How Branded Homes Are Shaping The Future Of Luxury Housing In India

Once a niche concept associated largely with global hotel chains and ultra-high-net-worth buyers (UHNI), branded residences are fast becoming one of the most transformative segments of India’s residential real estate market. A series of structural shifts — from post-demonetisation consolidation and tighter regulation to changing millennial aspirations and rising global investor interest — has steadily tilted the balance in favour of large, trusted developers and internationally-recognised brands.

Today, branded homes are no longer just about prestigious addresses; they promise curated lifestyles, professional management and stronger long-term value. As demand expands beyond top metros into emerging cities and lifestyle destinations, the segment is entering a decisive growth phase that could redefine how Indians buy, live in and invest in luxury housing over the next decade.

Biggest Factors Propelling The Surge In Branded Residences In India

According to industry experts, the impact of demonetisation (DeMo) was felt as early as H2 2016. While branded developers accounted for about 40 per cent of residential supply in H1 2016, their share rose to 46 per cent in H2 2016—the DeMo period—narrowing the gap with non-branded players.

“Thereafter, the shift accelerated, with supply from branded developers eventually overtaking that of non-branded ones. This tectonic change in India’s residential real estate sector is the natural outcome of several structural catalysts,” says Anuj Puri, Chairman, ANAROCK Group.

For instance, multiple policy reforms have left little room for growth to smaller developers and absolutely none for outright fly-by-night players, who are exiting the market rapidly.

Smaller developers often now join hands with their branded, better-capitalized counterparts – effectively reducing their numbers. The gap between the branded and non-branded players is most likely to widen in favour of the former.

Also, millennials’ preference for branded products is no longer limited to electronic goods, fashion and furniture – it now extends to their choice of homes as well. “Branded homes are perceived to be superior in terms of lifestyle quotient as well as investment value appreciation. Increasingly, millennials will compromise on property size in favour of a well-known developer brand which ensures high-grade locations, construction quality and project amenities,” informs Puri.

Significant Trends Shaping The Next Phase Of Branded Homes In India

Branded homes are going through big changes in many areas. There is a clear shift away from traditional hospitality-driven services towards personalised wellness experiences, smart home integration, and sustainability features. Ultra-luxury projects now focus on bespoke customisation, private art galleries, and full-service spas.​

“The buyer profile is changing a lot, too. UHNWI and NRIs are putting more value on lifestyle experiences than just high-end addresses. Demand fuelled by investment is going up, especially among buyers looking for properties that are good for rental income streams and will keep and grow their worth over time,” says Puri.

Robin Mangla, President, M3M India, says, “Design is becoming more wellness-centric, sustainable, and tech-enabled, with homebuyers prioritising air quality, biophilic architecture, automation, and hotel-style services. Partnerships are also expanding with global hospitality, fashion, and lifestyle brands collaborating with Indian developers to create differentiated, experience-driven offerings. Buyer profiles are widening too beyond ultra-HNIs; a new class of affluent professionals and investors is embracing branded homes for their credibility, premium resale value, and managed living ecosystem. Collectively, these trends indicate a more sophisticated, experience-led future for branded residences in India.”

Driven by all these factors, according to ANAROCK data, India's market for branded housing is growing quickly, and by 2031, it is expected to be the sixth largest in the world, with a 200 per cent increase. These residences cost 20-40 per cent more than non-branded luxury options, and Delhi-NCR, Mumbai, Bengaluru, and Pune make up over 70 per cent of all projects currently being built.

How Global Luxury And Hospitality Brands Pick Indian Partners And Prime Locations

While picking Indian partners, global luxury and hospitality brands focus on the developer's reputation, financial strength, and knowledge of the local market, and on tier-one metros like Delhi-NCR, Mumbai, Bengaluru, and Pune, which have a lot of HNIs and UHNIs. They also go for lifestyle destinations like Goa, Coorg, and Solan, where traditional hotels don't operate as much.

Such brand tie-ups give developers a lot of strategic advantages. For one, branded homes sell for 20–40 per cent more than non-branded luxury properties, and sell faster. “Their partners gain access to global HNWI networks, hotel-grade management services, and enhanced brand credibility that accelerates absorption. For hospitality brands, such projects provide a way to capitalise on markets where standalone hotels are usually not very profitable - In short, a win-win for all concerned,” observes Puri.

How Do Branded Residences Compare With Non-Branded Luxury Projects

Globally, branded homes cost anywhere between 20-40 per cent more than non-branded luxury properties, on average. Professional hotel-grade management raises maintenance costs by 2–3 per cent a year, but this keeps property standards high.

Branded homes also have a better long-term value when it comes to appreciation. In India's burgeoning market, branded homes have historically gone up in value quickly than established worldwide markets, and strong demand keeps prices high over time. Branded units have higher rental yields than non-branded units (6–8 per cent vs. 4–5 per cent), which means they provide higher passive income and capital growth.

Key Regulatory, Design And Operational Hurdles In Branded Residences

According to industry experts, there is some ambiguity about how RERA applies to branded homes, especially when it comes to rental pooling arrangements and mixed-use complexes where residential units and hospitality businesses combine.

Sudeep Bhatt, Director Strategy, Whiteland Corporation, says, “Developers must navigate stringent brand guidelines, detailed compliance processes and multi-agency coordination. Regulatory complexity increases when hospitality protocols are integrated into residential frameworks. Design challenges arise when aligning global standards with local codes. Operationally, ensuring consistent service delivery over decades is essential. Selecting execution partners capable of meeting international benchmarks is crucial for achieving precision, sustainability and timely completion at scale.”

Puri points out that maintaining five-star hospitality standards, while very profitable, gives rise to challenges when setting up clear rules between brands and RWAs. Also, dealing with many stakeholders who have different interests is an operational problem. “Infrastructure accessibility, pricing calibration, cultural compatibility with target populations, and brand promise execution all pose significant risks. Many initiatives fail because of bad market research or not enough examination of the site,” he warns.

Next Hubs For Branded Residences

Pune, Hyderabad, Jaipur, Panaji, Coimbatore, and coastal cities like Goa and Alibaug are all up-and-coming tier-two cities that are likely to become the next big centres. Pune is the fastest-growing tier-two city, thanks to buildings like Trump Towers and YOO Pune, which take advantage of good infrastructure and wealthy residents.

“In the short to medium term, branded residences will expand beyond traditional luxury hubs into high-growth, infrastructure-led micro-markets. Cities like Gurugram, Noida, Bengaluru, and Mumbai will continue to lead, supported by global corporate presence and maturing luxury demand. Emerging corridors such as Dwarka Expressway and Golf Course Extension Road are poised to become the next strongholds as connectivity and premium buyer segments deepen. The segment will evolve toward wellness-driven design, hospitality-led services, and greater collaboration with global luxury, fashion, and lifestyle brands,” says Mangla.

Rajat Khandelwal, Group CEO, Tribeca Developers, says, “The demand for branded luxury homes is not a passing trend – it is the future of ultra-premium real estate. As wealth creation accelerates and buyers become more discerning, they will continue to seek properties that offer more than just opulence. They want curated experiences, a guarantee of excellence, and the prestige that comes with a name that stands for something greater.”

Over 5–7 years, the segment can expect close to 200 per cent growth, reaching 20-30 new projects across India by 2028. “Market changes will focus on resort-style living, design that promotes health and wellbeing, sustainability, and making rental programmes easy to access for investors. By 2031, non-luxury mid-scale brands will have over 35 per cent of the market, up from 25 per cent now,” says Puri.

This shift will take branded living beyond UHNI buyers. Asia-Pacific will emerge as the global epicentre, with India contributing close to 40 per cent of new APAC launches, cementing its leadership in branded housing.