Home buyers in the ultra-luxury segment are turning towards branded residences, reflecting a clear shift towards international design standards, exclusivity and brand credibility. This trend is evident in recent major launches, such as the Elie Saab-branded projects in Gurugram and Noida, the Jacob & Co development in Noida, The Westin Residences in Gurugram and the Four Seasons Private Residences and Armani/Casa at Lodha World Towers in Mumbai. Global hospitality companies like IHG Hotels are also planning to explore opportunities in India’s branded accommodation market.
What is the reason behind this shift towards branded residences?
The reason for this change is India’s rapidly growing wealth base. According to the 2024 UBS Billionaire Ambition Report, the country is now home to 185 billionaires, with their combined wealth rising 263% to $905.6 billion. A report by global consultancy firm Knight Frank has revealed that the number of Indians falling in the high-net-worth category is projected to grow by 9.4% by 2028. This growth points to India’s strong long-term economic growth, growing investment opportunities and growing luxury market. It also positions India as a major player in global wealth creation.
Real estate experts say that for the rich, luxury is no longer just about premium finishes, it is about owning homes that reflect global sophistication, a promise they are increasingly associating with international brands. For Indian developers, partnering with a global brand offers the potential for instant differentiation, strong visibility and premium pricing. Meanwhile, buyers associate these projects with sophisticated designs, exclusive amenities and a markedly enhanced living experience. Beyond aesthetics, designer-branded housing is closely linked to identity. For many successful entrepreneurs, associating with a global brand serves as a powerful statement of success, an unspoken announcement that they have arrived.
However, buyer preferences vary by market. In Mumbai, demand is largely driven by hotel-branded accommodations that offer concierge services and professional operations. Market watchers say that in Noida, the appeal leans more towards design-based branding and the status value associated with owning a globally recognized name.
“North India shows a strong inclination towards branded real estate, where luxury homes are often seen as a status symbol, reflected in the ‘I live in a Trump Tower’ mentality. This preference explains why Dubai-style luxury resonates well in the region. With greater land availability, projects in the North offer larger layouts and more elaborate amenities, which typically cater to buyers ₹from 5 crores ₹15 crore range,” explains Ritesh Mehta, senior director, JLL India.
Gurugram, considered the corporate capital of North India, has long dominated the branded luxury segment. Many developers are now betting on Noida for the next wave of high-end offerings. Although, barring major real estate companies, Noida’s per square foot prices are lower than Gurugram, the appeal of design-led homes is driving demand in north India, where ownership is closely linked to social cues, he told Hindustan Times Real Estate.
In Noida, there is more focus on design, branding and status value. He said demand is also being driven by wealthy entrepreneurs from tier-II cities like Moradabad and Meerut, who want their children to live in branded residences in Noida.
In contrast, Mumbai buyers are attracted to hotel-branded accommodations for their concierge services and operational expertise, he said.
What are branded residences?
Gurugram-based M3M India, in association with group firm Smartworld Developers, has recently partnered with global fashion and lifestyle brand Elie Saab to develop two ultra-luxury branded residential projects in Gurugram and Noida with joint investment. ₹3,500 crores. Projects, Branded Signature Residence by Elie SaabThere will be over 950 apartments, of which around 300 units will be in Gurugram and around 650 units in Noida.
There will be an investment of about Rs 20 crore in the Gurugram project located along the Dwarka Expressway. ₹2,000 crore and is expected to generate approx ₹Rs 4,700 crore in topline. The price of the apartment will be approximately ₹37,000 per square foot, with a starting price of Rs. ₹15 crores. Noida project, in Sector 98, will be include an investment all around ₹1,500 crores, the price of houses is approx. ₹33,000 per sq ft to luxury apartments ₹from 9 crores ₹12.5 crores, while service apartments will start around ₹3 crore, said Pankaj Bansal, promoter of M3M India and founder of Smartworld Developers.
Branded residences are high-end homes developed in partnership with globally recognized brands that lend their name, design philosophy and lifestyle ethos to a project. Major hotel chains such as Marriott International (Ritz-Carlton, St. Regis), Four Seasons, Accor (Fairmont, Banyan Tree), Mandarin Oriental and Rosewood have partnered with Indian developers along with non-hospitality brands including Porsche Design, Aston Martin, Armani and Missoni.
“Each brand brings a distinct design language, be it a signature façade, craftsmanship-driven interiors, or fashion-led colors and textures that flow throughout the spaces,” said Ashish Jerath, President, Sales and Marketing, Smartworld Developers. Beyond design, these homes also serve as social signals, like luxury cars.
India’s branded residence market, although still nascent, is expanding rapidly. Shishir Baijal, Chairman and Managing Director, Knight Frank India, said the country now has about 86,000 ultra-wealthy individuals and is emerging as one of the fastest growing markets for branded living. according to knight frank residence report 2025India ranks sixth globally in live branded residence projects, accounting for 4% of global supply, and tenth in project pipeline.
After years of limited activity, branded accommodations have returned in a number of formats. Some are service-based, offering hotel-style accommodations with concierge and property management, while others are design-based, where global fashion or luxury brands define the architectural identity. usually by price ₹Above Rs 15 crore, these homes command an 8-10% premium over standard luxury housing and cater to end users looking for exclusivity, design and status at pure investment returns, Mehta said.
Who are the buyers?
Buyers of branded residences are generally high net worth individuals, including celebrities, sportspersons, CXO level professionals, NRIs and successful entrepreneurs. Developers and market analysts say demand in markets like Noida is also driven by business owners from tier-II cities who are buying premium homes in the metro for their children.
Also read: Are ultra-luxury properties the new blue-chip stock for India’s rich?
Bansal said that This segment attracts a large number of individuals Those who have ‘arrived’ in life, have substantial wealth, local prominence, entrepreneurs upgrading from tier-2 to tier-1 cities, and senior executives such as CEOs and CFOs of multinational companies.
What should buyers of branded residences keep in mind?
Experts advise buyers to look beyond the brand name and assess whether the branded residence truly offers differentiated value in design, services, living experience or status. Due diligence is important to determine whether the brand involvement is genuine or merely cosmetic.
Buyers should evaluate whether real estate is part of the brand’s core business, its global track record in similar projects and the real value it provides. Brand partnerships should add real value, attract the right buyer profile and remain aligned with the standards of the project throughout its life, he said.
From a legal and financial perspective, buyers should understand the nature of the branding agreement, said Sunil Tyagi, managing partner, ZEUS Law Associates. They should check whether the brand is actively involved in development and management or is just giving its name, as this affects the quality, responsiveness and cost of service. Maintenance fees are generally higher due to premium services and staffing, which buyers should consider when considering long-term affordability.
Buyers should also verify RERA registration, delivery timelines and track record of the developer. Importantly, if the brand is a partner in name only, it cannot be liable for manufacturing delays or structural issues. He said that before investing, it is also important to understand the duration of the brand agreement and what will happen after it ends.
