With the aim to capture the ever growing market of affordable houses in India. The Shapoorji Pallonji Group has recently launched Joyville as its affordable housing brand. The group is targeting to build 20 million sq ft of residential space under this brand over the next 6-7 years as part of its Phase-I plan for affordable housing. The projects would come up in Pune, Mumbai, Chennai, Ahmedabad, Kolkata and Bengaluru.