Keystone Realtors Limited, which markets all its residential projects under the Rustomjee brand, was founded in 1995 and has established itself as a prominent real estate developer in the Mumbai Metropolitan Region (MMR). Within that metropolitan footprint, Juhu has been one of its most sustained commitments. Rustomjee launched the Elements luxury gated community project in Juhu in 2011, and the neighbourhood has continued to attract the developer's attention in the years since. To date, Keystone Realtors has delivered over 26 million square feet of constructed area, with a pipeline of over 40 million square feet in development.
Across its Mumbai portfolio, the company has delivered a diverse range of projects, from residential buildings and premium gated estates to townships, corporate parks, and retail spaces, catering to affordable, mid-market, aspirational, premium, and super-premium segments. In Juhu specifically, its positioning has been firmly at the premium end of that spectrum.
Before examining the current active project in the neighbourhood, it is worth understanding the footprint that preceded it. Situated in Upper Juhu, Rustomjee Elements occupied a sprawling 5-acre prime site — described at the time as the largest of its kind in the suburban belt — and was designed by Hong Kong-based architect James Law Cybertecture. It offered spacious limited-edition 3, 4, and 5 bedroom residences fringing a landscaped courtyard, complete with water bodies, pathways, and tropical softscapes.
Elements received its Occupation Certificate progressively across wings A, B, D, E, F, and ultimately G, with the final G Wing comprising limited 3 BHK garden-view residences starting at Rs. 11.99 Cr. The project sits beside the DN Nagar Metro Station, which simplified daily commuting for residents. The project received recognition from ET Now Real Estate Awards 2018 and the National Awards for Excellence in Real Estate and Infrastructure 2017, among others. Elements is now a delivered, occupied community and serves as the clearest evidence of what Rustomjee's Juhu-tier product can look like at completion.
Rustomjee Ashiana is a newly launched residential project located on 10th Road of Juhu, Mumbai, offering 3 and 4 BHK apartments that incorporate several innovative features to enhance comfort and sustainability. The address is specific: Plot No. 6, N S Road Number 10, Gulmohar Road, JVPD Scheme, Juhu, Mumbai, Maharashtra 400049.
Scale and density are deliberate here. Spread across approximately 0.20 acres, the development features a single tower rising to B+G+10 storeys and comprises around 27 units in total. Privacy is a defining characteristic: each floor houses only three homes, a configuration that reduces noise and increases personal space for residents. Unit sizes range from 1,214 sq ft to 1,955 sq ft, and prices begin at Rs. 8.75 Cr, with possession expected by February 2027.
The architecture departs from the standard glass-and-aluminium finish that predominates in Mumbai's new-build market. The G+10 signature brownstone elevation offers 3 and 4 BHK residences with grand decks. The ageless brick-cladding exterior projects a classic character, reflecting an intent to blend tradition with contemporary functionality.
In terms of amenities, the project is vertically oriented to match its single-tower footprint. A rooftop lounge is an exclusive offering for Ashiana residents, and the rooftop programme extends to a café and cinema for leisure and entertainment. The broader amenity stack includes a fitness centre, infinity pool, landscaped garden, gymnasium, and a multi-tier security system.
The project's RERA registration was filed with the Maharashtra Real Estate Regulatory Authority. Rustomjee Ashiana is registered under MahaRERA with registration number P51800049755, dated February 2023.
Juhu's geometry makes it scarce by definition. It is bounded by the Arabian Sea to the west, Versova to the north, Vile Parle to the east, and Santacruz to the south, which places a hard limit on developable land within the locality. That constraint underpins the price floor. Property prices in Juhu in 2025 range from Rs. 38,750 to Rs. 64,350 per sq ft, with consistent annual growth of approximately 6.9%.
Rustomjee Ashiana's asking rate of approximately Rs. 75,300 per sq ft — based on the median price reflected in marketplace listings — sits at the upper end of the locality's transactional range, reflecting the project's tight unit count and boutique positioning. Mumbai's luxury housing market, covering properties above Rs. 4 Cr, surged 53% in 2024, with Juhu identified as a primary beneficiary of that trend.
The connectivity picture for Ashiana residents centres on three links. The project is a short drive from the Western Express Highway, CSM International Airport, and the domestic airport. Vile Parle Railway Station, part of the Western Line of the Mumbai Suburban Railway, is approximately 3 km away. The DN Nagar Metro Station on the Yellow Line (Line 2A) anchors the area's rapid transit access — the station on the Yellow Metro Line is barely 3 km from the Prem Nagar area within Juhu.
Social infrastructure around Ashiana is dense. Nearby landmarks include CP Goenka International School, NMIMS University, and an Advanced Multispeciality Hospital. Jamnabai Narsee School, Maneckji Cooper Education Trust School, and Ecole Mondiale World School are all within approximately 2–3 km. Nanavati Hospital is approximately 6 km away, Cooper Hospital around 4 km, and Criticare Hospital approximately 2 km from the project. The ISKCON Juhu temple is 0.8 km from the site.
Rustomjee's model in the MMR is not that of a land-banking developer. A key strategic focus for the company is an asset-light model, with significant emphasis on redevelopment opportunities within the MMR. Juhu — a suburb where old bungalow plots are being redeveloped into modern high-rise towers — fits that model directly. The company has track record across lifestyle projects, high-value standalone buildings, gated communities, integrated townships, redevelopments, and stalled projects, giving it a toolkit suited to the complexity of building in an already mature urban neighbourhood like Juhu.
In Q1 FY26, the company launched three new projects with an estimated Gross Development Value of Rs. 40 billion, and secured three additional new projects adding a GDV of Rs. 77.27 billion, surpassing its full-year FY26 guidance for new project additions. That pace of business development signals an organisation that is expanding its pipeline, not contracting it — relevant context for a buyer evaluating the developer's near-term capacity to deliver.
For a buyer tracking Rustomjee in Juhu today, Rustomjee Ashiana on 10th Road is the active project: a single low-density tower, boutique unit count, distinctive brick elevation, rooftop amenities, MahaRERA registered, and targeting February 2027 possession.