Summary of this article
Festivals in India have always carried a unique blend of cultural significance and financial aspiration, making them the most auspicious time for homebuying.
India's housing market is entering its most crucial phase of the year, with the festive quarter traditionally driving 25–35 per cent of annual sales. After a cautious first half in 2025, developers are pinning their hopes on the September–December window to reignite momentum through marquee launches, festive offers, and flexible payment plans.
For homebuyers, festivals from Ganesh Utsav to Navratri and Diwali are seen as the ideal time to invest in their dream homes—while developers match this sentiment with attractive schemes and new projects. As the final quarter unfolds, optimism is high, and the industry is counting on festive cheer to fuel housing demand and revive growth in the real estate sector.
Ashwin Chadha, CEO, India Sotheby's International Realty, says the festive season usually brings a 15–20 per cent jump in luxury real estate enquiries, and this year is no different.
"With home loan rates holding steady and HNIs showing resilient demand, momentum in the top-end segments continues to be steady. A GST cut will also bring in a certain sentiment boost, even though luxury buyers are largely insulated from small price shifts," he adds.
At the same time, discerning buyers are treading carefully in micro markets where prices have already spiked sharply. Interestingly, HNIs and UHNIs are also diversifying into alternatives like REITs, AIFs, and structured products offering annualised returns of 12–18 per cent. "These are more financialised real estate investments, and they complement physical real estate really well," says Chadha.
Regardless of the circumstances, developers are betting big on this festive season and expect housing sales to rise.
Avneesh Sood, Director, Eros Group, says Navratri has always been a time when we see a clear shift in buyer sentiment. Families look at these nine days as a sacred window to make life-changing investments, and buying a home tops that list. It's not just about the financial decision; there's a deep belief that purchasing during Navratri brings prosperity, blessings, and long-term stability.
"That emotional connection makes this period very special for the real estate market. What's equally important is how the festive season amplifies this sentiment into real momentum. Starting from Navratri and moving into Diwali, the market sees its strongest activity of the year. You'll notice new launches, attractive offers, flexible payment plans, and a lot of focus on ready-to-move-in homes because buyers want to act during this auspicious time," says Sood.
New Launches And Festive Offers
Many developers are launching new projects to capitalise on the festive fervour. Dr Niranjan Hiranandani-led Hiranandani Communities, for instance, has announced the launch of 'Hiranandani Sands,' India's largest coastal integrated township at Alibaug, with an estimated topline of Rs 17,000 crore.
Similarly, Sunteck Realty Ltd has forayed into the ultra-luxury housing segment with the launch of a new by-invite-only brand, 'Emaance', and plans to roll out two marquee projects in Mumbai and Dubai by June 2026. With residences priced upwards of Rs 100 crore—some touching Rs 500 crore—the developments are expected to generate a gross development value of around Rs 20,000 crore.
Apart from new launches, many property developers have already rolled out a number of attractive schemes in a bid to woo the prospective buyers and fence-sitters.
Prateek Tiwari, MD, Prateek Group, says, "Festivals are considered the most auspicious time for homebuying, and buyers look forward to this time for their big-ticket investment. Considering the festive buoyancy and positive market sentiments, we have special payment plans and offers for buyers and investors buying their dream home with us."
For their high-street retail project located in Sector 14, Gurugram, SPJ Group has rolled out an exclusive campaign during Navratri.
Market Outlook for 2025-26
With Q4 consistently delivering the strongest performance over the past five years, expectations are high that 2025 will follow suit, setting the stage for renewed growth as the real estate sector heads into 2026.
Praveen Sharma, CEO, REA India (Housing.com), says, "While the first half of 2025 has been relatively measured, we are entering this festive period with renewed optimism. Developers are lining up marquee launches, backed by attractive festive offers, while buyers are keen to advance their purchase decisions."
What makes this season especially promising is the alignment of multiple positive factors—steady demand in mid and premium segments, improving consumer confidence, and an enhanced focus on lifestyle-driven housing.
"We believe Q4 2025 will not only mark a seasonal revival, but could also reset the growth momentum for the sector as we step into 2026," adds Sharma.
