Redefining Real Estate: India’s Branded Living Boom

Real Estate in Pune - Branded Residences on the Rise: Global Momentum and India’s Next Chapter.

The Global Branded Residence Boom: Numbers That Speak Volumes

To understand India’s emerging role, it’s important to first recognise the scale of global demand. In 2024 alone, 240 new branded residence projects were added across 100 markets worldwide, according to Savills. As of today, the global inventory stands at over 700 projects and approximately 26,000 units across various segments (Noesis).

This momentum isn’t just brand-led; it’s value-driven. Globally, branded residences command a premium of around 30% over non-branded luxury homes. In India, this premium ranges between 21% and 40%, influenced by brand equity, location, and overall experience delivery (Noesis).

What justifies this premium? The answer lies in what luxury homes with global brands offer beyond architecture and finish. It’s the ecosystem of trust, service, and long-term value creation that makes the difference:

Brand-led trust: Global brand affiliation signals credibility, adherence to quality benchmarks, and consistency across touchpoints—attributes that resonate strongly with HNIs.
Curated living experiences: Branded residences are designed to deliver a complete lifestyle through wellness spaces, concierge services, curated amenities, and design narratives aligned with the brand’s legacy.
Professional management: Backed by hospitality groups or lifestyle operators, these homes come with 24×7 service, maintenance, security, and asset care, eliminating operational stress for owners.
Exclusivity through limited inventory: With fewer units per project and often no second-phase dilution, branded residences preserve their uniqueness, reinforcing capital appreciation.
Tenant preference: In the leasing market, branded homes attract premium tenants willing to pay more for brand-aligned amenities and services.
Global benchmarking: These homes allow owners to access a standard of living comparable to what they’ve experienced abroad, bridging the expectations gap between global and Indian luxury.
Legacy value: For many UHNIs, a branded home isn’t just a residence—it’s a legacy asset that reflects personal achievement and holds multi-generational value.

As India’s base of globally exposed, brand-conscious buyers grows, this premium is no longer perceived as an excess—it’s understood as an investment in long-term value and differentiated living.

India’s Market Evolution: From Early Adoption to Acceleration

Branded residences in India are quickly moving up the global branded residence map. There are projections of a 60% rise in the number of branded residential projects in India by 2027, with around 1,200 developments expected by then (Noesis).

This expansion is being powered by three key shifts—new wealth, new partnerships, and a new buyer mindset—which are reshaping the branded homes India landscape:

Wealth creation: A rapidly expanding population of HNWIs and UHNIs is driving consistent demand in India’s premium real estate segment.
Developer-brand alliances: Leading Indian developers are collaborating with global hospitality and design names to elevate brand positioning and product distinction.
Rise of informed buyers: Affluent homebuyers are increasingly prioritising experience, service, and identity, seeking residences that offer more than space alone.

Together, these forces are creating the right conditions for branded residences and apartments in Pune, Mumbai, Bhubaneswar, and other metros to thrive—while also expanding into India’s emerging urban centres.

New Growth Corridors for Branded Residences in India

While Mumbai and Delhi NCR remain the traditional anchors of branded homes in India, interest is rapidly expanding into newer corridors, driven by evolving buyer preferences, improving infrastructure, and competitive entry pricing.

Pune: With projects like YOO Pune by Panchshil Realty and Philippe Starck, and Trump Towers Pune, the city has established itself as a key branded residences and apartments market. These developments offer global design, privacy, and high-end service—hallmarks of the branded living experience.
Bhubaneswar: The launch of DN YOO Odisha, a collaboration between DN Homes and YOO Worldwide, has positioned the city as an early mover beyond the traditional metros.
Ahmedabad, Chandigarh, Hyderabad:Developers and global brands are eyeing these cities for their rising population of HNWIs and UHNIs and their maturing luxury appetite.

As brand-led living expands beyond legacy hubs, it’s clear that the desire for globally benchmarked luxury is now reshaping India’s residential map, one address at a time.

India’s Strategic Role in the Global Branded Real Estate Story

India’s contribution to the global branded residence story is becoming increasingly significant. For developers, it presents an opportunity to elevate offerings and engage a more discerning buyer base. For investors, it’s a product class that merges brand equity with rental strength and resale resilience. And for end users, it’s more than homeownership—it’s access to a lifestyle benchmarked against global standards.

As appetite deepens and new markets open up, branded residences in India are well-positioned to play a defining role in the future of branded real estate.

At SQUAREA, we partner with leading developers, investors, and high-net-worth clients to unlock the most compelling branded residences in India. Whether it’s a marquee metro launch or a strategic entry into branded homes in Bhubaneswar or branded residences and apartments in Pune, our team delivers curated access, sharp market insight, and advisory backed by real-time intelligence.

To explore high-growth branded real estate opportunities tailored to your portfolio, connect with us at hello@squarea.io or call +91 90 9641 9641.

Decoding FSI: The Hidden Metric Behind Property Value and Design Efficiency

In real estate, the value of land is not only defined by location, but also by how efficiently it can be built and scaled. Central to this equation is the Floor Space Index (FSI), a core parameter that governs development potential, density, and design economics. It determines how every square foot is planned, monetised, and experienced. Across key metros like luxury residential investment Pune, Mumbai and Bengaluru, FSI is not just a planning metric but a strategic tool guiding redevelopment, density, and urban growth. For investors, understanding how it works is essential to recognising where design, regulation, and long-term returns converge.

Understanding FSI and Its Role in Real Estate

The FSI defines how much built-up area is allowed on a given plot, ensuring optimal land use while maintaining liveability and balance with civic infrastructure. A higher FSI allows more built-up area on the same plot, encouraging vertical growth. Conversely, a lower FSI maintains openness, lower density, and greater privacy, traits often associated with luxury developments. By determining how much potential a plot can unlock, FSI shapes urban expansion, community design, and long-term property value. As FSI governs the blueprint of growth, its evolution through urban policy has become a key indicator of how India’s real estate is maturing.

Policy Evolution and Regional Variation

India’s FSI framework has steadily evolved from restrictive control to strategic enablement. Regulations such as Mumbai’s DCPR 2034 have raised permissible FSI in key zones to encourage vertical growth, while Karnataka and Tamil Nadu now allow higher density near metro and transit corridors. Cities like Mumbai offer FSI up to 5 in redevelopment areas, and Chennai and Hyderabad reward projects aligned with sustainability and road infrastructure. This marks a shift from limiting development to optimising it. Developers are increasingly using Transferable Development Rights (TDR) and premium FSI to unlock land potential and enhance project viability. Such regulatory progress has reshaped how value is created, not just in land pricing, but in the design language of high-end real estate.

FSI and Value Creation in Premium Developments

For luxury projects, FSI shapes exclusivity, comfort, and spatial hierarchy. A higher FSI enables expansive layouts and premium amenities, but excess density can erode the sense of luxury. The real value lies in proportion and precision, optimising every square foot to enhance both aesthetics and return potential. In well-designed developments, thoughtful use of FSI translates into tangible lifestyle and investment advantages: · Smart spatial planning enhances liveability without compromising scale · Vertical zoning ensures privacy and seamless circulation · Sky decks, private lobbies, and wellness suites elevate experiential appeal · Efficient floor-to-area ratios reduce energy consumption and improve airflow · Architectural balance preserves exclusivity while maximising yield In premium markets, measured FSI use strengthens long-term asset value and investor confidence. Developments that prioritise space efficiency and human experience consistently outperform their peers. After design and density, the next frontier lies in ensuring that growth remains sustainable - where every square foot built also contributes to environmental balance.

Sustainable Development Through Smarter FSI Utilisation

High-density growth can only thrive when aligned with sustainability. When managed intelligently, FSI becomes a tool for balance, enabling efficient vertical expansion without burdening the environment. Developers are adopting green codes, renewable energy systems, and low-emission materials to build responsibly. Projects that incorporate solar rooftops, rainwater harvesting, and energy-efficient facades transform density into sustainable design. Many authorities now reward such efforts with FSI incentives for green-certified developments, linking density to environmental performance. For investors, this marks a powerful intersection of profitability and purpose, where sustainability enhances both long-term value and urban well-being. And as sustainability takes centre stage, FSI’s role in driving investment strategy has become even more pronounced.

FSI As A Strategic Lever For Investment And Urban Growth

For discerning investors, FSI has become a key indicator of scalability, liquidity, and long-term appreciation potential. Premium FSI zones, often located near metro corridors, business districts, and infrastructure upgrades, consistently deliver stronger rental yields and faster capital growth. Developers acquiring additional FSI demonstrate confidence in a location’s fundamentals and absorption capacity, offering early investors the advantage of entering before full redevelopment cycles mature. Ultimately, FSI is more than a regulatory ratio. It is a strategic lever that links design, policy, and performance, shaping how cities evolve and how investors secure long-term, future-ready value. At SQUAREA, a luxury real estate consultancy Pune, we help investors identify projects that use FSI intelligently, blending innovation, liveability, and architectural excellence. Each asset in our portfolio is curated for its long-term value, sustainable vision, and alignment with evolving market dynamics. For personalised investment guidance, reach us at hello@squarea.io or call +91 90 9641 9641.

28 November 2025

From Private Elevators to Sky Decks: The New Status Symbols in Urban Homes

Luxury living in India’s cities is no longer defined by square footage alone. As skylines evolve, prestige has come to mean far more than location or price. It now embodies privacy, experience, and design. From private elevators that offer exclusivity to sky decks that elevate leisure, high-value residences are increasingly expressions of lifestyle rather than mere ownership. Developers are actively reimagining urban luxury through globally inspired amenities, creating homes that offer distinction as much as comfort. These new symbols of affluence signal a broader change, where luxury is no longer about ownership alone but the emotion and identity that come with it. The Shift From Ownership To Experience For India’s HNIs and UHNIs, luxury has transitioned from material to experiential. Prime location and architectural scale remain important, but what defines true luxury today is discretion, customisation, and access. · Personalisation: From branded interiors to curated art and furnishings, customisation is now central to luxury identity. · Privacy: Limited residences per floor, private foyers, and dedicated entrances offer exclusivity and discretion. · Access: Concierge, wellness, and hospitality services integrate convenience with prestige. This evolution has set the stage for amenities that prioritise comfort without compromise, starting with the most intimate of luxuries - privacy.

Private Elevators And Bespoke Entrances: Privacy Becomes Prestige

Once reserved for penthouses, private elevators and individual lobbies have become key features in luxury towers. They provide not just convenience but exclusivity. Developers in cities like Mumbai, Gurugram, and Pune are integrating dedicated lift systems and personal vestibules as standard in premium projects. For buyers, this feature represents both status and security, an unspoken symbol of social stature. But as privacy becomes the norm, the next frontier of distinction is spatial, where panoramic views and elevated leisure define the experience of modern living.

Sky Decks And Rooftop Lounges: A Vertical Leisure

In dense urban skylines, open space has become the ultimate rarity. Sky decks, rooftop pools, and skyline lounges are redefining what leisure means in a vertical world. From infinity pools overlooking Worli’s seafront to sky lounges in Pune’s Financial District, developers are transforming rooftops into social sanctuaries. These spaces offer more than views. They provide a sense of calm, exclusivity, and elevation that no ground-level amenity can replicate. Such vertical leisure concepts reflect a global shift where height equals distinction, and serenity comes from the skyline itself. As leisure moves upward, wellness is becoming the next cornerstone of aspirational living.

Wellness And Biophilic Living: The New Core Of Comfort

Modern affluent buyers are prioritising holistic wellness within their homes. From oxygen-enriched fitness studios to aromatherapy zones, residences are being crafted around physical and mental well-being. Developers are increasingly responding to this demand and embracing biophilic design, integrating natural light, ventilation, and indoor greenery to promote calm and productivity. Fitness studios, meditation spaces, and spa suites further embed self-care into daily life. Beyond aesthetics, these choices address the growing awareness among HNIs of sustainability and lifestyle balance in urban environments. The focus on wellness naturally aligns with sustainability, where luxury meets responsibility.

Smart And Sustainable Design: Technology As The Silent Status Symbol

In a market increasingly shaped by innovation, technology has become the new measure of sophistication. Automated lighting, voice-controlled climate systems, and intelligent security solutions now define high-end living. Sustainability, once considered niche, is now integral. IGBC and LEED-certified projects are setting benchmarks in energy efficiency, while eco-conscious materials and smart water systems ensure long-term value preservation. For HNIs, these features represent a commitment to both comfort and conscience, an evolved form of luxury where design meets responsibility. This alignment of technology, sustainability, and wellness together is shaping the next chapter of Indian luxury housing.

The Next Phase: Experience, Sustainability, And Identity

India’s luxury segment continues to mature, led by developers who blend architectural excellence with global sensibilities. The modern homebuyer no longer seeks opulence alone. They seek meaning, identity, and a reflection of self. Luxury is becoming quieter, more intentional, and infinitely more personal. The homes of tomorrow will be defined not just by grandeur but by their ability to offer peace, privacy, and permanence in a restless urban landscape. At SQUAREA, we curate India’s most refined developments, from residences with sky decks and private lift access to wellness-led, sustainable homes that reflect individuality and balance. Each property is chosen for its design excellence, long-term value, and alignment with the evolving definition of modern luxury. For personalised investment guidance, reach us at hello@squareaor call +91 90 9641 9641.

15 November 2025

How Dubai’s Real Estate Model Offers Insights for India’s Next Growth Phase

Dubai’s transformation into a global real estate powerhouse provides valuable insights for rapidly evolving markets, such as India. In just two decades, Dubai has built a property ecosystem grounded in transparency, accessibility, and investor trust, attributes that have turned it into a magnet for global capital. India’s property sector is now entering a similar phase of structural maturity, driven by regulatory reforms, expanding institutional participation, and rapid urbanisation. The conversation, therefore, is not about comparison but perspective – identifying elements of Dubai’s success that can complement India’s growth and strengthen its path towards global competitiveness.

Insights from Dubai: Strengthening India’s Real Estate Future

Several pillars define Dubai’s success, right from investor accessibility and transparency to yield efficiency and urban planning, each offering lessons that can inform India’s next phase of real estate growth.

Accessibility and Investor Confidence

Dubai’s property market is built on openness. Foreign nationals can own property outright in designated freehold zones, enjoying full rights of sale, lease, and transfer without requiring residency or citizenship. This inclusivity unlocked global participation and set a precedent for investor-friendly policy (Sobha Realty). India has made significant progress through FDI liberalisation and the implementation of RERA, which has strengthened buyer protection and market discipline. The next step lies in simplifying ownership structures and approval processes to further attract cross-border and NRI capital. Accessibility initiates investor participation, and trust in governance sustains it. Once ownership structures encourage participation, the next step is ensuring transparency that underpins long-term confidence.

Transparency as a Growth Pillar

Dubai ranks third globally in JLL’s 2024 Global Real Estate Transparency Index, reflecting a decade of reform in land registration, digitalisation, and data accessibility. This consistency of governance allows investors to evaluate risk and reward with clarity, a cornerstone of long-term participation (JLL). India has made meaningful strides through RERA and the ongoing digitisation of land and property records. The next phase lies in creating a more unified national framework that ensures these standards are consistently applied across states. As Dubai’s model shows, transparency is not just about access to information; it is about predictability and confidence that attract long-term capital. Transparency sets the stage for performance, and that’s where yield efficiency becomes the next critical differentiator.

Yield Performance and Market Efficiency

Dubai’s rental yields, averaging between 7% and 11%, are among the world’s highest. Indian metros such as Mumbai and Bengaluru, by contrast, average 2% to 4%. With property prices often comparable, a 2,500 sq. ft. apartment in Dubai may cost AED 1.5-3.5 million, similar to Mumbai or Gurugram’s prime districts. Dubai’s advantage lies in process efficiency, consistent occupancy, and investor-centric regulations. (Financial Express) For India, the opportunity lies in strengthening the rental housing ecosystem and scaling institutional platforms that make income-generating real estate more accessible. A stable rental framework not only enhances yield potential but also attracts long-term domestic and international capital. Financial clarity is essential, but so is policy simplicity, a domain where Dubai’s fiscal structure offers useful direction.

Simplified Taxation and Policy Clarity

Fiscal simplicity remains one of Dubai’s strongest differentiators. There is no tax on rental income or capital gains, and only a 4% transfer fee applies (Shuraa Tax). This transparency allows investors to plan and price with confidence, encouraging long-term participation. India’s tax environment, though improving, remains complex. Streamlining capital gains treatment, aligning stamp duties, and ensuring consistency across states could help build similar confidence. Predictability in taxation not only protects returns but also signals maturity in governance, a crucial element for global investors. As regulation and taxation evolve, the next frontier lies in city planning, where infrastructure and design turn policy into value.

Integrated Urban Planning and Long-Term Value

Dubai’s urban growth is guided by a unified master vision. Developments such as Business Bay, Downtown Dubai, and Dubai Marina integrate residential, commercial, and leisure spaces supported by transport and infrastructure. The result is a city designed for both liveability and investment continuity. India is already moving towards this model through integrated township policies, metro corridor development, and the Smart Cities Mission. Scaling such initiatives with consistent execution can drive both capital appreciation and social value. Infrastructure, as Dubai proves, is not a secondary input, it is the foundation on which long-term real estate value is built.

A Shared Vision For Real Estate Excellence

Dubai’s experience demonstrates how disciplined governance and investor-first policies can transform an entire market. India’s story, meanwhile, is one of scale, innovation, and demographic strength. For India, the opportunity lies in adaptation, not imitation - refining its frameworks while embracing global best practices in transparency, planning, and fiscal clarity. At SQUAREA, our curated portfolio spans high-value properties across India and Dubai, from premium developments in India’s leading cities to landmark projects in Dubai’s most sought-after districts. Each asset is evaluated for transparency, yield potential, and long-term appreciation, enabling you to build a portfolio that strikes a balance between stability and opportunity. To explore exclusive investment options tailored to your goals, reach us at hello@squarea.io or call +91 90 9641 9641.

Branded Residences on the Rise: Global Momentum and India’s Next Chapter