allow people to experience the state at a slower, more personal pace. Founded by Ashish Malhotra, the group has built its work around understated design, careful execution and a direct, trust-led relationship with its clients.

Ashish comes from a jewellery background and continues to work as a jeweller in New Delhi. His experience with precious materials has shaped his appreciation for proportion, craftsmanship and attention to detail, qualities that have naturally carried into his approach to residential development. His interest in architecture, beautiful spaces and hospitality further influenced the way he envisioned homes, with luxury defined not by excess, but by thoughtful choices that remain relevant over time.

From a Farmhouse to Goa

Purple Plush Group began with an unexpected success. Ashish had built a luxury farmhouse in Sohna, near Gurugram, as a private getaway. The property later attracted guests through Airbnb, receiving a positive response for its design, atmosphere and overall experience. The response encouraged him to explore residential development on a larger scale.

Goa emerged as the natural next destination. Ashish noticed a recurring sentiment among visitors: after spending time in the state, many wished they could have a home there. The attraction extended beyond the beaches to Goa’s greenery, privacy, slower pace and ability to offer a break from urban life. This understanding became the foundation for Purple Plush Group and its focus on premium residences, particularly across North Goa.

Understated Luxury, Built on Trust

At the heart of the group’s philosophy is a straightforward belief: a developer must be honest about what is being created and what can actually be delivered. For Ashish, real estate is fundamentally built on trust, making transparency an important part of both the process and the client relationship.

The group favours understated luxury over unnecessary embellishment. Rather than adding features simply for visual impact, its approach centres on selecting appropriate materials, maintaining good proportions and executing details correctly. The emphasis extends beyond how a residence appears in photographs. Functionality, durability and the experience of living in the space are considered equally important.

Communication forms another essential part of this approach. Purple Plush Group aims to maintain realistic timelines, clear commitments and direct conversations throughout a project. Construction inevitably brings challenges, but the group believes that addressing them openly and responsibly is more valuable than offering vague assurances.

This philosophy has also shaped its growth. With more than 16 projects delivered and over 200 keys handed over, a significant part of the group’s business has developed through repeat clients and referrals.

Starting With the Land

For Purple Plush Group, every project begins with its setting. The group remains closely involved in land acquisition, design and construction, recognising that decisions made at the earliest stages influence everything that follows.

Before a design takes shape, the site is studied closely. The team considers the direction of natural light, available views, privacy, vegetation and the way a property can respond to Goa’s heat and monsoon conditions. Rather than imposing a predetermined design on every site, the intention is to understand its character and allow that understanding to influence the eventual residence.

During construction, attention turns to materials, finishes and smaller details. The group views premium quality as the cumulative result of numerous decisions made correctly rather than a single dramatic feature. Architects, consultants, contractors and site teams work closely throughout the process, with materials reviewed, details discussed in advance and progress monitored regularly.

The principle is simple: quality cannot be added at the end of construction. It has to be considered from the first drawing through to the final handover.

Homes With Their Own Identity

Purple Plush Group does not aim to make every development look alike. Each site has its own character, and the residences are designed to respond accordingly. Yet certain principles remain consistent across its portfolio: privacy, comfortable proportions, natural light, considered landscaping and a strong relationship between indoor and outdoor spaces.

The group also considers how a residence will actually be used. A second home may serve as a holiday retreat, but it should also provide the comfort required for longer stays with family. Storage, movement through the house, natural light and the relationship between rooms are therefore treated as practical design considerations rather than afterthoughts.

The same thinking extends to durability. Instead of following short-lived design trends, Purple Plush Group focuses on proportions, lasting materials and flexible spaces that can remain relevant for years. Goa’s humidity and monsoon conditions also influence decisions around construction and material selection.

Contemporary Homes Rooted in Goa

Goa’s landscape and architectural heritage provide an important context for the group’s work. From its greenery and village life to traditional architecture and distinct local character, the state influences how a residence is conceived and experienced.

Even within North Goa, the character of individual locations varies considerably. Moira, Socorro, Assagao, Sangolda and Reis Magos each offer different surroundings, whether defined by greenery, fields, valleys or village roads. Purple Plush Group seeks to understand these distinctions before beginning the design process.

Courtyards, verandas, shaded areas, natural ventilation and landscaping can all become relevant responses to the environment. However, the intention is not to reproduce one stereotypical interpretation of Goan architecture. Instead, the group seeks to create contemporary residences that remain connected to their surroundings and the character of the place they occupy.

Beyond Residences

As the business evolved, Purple Plush Group expanded beyond individual villas into residential communities, boutique hospitality-led developments and structured partnerships with landowners and investors. This broader scope eventually led to the creation of the Purple Plush Group identity, bringing its different areas of work under one brand and providing clients and partners with a clear point of accountability.

Its partnership models include joint ventures, project participation and land aggregation. Depending on the project, the group can be involved in assessing land, developing the concept, overseeing design and managing construction and delivery.

Rather than applying a fixed model, the group first seeks to understand the objectives of the landowner or investor and establish whether there is genuine alignment. Clear responsibilities, expectations and financial structures are considered essential from the beginning, creating a more transparent foundation for the development.

Building for the Way People Live

The group's understanding of a home extends beyond aesthetics. Its residences are intended to support everyday life, whether that means a family spending a few weeks in Goa or using the property for extended periods.

This means considering how people enter and move through a home, where natural light falls, where storage is needed and how indoor areas connect with gardens, terraces and other outdoor spaces. These seemingly simple decisions can determine how comfortable and useful a property remains over time.

For Purple Plush Group, a successful residence is ultimately one that continues to be enjoyed by its owners. Its value lies not only in its physical form, but in the experiences it enables: unhurried mornings, time with family and a stronger connection to the environment around it.

A Wider Vision for Second Homes

The next phase for Purple Plush Group is centred on thoughtful expansion. While the group currently operates within the mid-segment second-home market, it plans to broaden its portfolio to address different levels of demand.

At one end, it is exploring apartment developments that can offer buyers a more accessible route to owning a home in Goa. At the other, it is looking towards larger estates designed around greater space, privacy and exclusivity. The objective is to expand the range of residences without compromising the personal involvement and quality standards that have shaped the business so far.

For Purple Plush Group, growth is therefore not simply about increasing the number of properties. It is about creating a wider selection of considered homes while retaining the principles that have guided the company from the beginning: thoughtful design, honest communication, dependable execution and respect for the setting.

Ultimately, Purple Plush Group seeks to create more than addresses in Goa. Its vision is to give people spaces where they can pause, reconnect and experience the state on their own terms. In its own words, the idea can be summed up simply: Own Your Escape.