BENGALURU, April 29 -- Prestige Group is preparing to launch a premium senior living brand, entering a fast-growing real estate segment, a top company executive said.

The developer has identified land parcels in Bengaluru for its first projects, with an inaugural development likely in north Bengaluru. The brand will be unveiled alongside the first project launch. Prestige is also setting up a dedicated senior living vertical and has hired experienced professionals to lead the business.

"We are keen to get into senior living but we plan to do it differently. We are not looking at it as a pure real estate play, instead, it will be a hospitality type of development. We have been studying this space and we think there is an opportunity," ch...