Strategic Design Research for WeWork India

A Scalable Approach to Co-Working Expansion

Understanding the Challenge

When WeWork expanded into India, it was clear that a straightforward replication of its global model would not be effective. India’s diverse urban landscape, varying real estate costs, and distinct business needs demanded a localized approach.

Market Research & User Insights

To establish a solid foundation, extensive research was conducted to understand the nuances of the Indian market. This involved a comprehensive real estate analysis, user surveys, and competitor benchmarking. The findings were crucial in identifying the specific needs of different segments. Large enterprises expressed a preference for premium office solutions with long-term leases, while startups prioritized flexibility.

Designing City-Specific Workspaces

With a clear understanding of market needs, WeWork India introduced three distinct workspace models, each suited to different urban environments.

Enterprise Hubs were developed in cities like Mumbai, Bangalore, and Gurgaon, where corporate demand was high.

In cities such as Hyderabad, Pune, and Chennai, WeWork established Startup Spaces that balanced affordability with flexibility

The pay-as-you-go pricing structure allowed businesses to scale up or down as needed, making it an ideal solution for growing companies.

For cost-sensitive cities like Kolkata, Ahmedabad, and Jaipur, Budget-Friendly Locations were introduced. These spaces maintained a minimalistic design while providing essential amenities. By forming strategic partnerships with local vendors, WeWork optimized operational costs, ensuring that these locations remained both affordable and profitable.

WeWork relied on long-term corporate leases in enterprise-heavy regions, reducing the risk of vacancies.

Meanwhile, in cost-sensitive areas, the company leveraged partnerships with local service providers to keep expenses low while maintaining quality offerings.

Implementation & Business Impact

The strategic research directly influenced WeWork India’s real estate acquisition strategy, membership pricing, and workspace utilization. By aligning locations with the identified workspace models, the company ensured high occupancy rates and an optimized use of space.