In today’s ultra-luxury real estate landscape, it’s not just the location that defines value — it’s the designer behind the door. From haute couture to high design, the world’s most celebrated creative minds are now reshaping how the wealthy live, invest, and experience space through designer homes.
Branded residences, featuring names like Philippe Starck, Giorgio Armani, Missoni, and Fendi, are no longer niche indulgences. They are aspirational, globally aligned investments where design, service, and scarcity intersect. These branded apartments promise more than just aesthetics — they offer a lifestyle that mirrors the sophistication of their creators. Globally, the appetite for such curated luxury is accelerating and is fast becoming the benchmark for branded residences in India and abroad.
High-net-worth individuals (HNWIs) and ultra-high-net-worth individuals (UHNWIs) today are more discerning. For them, the brand story, design integrity, and curated experience hold centre stage. This has propelled the rise of designer homes.
Across the globe, over 105,000 branded residential units are spread across 750 projects. By 2027, this number is expected to grow by nearly 60% to 1,200 developments, driven by rising demand for curated luxury living (Noesis Capital Advisors). This surge is not just about expansion — it reflects a shift in how design-led living is influencing long-term investment thinking.
Here’s what makes these branded residences so compelling today:
These homes command nearly a 30% markup compared to non-branded peers, underlining the significant pricing power and investment confidence they attract (Savills). This growing preference is not rooted in aesthetics alone — it reflects a deeper alignment with the design language and brand philosophy of globally celebrated creators. It is this creative influence that is now shaping the most iconic branded residences in Dubai, India, and beyond.
From London to Dubai to Miami, these designers have set benchmarks in how art, design, and living come together under one roof.
Starck brought a distinct design sensibility to YOO Pune, blending modern interiors with landscaped open spaces. His philosophy of design continues to influence branded residences in India across Pune and Bhubaneswar.
A masterclass in understated glamour, Armani’s influence can be seen in the clean lines, neutral palettes, and meticulous detailing that transform these branded apartments into timeless sanctuaries.
Celebrating colour, pattern, and fashion-forward elegance, Missoni’s Miami project redefines waterfront luxury through a distinctly Italian lens.
These designer homes reflect sophistication, with every interior element crafted to echo the brand’s Roman heritage and artisanal finesse.
One of the most prestigious addresses globally, this project combines cutting-edge architecture with Mandarin Oriental service, creating an unrivalled luxury benchmark in urban living.
Located on Jumeirah Bay Island, these branded residences in Dubai integrate Italian design tradition with Middle Eastern opulence, curated by the Bulgari brand and offering private marina access.
In the heart of Manhattan, these residences bring the hospitality giant’s legendary service into full-time ownership, appealing to global citizens who seek familiarity in high-touch living.
While India currently holds just 3% of the global branded residences market, it is poised for significant expansion. As per Noesis Capital Advisors, the number of branded residences in India is expected to grow significantly in the near future. This momentum is driven by a new generation of HNIs and UHNIs who view luxury real estate as a strategic tool for wealth preservation and global alignment.
While this growth is pan-India, some regions have emerged as frontrunners in adopting and shaping the branded residence landscape:
Established branded residence markets in India
Emerging hubs of branded homes in India
From Starck to Armani, today’s most influential designers are redefining the global luxury real estate landscape. At SQUAREA, we specialise in identifying branded residences where design excellence is matched by long-term investment merit. Whether you’re securing a signature address in Mumbai or entering an emerging market like Bhubaneswar, our advisory-led approach ensures each acquisition aligns with your financial vision and portfolio goals.
To explore India’s and Dubai’s most compelling branded residences shaped by the world’s top designers, reach out to us at hello@squarea.io or call
+91 90 9641 9641.
Branded residences are no longer a novelty; they now represent a structured, fast-growing segment within high-end real estate in India and globally. What began as a handful of collaborations between hospitality giants and high-end developers is now a fast-growing asset class, defining how premium living is designed, delivered, and valued.
From New York and Dubai to emerging hotspots in India like Pune and Bhubaneswar, these properties are setting new benchmarks in design, service, and investment credibility. And as the global pipeline expands at an unprecedented pace, branded residences in India are emerging as one of the most promising frontiers.
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:
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.
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:
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.
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.
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 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.
Luxury Real Estate India today is defined by more than just prime locations and exquisite design—it is about identity, association, and the influence of a globally recognized name. For Ultra-High-Net-Worth Individuals (UHNIs), a home is not just a place to live but a reflection of personal taste, influence, and a carefully curated lifestyle. This evolving mindset is reshaping the high-end residential market, driving a clear shift towards signature residences by luxury brands over traditional homes.
In recent years, this segment has evolved from niche to mainstream. Branded Residences India command a 30% global price premium on average and continue to witness strong absorption, particularly in luxury growth markets like India. The demand is no longer simply about luxury—it’s about what the brand signifies: trust, status, lifestyle, and long-term value.
Unlike conventional luxury homes, branded vs luxury homes is no longer just a matter of aesthetics—it’s about association and assurance. A branded residence is built in collaboration with a globally established brand in fashion, design, hospitality, or even automotive—think Armani, Versace, or Four Seasons. These names bring not only recognition but also a highly specific lifestyle standard, service quality, and design philosophy.
Originating in the early 20th century, branded homes have now become a strategic asset class, aligning design-led living with brand equity. This trend is reinforced by changing UHNI real estate trends, where investment, identity, and exclusivity converge.
For UHNIs, the definition of home has moved beyond square footage. They seek immersive experiences and curated ecosystems that match their global sensibilities. Branded residences appeal precisely because they go beyond the material, offering symbolic and experiential value.
Key differentiators include:
Together, these attributes define the new meaning of luxury—personal, immersive, and highly distinguished.
Investment Value: Why Branded Real Estate Delivers More
Beyond lifestyle, Branded Residences India offer a strong financial edge. Their limited inventory and sustained demand ensure higher capital appreciation, better resale value, and stronger rental yield than traditional high-end homes. The affiliation with trusted global brands further instills confidence in both primary buyers and secondary investors.
According to leading reports, this segment in India is poised to grow by 60% by 2027, reinforcing its long-term value. For HNIs and global investors alike, this shift reflects a growing preference for intelligent assets that are both lifestyle-enabling and future-proof.
Pune: An Emerging Market for Branded Residences
While Mumbai and Delhi NCR continue to lead, Pune has rapidly emerged as a serious contender in the Luxury Real Estate India landscape—particularly in the branded segment. Supported by infrastructure upgrades, rising affluence, and a maturing lifestyle ecosystem, Pune is attracting HNIs and international investors..
Some of the most notable branded residences for investment in Pune include:
These projects demonstrate how Pune is rewriting the rules of luxury, not by copying other metros, but by creating its own brand-forward identity.
Luxury today is as much about aspiration and expression as it is about location or scale. Branded residences capture that transformation, offering homeowners a sense of belonging, heritage, and value that goes beyond traditional homeownership.
At SQUAREA, we understand that luxury is no longer transactional—it’s transformational. Whether you’re acquiring a lifestyle home or a legacy investment, we offer access to the most prestigious branded residences for investment in Pune and across India.
Contact us at hello@squarea.io or call +91 90 9641 9641 to explore your next prestigious address.
India’s luxury real estate market is undergoing a quiet transformation. Beyond aesthetics and prime addresses, homebuyers today are placing increasing value on identity, trust, and differentiated experiences. This shift is opening up space for branded residences in India—homes developed in collaboration with global names in hospitality, fashion, and design.
Branded homes in India are beginning to resonate with a growing base of affluent buyers who seek more than conventional luxury. As expectations evolve and emerging real estate markets in India gain prominence, these projects are steadily making their way into mainstream investment conversations.
The question now is whether India’s evolving market conditions can support a larger branded residential footprint. The answer lies in the numbers, the evolving buyer mindset, and the cities reshaping the future of luxury real estate in India.
To understand the rise of branded residences, we must first look at the overall trajectory of the luxury real estate market. According to Mordor Intelligence, India’s luxury residential real estate market is expected to grow from USD 44.11 billion in 2025 to USD 118.30 billion by 2030, at a CAGR of 21.81% during this period.
This growth isn’t just about market size—it reflects a steady shift in buyer confidence. India’s expanding economy, rising incomes, and greater financial awareness are contributing to stronger demand in the premium housing segment.
Luxury today is no longer limited to inherited wealth. Luxury buyers include first-generation entrepreneurs, professionals, and investors who are more attuned to global design, service, and lifestyle benchmarks. As this base grows, so does interest in luxury real estate in India—and particularly in branded residences.
The appetite for homeownership, particularly in the upper-mid and luxury categories, has seen a remarkable shift. In 2024, India witnessed record-high residential sales of 302,867 units—an 11% year-on-year increase. Average annual sales during 2022–2024 surpassed pre-pandemic (2010–2019) averages by 63%, underscoring a permanent behavioural change in the housing market (JLL).
Bengaluru, Mumbai, and Pune led the market, accounting for 62% of annual sales across the top seven cities. This performance highlights not just volume but rising confidence in premium segments, even amid sustained price appreciation.
As more buyers prioritise design, privacy and service-backed living, the jump to branded residences in India becomes a natural progression. The growing comfort with premium pricing is further opening the door for branded homes in Pune and beyond.
This surge in luxury demand isn’t just about size or square footage. Today’s affluent homebuyer seeks experiences that blend design, service, and investment value. Branded residences deliver on all three fronts, offering globally curated aesthetics, hospitality-grade amenities and the trust that comes with established names.
For developers, these partnerships elevate brand equity and differentiation. For buyers, they provide:
As demand shifts toward long-term liveability and legacy asset creation, branded residences in India are emerging as a new language of premium real estate. This shift is being strongly reinforced by one of the most significant drivers of change in Indian real estate—the expansion of individual wealth.
The demand for branded residences is closely tied to the rise of India’s affluent population. According to the Knight Frank Wealth Report 2024, the number of ultra-high-net-worth individuals (UHNIs)—those with a net worth of USD 30 million or more—is projected to grow by 50%, reaching nearly 20,000 individuals by 2028.
This shift is further reinforced by projections from NAREDCO and Housing.com, which estimate that India’s branded residences segment will touch USD 5 billion by 2025. The segment’s expansion has been driven not just by rising disposable incomes but by the growing aspirational appeal of globally branded homes—offering a combination of design, trust, and legacy that traditional luxury formats often lack. Notably, this demand is no longer limited to metro cities alone, with emerging real estate markets in India steadily becoming hotspots for brand-aligned living.
While Mumbai and Delhi continue to dominate luxury real estate headlines, it is India’s emerging markets that are fuelling the next wave of growth. Cities like Pune, Hyderabad, and Ahmedabad are now delivering luxury at global standards, with the infrastructure, talent density, and buyer profiles to support it.
Pune, in particular, has become a hub for branded homes. Projects such as Trump Towers Pune, YOO Pune, YOO Villas, and FashionTV-branded residences have already proven the city’s readiness for design-led global partnerships.
With improved connectivity, rising launch volumes, and a more discerning luxury buyer base, cities like Pune are offering the perfect intersection of aspiration and affordability.
India’s luxury real estate market is entering a new phase—defined by maturity, investor confidence, and global alignment. And as India continues to grow in affluence and urban sophistication, branded residences in India are set to become a defining feature of the next wave of luxury living.
At SQUAREA, we specialise in helping investors and end-users access India’s most iconic branded residences. Whether you’re seeking a globally designed home, a strategic long-term asset, or a lifestyle that reflects your achievements, our team is here to guide you with detailed market insights.
Connect with us at hello@squarea.io or call +91 90 9641 9641 to explore exclusive opportunities in India’s evolving luxury real estate landscape.
The luxury real estate market is evolving, and at its forefront is the rise of branded residences. These sought-after properties are developed in collaboration with global names in hospitality, fashion, and design. Making these homes go beyond architecture and amenities, they offer a lifestyle, a legacy, and a distinct identity.
Initially a niche concept, branded residences have now moved into the mainstream. According to Savills, the number of such developments has increased by over 150%, with approximately 700 completed projects worldwide and an additional 600 in the pipeline expected by 2030.
This momentum isn’t limited to traditional luxury markets. Buyers in emerging economies are also drawn to the assurance of quality and global recognition. And with Knight Frank forecasting 12% annual growth through 2026, it’s clear that branded residences are gaining lasting traction. As the category matures, it’s important to understand what truly sets branded residences apart from conventional luxury homes.
While the brand name lends immediate appeal, what truly justifies the premium that investors pay for these residences is the end-to-end value delivered throughout the ownership lifecycle. Differentiating factors like these add to the long-term value of branded residences:
These elements collectively contribute to the allure of branded residences, making them a preferred choice for discerning end-use buyers and investors.
From an investment lens, branded residences consistently outperform their non-branded counterparts. On average, they command a 30% premium over similar non-branded properties (Savills). In some emerging markets, this premium has reached up to 54%, reflecting both brand appeal and built-in service advantages.
Key investment benefits include:
For investors seeking capital appreciation and recurring income, branded residences offer one of the strongest returns in luxury home investment.
India’s growing population of HNWIs, increasing disposable income, and a globally aware younger generation are fuelling demand for branded homes. This new-age buyer values not just exclusivity, but also branded real estate benefits like trust, design precision, and legacy assurance.
Cities such as Mumbai, Delhi NCR, Bengaluru, and Pune are now key hubs for high-end residential investment. Among them, Pune stands out for its sustained rise in branded real estate.
If you’re looking to buy Pune branded residences, there are already multiple world-class examples:
These projects have redefined the city’s luxury offering with a blend of opulence, privacy, and international standard design. Backed by trusted developers and design houses, they represent the gold standard in designer homes with good ROI.
At their core, branded residences offer something rare—a confluence of luxury living, trusted service, and wealth preservation. They are not just impressive addresses but long-term strategic assets.
At SQUAREA, we believe investing in a branded residence is not just about prestige—it’s about securing an asset that appreciates in both emotional and financial terms. Whether you’re planning to buy Pune branded residences, diversify your portfolio, or elevate your lifestyle, we offer expert access to the country’s most iconic branded homes
Connect with us at hello@squarea.io or call +91 90 9641 9641 to explore India’s finest designer homes with good ROI, curated just for you.
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.
