For the last three years, we were told the office was dying.
Turns out, it was just relocating — quietly, decisively, and at scale.
In December, one data point cut through the noise:
Global Capability Centres (GCCs) now account for nearly 40% of India’s office absorption.
Not startups.
Not speculative IT parks.
But long-term, global employers setting down roots.
This isn’t a rebound.
It’s a reset.
The future of offices in India isn’t about bringing people back — it’s about giving global businesses a reason to stay.
GCCs aren’t chasing square footage.
They’re chasing stability.
They want:
- predictable talent pools
- long-term leases
- infrastructure certainty
- campuses that feel permanent, not provisional
Which is why demand is shifting away from “CBD glamour” and towards depth markets — Hyderabad, Pune, Chennai, NCR fringes, and select Tier-2 cities.
The office hasn’t vanished.
It has grown up.
This demand behaves very differently from pre-COVID leasing.
GCC tenants:
- plan in decades, not cycles
- prioritise efficiency over flash
- care about floor plates, power, safety, ESG
- value consistency more than incentives
Translation?
Marketing the office like a lifestyle product no longer works.
This is not about rooftop cafés and fancy lobbies.
It’s about reassurance.
Earlier, office marketing asked:
“Wouldn’t you like to work here?”
GCC demand asks a quieter question:
“Can we run our business here for the next 15 years?”
That changes everything.
- From aspiration → assurance
- From “Grade A” → “Grade A, delivered consistently”
- From launch hype → operational proof
The language of office real estate is becoming less poetic.
And far more serious.
For years, offices were sold like homes.
Now, they need to be sold like promises.
Promises of uptime.
Promises of continuity.
Promises that nothing will break at scale.
No jingles required.
Just credibility.
This shift demands a different kind of thinking:
- category-level intelligence, not campaign ideas
- messaging built on proof, not persuasion
- long-form confidence, not short-term noise
The next phase of office real estate won’t be won by shouting louder.
It will be won by sounding calmer.
“Streak helped us listen to the market and respond with positioning that hit the mark. Buland became a hit from day one.”
At Streak, this is exactly what we build in our 30-Day Growth + LTV Audit: rapid creative resets tied to market shifts, and retention loops that convert opportunistic buyers into loyal customers.