Branded Residences vs. Luxury Homes: The UHNI Shift

    The Psychology of Prestige: Why UHNIs Prefer Branded Residences Over Traditional Luxury Homes

    By SQUAREA Knowledge Hub

    Published: May 10, 2025

    Real Estate in Pune - The Psychology of Prestige: Why UHNIs Prefer Branded Residences Over Traditional Luxury Homes.

    Categories

    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.

    Branded Residences: A New Language of Luxury

    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.

    Why UHNIs Gravitate Towards Branded Residences

    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:

    • Concierge services: Round-the-clock personal assistance and guest services
    • Signature amenities:Private spas, wine lounges, wellness zones, art galleries, and more
    • Professional asset management: : Maintenance, security, and housekeeping aligned with global hospitality standards
    • Brand-linked privileges: Global memberships, loyalty access, and exclusive experiences
    • World-class interiors: Conceptualized by internationally acclaimed designers to reflect the brand’s DNA
    • Curated resident community: A community of like-minded individuals who value privacy and refinement

    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:

    • YOO Pune by Philippe Starck: India’s first ready-to-move-in YOO-branded residences, nestled in 13 acres of lush greenery at Hadapsar
    • YOO Villas: A private gated villa community blending luxury, nature, and Kelly Hoppen’s signature interiors
    • Trump Towers Pune: A landmark twin tower project in Kalyani Nagar designed by Matteo Nunziati, offering panoramic city views and elevated living
    • YOO One: Designed by Sussanne Khan for YOO, this luxury residence brings a bold aesthetic and high-function layout to Pune’s evolving skyline

    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.

    Other Stories

    View All

    30 January 2026
    Why you should look at buying a 2 BHK in Kharadi, East Pune, for a bankable return on investment
    With an area of 8 sq. kms., Kharadi has transitioned from a peripheral CBD into one of Pune’s most promising residential and commercial micro-markets. Today, Kharadi hosts 100+ global corporates, supported by its proximity to Pune airport, the hospitality clusters of Viman Nagar and Kalyani Nagar, and connectivity to over 11 micro-markets, unlike most other districts of Pune.   Kharadi currently supports over 3 lakh working professionals across 23 mn sq. ft. of Grade A commercial space. However, this number is expected to grow further, with another 20 mn sq. ft. set to become operational over the next 1–3 years, potentially bringing in an additional 5 lakh professionals working out of Kharadi.   A noticeable shift across urban workforces is the growing preference for living closer to the workplace. A large section of professionals falls within the 25–35 age bracket, and convenience now plays a bigger role in housing decisions. Many prefer the option of walking or cycling to work, especially when offices are part of large business districts such as World Trade Centre Pune, EON IT Park, International Tech Park Pune, Vantage, and Gera Commerzone.    Shorter commutes are increasingly becoming an expectation rather than a luxury, helping professionals maintain more predictable routines and better work-life balance.   Kharadi offers the options for 2-BHK starting from ₹85 lakh and going up to ₹1.5 crore, where buyers continue to see higher-than-average rental returns. While many markets lose their attractiveness as they become saturated with oversupply and rental yields begin to dip, but in the case of Kharadi, there is a visible growth trajectory over the next few years, driven by commercial expansion and demand flowing in from multiple micro-markets.   The 2 BHK remains the most liquid and resilient product category, supported by steady demand and strong resale potential with capital value appreciation over time. It also offers better flexibility at exit compared to larger ticket-size configurations.  In a micro-market like Kharadi, near-possession launches are attracting first-time buyers and investors alike, while ready-to-move-in inventory continues to command a premium for immediate occupancy. Six years ago, around 2019–2020, 2-BHK apartments in Kharadi typically ranged between ₹55 lakh and ₹80 lakh, depending on proximity to major office hubs, developer reputation, and amenities. Today, the same configuration largely falls within the ₹85 lakh to ₹1.25+ crore bracket.   The area has witnessed meaningful appreciation, with current residential values generally ranging between ₹10,000 and ₹15,000 per sq.ft, compared to roughly ₹7,000 per sq.ft about six years ago, reflecting rapid growth supported by IT-led demand and infrastructure development.  Kharadi is also one of the few neighbourhoods in Pune that offers a unified residential journey within the same micro-market. Buyers can enter through compact studios priced around ₹45 lakh, move into 2-BHK homes in the ₹85 lakh to ₹1.25 crore range, and gradually upgrade to larger typologies such as 3, 3.5, and 4-BHK residences or penthouses priced between ₹3 crore and ₹10 crore. At the top end, international-style villas are available in the ₹14 crore to ₹35 crore range.   The micro-market continues to attract developer interest as well, with new supply being planned to cater to evolving demand. Notable among the upcoming developments is a new launch by Godrej Properties in Kharadi, expected to offer 2, 3, and 4-BHK homes. The entry of established developers at scale typically signals long-term confidence in a location and contributes to the overall strengthening of the residential market.  Kharadi’s growth is being shaped by fundamentals rather than short-term momentum. Strong employment visibility, improving infrastructure, sustained developer interest, and a wide range of residential options continue to support long-term housing demand.   For buyers evaluating 2-BHK homes with stable rental income, capital appreciation potential, and resale flexibility, Kharadi remains one of East Pune’s more dependable residential investment micro-markets.   To learn more, connect with us at hello@squarea.io or call +91 90 9641 9641.
    Read More
    27 December 2025
    Expat Leasing in India: The Untapped Premium Rental Market Developers Are Ignoring
    India’s growing community of expatriates is quietly redefining demand in the country’s rental and premium residential investment market. With global corporations, embassies, and consulates expanding in cities such as Mumbai, Gurugram, Bengaluru, Hyderabad, and Pune, the appetite for well-managed, high-spec rental homes has never been stronger. Yet, the supply of such residences remains limited.  For investors and developers, this is an overlooked segment with real depth - one defined by long-term leases, dependable tenants, and healthy returns. Expat leasing is emerging as a serious asset class within Indian real estate, bridging global expectations with local opportunity.  Understanding The Expat Leasing Market in India   Expat leasing refers to premium residences rented by foreign professionals, diplomats, and senior executives working in India. Most are employed by multinational firms, embassies, or global institutions and prefer short to medium-term stays in secure, well-serviced neighbourhoods.  Prominent expat hubs include: 
    • Mumbai: Bandra, Lower Parel, and Worli for diplomatic and financial communities 
    • Delhi-NCR: Vasant Vihar, Chanakyapuri, and Gurugram’s Golf Course Road for diplomatic and corporate clusters 
    • Bengaluru: Indiranagar, Koramangala, and Whitefield for technology professionals 
    • Hyderabad: Gachibowli and Banjara Hills for IT and pharma executives 
    • Pune: Kalyani Nagar, Koregaon Park, and Kharadi for multinational and automotive tenants 
    These tenants prioritise convenience, compliance, and service over cost, seeking fully furnished, professionally managed homes that meet global living standards. As India’s technology and corporate presence expand, demand for such housing will only strengthen, creating a long-term, premium leasing opportunity.  Why Expat Leasing Deserves Developer Attention  Despite steady demand, most luxury developers in India still focus on outright sales. This leaves the leasing segment underdeveloped, missing both recurring revenue and long-term asset appreciation. Expat leasing bridges that gap by combining stable income with enhanced brand value.  Developers stand to gain through: 
    • Higher Rental Premiums: Expat tenancies often command 15-30% higher rents due to service inclusion and globally benchmarked interiors. 
    • Lower Vacancy Risk: Diplomatic and corporate contracts ensure predictable, long-term occupancy. 
    • Brand Perception: Properties known for expat leases earn stronger reputations among investors and institutional clients. 
    • Portfolio Diversification: Leasing creates a consistent income stream alongside capital appreciation. 
    Building leasing-ready homes with professional management, serviced infrastructure, and compliance frameworks can unlock this premium audience, one that values reliability and experience as much as luxury. Once developers understand the opportunity, the next step is identifying what expats actually prioritise when choosing homes in India.  What Expats Look For In Indian Rentals  Expat tenants are not driven by price sensitivity but by lifestyle continuity. Their decision-making is shaped by how seamlessly the property fits into their work-life rhythm.   Here’s what expats usually look out for: 
    • Fully Furnished Apartments: Move-in-ready units with contemporary interiors, appliances, and housekeeping. 
    • Prime Connectivity: Easy access to business districts, airports, and metro networks. 
    • Global Amenities: Fitness centres, concierge services, and recreational spaces. 
    • Secure, Compliant Ownership: RERA-registered projects with transparent lease structures. 
    • Community Living: Proximity to international schools, clubs, and social hubs. 
    In cities like Pune and Bengaluru, this segment is growing rapidly as global tech parks, co-working hubs, and corporate campuses attract international professionals seeking ease and comfort over ownership. As expat preferences evolve, so too does investor interest in yield-backed real estate that aligns with these long-term housing trends.  Investment Potential: Yield, Stability, And Long-Term Value  The expat rental segment offers one of the most consistent yield profiles within Indian residential real estate. Premium apartments in established expat enclaves can earn between Rs. 2 lakh and Rs. 5 lakh per month, outperforming traditional urban rentals by a wide margin.  Investment advantages include: 
    • Consistent Rental Demand: Driven by corporate relocations, diplomatic postings, and global mobility programs. 
    • Stable Yields: Reliable occupancy and lease renewals ensure predictable cash flow. 
    • Institutional Backing: REITs and leasing funds are increasingly exploring managed rental assets. 
    • Hedge Against Market Cycles: Long-term contracts insulate investors from short-term volatility. 
    For investors, partnering with developers offering managed leasing or corporate housing tie-ups ensures stability, scalability, and institutional-grade performance.   The Road Ahead: From Ignored Niche To Structured Asset Class  Expat leasing in India is transitioning from an overlooked rental segment to a defined investment category. Its convergence of high-yield potential, predictable occupancy, and global tenant quality positions it as a natural progression in India’s maturing housing market.  Developers who integrate professional leasing management, from service design to tenant engagement, will gain long-term revenue stability, investor confidence, and international credibility. For investors, this evolution represents more than just steady returns, it signifies participation in a premium, globally aligned asset class that bridges lifestyle and value creation.  At SQUAREA, a global real estate advisory firm, we help investors access India’s most dynamic premium real estate opportunities, from expat-focused rental assets to mixed-use developments in emerging global hubs. Our curated portfolio is built on transparency, yield potential, and market foresight. For tailored investment guidance, reach us at hello@squarea.io or call +91 90 9641 9641.
    Read More
    20 December 2025
    NRI Taxation in Real Estate: Structuring Returns, Repatriation, and Compliance the Smart Way
    Luxury property investment continues to be one of the most preferred investment avenues for Non-Resident Indians (NRIs). From luxury apartments in Mumbai to second homes in Goa, property ownership in India offers both emotional and financial value. Yet, the real returns lie not just in appreciation, but in understanding taxation, repatriation, and compliance.  With India’s evolving tax ecosystem, NRIs can now manage property-related earnings efficiently, provided they structure transactions with foresight. This guide explains how NRI taxation for real estate investment in India works and how to manage property ownership, sales, and fund repatriation efficiently.  Understanding How NRI Taxation Works  Taxation for NRIs in India is straightforward - only income earned, accrued, or received in India is taxable. Income earned abroad and retained overseas is not taxed in India (HSBC).  For real estate, taxable income typically includes: 
    • Rental income from property in India 
    • Capital gains from selling property in India 
    • Interest earned on deposits linked to property transactions 
    This framework ensures transparency while preventing double taxation when combined with India’s Double Taxation Avoidance Agreements (DTAA). Once an NRI earns income from property, the next step is understanding how that income is taxed - starting with rent.  Tax on Rental Income for NRIs  When an NRI rents out property in India, the tenant is legally required to deduct tax at source (TDS). The rate is 30% (plus surcharge and cess, capped at around 39%) under Section 195 of the Income Tax Act. (ICICI Bank)  NRIs can claim deductions on: 
    • Municipal taxes paid by the owner 
    • Standard deduction of 30% towards maintenance 
    • Interest on home loans used to buy or construct the property 
    Rental income is typically routed through an NRO account and can be repatriated once all applicable taxes are settled. If the NRI resides in a country with a DTAA, they can claim a credit for taxes paid in India in their country of residence, ensuring the same income isn’t taxed twice. Once the rental aspect is managed, the next stage where taxation applies is during the property sale.  Tax on Sale of Property: Short Term vs Long Term  When an NRI sells property in India, the tax treatment depends on how long the asset was held. 
    • Short-Term Capital Gains (STCG): If the property is sold within 24 months of purchase, the gain is taxed at the applicable income tax slab rates. 
    • Long-Term Capital Gains (LTCG): If sold after two years, the taxation varies based on the purchase date: 
    • Properties purchased before 23 July 2024 are taxed at 20% with indexation benefits. 
    • Properties purchased on or after 23 July 2024 are taxed at a flat 12.5% without indexation. (ClearTax) 
    Indexation adjusts the purchase cost for inflation, reducing the effective tax burden on older assets. The buyer is required to deduct TDS before making payment, though the NRI seller can apply for a lower or nil TDS certificate if the actual tax liability is lower. With the sale completed, the next question most NRIs face is how to transfer the sale proceeds abroad legally.  Repatriation Of Sale Proceeds  Repatriation refers to transferring money from India to an overseas account after a sale. It is regulated by the Reserve Bank of India (RBI) under the Foreign Exchange Management Act (FEMA). An NRI can typically repatriate up to USD 1 million per financial year from India after fulfilling tax obligations. (ClearTax)  To repatriate sale proceeds, the following must be in place: 
    • Proceeds credited to an NRO or NRE account 
    • Form 15CA (declaration of payment) and Form 15CB (CA certificate confirming tax compliance) 
    • All taxes on capital gains paid in India 
    • Transactions executed through an authorised dealer bank 
    Repatriation done through official banking channels ensures compliance and protects investors from regulatory hurdles in the future. Once compliance is ensured, tax efficiency becomes the next strategic step.  How To Optimise Tax Efficiency  Smart structuring can significantly reduce tax outflow while improving liquidity. NRIs can optimise their returns through: 
    • Claiming deductions: Utilise property tax, housing loan interest, and standard maintenance deductions. 
    • Leveraging DTAA benefits: Prevents double taxation on the same income. 
    • Using indexation benefits: Reduces long-term capital gains tax liability. 
    • Applying for lower TDS certificates: Ensures that the tax deducted matches the actual liability. 
    When these provisions are aligned early, they help maximise net yield and ease future fund movement. However, compliance remains the cornerstone of sustainable investment success.  Compliance Checklist For NRIs  Taxation for NRIs isn’t complex, but it demands discipline. Key compliance requirements include: 
    • Possessing a valid PAN for filing returns and receiving TDS credits 
    • Filing Income Tax Returns (ITR) annually if taxable income exists in India 
    • Maintaining a record of sale deeds, TDS certificates, and bank statements 
    • Using authorised banking channels for all repatriations 
    • Engaging a chartered accountant with cross-border taxation experience 
    These steps ensure transparency and prevent delays in refunds, repatriation, or scrutiny. Ultimately, compliance isn’t just regulatory - it’s strategic, enhancing confidence among lenders, buyers, and tax authorities alike.  Aligning Taxation With Wealth Strategy  For NRIs, taxation is a part of an integrated wealth strategy. Real estate in India can serve multiple purposes: steady rental yield, capital growth, and diversification against global market volatility. Structuring ownership, timing sales efficiently, and planning repatriation well in advance turn real estate from a static holding into a dynamic asset. As global capital mobility increases, NRIs who manage compliance proactively stand to benefit from both stability and scalability.  At SQUAREA, a luxury real estate advisory, we simplify NRI real estate investments, right from acquisition to exit. Our advisory services help investors navigate taxation, repatriation, and structuring with clarity and precision. Each property in our portfolio is pre-assessed for regulatory compliance and long-term growth potential. For tailored investment guidance, reach us at hello@squarea.io or call +91 90 9641 9641. 
    Read More