Branded Luxury Residences in India: Rising Momentum and the Asian Context

The landscape of branded luxury residences in India is undergoing a significant transformation, driven by evolving consumer aspirations and global brand influences. As Asia’s real estate market sets new benchmarks for luxury and experiential living, India’s rise within this sector stands out, bringing new opportunities, challenges, and the potential for international best practices to be adopted locally.

The Pulse of India’s Branded Residence Market

India’s market for branded luxury residences has come into sharp focus in recent years.

As of June 2025, the country boasts 3,795 branded residence units across 14 developments, all firmly rooted in urban centres and primarily concentrated in cities such as Gurugram (42 percent), Mumbai (24 percent), and Pune (11 percent). This urban-centric approach reflects not just land availability, but also the preferences of India’s affluent homebuyers, who seek premium addresses, top-tier amenities, and seamless integration with hospitality components.

The Indian pipeline is distinguished by its quality: 59 percent of supply is in the upper upscale segment, while luxury accounts for the remaining 41 percent. Mid- to large-scale condominium projects, most co-located with hotels, dominate, providing owners access to world-class services and the cachet of globally recognized brands. The shift towards managed residences caters to high-net-worth individuals who value privacy, security, and exclusive lifestyle experiences.

Also Read: Top 10 Indian Real Estate Leaders Redefining Affordable Housing

How India Compares with Asian Peers

India’s branded residence portfolio may appear modest relative to giants like Thailand, Vietnam, and the Philippines, yet it represents 8 percent of Asia’s market value—a testament to its rapid growth and rising investment appetite. Across Asia, the branded residences pipeline is valued at USD 30.7 billion, comprising 38,893 units in the active pipeline and an impressive future supply of 28,460 units.

Leading players in Asia include Thailand (18 percent market share, 14,389 units), the Philippines (12 percent, 12,911 units), and South Korea (11 percent, 1,839 units), with Vietnam expected to command 41 percent of the region’s future supply. Urban destinations account for 53 percent of the supply, reflecting higher land values and price premiums, while resort destinations—dominated by Vietnam and Thailand—hold 47 percent of current inventory and a greater proportion of future developments (59 percent).

Tackling the Gaps: Lessons for India

India’s market, though vibrant, can benefit from lessons evident in Asia’s more mature branded residence sectors:

• Urban versus Resort Supply: Unlike Vietnam and Thailand, where branded residences thrive in both urban and resort markets, India’s prospects remain almost exclusively urban. By embracing resort-centric development in scenic locales like Goa or Kerala, developers could capture new buyer segments—especially those seeking lifestyle investments or secondary homes.
• Rental Management Programs: Resort-centric models in Asia frequently include rental management programs, attractive to investors who wish to monetize periods of non-personal use. Targeting this untapped potential in India, especially in upcoming resort projects, could make branded units more appealing to both domestic and international buyers.
• Brand Premiums and Differentiation: Price premiums for branded residences are generally higher in resort destinations due to their exclusivity and location advantage. Indian developers need to focus on product differentiation through iconic design, rare locations, and signature amenities to command similar premiums.

Hotel Brands vs. Non-Hotel Brands: Shifting Dynamics

Asia’s branded residence market was historically anchored by major hotel groups—such as Banyan Tree, Four Seasons, and The Ritz-Carlton, who contributed to the luxury chain scale that currently accounts for 32 percent of the region’s pipeline. Upscale and upper upscale brands represent 30 percent and 17 percent, respectively, while non-luxury (midscale and economy) segments comprise 21 percent.

A new wave of non-hospitality luxury brands is disrupting the status quo. Globally recognized names like Porsche and Etro are expanding their real estate footprints, offering residences infused with unique brand values and lifestyle features. Approximately 2,732 units in Asia’s pipeline, 4 percent of the total, are affiliated with non-hotel brands, heralding increased diversification and catering to buyers who seek design-led, trophy assets.

For Indian developers, partnering with luxury automotive, wellness, or fashion brands can serve as a powerful differentiator. Properties co-developed with these brands offer a compelling narrative, combining innovative architecture and unique lifestyles with world-class management and maintenance.

Also Read: How to Buy Your First Home in India: A Step-by-Step Guide

Luxury vs. Non-Luxury: Market Trends

Branded residences command a notable price premium over non-branded stock, especially in resort destinations. In urban markets, branded developments are skewed towards spacious multi-bedroom units preferred by end-users. Conversely, studios and one-bedroom units are common in resort markets, supporting flexible ownership and rental models.

Asia’s luxury segment is on an upward trajectory: units in the pipeline rose from 16,548 in December 2024 to 20,832 by June 2025, illustrating a clear investor shift toward high-end real estate. Properties positioned below the luxury chain scale are witnessing limited growth in comparison.

Leading Indian Developers in Branded Luxury Residences

A handful of top developers have already staked their claim in India’s branded residence arena, combining international flair with local execution:

• Tribeca: Known for high-profile collaborations, including Trump Towers, bringing iconic branded residences to city skylines.
• Smartworld: Emerging as a disruptor, Smartworld blends luxury, cutting-edge amenities, and urban locations, particularly in Gurugram.
• M3M: Renowned for upscale, mixed-use developments that integrate hospitality features and branded living across NCR and Mumbai.
• Whiteland: Innovators of contemporary projects, Whiteland is focused on delivering experience-centric, branded urban luxury.

What Can Be Expected in the Future

The Indian branded luxury residence sector is poised for continued expansion. As developers increase their focus on high-end offerings, and with global brands eyeing deeper entry into the market, expectations include:

• More resort-based branded developments beyond traditional urban hubs, driven by rising leisure travel and second-home demand.
• Enhanced rental management options catering to investor-owners, possibly modeled after successful Asian resorts.
• Greater brand diversity, with non-hospitality brands contributing unique design elements and lifestyle programming.
• Sustainable growth in luxury and upper upscale segments, as buyers prioritize quality, exclusivity, and globally recognized experiences.

India’s upward trajectory in the branded luxury residence market is both promising and instructive. By applying Asian lessons, embracing innovation, and partnering with top domestic and international brands, the country stands to become a key player in the global branded real estate landscape, delivering contemporary living experiences coveted by both local and international buyers.