Ultra-luxury homebuyers today are spoiled for choice, with an increasing number of developers across the country partnering with global brands to cater to well-travelled, discerning HNI buyers willing to spend on exclusivity. Earlier, offering branded accommodations was largely limited to tie-ups with hotel chains, which provided concierge services, 24-hour security, premium landscaping and even dry-cleaning – just like a five-star hotel, albeit at a cost.
Now, the branded residence landscape has expanded significantly. Developers are tying up with international real estate brands, luxury watch manufacturers, boutique fashion houses, Italian wine producers and even premium car brands to create exclusive status homes. The goal is simple: to provide differentiated, high-end living experiences that attract buyers looking for a unique blend of lifestyle, design and global brand association.
What are branded residences?
Branded residences are luxury homes developed in partnership with globally recognized brands that lend their name to a project. Hotel chains such as Marriott International (Ritz-Carlton and St. Regis), Four Seasons, Accor (Fairmont and Banyan Tree), Mandarin Oriental and Rosewood have tied up with real estate firms. Beyond hospitality, premium automobile brands such as Porsche Design and Aston Martin as well as fashion houses such as Armani and Missoni have also entered the sector.
“Each brand brings its own design philosophy. A brand that is known for its distinctive glass façade will replicate that look; a luxury watch brand may emphasize craftsmanship and precision in its interiors; a fashion brand may focus on colors, textures and thematic design elements flowing from the lobby to the club. Branded residences also provide social signals, much like luxury cars,” said. Ashish Jerath, President, Sales & Marketing, Smartworld Developers.
“India’s branded residence sector is still young but growing rapidly,” said Shishir Baijal, Chairman and Managing Director, Knight Frank India. “With approximately 86,000 ultra-wealthy individuals and a unique blend of international brand appeal and culturally nuanced design, India is becoming one of the fastest growing regions for branded living.”
According to Knight Frank’s The Residence Report 2025, India now ranks 6th worldwide in live branded residence projects, contributing 4% to global supply, and 10th in the global project pipeline, signaling a wave of branded luxury developments to reshape the country’s premium housing market.
“After years of inactivity, branded residences are back and this time, they are taking multiple forms. Some are service-based, offering hotel-style living with concierge, housekeeping and end-to-end property management. Others are design-based, where global names like Armani, Trump or Versace lend their architectural and aesthetic signatures to the project. In all formats, these homes cater to a specific end-user who is looking for luxury rather than pure investment. Prioritize comfort, exclusivity and yield,” explains Ritesh Mehta, senior director and head (North and West), JLL India.
This section usually starts from the top 15 crore and commands around 8-10% premium over standard luxury stocks. This end user is willing to pay for location, design and lifestyle, he said.
Branded Housing in India
M3M India Pvt. Ltd. has partnered with luxury watch and jewelery brand Jacob & Company To launch 3-, 4- and 5-bedroom branded residences in Sector 97 along Noida Expressway. The price is between 14 crore more 25 crores, roughly Rs 35,000 per sq ft, the project marks Jacob & Company’s entry into India’s branded housing segment.
In Gurugram, Whiteland Corporation has tied up with Westin to launch branded residences 6 crore more Rs.12 Crore, depending on the configuration and location within the development. Located in Sector 103 on Dwarka Expressway, the project has 1,700 exclusive 3 and 4-bedroom homes ranging from 248 to 402 square meters (approximately 2,673 to 4,328 sq ft).
Founder Navdeep Sardana said the premium housing category previously lacked differentiation, with hospitality not playing an important role. He said the growing demand for elevated service standards has made branded residences a natural progression, which is why Whiteland has collaborated with Marriott International to bring The Westin Residences to Gurugram.
Smartworld Developers and Tribeca Developers have launched trump residence In Sector 69, Gurugram. The development consists of two 51-storey twin towers housing 298 ultra-luxury residences. Spread over 25,000 sq ft, the amenities include India’s first Aquarium Bar, an art gallery, luxury spa and sauna, ice baths, wellness treatments, a fully equipped gym, meditation centre, indoor swimming pool, resident lounge, private dining space and children’s play area. Prices range from from 8 crores 15 crores.
New-age developer, Delacor has partnered with global design and lifestyle brand YOO, founded by Philippe Starck and John Hitchcox, to develop The Falcon at Sector 53, Golf Course Road, Gurugram. The project comprises a single iconic tower with approximately 96 luxury residences offering spacious 3BHK and 4BHK layouts, priced at Above Rs 10 crore. This is YOO’s sixth project in India, after earlier developments in Pune and Hyderabad.
Indian Hotels Company (IHCL) in partnership with Gulshan Group has announced the signing of a Taj Hotel with Taj-branded residences in Noida. The project will offer 74 units starting from the 17th floor to the 54th floor, with each unit spread over approximately 7,500 square feet. There will be sky villas on the 55th and 56th floors. Prices for these units start at around According to Gulshan Group spokesperson, Rs 30 crore.
Branded housing and RERA
For RERA purposes, when a project is associated with an international brand, the project name is registered accordingly and forms part of the RERA approval. The Builder-Buyer Agreement (BBA) submitted to RERA should mention the branding arrangement and outline any obligations to be followed by the customer. Although the full agreement between the developer and the brand is not enclosed with the BBA, it is available for buyers to inspect at the developer’s office. Explains that all specifications promised under the brand agreement should also be reflected in the BBA Jareth.
Also, a builder cannot use another brand’s name within the project, as the dominant brand will protect its identity and control how it is represented. The brand image must be maintained over the long term, and it will conduct annual audits of the project and its facilities. He added that if the standards are not met, the brand’s audit team will issue advice and, if necessary, issue a formal notice. Hindustan Times Real Estate.
The Residents Welfare Association (RWA) is responsible for maintaining the services in line with the standards of the brand, once the project is handed over to them, he said.
What should buyers keep in mind while investing in branded housing?
For potential buyers, it is essential to look beyond the brand tag and assess whether the project truly offers differentiated product value in service, design, status symbol or living experience.
Clients should conduct due diligence to determine whether the association is meaningful or merely superficial. They should ask whether real estate is part of the brand’s core business, says Jerath, whether the brand has a real estate team in other countries, whether it has successfully executed projects elsewhere and what real value it brings to the development.
Brand partnerships should add real value, not just carry a premium label. Targeting the right customer profile is also important, he said, as some brands naturally attract CXOs, CEOs and influential buyers.
Additionally, he added, the engagement with the brand continues throughout the lifetime of the project, ensuring that the development is consistently in line with the brand’s standards and identity.
“From the buyers’ point of view, branded housing Marketed as offering superior amenities, concierge services, hotel-style management, curated experiences, and better long-term maintenance features that, in theory, protect the value of the property and support rental appeal. However, the branded tag alone does not guarantee a risk-free purchase, and potential homeowners should evaluate these projects carefully,” said Sunil Tyagi, managing partner, ZEUS Law Associates.
First, buyers must understand the nature of the branding agreement. Is the brand simply lending its name, or will it actively develop the project, manage hospitality services and common areas? The level of brand involvement affects both the quality of service and the running costs. Secondly, maintenance and service charges are quite high in branded residences due to staffing, maintenance standards and premium amenities; He said buyers should factor these into long-term affordability.
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It is important to verify if the project has been registered with the real estate regulatory authority, review the RERA filings, delivery timelines and track record of the developer, even if there is a reputed brand attached. What needs to be kept in mind is that if the brand is just lending its name and the development is being done by a third party developer then the brand cannot be responsible for construction delays or structural issues as those liabilities remain with the developer. Additionally, buyers should also evaluate management agreements, understand whether the brand affiliation is for a fixed term and consider the consequences of what would happen if such a fixed term agreement ends, Tyagi said.
Are maintenance charges higher for branded residences?
Brand associations and advanced service offerings enable developers and investors to place orders premium pricing Higher than comparable non-branded luxury projects. However, it is important to note that maintenance charges in branded residences can be significantly higher than traditional luxury apartments, as the properties are managed either directly by hotel operators or by international facility management consultants, experts said.
Some branded projects include features such as extensive landscaped areas or glass facades, which must be maintained like commercial buildings, leading to higher maintenance costs. Services like 24-hour valet parking also add to the expense. While customers may be looking for a better living experience, they should be prepared to pay for it, Jerath said.
