Summary of this article
India has found a place among the world's top 10 markets for branded homes, according to a new Savills report.
The number of branded residential projects worldwide is expected to cross 2,000 by 2040, spread across more than 100 countries.
Buyers are paying more for branded homes, with the average price premium rising to 38% globally from 33% last year.
A home with a familiar hotel or lifestyle brand attached to it is finding more takers across the world. India, too, is part of this market. It features among the top 10 countries for branded residences, according to the latest report by property consultant Savills.
The Savills Branded Residences Report 2026/2027 comes at a time when developers in several countries are looking beyond conventional luxury housing. Partnering with an established hotel, fashion or design brand gives them another way to position a residential project and attract buyers willing to pay more for the association.
The numbers suggest that this is no passing trend. Savills estimates that the global branded residences market will grow 24 per cent by the end of 2026, compared with 8 per cent in 2025. The Middle East and Africa are expected to lead, with growth of 51 per cent. Europe is projected to grow 25 per cent, Asia Pacific 19 per cent and the Americas 18 per cent.
India's place on the list reflects the growing presence of branded housing in the country's premium property market, where developers are increasingly joining hands with international brands. The report includes The Falcon by YOO in Gurugram as an example of a branded residential development in India. It does not, however, give a separate figure for the country's existing supply or upcoming projects.
More Than 2,000 Projects By 2040
The global project pipeline is expected to cross 2,000 developments by 2040, covering more than 100 countries. The market is also spreading beyond its traditional centres.
Asia Pacific is expected to account for 24 per cent of the world's branded residences by 2040. The Middle East and Africa will have a 23 per cent share, with North America close behind at 22 per cent.
The Middle East and Africa are expected to add the most new projects, with supply projected to increase 255 per cent between 2026 and 2040. Asia Pacific could see a 125 per cent rise, while Europe's supply is expected to grow 111 per cent.
With more projects entering the market, developers will have to work harder to attract buyers. A big brand name may get a project noticed, but buyers will also look at the homes, the facilities and the services on offer before paying a premium.
What Makes Buyers Pay More?
The price difference between branded and non-branded homes remains substantial. Savills puts the average global brand premium at 38 per cent in 2026, compared with 33 per cent a year ago.
The premium is not the same everywhere. It averages 28 per cent in established cities and 30 per cent in emerging cities. In newer markets, where there are fewer competing branded developments, it rises to 61 per cent. Resort properties command an average premium of 40 per cent.
But a higher selling price does not automatically make a project successful. Savills points out that developers have to consider how quickly homes will sell as well. Pushing prices too high could reduce the pool of buyers, even if the brand carries considerable appeal.
There are other changes under way. Resort properties are gaining ground and could overtake urban developments globally by 2029. The report also points to growing interest in wellness-led residences and projects associated with brands outside the hospitality industry.
For homebuyers, the premium needs closer scrutiny. A recognised name may add to a property's appeal, but what matters over the years is the quality of construction, maintenance, services and the actual experience of living there. That is ultimately what will determine whether a branded home is worth paying extra for.
