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.
Resale properties occupy a distinct niche in India’s housing market. They provide access to established micro-markets, immediate operational use, and, in certain cases, prime addresses where new supply is scarce or non-existent. For HNIs and UHNIs, these attributes translate into both strategic convenience and capital efficiency.
Yet beneath the surface, resale transactions can carry risks such as unclear titles, compliance gaps, unpaid dues, and underestimated renovation costs. To make sound decisions, investors need to approach resale acquisitions with the same diligence and discipline applied to large-scale allocations.
A sound decision depends on clear legal checks, the property’s condition, true ownership costs, and market liquidity. Here’s what you should carefully examine before committing capital:
Regulatory checks are critical, especially for older projects. Under Maharashtra’s RERA, over 29,000 complaints have been filed by buyers, with nearly 24,000 tied to pre-RERA projects and a resolution rate of about 74% (Hindustan Times).
Always verify RERA registration, ensure the sanctioned plan matches the constructed structure, and confirm occupancy and fire NOCs. A property backed by proper approvals protects both financing and long-term value.
Confirm that the seller has full legal authority to transact. Match PAN or Aadhaar details to the title deed and ensure all co-owners provide written consent. In case of inheritance, check probate or succession papers. Where minors are involved, court permissions are mandatory.
Go beyond the original sale deed and insist on a detailed Agreement to Sell covering inclusions, handover timelines, indemnities, and penalties. Factor in stamp duty, registration, and society transfer fees, ensuring all documents are correctly recorded.
Resale homes often carry legacy liabilities like unpaid taxes, utility bills, or maintenance charges. Always obtain a No-Dues Certificate from the society and written confirmations from municipal and utility authorities. Record meter readings at handover so outstanding consumption does not become your liability. Ensuring financial closure at this stage avoids unnecessary disputes later.
Time and use leave their mark on any property. Structural cracks, outdated wiring, or waterproofing issues can demand significant expenditure. HNIs and UHNIs should budget realistically for upgrades. An independent audit by an engineer or architect helps surface hidden risks across the structure, MEP systems, and safety features. This allows you to create a clear CapEx plan that aligns the property with modern standards while protecting long-term value.
Resale buyers enjoy tax benefits under Section 80C (₹1.5 lakh on principal repayment) and Section 24(b) (₹2 lakh on interest) (Income Tax Department). Alongside these, factor in higher maintenance in older societies, premium community charges, and periodic upgrade reserves. For financing, check lender policies as some restrict loans on very old or non-compliant assets.
Benchmark value using recent deals in the same project and cross-check with broker opinions. Factor in price differences between renovated and original units, and consider upcoming infrastructure that may drive demand. Align the property’s resale ease with your planned holding period, as prime compliant homes typically sell faster.
That said, when approached with discipline, resale properties offer clear advantages to both end-use buyers and long-term investors, combining immediate utility with strategic capital appreciation.
When assessed through this lens, resale is a strategic allocation. You gain immediate rental potential, avoid construction risk, and access coveted, fully built urban locations. For investors focused on wealth preservation and legacy, the combination of speed, location, and optionality can be compelling, provided diligence is uncompromising.
SQUAREA applies institutional discipline to every resale mandate so you acquire with clarity and exit with confidence.
This framework transforms resale acquisitions into informed, deliberate decisions that align with both performance and peace of mind. For tailored guidance and exclusive access to India’s most compelling resale opportunities, contact hello@squarea.io or call +91 90 9641 9641.
India’s Smart Cities Mission (SCM), launched in 2015, set out to modernise 100 cities with a focus on sustainability, connectivity, and liveability. Ten years on, the results are tangible: thousands of projects have been delivered, pollution levels have eased, and housing benchmarks are being reset
With India’s urban population projected to nearly double to 951 million by 2050 (World Bank), the scale of demand ahead is unprecedented. For HNIs and UHNIs, this means smart cities are not just infrastructure programmes, they are creating resilient, well-connected, and premium housing markets that are redefining the investment landscape.
The Smart Cities Mission represents one of the largest coordinated urban investments in India’s history. Total planned investment stands at ₹2,01,981 crore, of which ₹1,63,138 crore is earmarked for area-based development projects. (CBRE) These are not just infrastructure upgrades but holistic interventions – roads, transit, water, power, and public amenities that directly influence the quality and value of housing.
A decade on, the Smart Cities Mission has turned concept into execution. More than 7,400 projects have been completed across 100 cities, spanning transit, utilities, open spaces, and digital governance. The results are visible: average PM10 levels in these cities dropped by nearly 23.7% between 2018 and 2024, a tangible marker of improved urban health. (Economic Times)
As these foundations strengthen, their impact on urban housing markets is becoming clear, making it important to see how these improvements are now shaping demand directly.
Smart infrastructure has a direct bearing on residential absorption and pricing. Improved connectivity, reliable utilities, and better liveability create sustained end-user and investor demand. This is reflected in market performance: in Q4 FY25, property prices rose in 48 out of 50 Indian cities, with the NHB-RESIDEX index showing a year-on-year increase of 7.5%. (ET Realty) All major metros registered price gains, underscoring the link between infrastructure and housing values.
In India’s top seven cities, housing sales during the first nine months of 2024 reached ~₹3.8 lakh crore across 2.30 lakh units, with a noticeable shift toward larger, premium homes. (Economic Times) The Smart Cities programme has been a catalyst here, upgrading transport networks, expanding social infrastructure, and supporting urban amenities that appeal to affluent buyers.
The rise in housing demand is not incidental but the outcome of integrated planning, creating a structural shift that opens clear benefits for HNIs and UHNIs in the housing market.
For investors, smart cities create advantages that extend far beyond conventional housing markets. By combining infrastructure upgrades with sustainability and technology, they unlock both financial and lifestyle value:
For HNIs and UHNIs, smart city housing combines financial strength with lifestyle value, making it essential to consider how the next phase of urban housing will evolve.
Looking ahead, the urban housing story will be shaped by both scale and resilience. The World Bank estimates India will need $2.4 trillion in investments by 2050 to create climate-resilient infrastructure. (World Bank) For housing, this means:
These shifts show that smart cities are redefining India’s housing, bringing cleaner air, better mobility, premium formats, and rising values - aligning growth with global standards of sustainability and liveability.
At SQUAREA, we guide investors with data-driven insights to identify housing shaped by smart city growth. Our curated portfolios align strong returns with future-ready urban living. For tailored advice, reach us at hello@squarea.io or call +91 90 9641 9641.
Real estate has always been a sector shaped by information asymmetry. For Indian HNIs and UHNIs, choosing the right investment has often meant relying on intuition, fragmented data, or market sentiment. Today, this landscape is changing. Artificial Intelligence (AI) is reshaping how investors identify opportunities, manage assets, and forecast returns, turning vast and complex datasets into actionable insights.
The global AI in real estate market, valued at USD 2.9 billion in 2024, is projected to expand to USD 41.5 billion by 2033, reflecting the scale of adoption across the industry (Artsmart AI). For Indian investors, where real estate remains a critical asset class, AI-powered tools are quickly becoming the differentiator between conventional decision-making and future-ready investing.
As adoption grows and capital flows in, it becomes important to measure the scale of the AI opportunities that are reshaping the sector.
The operational efficiencies that AI brings to real estate are significant. Studies show that approximately 37% of real estate tasks can be automated, especially in areas such as administrative support, property management, and maintenance, unlocking an estimated $34 billion in efficiencies (Morgan Stanley).
This is not just about automation but about redefining the economics of real estate. AI adoption is creating measurable value across subsectors:
As efficiency grows, the real edge will go to investors who use AI at the core of their strategy. The next step is moving from instinct to evidence in everyday decisions.
Historically, property investments were often made based on peer references. While experience has its place, AI now provides a scientific edge, allowing investors to navigate markets with sharper precision.
Here is how AI is transforming decision-making for Indian HNIs and UHNIs:
As investors move beyond traditional methods, the ability to combine human judgment with AI-led insights becomes a powerful formula for wealth preservation and growth. These shifts are most visible in India’s high-growth markets, where AI is already reshaping how assets are priced, leased, and managed.
The implications of AI go beyond operational efficiency. In India’s high-growth markets, AI is influencing both institutional and private investment strategies.
In a market as diverse and dynamic as India, this shift means investors can act with greater confidence, backed by data rather than speculation. And looking ahead, the role of AI even extends beyond efficiency to the way people live, work, and engage with built spaces.
While efficiency gains remain central, the broader impact of AI is its ability to redefine how people interact with real estate. Leading global advisory research indicates that AI will augment productivity, create new job opportunities, and reshape how spaces are used in sectors such as housing, healthcare, and retail.
For Indian investors, this means three key outcomes:
To translate these advantages into results, investors benefit from partners who operationalise AI across sourcing, diligence, and portfolio management.
At SQUAREA, we integrate AI-powered insights into every stage of the investment journey. From identifying undervalued assets to structuring portfolios and monitoring performance, our advisory ensures that clients benefit from the latest in data-driven decision-making. For tailored guidance and access to India’s most prestigious properties, reach out at hello@squarea.io or call +91 90 9641 9641.