A real estate project named ‘Sukoon Empire’, being developed in Karjat around 100 km from Mumbai, triggered a political and social storm after its promotional video advertised the township as a space “exclusively for Muslims” offering a “safe and Halal lifestyle.”
The advertisement featured a burqa-clad woman highlighting the project as one where “like-minded families sharing similar values” could live together while raising children in a “secure environment.”
Screenshots of the video went viral on social media, with critics accusing the developers of encouraging communal segregation and violating constitutional principles.
Facing severe backlash, the developers of Sukoon Empire removed the promotional video from all social media platforms. Banners of the project, which had been displayed at several spots across Mumbai, were also covered with black sheets.
The developers later issued an apology, stating they had no intention to create a communal divide but only to highlight cultural values.
On September 1, 2025, Priyank Kanoongo, a member of the National Human Rights Commission (NHRC), flagged the controversial project on X. Describing the township as a “nation within the nation,” he confirmed that the NHRC had issued a notice to the Maharashtra government seeking an explanation over the advertisement and its communal overtones.
The controversy drew sharp reactions from political leaders across Maharashtra.
Shiv Sena (Eknath Shinde faction) spokesperson Krishna Hegde questioned the motives of the developers, urging a probe:
“This kind of advertisement is divisive. The government must investigate the intent behind such a project.”
BJP spokesperson Ajit Chavan went a step further, describing the township as a step towards “Ghazwa-e-Hind”—an Islamic concept of establishing dominance over India.
“Such projects have no place in Mumbai or Maharashtra. They are unconstitutional and go against the spirit of India. Stringent action must be taken against the developers,” Chavan said.
The project is being spearheaded by Sukoon Homes Builders and Developers, a relatively lesser-known real estate firm.
The company announced Sukoon Empire as its flagship program, expected to be completed by April 2030. While marketed as a premium residential township, the branding around “Halal lifestyle” and exclusivity triggered widespread outrage, leading to its forced withdrawal.
