Abstract

Contents of online websites and advertisements by real estate companies operating in Goa suggest that newly developed properties are meant to attract urban elites from Indian metros. These investors from urban metros, such as Delhi, seek a tranquil getaway from the pollution and pressures of city life. However, more than simply Goa’s idyllic location, second homeowners desire to indulge in the region’s difference from the rest of India—Goa, after all, was a Portuguese territory for 451 years. For the Indian urban elites, investing in the state is not just about buying ‘a piece of Goa’ on which to sojourn; rather, it is about buying into what this land signifies: an exotic ‘laidback’ Goan lifestyle. Essentially, I aim to suggest that the contemporary image of Goa through real estate advertisements is fashioned for the consumption of elite buyers from Indian metros who are sold a version of Goa’s culture that evokes the Portuguese colonial past while instantiating an idyllic present. Even as the elements from colonial-era architectural style of Goa are sustained or replicated, and Goan land appropriated, Goans themselves are not factored into the commercial imaginings of the sale of these exclusive and exclusionary properties.