Branded residences are not just rewriting the contours of high-end real estate in India—they’re also redefining it into a distinctive investment category. These properties are rapidly shifting from rarefied luxury to offering an enduring, brand-backed investment that blends lifestyle and legacy.
Branded residences differ from conventional luxury homes. These properties are associated with globally recognized brands, often from the hospitality sector but increasingly from the fashion, automotive, and lifestyle industries as well. They embody the brand’s signature service and design standards, creating a luxury lifestyle property in India rooted in exclusivity. Over the years, branded residences as a category have grown by over 170% and are expected to grow further (Savills 2020).
Initially, these residences were extensions of nearby hotels, providing exclusive hotel services such as concierge, valet, and housekeeping. The branded residences concept dates back to 1927, when New York’s iconic Sherry-Netherland Hotel partnered with the renowned Sherry’s restaurant, paving the way for today’s branded living experiences.
Over time, the concept evolved far beyond hospitality perks. Today, they are celebrated across the world for their exclusivity, meticulous design, technology, world-class standard of living, and service excellence. Branded residences typically hold a 31% higher value than similar non-branded properties (Knight Frank 2012). These homes now include a suite of wellness and lifestyle amenities such as pools, spas, private dining, and even artfully curated experiences catering to the tastes of sophisticated buyers.
Non-hospitality brands like Versace, Armani, YOO, and Trump Towers have also entered the market, delivering a lifestyle rooted in the allure of a globally recognized brand while blending world-class services. YOO has been a leading name in the non-hotel branded residences category, with 98 projects across 47 cities and 36 countries.
Branded Residences typically fall into two categories:
These two categories define the essential difference in non-hotel vs. hotel branded residences, each catering to varying needs for privacy, exclusivity, and service access.
Worldwide, there are over 105,000 branded residence units across 750 projects, with India capturing a 3% share of this market. By 2027, the number of these projects is expected to rise by nearly 60%, reaching around 1,200 projects (Economic Times, 2024).
Internationally recognized brands like YOO, Trump Towers, Marriott, Accor, Wyndham, Swarovski, along with leading Indian names such as IHCL (Indian Hotels Company Limited) and Oberoi, are expanding their presence in India. While branded residences are already popular in cities like Mumbai, Delhi, and Pune, they are also expanding into emerging markets such as Bhubaneswar, as India’s luxury property demand grows.
Bhubaneswar luxury real estate is set up for substantial growth, supported by a strong baseline of economic development and increasing demand for upscale living. The city is rapidly evolving as a hub for IT and education, attracting professionals and businesses. The interest in refined lifestyle experiences reflects the region’s growing aspiration for elevated living, making Bhubaneswar an emerging market with significant potential.
The launch of Odisha’s first branded residences, DN YOO Odisha, by DN Homes in collaboration with YOO and internationally acclaimed designer Philippe Starck, marks a new era for Bhubaneswar’s luxury real estate. Offering 3 and 4-bed branded residences across three towers, this project features 3 outdoor swimming pools, a herb garden, sky gardens, sky terraces, and an exclusive 44,000 sq. ft. clubhouse. This marks the third project of Philippe Starck in India and the first ever in East India, an important milestone for both the city and the category.
The growth of India’s branded residences is being driven by the evolving expectations of high-net-worth individuals (HNWIs) who seek a level of design, architecture, technology, and service that mirrors what they experience globally. These individuals increasingly want real estate that’s not just an investment, but also an embodiment of their lifestyle.
Over the past two decades, branded residences have secured a firm place in luxury real estate. Surviving the 2008 recession and demonstrating impressive recent growth, the model continues to evolve, expand, and anchor itself as a core offering in India’s most aspirational developments.
India’s commercial real estate is undergoing a transformation. REIT in India office market have gained momentum as investors seek liquidity, stability, and institutional quality. At the same time, capital is concentrating in high-activity micro markets of real estate, which are demonstrating the greatest resilience, scale, and REIT readiness. This progression brings the focus to REITs and their growing role in shaping the future of India’s office market.
A Real Estate Investment Trust (REIT) allows individuals to invest in income-generating property portfolios with the benefits of liquidity, transparency and regular distribution, attributes that align strongly with the risk-mitigation and yield-preservation goals of Indian HNIs and UHNIs. As India’s real estate market matures, REITs offer both institutional access and greater market sophistication.
To understand the opportunity, it is essential to first examine how the REIT market in India has evolved and where it currently stands.
India now holds approximately 488 million sq.ft of REIT-worthy Grade A office space, with 56% of that stock concentrated in the top 10 micro markets. Within these hubs, a striking 72% of Grade A inventory, nearly 275 million sq ft, is either already listed under existing REITs or has the potential to be listed in the future. (Colliers)
Such concentration makes it clear that the future of REITs will be shaped not at the city level alone but within specific micro markets that consistently attract occupiers and capital.
Not all office corridors meet REIT standards. Only those with scale, liquidity, rental visibility, and a strong occupier base can deliver institutional confidence. These qualities become most visible when we look at leasing patterns across India’s top hubs.
These occupier dynamics explain why such high-activity hubs dominate the REIT in the Indian office market, and also highlight why Pune micro markets attract REIT investors seeking both stability and growth.
Pune is increasingly centre-stage in this narrative. Colliers identifies three of India’s top 15 high-activity micro markets here - Baner-Balewadi, Hinjewadi, and Kharadi. These hubs offer a compelling mix of affordability, scale, and tenant stickiness.
As a result, REIT-ready Grade A office spaces Pune are now being considered alongside Bengaluru and Hyderabad, positioning the city firmly on the radar for commercial real estate investment Pune 2025.
With Pune office market REIT potential firmly established, the focus now shifts to assessing how REITs and high-activity micro markets across India are poised to shape the next phase of institutional investment.
High-activity micro markets are set to remain the backbone of India’s REIT growth story in the years ahead. The interplay of occupier demand, institutional confidence, and evolving asset quality points to a maturing market with sharper opportunities.
Together, these dynamics underscore why HNIs and UHNIs should align portfolios with high-activity corridors, where REIT ready commercial properties in Pune and other leading cities provide both resilience and growth potential.
At SQUAREA, we specialise in bridging discerning investors with curated access to these premium, REIT-ready office corridors. To explore the best office micro markets for REIT investment in India and beyond, connect with us at hello@squarea.io or call +91 90 9641 9641.
Rising inflation has become a defining challenge for investors worldwide. It eats into cash reserves, compresses returns from fixed income products, and often adds volatility to equity portfolios. For Indian HNIs and UHNIs, this means only traditional allocations may no longer guarantee long-term security. The search is for inflation proof investments in India that not only preserve wealth but also deliver growth. Among available options, real estate as an inflation hedge has consistently demonstrated its resilience.
India’s performance in recent quarters illustrates this strength. According to Knight Frank’s Global House Price Index, Indian residential prices grew 7.7% annually in Q1 2025 in nominal terms and 4.2% in real terms. The country ranked 15th out of 55 tracked markets, ahead of mature destinations such as the US, UK, and Australia. Quarterly, prices rose 2.9%, showing steady buyer confidence even as borrowing costs shifted. This momentum reinforces real estate’s role in protecting wealth during inflation. (Knight Frank)
Inflation reduces the real value of money. For investors, this erosion means that returns from cash, deposits, or bonds can quickly fall below the inflation rate, leaving portfolios exposed. Equities, though offering higher potential returns, remain subject to volatility and cyclical risks.
This is why investors prioritise assets that retain value during inflationary periods. Real estate investment India has historically shown its ability to absorb shocks, maintain capital, and generate income streams that adjust alongside rising prices.
Real estate has several structural features that make it resilient in inflationary times. These factors distinguish property from other asset classes that tend to underperform when prices rise.
These attributes show why property is often viewed as the strongest asset in the real estate vs inflation equation, offering a practical and proven hedge. While fundamentals are global, India’s market performance in recent years shows them playing out with particular strength.
The Indian residential market is demonstrating exactly how real estate performs under inflationary pressure. Transparency reforms, stable demand, and investor confidence have built a strong foundation.
These fundamentals make real estate investment in India not just a defensive move, but also a growth-led strategy. However, not all property types perform the same - residential, commercial, and alternatives each play distinct roles in hedging inflation.
Residential property is the most direct hedge, with ownership preferred during inflation.
Commercial and emerging formats add further resilience.
Recognising these opportunities is one part of the equation. The next step is knowing how you can strategically allocate capital to capture them.
For sophisticated investors, the key lies not only in recognising real estate’s inflation resilience but in building portfolios strategically.
By combining these approaches, investors can transform property from a defensive shield into a driver of long-term wealth creation. For HNIs and UHNIs seeking to secure their legacies, Indian property offers not only resilience but also significant upside.
At SQUAREA, we specialise in crafting investment strategies that anchor portfolios against inflationary pressures while unlocking growth potential. To explore curated opportunities in India’s most resilient markets, connect with us at hello@squarea.io or call +91 90 9641 9641.
End-use buyers face a strategic decision — whether to acquire a ready-to-move-in residence for immediate occupancy or to allocate capital towards an under-construction asset. While the latter has historically been associated with higher delivery risk, the landscape in 2025 is notably different. Projects are now governed by RERA-backed regulatory oversight, stringent escrow compliance, and developer accountability.
This evolving ecosystem has redefined the relevance of under-construction inventory, particularly for Indian HNIs and UHNIs seeking customisation, capital efficiency, and future-ready design. As these dynamics continue to shape the market, it becomes essential to assess the strategic value this segment can offer. To understand the continued relevance of this segment, let’s explore the key benefits of under-construction property in 2025 for end-users.
In 2025, the question of "should I buy an under-construction flat" is best answered by examining its strategic merits. For end-users in the luxury segment, these properties offer distinct advantages when backed by due diligence and credible delivery.
1. Price Advantage at Entry
Under-construction homes are priced lower than their ready-to-move counterparts in the same location. In high-demand corridors such as Pune’s western suburbs or Gurgaon’s Golf Course Extension Road, the price differential can range from 10% to 30%. (Sobha)
This lower base cost not only enhances affordability but also improves long-term capital appreciation, especially in projects completing within the next 18–36 months.
2. Capital Appreciation Potential
For buyers not in need of immediate possession, entering early in a project cycle enables higher asset appreciation by the time of completion. This is particularly relevant in micro-markets undergoing infrastructure upgrades, such as Mumbai’s New Cuffe Parade or Pune’s Kharadi.
Additionally, developers often increase pricing in tranches as construction progresses, allowing early buyers to benefit from structured value escalation.
3. Flexible Payment Structure
Unlike ready properties, under-construction homes offer construction-linked payment plans. This phased disbursement allows buyers to align payments with liquidity events or staggered capital deployment, thereby reducing financing pressure.
It also enables financial planning that matches project milestones with investment goals, particularly useful for buyers funding the purchase through asset reallocation or staggered divestments.
Developers of high-end projects typically allow limited customisation in flooring, layout, electricals, or interior finishes if the unit is booked in early phases. This flexibility is especially valuable for end-users seeking to tailor a home to their lifestyle or future requirements.
Completed units, on the other hand, may require costly retrofits or compromise on layout, which is non-ideal for long-term habitation.
Under-construction homes often incorporate newer materials, design efficiencies, and technology integrations. These include better energy ratings, improved ventilation systems, smart home readiness, and modern security systems.
Buyers entering these projects secure residences that are aligned with the latest in home technology, both in terms of functionality and long-term market relevance.
Buyers of under-construction projects generally have access to a wider range of unit configurations, views, and floor elevations. This enables selection that aligns with long-term value, whether in terms of Vastu compliance, sunlight exposure, or exclusivity of position.
This flexibility diminishes significantly once the project is completed and only residual inventory remains.
Under-construction properties offer notable tax benefits for end-use buyers financing their purchase through home loans. End-use buyers of under-construction homes can claim up to ₹2 lakh per annum on interest under Section 24(b) and ₹1.5 lakh on principal repayment under Section 80C after possession. An additional deduction of ₹50,000 under Section 80EE or ₹1.5 lakh under Section 80EEA may also apply for eligible first-time homebuyers, depending on loan sanction timelines and conditions. (ClearTax) Given these fiscal advantages, along with the structural and design benefits, it is worth assessing how under-construction property advantages for end-users compare against ready-to-move-in properties across key decision parameters.
To assist end-use buyers in evaluating both options, here is a comparison of under-construction vs ready-to-move homes in India:
| Parameter | Under-Construction Homes | Ready-to-Move Homes |
|---|---|---|
| Price Point | Lower entry price | Premium priced |
| Customisation | High (during early phases) | Limited or costly |
| Payment Structure | Staggered, construction-linked | Lump-sum or full at possession |
| Availability | Wide unit choice | Limited inventory |
| Capital Appreciation | High potential pre-possession | Lower due to near-peak pricing |
| Immediate Use | No | Yes |
Under-construction homes are no longer speculative ventures. When selected with diligence, they present a compelling mix of strategic location, modern design, and financial advantage.
For buyers exploring this segment, a home buying guide for under-construction projects should start with three pillars: regulatory compliance, developer track record, and capital alignment. These form the foundation for a confident, forward-looking investment.
At SQUAREA, we offer curated access to India’s premium real estate opportunities, selected for their financial, legal, and execution credibility. For tailored investment guidance, reach out at hello@squarea.io or call +91 90 9641 9641.