In recent years, branded residences have shifted from niche luxury to a mainstream choice among India’s high-net-worth individuals. These aren’t just homes, they’re identity-led investments, merging global design sensibilities with premium real estate. And while cities like Mumbai and Delhi NCR continue to dominate the luxury landscape, Pune is quietly but convincingly stepping into the spotlight.
The question is no longer if Pune belongs in the branded luxury space but why has it become one of the most promising destinations for it.
What’s Driving India’s HNIs Towards Branded Residences
Before we delve into Pune’s growth story, it’s important to understand the broader shift in HNI preferences that’s fuelling the rise of branded homes across India. India’s affluent class are seeking more than just square footage. These brand-conscious investors are opting for homes linked to globally recognised names, whether in design, fashion, or hospitality, that deliver far more than visual appeal. They ensure a standard of design, service, and quality that traditional luxury homes often struggle to match.
Branded residences typically offer:
For UHNIs and discerning investors, these homes go beyond lifestyle, they represent intelligent investments aligned with a long-term vision.
Why Pune Is Gaining Strategic Interest from HNIs and UHNIs
Naturally, this evolving preference is also reshaping where India’s elite are choosing to invest. Pune, with its distinct mix of infrastructure, liveability, and long-term upside, is increasingly commanding attention.
Key factors shaping this interest include:
For investors seeking a blend of refined living and long-term upside, Pune delivers on both fronts.
Pune’s Growth Trajectory in the Premium Residential Segment
This growing investor interest is strongly supported by real estate fundamentals. Pune’s residential market is not only expanding, it’s evolving in structure. According to the latest data, the city recorded 10,237 new unit launches. The mid-segment retained the largest share at 61%, but what stands out is the 12x rise in luxury unit launches compared to 2019, an unmistakable indicator of where the market is heading (Cushman Wakefield).
This shift isn’t just about volume, it shows changing preferences in lifestyle. Buyers and investors today are leaning towards more spacious homes. In 2024, 3BHK units accounted for 30% of all new launches in Pune, a sharp rise from just 10% in 2019 (Hindustan Times, 2025), highlighting a strong demand for well-designed and expansive homes. This evolving appetite aligns with the core ethos of branded residences – properties that prioritise space, design, and enduring value.
Early Developers Shaping Pune’s Branded Real Estate Segment
The rise of branded residences in Pune has been led by early movers who recognised the city’s potential to support international-standard luxury. Among them, Panchshil Realty has played a pivotal role in shaping this segment (Noesis). Their collaboration with global design house YOO led to the launch of YOO Pune, India’s first ready-to-move-in YOO-branded residences. Set around 5 acres of lush, landscaped greenery in Hadapsar, this project offers a lifestyle deeply rooted in nature and elevated by thoughtful, Philippe Starck-designed luxury. Soon after, YOO Villas introduced a private villa community that combined serene natural surroundings with the signature aesthetic of Kelly Hoppen.
Continuing Pune’s growing association with globally celebrated names, Trump Towers Pune brought the iconic Trump brand to India for the first time. Located in Kalyani Nagar, these twin towers deliver world-class amenities and panoramic 360-degree views, designed by acclaimed Italian interior designer Matteo Nunziati.
Building on this legacy, YOO One by Sussanne Khan, Amanora Gateway Towers and F-Residences introduced international brand-inspired design to the cityscape. Together, these developments have established Pune as a credible and thriving market for branded residences.
With demand from high-net-worth buyers rising and global brands actively exploring Indian partnerships, the segment is poised for major expansion. India’s branded residence market is projected to grow by 60% by 2027 (The Economic Times), and Pune is expected to play a central role in this growth
For those seeking international aesthetics, curated communities, and assets that outperform traditional luxury in both experience and appreciation, Pune is no longer an emerging market. It’s the one to watch.
At SQUAREA, we understand that today’s luxury is defined by experience, identity, and long-term value. From globally branded residences to legacy-driven investments, our advisory approach ensures you secure a home that delivers on both lifestyle and long-term value. To explore exclusive opportunities, reach us at hello@squarea.io or call +91 90 9641 9641.
Pune has quietly transformed into one of India’s most dynamic luxury real estate markets. Once seen as a haven for retirees and industrialists, the city has evolved into a thriving hub of cosmopolitan affluence driven by a new generation of tech entrepreneurs, global executives, and lifestyle-conscious buyers.
In fact, Pune, Mumbai, and Delhi-NCR together accounted for 66% of all luxury home sales in Q4 2024, a clear testament to Pune’s consistent presence among India’s top-performing luxury housing markets (CBRE). What sets Pune apart isn’t just the inventory – it’s the quality of life, the architectural evolution, and the consistency in demand from India’s growing base of high-net-worth individuals.
Let’s explore the micro-markets and momentum behind Pune’s luxury housing ascent.
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.