Branded residences are not just rewriting the contours of high-end real estate in India, they’re also redefining it into a distinctive investment category. These properties are rapidly shifting from rarefied luxury to offering an enduring, brand-backed investment that blends lifestyle and legacy.
Branded Residences differ from conventional luxury homes. These properties are associated with globally recognized brands, often from the hospitality sector but increasingly from the fashion, automotive, and lifestyle industries as well. They embody the brand’s signature service and design standards, creating a lifestyle experience rooted in exclusivity. Over the years, branded residences as a category have grown by over 170% and are expected to grow further (Savills 2020).
Initially, these residences were extensions of nearby hotels, providing exclusive hotel services such as concierge, valet, and housekeeping. The branded residences concept dates back to 1927, when New York’s iconic Sherry-Netherland Hotel partnered with the renowned Sherry’s restaurant, paving the way for today’s branded living experiences.
Over time, the branded residence concept evolved far beyond hospitality perks. They are celebrated across the world for their exclusivity, meticulous design, technology, world-class standard of living, and service excellence. Branded residences typically hold a 31% higher value than similar non-branded properties (Knight Frank 2012).Today, these homes include a suite of wellness and lifestyle amenities such as pools, spas, private dining, and even artfully curated experiences catering to the tastes of sophisticated buyers.
Non-hospitality brands like Versace, Armani, YOO, and Trump Towers have also entered the market, delivering a lifestyle rooted in the allure of a globally recognized brand, while blending world-class services. YOO has been a leading name in the non-hotel branded residences category, with 98 projects across 47 cities and 36 countries.
Branded Residences typically fall into two categories:
1. Standalone Branded Residences– These properties, often built without adjoining hotels, focus on providing exclusive living without shared hospitality amenities. Notable examples include the Trump Towers, YOO, Armani Residences, Bugatti Residences, and many more.
2. Integrated Branded Residences with Hotels – These projects feature both residential and hotel components, allowing residents to enjoy a wide range of hospitality services. Three Sixty West in Mumbai stands as a prime example, blending residential living with access to Ritz Carlton hotel amenities. Upcoming developments, such as the Westin Residences in Gurugram (set to be India’s largest branded residences project globally) and JW Marriott Residences in another major city, further exemplify this model.
Worldwide, there are over 105,000 branded residence units across 750 projects, with India capturing a 3% share of this market. By 2027, the number of these projects is expected to rise by nearly 60%, reaching around 1,200 projects (Economic Times, 2024).
Internationally recognized brands like YOO, Trump Towers, Marriott, Accor, Wyndham, Swarovski, along with leading Indian brands such as IHCL (Indian Hotels Company Limited) and Oberoi, are expanding their branded residences in India. While branded residences are already popular in cities like Mumbai, Delhi, and Pune, they are also expanding into emerging markets such as Bhubaneswar as India’s luxury property demand grows.
Bhubaneswar’s real estate market is set up for substantial growth, supported by a strong baseline of economic development and increasing demand for luxury living. The city is rapidly evolving as a hub for IT and education, attracting professionals and businesses. The interest in upscale living experiences reflects the region’s growing aspiration for elevated lifestyle choices, making Bhubaneswar an emerging luxury market with significant potential.
The launch of Odisha’s first branded residences, DN YOO Odisha, by DN Homes in collaboration with YOO and internationally acclaimed designer Philippe Starck, marks a new era for Bhubaneswar’s luxury real estate. Offering 3 and 4-bed branded residences across 3 three towers, this project offers state-of-the-art amenities such as 3 outdoor swimming pools, herb garden, sky gardens, sky terraces, an exclusive 44,000 sq.ft. clubhouse, etc. This project marks the third project of Philippe Starck in India and the first-ever in East India
The growth of India’s branded residences is strongly driven by the lifestyle expectations of high-net-worth individuals (HNWIs) who live globally and often own properties around the world. They now seek similar standards of design, architecture, technology, and service here in India, mirroring the experiences they enjoy internationally.
Over the past two decades, branded residences have secured a firm place in luxury real estate. Surviving the 2008 recession and demonstrating impressive recent growth, it seems like this concept is here to stay!
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.