Luxury real estate 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 India’s luxury housing market, driving a clear shift towards signature residences by luxury brands over traditional luxury homes.
In recent years, this segment has moved from niche to mainstream. Branded residences command a 30% price premium globally on average, yet continue to experience strong absorption, particularly in luxury growth markets like India. The demand is no longer just about luxury, it’s about what the brand signifies: status, trust, lifestyle, and investment stability.
Branded Residences: A New Language of Luxury
Unlike conventional high-end homes, a branded residence is created in partnership with an international brand. Collaborations span across fashion, hospitality, design, and automotive brands such as Armani, Versace or Four Seasons, names that already hold strong recognition in the minds of buyers. These partnerships introduce a specific design approach, a high-end service model, and a commitment to quality that differentiates these residences within the high-end real estate market.
While the concept originated in the early 20th century, it has evolved into a strategic asset class, combining high-end living with brand-driven desirability. Today, buyers’ high-net-worth lifestyle choices are acting as a driving force behind the rise of branded residences over traditional luxury homes.
Why UHNIs Gravitate Towards Branded Residences
As seen earlier, for Ultra-High-Net-Worth Individuals, the value of a property is increasingly defined by the lifestyle it offers and the narrative it holds. What truly sets branded residences apart from traditional luxury homes is the ecosystem of access, service, and elevated living that comes with them.
Key differentiators include:
Ultimately, these homes align with evolving high-net-worth lifestyle choices, where emotional resonance, brand identity, and exclusivity carry equal weight as tangible specifications.
Investment Value: Why Branded Real Estate Delivers More
Branded residences offer distinct investment advantages over traditional luxury homes, delivering stronger capital appreciation, higher rental yields, and better resale value. Their exclusivity is maintained through limited inventory and sustained demand, while brand affiliation enhances buyer confidence and market desirability. Additionally, professional asset management ensures consistent upkeep, preserving long-term value and making these properties particularly appealing to high-net-worth tenants and international investors.
As per a recent report on exclusive high-end property market insights, the branded residence segment in India is poised for a 60% growth by 2027, reflecting sustained confidence in this model among both investors and developers. These properties are more than just high-end real estate, they offer a refined living experience while delivering strong investment potential and long-term value.
Pune: An Emerging Market for Branded Residences
Mumbai and Delhi NCR remain key hubs for luxury real estate, but Pune is seeing increased activity in the branded residences segment. Rising income levels, ongoing urban development, and a growing base of high-net-worth individuals (HNIs) are driving demand. With an expanding portfolio of luxury developments, Pune is positioning itself as a viable market for branded residences within India’s luxury real estate landscape.
Signature branded projects in the city include:
Luxury living is evolving, moving beyond grandeur to personal identity and beyond expansive spaces to meaningful design. Ultra-luxury residences today are as much about aspiration as they are about financial performance. Branded residences, in particular, stand at this intersection, offering exclusivity, lasting value, and a sense of belonging. With limited availability and strong demand, they continue to shape the future of India’s high-end real estate market.
At SQUAREA, our team of experts understand that luxury is no longer transactional, it’s transformational. Whether you’re acquiring a legacy asset or investing in your next statement home, we bring you access to the finest branded residences India has to offer. For more details, get in touch with us at hello@squarea.io or contact +91 90 9641 9641
PUNE, India, May 26, 2025 /PRNewswire/ — Pune’s commercial real estate market has been on a steady rise, with the city recording an 8 million sq. ft. leasing volume in 2024, reflecting a 19% year-on-year increase (Knight Frank, 2025). At the heart of this growth is Kharadi – a neighborhood that has transformed from a developing suburb to one of Pune’s most sought-after business districts. With its strong connectivity to IT hubs, residential areas, and the City’s central business district (CBD), Kharadi has become a magnet for companies seeking well-connected international-standard office spaces.
With a mix of established IT parks, premium residential projects, and upcoming commercial developments, the business district has seen notable leasing transactions with brands the likes of Citicorp, BNY Mellon, Hines, Amazon, and Deloitte, within the same micro market. This demand can be understood through two significant metrics: an influx of approximately 5 lacs of global professionals and additional leasing demand of over 20 million sq. ft., which will position Kharadi among India’s leading commercial hubs.
Amidst this rising demand, SQUAREA has consistently been involved in connecting institutions, corporates and HNI-investors with their requirement for size appropriate Grade-A high-yield commercial assets.
Through its extensive network, market understanding, and client-centric approach, SQUAREA has led the rally as a strategic partner for HNIs and commercial focused investors.
With the new Grade-A commercial landmark in Kharadi titled ‘Omicron Business Landmarks Kharadi NX’ – Omicron Group has partnered with SQUAREA as the exclusive sales and marketing partner. This collaboration comes at a time when corporates and MNCs are actively seeking high-end offices in the large-to-medium format, and Kharadi lies at the heart of this growth story.
With a corporate track record spanning over three decades, Omicron Group is known for its commitment to ethics, quality, and timely delivery. Omicron Group has delivered commercial spaces which balance international standard functionality with contemporary aesthetic appeal, earning the respect of the industry, and its investors alike.
Placed in the center of the affluent neighbourhood in Kharadi — Omicron Business Landmarks Kharadi NX is an architectural landmark designed for modern enterprises. Rising to 26 levels on completion with a built-up area of approx. 3.6 lacs sq. ft., the development offers 20 floors of scalable Grade-A office spaces ranging from 899 sq. ft. to full floor plates of 12,400 sq. ft. Its iconic glass façade, 360-degree views of the vibrant cityscape, and serene riverside views make for a rich visual experience, while its Vastu-compliant spaces and pre-IGBC certified design ensure sustainability and long-term relevance.
Aside from the design aspects, Kharadi NX tower is a hub of workplace experiences. The tower is equipped with 9 high-speed elevators, 9 levels of parking, and advanced security systems. A rooftop amenity zone with rooftop cafeteria and rooftop fitness area provides a perfect setting for modern-day work-life balance, while state-of-the-art facilities like conference room, training room, and a dedicated business lounge makes it an ideal choice for fast-growing businesses.
SQUAREA’s long-standing involvement in Kharadi, combined with its expertise in Grade-A Commercial Real Estate, is expected to play a pivotal role in ensuring the success of this new commercial tower project. For businesses looking for a right-sized asset at a strategic location – Omicron Business Landmarks offers a compelling investment proposition. Readers can note that the project is registered under MahaRERA No.: P52100053519, and more details are available at: https://maharera.mahaonline.gov.in Photo: https://mma.prnewswire.com/media/2695935/Modern_workplace_amenities.jpg Photo: https://mma.prnewswire.com/media/2695934/Grade_A_Commercial_tower.jpg (Disclaimer: The above press release comes to you under an arrangement with PRNewswire and PTI takes no editorial responsibility for the same.).
India’s ultra-high-net-worth individuals (UHNIs) are refining their investment approach toward commercial real estate (CRE). The reassessment currently underway is a strategic recalibration of how capital is deployed, into what it is deployed, and the role commercial real estate plays in a future-proofed portfolio.
Several macro and structural trends are fuelling this shift:
Together, these forces represent a fundamental repositioning. CRE is no longer viewed in isolation as a high-yielding asset. It is now being evaluated as a strategic wealth tool, one that must perform across cycles, align with ESG norms, and support liquidity and succession planning. The reassessment is not about exiting the market, it is about upgrading the playbook. Let’s delve into each aspect shaping this transition.
The first visible shift is a clear move from aggressive expansion to strategic consolidation. Earlier, UHNIs were key participants in land aggregation and greenfield office investments. Today, they are narrowing their focus to high-performing, fully built, income-yielding Grade A assets.
This reflects not just a change in risk appetite, but in investment philosophy. Asset quality, tenant profile, and compliance readiness have taken precedence over speculative upside.
This recalibration is supported by market data. Capital deployment into Indian real estate reached USD 11.4 billion in 2024, a 54% year-on-year growth, largely driven by completed assets and well-located land acquisitions (CBRE).
The new mandate is clear: fewer assets, stronger fundamentals, and consistent rental performance. The next layer of this shift involves how UHNIs prefer to own these assets.
Alongside asset preference, the structure of ownership itself is transforming. UHNIs are moving away from direct, individually held assets or co-invested fragments in family partnerships. Instead, they are leaning into institutional models like REITs, Alternative Investment Funds (AIFs), and managed discretionary platforms.
These structures offer several advantages:
A prime example of this evolution is the scale at which REITs are being capitalised. Embassy Office Parks REIT, India’s largest, has announced plans to raise USD 400 million to meet growing demand for institutional-grade office assets (Reuters).
For UHNIs, these platforms deliver transparency, reduced administrative burden, and exposure to well-performing assets without operational complexity. But ownership models are only one part of the equation, asset performance is increasingly being driven by sustainability metrics.
Environmental, Social, and Governance (ESG) factors have moved from being soft preferences to hard investment filters. Whether driven by SEBI’s Business Responsibility and Sustainability Reporting (BRSR) norms or global LP mandates, ESG now shapes portfolio construction.
As of end-2024, 66% of Grade A office stock across India’s top six cities was green-certified, amounting to 503 million sq ft. More notably, over 75% of all leasing in 2024 took place in green-certified buildings, underscoring a structural market shift, not a passing trend (Colliers).
This growing preference for sustainable assets is not confined to new supply. Developers are actively retrofitting older buildings to improve ESG scores, unlocking a market opportunity worth over INR 425 billion (Colliers). This ESG integration is not only about compliance. It is now a strategic lever for:
Air quality monitoring, energy efficiency systems, waste reduction, and wellness infrastructure are now prerequisites for future-ready CRE portfolios. This reorientation towards quality and compliance also aligns with a deeper concern: preparing assets for smooth intergenerational transfer.
A critical driver behind the reassessment is the growing need for estate readiness and wealth continuity. UHNIs are increasingly viewing CRE through the lens of transferability, ease of governance, and long-term asset hygiene.
Family offices are prioritising:
This is particularly relevant as the first generation of Indian wealth transitions to the next. Structures that offer transparency, liquidity, and minimal transfer friction are being favoured over legacy holdings that are operationally burdensome or non-compliant. CRE is no longer just a source of income, it is now also a critical estate planning tool.
As India's commercial real estate evolves, UHNIs are sharpening their lens, filtering for transparency, yield resilience, and ESG alignment. The shift is not about cutting exposure, but about elevating the quality of exposure.
At SQUAREA, we specialise in helping investors navigate this next cycle. From REIT entry strategies to pre-leased Grade A assets and co-investment platforms, our advisory ensures alignment with your long-term capital goals and risk appetite.
To learn more or build your next strategic CRE allocation, connect with us at hello@squarea.io or call +91 90 9641 9641.
Dubai is no longer just a regional powerhouse. It has become a magnet for global wealth migration. With over 7,200 millionaires relocating to the UAE in 2024 alone (Henley & Partners), the city continues to attract global citizens seeking more than just a residence. They are drawn by the promise of long-term value, enhanced security, and greater global mobility.
This movement is mirrored in Dubai’s real estate performance, particularly in the ultra-luxury space. From waterfront addresses like Palm Jumeirah to the estates of Emirates Hills, Dubai has emerged as one of the world’s most desirable second-home markets.
The continued inflow of global wealth is directly influencing Dubai’s prime real estate transactions. These are not short-term purchases, they are strategic moves by UHNWIs securing global bases for family and capital. Supporting this trend are record-setting figures:
These exceptional figures reflect not just transactional momentum but the deeper structural advantages that continue to position Dubai as the preferred second-home destination for global investors.
What makes Dubai stand out among other international hubs like London, Singapore, or New York? The answer lies in a combination of access, security, tax neutrality, and lifestyle quality, each carefully embedded into the city’s long-term master plan.
These frameworks offer the predictability, control, and legal clarity that high-net-worth individuals expect when allocating capital across borders.
This commitment to quality of life ensures Dubai meets the expectations of discerning residents seeking security, comfort, and day-to-day efficiency.
This strategic geographic positioning reinforces Dubai’s appeal as a seamlessly connected global hub, an essential factor for mobile, asset-diverse investors.
This foundation of monetary and legal stability makes Dubai a credible, future-ready base for strategic asset holding.
These elements make Dubai more than just a part-time residence. It becomes a second base for entertaining, living, and integrating family, leisure, and business with ease.
Dubai’s rise as a preferred second-home destination is no coincidence, it is the result of deliberate, long-term planning around ownership freedom, tax neutrality, and global connectivity. As millionaire migration and wealth redistribution accelerate globally, Dubai is setting a new benchmark for what a second home can represent.
At SQUAREA, we offer discerning investors access to Dubai’s most coveted residential assets, from waterfront villas to branded residences, curated to align with both lifestyle aspirations and capital strategy.
For bespoke opportunities, contact us at hello@squarea.io or call +91 90 9641 9641.