One unique phenomenon taking its shape in the Indian real estate market is a peculiar rise and inclination towards branded residences, making for a premium home developed in collaboration with global hospitality or lifestyle brands. As the demand for exclusive, high-end living spaces grows, it is natural for branded residences to emerge as a preferred choice among affluent buyers of any demographic. But is this trend sustainable? Let’s explore the data, key drivers, and future potential of branded residences in India.
Also read: Is India’s luxury real estate market on the verge of a revival?
The growth of branded residences in India
With a 160% surge observed in the last decade in the brand residence schemes according to Savills India, this industry is set to skyrocket. The market is expected to touch $5 billion by 2025, taken forward by increasing disposable incomes, a whooping HNWI (High Net-Worth Individual) population, and the aspirational appeal of luxury branding, all explored below.
Market drivers
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Growing ultra-wealthy population
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- Knight Frank’s Wealth Report 2023 says that India’s ultra-high-net-worth individuals (UHNWIs, people with a net worth over $30 million), are projected to increase by 58.4% over the next five years, meanwhile this report also notes that India’s high-net-worth individual (HNWI) population, with assets of $1 million or more, grew to 797,714 in 2022 and is expected to reach 1,657,272 by 2027. This is a phenomenal sign for the luxury residence market.
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Global brand collaborations
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- While leading hotel brands have entered India’s market, it is also important to note that this industry is dominated by non-hotel brands in the country, which contributes upto 75% of the market. YOO Residences is one example which is particularly active in the country.
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High Returns on Investment (ROI)
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- Branded residences command 30-40% higher premiums compared to traditional luxury apartments, which is a marker of its popularity.
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Post-pandemic demand for secure living spaces
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- The COVID-19 pandemic has heightened demand for managed, serviced homes with superior health, wellness, and security features; this highlights the market for fully serviced properties with best-in-class amenities.
The psychology of luxury
Why do buyers prefer branded residences? To answer that, luxury is not limited to expensive materials or prime locations, but is also about status, exclusivity, and emotional fulfilment of individuals. Catering to high-net-worth individuals (HNWIs), this curated lifestyle combines prestige with convenience. Here’s why they’re highly sought after:
1. Social prestige
There is a wave of companies entering new markers to signal elite status, and buyers see these homes as an extension of their brand, placing them in a niche community of ultra-affluent homeowners.
2. Hassle-free, hotel-like living
With ideas like 24/7 concierge services, spas and massages, fine dining, and housekeeping, branded residences offer a stress-free, serviced lifestyle simplifying life for the rich of the country.
3. Security and asset protection
A tactic many HNWIs and NRIs use to invest safely is by investing in branded residences because they offer world-class security and professional property management.
4. Investment and capital appreciation
Like previously mentioned, branded residences offer 30-40% higher premiums than standard luxury apartments and tend to appreciate faster due to limited supply and high demand, this space is a good space to invest in with excellent rental yield.
Types of branded residence
| Type | Key feature |
| Hotel-branded residences | Luxury residences associated with renowned hotel chains |
| Fashion-branded residences | Partnering with high-end fashion brands, featuring interiors and designs reflecting the brand’s aesthetic |
| Automotive-branded residences | Residences associated with luxury car manufacturers, designed with the same aesthetic |
| Culinary-branded residences | Developments linked with renowned chefs or restaurant brands. Focused on food and dining experience. |
| Developer-branded residences | Focused on developer’s brand, known for their signature style and quality. Reasserts developer’s brand image. |
| Mixed-use branded residences | These can combine residential, commercial, and cultural spaces. The possibilities are endless. |
Challenges and risks
1. Higher cost and maintenance fees
With this luxury comes steep maintenance fees, service charges, and brand premiums, which add up to the additional cost of living. Since this vertical targets the creamy layer of the country, this should not be a big problem, but buyers must factor in ongoing costs.
2. Dependency on brand reputation
If the associated brand loses prestige or exits the market, the property can face difficulty in retaining its premium pricing on the resale.
3. Limited flexibility for customisation
Since these homes follow strict brand design guidelines, buyers may struggle with the little freedom these brands allow in the personalisation of the space.
4. Resale challenges
While it is given that these spaces enjoy high demand generally, finding buyers willing to pay the premium resale value can take time, which can delay the resale time.
Branded residences vs. traditional luxury apartments
| Factor | Branded residences vs. traditional luxury apartments |
| 1. Prestige & Brand Value | While branded residences have a prestigious brand association, making them more desirable, traditional luxury apartments rely on the reputation of local developers. |
| 2. Price & Investment Value | Branded residences typically command a 30-40% premium, their value appreciates faster due to brand equity which is not the case with traditional luxury apartments. |
| 3. Amenities & Services | While branded residences come with concierge, private chefs, spas, massages, and exclusive club access, this is not available to traditional apartments, which provide access to limited amenities like gyms and pools. |
| 4. Security & Management | While branded residences have 5-star security, biometric access, and 24/7 management, traditional luxury apartments may lack international-standard security. |
| 5. Maintenance & Upkeep | While professional hotel chains handle maintenance in branded residences, luxury apartments require owner-led upkeep or society-based maintenance. |
| 6. Rental Income & Demand | While tenants prefer branded residences for the premium lifestyle, regular luxury apartments often struggle to justify premium rents. |
| 7. Design & Interiors | While branded residences feature designer collaborations (Armani, Porsche, Versace), regular apartments depend on the developer’s in-house design. |
| 8. Community & Lifestyle | While branded residences curate an elite, like-minded community, traditional luxury apartments have mixed demographics. |
India’s entry into branded residences
With India’s first successful branded residences in the early 2010s, with Trump Tower, the industry has evolved and has not looked back since. Today, this vibrant industry is embellished with brands like Four Seasons, Lodha x Armani, and Leela Residences; these are exciting as they are not only contributing to the bigger industry vision but also shifting the property inclination to luxury.
Key cities leading the trend
- Mumbai: Home to India’s most expensive branded residences, with prices soaring to ₹50-₹80 crore per unit. Top branded residences hotspots: Worli, Lower Parel, Bandra-Khar and Juhu.
- Delhi NCR: Emerging as a luxury hub, top branded residences: Golf Course Road, DLF Phase V, Lutyens and Chanakyapuri.
- Bangalore: Witnessing increasing demand from NRIs and tech entrepreneurs. Top branded residences: UB City, Lavelle Road, Whitefield and Sarjapur Road.
Emerging hotspots for branded residencies:
- Hyderabad: Among IT boom centres and an emerging real estate market. Top branded residences: Banjara Hills, Jubilee Hills, HITEC City and Financial District.
- Pune: A new hotspot for investment, is now attracting branded residences. Top branded residences: Koregaon Park, Kalyani Nagar, Baner and Hinjewadi.
- Chennai: With its industrialists, film stars, and NRIs from the Gulf, Chennai is escalating towards a luxurious residential future. Top branded residences: Boat Club, Poes Garden and OMR (Old Mahabalipuram Road)
Notable branded residences in India
| Developer | Luxury brand | Project location | Project name | Price range (₹ Crore) |
| Lodha Group | Armani Casa | Mumbai | The World Towers | 10+ |
| ABIL Group | Versace Home | Mumbai | ABIL Mansion | 15+ |
| Boheim | Abu Jani & Sandeep Khosla | Goa & Alibaug | Designer Villas | 12+ |
| Boheim | Kunal Rawal | Hyderabad | Luxury Villas | 8+ |
| DLF | (Not specified) | Near New Delhi | Ultra-luxury project | 60+ |
| K. Raheja Realty | Marriott International Inc. | Chennai | Courtyard by Marriott | 7+ |
| K. Raheja Realty | Hilton Worldwide | Pune | Conrad Hotels | 7+ |
| Shapoorji Pallonji Real Estate | Hines | Multiple Locations | Various Collaborations | 5+ |
| Piramal Enterprises | Ivanhoé Cambridge | Multiple Locations | Various Collaborations | 6+ |
| Mayfair Housing | Kooheji Golden Gate | Multiple Locations | Various Collaborations | 6+ |
| Trump Organization | Trump Organization | Pune | Trump Towers Pune | 6+ |
| Four Seasons | Four Seasons Hotels | Mumbai | Four Seasons Private Residences | 12+ |
| Marriott International | Ritz-Carlton | Pune | Ritz-Carlton Residences | 8+ |
| Tribeca Developers | Trump Organization | Gurgaon | Tribeca Trump Towers | 8+ |
| Gurgaon One | Yoo Inspired by Starck | Gurgaon | Gurgaon One | 5+ |
| JW Marriott | JW Marriott Hotels | Bangalore | Bangalore Residences by JW Marriott | 9+ |
| Raffles Hotels | Raffles Hotels | Mumbai | Raffles Residences | 15+ |
Who should invest?
- High-Net-Worth Individuals (HNIs) and Ultra-HNIs
- For people seeking exclusivity and social prestige.
- Interested in long-term capital appreciation.
- Non-Resident Indians (NRIs)
- For people who prefer properties with global-standard security and management.
- Want a hassle-free investment in India while living abroad.
- Institutional investors and family offices
- For people looking for stable, high-yield real estate investments.
- Targeting the premium rental market for expatriates and diplomats.
- Business executives and entrepreneurs
- For people who need luxury residences that match their high-profile lifestyle.
- Prefer low-maintenance, professionally managed properties.
Housing.com POV
Branded residences poise to redefine the world of luxury real estate in not just India but around the world. In the particular fashion of UNHIs and NRIs, the industry is also enticing to upper-class Indians aiming for their own branding, making it a lucrative option for developers and investors alike. As we see India’s economy expand, will these branded residences become the new norm in luxury living for the Indian upper class? The numbers suggest that they just might.
FAQs
What exactly are branded residences?
Branded residences are luxury homes developed in partnership with renowned hospitality or lifestyle brands like Four Seasons, Ritz-Carlton, or Armani. They offer premium amenities, high-end design, and five-star services.
Why are branded residences gaining popularity in India?
India’s ultra-rich are looking for more than just a luxury home—they want exclusivity, top-tier security, and hassle-free property management. Branded residences offer all this, plus the prestige of being associated with a global brand.
Are branded residences a good investment?
Yes! These properties often appreciate faster than regular luxury apartments and command 30-40% higher premiums. Plus, they come with professional management, making them great for rentals or resale.
Which cities in India have the best-branded residences?
Mumbai leads the way with ultra-luxury offerings, followed by Delhi NCR, Bangalore, and Goa. Each of these cities has seen a rise in branded residential projects catering to high-net-worth individuals.
How do branded residences differ from regular luxury apartments?
While both offer high-end living, branded residences come with exclusive concierge services, world-class interiors, and the prestige of a globally recognised brand. They often include hotel-like perks such as spa access, housekeeping, and private chefs.
Who typically buys branded residences?
HNIs (High Net-Worth Individuals), NRIs (Non-Resident Indians), celebrities, and business tycoons are the primary buyers. They see it as both a status symbol and a solid investment opportunity.
Will branded residences continue to grow in India?
Absolutely! With India’s luxury market booming and more global brands entering the space, the demand for branded residences is expected to grow at an 18% CAGR until 2030. This trend is here to stay!
| Got any questions or point of view on our article? We would love to hear from you. Write to our Editor-in-Chief Jhumur Ghosh at jhumur.ghosh1@housing.co |
