Branded Residences in India: Luxury Living Redefined

    Branded Residences in India: A New Standard for Luxury and Investment

    By SQUAREA Knowledge Hub

    Published: November 13, 2024

    Real Estate in Pune - Branded Residences in India: A New Standard for Luxury and Investment.

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    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.

    Key Characteristics of Branded Residences

    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:

    • 1. Standalone Branded Residences – These properties, often built without adjoining hotels, focus on providing exclusive living without shared hospitality amenities. Notable examples include the Trump Towers, YOO, Armani Residences, Bugatti Residences, and many more.
    • 2. Integrated Branded Residences with Hotels – These projects feature both residential and hotel components, allowing residents to enjoy a wide range of hospitality services. Three Sixty West in Mumbai stands as a prime example, blending residential living with access to Ritz-Carlton hotel amenities. Upcoming developments, such as the Westin Residences in Gurugram (set to be India’s largest branded residences project globally) and JW Marriott Residences in another major city, further exemplify this model.

    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.

    Branded Residences Market in India

    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.

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    • Transactions executed through an authorised dealer bank 
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