In an ever-changing world, the success of any business depends on one key factor: how effective the company’s sales leader is. The challenging economic times require a leader who can exemplify the characteristics of being agile and savvy and is invested in the success of their team and the company. CEO Insights exclusive team engages in a conversation with one such effective Sales & Marketing leader, Aseem Agarwal, Co-Founder, Squarea Consulting, who holds over 15 years of extensive experience across the Real Estate, Banking & Financial Services sector and is equipped with the qualities needed to guide teams through uncharted waters.
Luxury real estate today is defined by more than just prime locations and exquisite design, it is about identity, association, and the influence of a globally recognized name. For Ultra-High-Net-Worth Individuals (UHNIs), a home is not just a place to live but a reflection of personal taste, influence, and a carefully curated lifestyle. This evolving mindset is reshaping India’s luxury housing market, driving a clear shift towards signature residences by luxury brands over traditional luxury homes.
In recent years, this segment has moved from niche to mainstream. Branded residences command a 30% price premium globally on average, yet continue to experience strong absorption, particularly in luxury growth markets like India. The demand is no longer just about luxury, it’s about what the brand signifies: status, trust, lifestyle, and investment stability.
Branded Residences: A New Language of Luxury
Unlike conventional high-end homes, a branded residence is created in partnership with an international brand. Collaborations span across fashion, hospitality, design, and automotive brands such as Armani, Versace or Four Seasons, names that already hold strong recognition in the minds of buyers. These partnerships introduce a specific design approach, a high-end service model, and a commitment to quality that differentiates these residences within the high-end real estate market.
While the concept originated in the early 20th century, it has evolved into a strategic asset class, combining high-end living with brand-driven desirability. Today, buyers’ high-net-worth lifestyle choices are acting as a driving force behind the rise of branded residences over traditional luxury homes.
Why UHNIs Gravitate Towards Branded Residences
As seen earlier, for Ultra-High-Net-Worth Individuals, the value of a property is increasingly defined by the lifestyle it offers and the narrative it holds. What truly sets branded residences apart from traditional luxury homes is the ecosystem of access, service, and elevated living that comes with them.
Key differentiators include:
Ultimately, these homes align with evolving high-net-worth lifestyle choices, where emotional resonance, brand identity, and exclusivity carry equal weight as tangible specifications.
Investment Value: Why Branded Real Estate Delivers More
Branded residences offer distinct investment advantages over traditional luxury homes, delivering stronger capital appreciation, higher rental yields, and better resale value. Their exclusivity is maintained through limited inventory and sustained demand, while brand affiliation enhances buyer confidence and market desirability. Additionally, professional asset management ensures consistent upkeep, preserving long-term value and making these properties particularly appealing to high-net-worth tenants and international investors.
As per a recent report on exclusive high-end property market insights, the branded residence segment in India is poised for a 60% growth by 2027, reflecting sustained confidence in this model among both investors and developers. These properties are more than just high-end real estate, they offer a refined living experience while delivering strong investment potential and long-term value.
Pune: An Emerging Market for Branded Residences
Mumbai and Delhi NCR remain key hubs for luxury real estate, but Pune is seeing increased activity in the branded residences segment. Rising income levels, ongoing urban development, and a growing base of high-net-worth individuals (HNIs) are driving demand. With an expanding portfolio of luxury developments, Pune is positioning itself as a viable market for branded residences within India’s luxury real estate landscape.
Signature branded projects in the city include:
Luxury living is evolving, moving beyond grandeur to personal identity and beyond expansive spaces to meaningful design. Ultra-luxury residences today are as much about aspiration as they are about financial performance. Branded residences, in particular, stand at this intersection, offering exclusivity, lasting value, and a sense of belonging. With limited availability and strong demand, they continue to shape the future of India’s high-end real estate market.
At SQUAREA, our team of experts understand that luxury is no longer transactional, it’s transformational. Whether you’re acquiring a legacy asset or investing in your next statement home, we bring you access to the finest branded residences India has to offer. For more details, get in touch with us at hello@squarea.io or contact +91 90 9641 9641
Luxury real estate in India is not just evolving—it’s booming. Luxury housing sales in India, particularly for units priced at ₹4 crore and above, recorded a 37.8% year-on-year growth during the January-September 2024 period, according to CBRE. The surge underscores sustained demand from both end-users and investors. High-end living is no longer a niche, it’s a defining choice for the discerning. Let’s deep dive into what’s causing this shift in buyer behavior.
India’s luxury residential market is evolving, driven by changing buyer preferences and a younger, globally exposed demographic. With nearly 20% of the country’s HNIs now under 40, demand is shifting towards smart, sustainable, and experience-driven living.
Post-pandemic lifestyle changes have further fueled the preference for expansive homes with dedicated wellness zones and workspaces. Branded residences are also gaining traction, offering assured quality and premium amenities. As developers respond to these trends, luxury real estate continues to position itself as both an aspirational choice and a stable investment avenue.
India’s luxury and ultra-luxury housing segments continue to gain momentum, with the total sales value of ultra-luxury homes across the top seven cities reaching approximately ₹4,754 crore in 2024—marking a 17% increase from the previous year (Anarock Research). This surge highlights growing investor confidence in high-end real estate as a resilient and profitable asset class.
Several factors contribute to the strength of this segment:
Developers are expanding their ultra-luxury portfolios to meet this demand. Notably, DLF’s latest ₹4,000 crore project near Delhi saw all 173 units sell out within weeks, reinforcing the market’s strong appetite for high-end living. With evolving buyer preferences, rising disposable incomes, and increasing institutional investments, luxury real estate remains a key driver of India’s residential market.(Reuters).
While Mumbai and Delhi have traditionally dominated India’s luxury housing market, Pune is fast emerging as a prime destination for high-end real estate investment. With a rising base of high-net-worth individuals (HNIs), a thriving IT and business ecosystem, and improving infrastructure, the city is witnessing a surge in demand for premium residences.
Key micro-markets such as Koregaon Park, Kalyani Nagar, and Baner have become hubs for luxury living, offering world-class amenities, contemporary architecture, and exclusive lifestyle experiences. Branded residences, expansive penthouses, and tech-enabled smart homes are increasingly shaping Pune’s high-end residential landscape.
Unlike Mumbai, where luxury real estate comes at a steep premium, Pune still offers a relatively attractive entry point for investors. The combination of strong rental yields, capital appreciation potential, and a growing affluent buyer base makes Pune a compelling market for both end-users and long-term investors looking to diversify their real estate portfolios.
Over 80% of developers anticipate an increase in housing demand from NRIs, driven by India's attractive investment landscape and favorable regulatory environment (Colliers). While emotional ties remain a factor, NRI investors are increasingly drawn to premium properties for their global-standard amenities, strong rental yields, and long-term wealth preservation.
Favorable exchange rates, simplified digital buying processes, and improved transparency in real estate regulations have made investing in India more seamless than ever. Among emerging investment hubs, Pune stands out due to its robust infrastructure, cosmopolitan lifestyle, and high-quality educational and healthcare institutions. Areas like Kalyani Nagar, Koregaon Park, and Baner offer luxury residences that cater to global living standards, making Pune a strategic choice for NRIs looking to invest in high-end real estate with both lifestyle and financial returns in mind.
The road ahead is promising. As per a joint report by Knight Frank and the National Real Estate Development Council (Naredeco), India’s real estate sector is projected to reach $5.8 trillion by 2047, with its contribution to GDP expected to double from 7.3% to 15.5%.
As aspirations continue to rise and wealth creation deepens, luxury real estate in India will remain a powerful asset class, blending emotional fulfillment with robust financial returns. And in that narrative, Pune luxury real estate will continue to be a frontrunner, driven by sound fundamentals, long-term growth potential, and an evolving urban lifestyle
Additionally, regulatory reforms, enhanced transparency, and a maturing real estate ecosystem are making luxury housing a more attractive and secure investment. With India’s HNI population expected to grow at a double-digit rate in the coming years, the appetite for luxury real estate will likely remain strong. Looking ahead, the sector is set to expand beyond just homes—integrating mixed-use luxury developments, curated experiences, and global partnerships to redefine high-end living in India.
In a market where timing, insight, and access make all the difference, SQUAREA brings you closer to India’s most elite addresses. Whether you’re expanding your high-end real estate portfolio, exploring investment opportunities as an NRI, or acquiring your first ultra-luxury residence in Pune, we offer expert curation and discreet advisory tailored to your needs. For more details, get in touch with us at hello@squarea.io or contact +91 90 9641 9641
PUNE, MAHARASHTRA, INDIA, February 13, 2025 / EINPresswire.com / -- This Sunday, 16th February, SQUAREA presents GIME 2025, Pune’s first-of-its-kind Global Investments, Mobility & Education Roadshow, in partnership with Henley & Partners at Hyatt Pune, Kalyani Nagar. This exclusive event is designed for investors, entrepreneurs, and families looking to secure global residency and citizenship through investment-led routes. As economic landscapes evolve and international mobility becomes increasingly valuable, GIME 2025 will host global experts and offer strategic guidance into International Golden Visa, Permanent Residency, and Citizenship Programs, through cross-border wealth planning, investment, and business expansion routes.
The event will host programs and country experts from the United States, United Kingdom, Canada, Greece, Portugal, and Latvia. Key programs up for discussion will include the U.S. EB-5 Immigrant Investor Visa, which offers an expedited route to the U.S. Green Card; Portugal’s Golden Residence Permit, a preferred option for those looking to secure Schengen residency through investment; and Canada’s Start-Up Visa Program, designed for tech entrepreneurs aiming to establish and scale businesses in North America. The event will also offer Greece’s Golden Visa, the United Kingdom’s Business Investment and Citizenship Program, and Latvia’s Residency by Investment Program. Alongside, UAE’s Golden Visa Program will also be present.
In an era where investment migration is increasingly becoming a critical component of growth and lifestyle planning, GIME 2025 aims to bridge the gap between investors and global opportunities.