The thinking of Indians about luxurious homes is changing. While location and scale matter, buyers today are equally focused on how a home supports everyday life through superior design, access to open spaces, well-being, convenience and a strong sense of community. These changing expectations are influencing how developers approach residential projects across the country.
As co-founder of Smartworld Developers, Aishwarya Bansal is watching this change closely. With a focus on design-led development and customer experience, they believe that good design is more than aesthetics, it is about creating homes that remain functional, relevant and pleasant to live in for years to come. In this conversation, she talks about the evolving meaning of luxury, the growing influence of design on home buying decisions, and what the next generation of homeowners will expect from the places they choose to live.
1. Luxury homes have traditionally been associated with grandeur and exclusivity. Today, the conversation is increasingly focused on comfort, well-being and everyday life. What has changed in your view?
If you had asked this question five or ten years ago, luxury would have been defined mostly by scale. Big homes, premium finishes and prestigious addresses were seen as the ultimate symbols of success. Those things still have their place, but they no longer define luxury in themselves. What has changed are people’s priorities.
Today’s home buyers are more conscious of the life they want to build. They’re not just looking for an impressive home. They want a home that gives them peace of mind, more time with family, access to nature, better amenities and a sense of belonging. Luxury has become more personal than ever before.
For me, the biggest change is that time has become the ultimate luxury. If your home makes your daily life easier, shortens your commute, gives you space to relax, and allows you to spend more meaningful time with the people who matter most, that’s true luxury. More than possessing something special, it’s about living a better life every day.
This change has also changed our approach towards development. We, at Smartworld, no longer consider ourselves just builders of premium housing. We are creating complete ecosystems where home, workplace, retail, hospitality, wellness and open spaces come together in a way that feels natural and connected.
2. When you say ‘good design’, what does it really mean? Is it about aesthetics, architecture, functionality, or something deeper that affects the way people experience home?
Good design is often equated with being visually appealing. A beautiful facade or a beautiful lobby certainly makes a strong first impression, but for me, good design goes deeper than aesthetics. It’s about how a place makes you feel and how it naturally becomes part of your everyday life.
A well-designed home understands the rhythms of the people who live in it. It welcomes natural light, creates a feeling of openness without compromising privacy, and ensures that every space has a purpose. Often, it’s the smallest details that have the biggest impact because they shape how you experience the home every day.
What is particularly interesting is that this way of thinking is now being reinforced globally. The wellness movement has fundamentally changed our approach to architecture and design. Concepts like biophilic design, circadian lighting, neuro-architecture and sensory design are no longer niche ideas. They are becoming an integral part of modern development because they have a real impact on people’s emotions, helping to reduce stress, improve well-being and create a healthy living environment. (Global Wellness Institute)
I also believe that good design should stand the test of time. Trends will always come and go, but thoughtful planning, timeless architecture and quality execution never go out of style. A truly well-designed home should feel as relevant and desirable many years after delivery as it did on day one.
3. Do today’s home buyers consciously recognize good design, or do they only experience its impact through natural light, thoughtful layout, privacy and communal spaces? How has buyer awareness evolved over the years?
I think today’s home buyers are much more aware than they were a decade ago. In the past, many purchasing decisions were driven solely by location, size, or brand. Today, buyers ask far more nuanced questions as they understand that design has a direct impact on the way they live their lives.
Not everyone will use terms like biophilic design or neuro-architecture, but they intuitively recognize what good design feels like. They note when a home gets ample natural light, when spaces are well ventilated, when there is a sense of privacy despite living in a community, or when the layout makes everyday life more comfortable. They may not always express it in architectural language, but they certainly feel its impact.
I also think exposure played a big role. People travel more, work from different parts of the world and have access to global design ideas through digital platforms. As a result, expectations have evolved. Buyers are no longer comparing one project with another in the same city. They are comparing their future home with the best living experiences they have seen anywhere in the world.
That change has raised the standards for developers. Creating impressive looking homes in brochures or sample apartments is no longer enough. Buyers are evaluating how a development will support their lifestyle over the next ten or twenty years. They want homes that are efficient, adaptable, sustainable and thoughtfully planned.
For us at Smartworld, this is an exciting change. A conscious buyer inspires the entire industry to build better, think deeper, and focus on creating homes that provide lasting value rather than just a strong first impression.
4. Many of the world’s most memorable hotels, museums and public spaces are celebrated because of how they make people feel. Are luxury homes beginning to follow the same philosophy, where the emotional experience becomes as important as the architecture?
Absolutely. I think this is one of the biggest changes we are seeing in luxury real estate today.
If you think about places that stay with you, whether it’s a great hotel, a museum, or a public space, it’s rarely just because of the architecture. It’s because of how those places make you feel. They create a feeling of comfort, peace, inspiration or belonging. I believe luxury homes are increasingly being designed with the same philosophy.
After all, home is the only place people experience every day. It should do more than just look pretty. You should feel a sense of ease as soon as you step in. This is why wellness has become such an important part of residential design. Around the world, there is growing recognition that our environment has a direct impact on the way we think, feel and live. Homes are now being designed not just for comfort, but also for well-being, reducing stress and fostering stronger human relationships.
5. Looking ahead, what will define a truly well-designed luxury home in India five or ten years from now? What aspects of design do you believe will become non-negotiable for the next generation of homeowners?
I think the next generation of homeowners will expect homes that are comfortable, adaptable, and tailored to their lifestyle. Good design will no longer be seen as a premium feature. This would be a basic expectation.
Natural light, better ventilation, flexible layout, seamless technology, sustainability and a strong connection with nature will become the core elements of a well-designed home. At the same time, wellness will evolve from a convenience to a core design principle that shapes every aspect of how people live their lives.
We are already seeing global movement in this direction. The Global Wellness Institute identifies wellness real estate as one of the fastest-growing sectors worldwide, driven by the growing demand for communities that integrate health, sustainability, nature and technology into everyday life.
I also believe that buyers will think beyond the four walls of their homes. They will place equal importance on walkable neighborhoods, thoughtfully designed amenities, vibrant public spaces, and the convenience of having everything they need within easy reach. The quality of community will become as important as the quality of residence.
In conclusion, the luxury homes that emerge five or ten years from now will be the ones that continue to enrich people’s lives long after they are delivered. To me, that’s what timeless design is all about.
“The homes that endure are never the fastest. They are the homes that remain relevant, comfortable and deeply livable across generations.”
Note to readers: This article is part of HT’s paid Consumer Connect initiative and has been independently created by the brand. HT does not take any editorial responsibility for the content, including its accuracy, completeness, or any errors or omissions. Readers are advised to independently verify all information.
Want to feature your story as above? Click here!
