WHAT DEFINES BRANDED RESIDENCES, AND WHAT IS FUELING THEIR INCREASING POPULARITY IN THE REAL ESTATE MARKET
India’s luxury housing sector is witnessing a significant shift with branded residences quickly becoming a dominant force in the premium real estate market. Once considered as a segment, found only in a few international cities, is now expanding rapidly.
Major markets in India like Delhi NCR, Mumbai, Bengaluru and Hyderabad are seeing this growth fueled by increasing affluence, a desire for global lifestyles, and a preference for living spaces that priorities hospitality. India has already established itself as a key player in the global branded residences market. India ranks sixth globally in terms of active banded residential projects. India also accounts for almost 4 percent of the world’s supply.
WHAT ARE BRANDED RESIDENCES?
Branded residences can be described as high-end luxury homes that are designed and serviced in collaboration with well-known hospitality or lifestyle brands. They are basically homes with hotel style, turnkey services, featuring top amenities, professional management, and distinctive design, typically commanding 30 – 40 percent higher premiums over traditional luxury homes.
INTERNATIONAL LUXURY BRANDS IN INDIA
To build high end residential projects in India, developers are increasingly collaborating with international luxury and hospitality brands. In Gurgaon in sector 69, a 1.2 million square feet development – Trump Residences with 298 residences priced between 8 CR and 15 CR, was sold out on launch day with 3,250 Crore in allotments.
Whiteland Corporation has introduced The Westin Residences Gurgaon in Sector 103 on Dwarka Expressway, a nearly 20-acre project with 1700 homes priced between 6 CR and 12 CR.
In Noida, M3M India has partnered with luxury watchmaker Jacob & Co. to develop ultra – luxury residences priced between 14 CR and 25 CR, setting benchmark pricing of around 35,000 per square foot in the micro market.
Dalcore has also partnered with global design brand YOO to develop The Falcon on Gurgaon’s Golf Course Road, a project with around 96 residences priced from 10CR.
M3M India and Smart World Developers have also partnered with global fashion house ELIE SAAB to launch Signature Residences by ELIE SAAB in Gurgaon and Noida.
High net worth individuals have ever more been looking for internationally accredited homes, signifying not only excellence of design, but legacy, prestige and high-end lifestyles. These are times when consumers are not purchasing assets, but are buying identity, exclusivity and best in class lifestyles.
One example of the carefully chosen luxury neighborhoods that developers are building is the 170-acre Billioners Block Enclave in Gurgaon’s Smart City Delhi Airport where many branded residences are planned.
The segment is being shaped by a younger, globally exposed buyer base seeking hospitality – level services, stronger brand governance, and long-term asset value. Global brands are choosing partners with proven execution, design credibility and customer trust. While pricing and maintenance premium exit, buyers see them as justified by superior appreciation and experience. Cities like Mumbai, Delhi – NCR, and emerging micro markets such as Gurugram and Pune are poised to become the next hubs as branded living moves into its next growth phase.
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