London based global design brand YOO Worldwide and luxury real estate advisory company SQUAREA with offices in Pune and Dubai have entered into a partnership to market branded residences for luxury and hospitality developers with their inaugural project being a luxury development in East India.
The partnership aims to bring together the joint capabilities of YOO Worldwide’s design and interiors expertise along with SQUAREA’s expertise in luxury marketing and sales, and HNI portfolio management.
The branded residences segment, while growing at a 160% YOY, is a largely under-served segment with only 690 developments or ‘schemes’ globally and a little over 600 more expected to be completed by 2030.
Branded Residences offer an international standard lifestyle while meeting the expectations of an increasingly lifestyle conscious, globally aspiring clientele. They are also refreshingly different and help to reposition the portfolio of growing and emerging luxury developers and also enhance their corporate brand reputation.
The Indian market is projected to touch 1.65 million HNWIs by 2027 with UHNWIs expected to touch 19,119 individuals in the same period (up by 58%) from 12,069 in 2022 (Knight Frank, 2023).
Branded Residences with their promise of a global lifestyle also interest the Non-resident Indian segment interested in luxury homes in metros. The brand lifestyles which come with these homes are also similar to the lifestyle of global cities. Top designers and architects who work on such projects are already very reputed in their respective countries and such developments therefore need no formal introduction.
The opening project of the YOO and SQUAREA partnership will also see the involvement of Philippe Starck personally and will become the third project in India carrying his signature design and innovation.
Branded residences largely cater to the topmost spectrum of the home buying base – the HNWI and UHNWI segment. These residences can serve as both primary residences or second homes, many a time in a second city of choice. This is where developers can command a brand premium, profitability and returns.
The global luxury real estate market is on an upward trajectory, valued at approximately USD 276.5 billion in 2024 and projected to reach USD 504.5 billion by 2033, growing at a CAGR of 6.9% over the next decade (Business Research Insights). Closer to home, India is also witnessing a significant surge in luxury real estate, with high-net-worth individuals increasingly viewing premium properties as strategic assets for wealth preservation and lifestyle enhancement.
To navigate this evolving landscape effectively, it's essential to understand what truly defines a luxury home in today's context.
Defining Luxury Homes: Beyond Price Tags
While price plays a role, a true luxury home is defined by a thoughtful blend of design, comfort, and functionality, elements that go well beyond the price tag. Here’s what typically characterises a luxury residence:
These features not only elevate the everyday living experience but also contribute to the property's long-term value. This growing emphasis on experience, exclusivity, and future value is now shaping buyer preferences across key Indian markets as well. India’s luxury real estate segment is evolving rapidly, fuelled by rising affluence, global exposure, and a renewed focus on lifestyle-driven investment.
The Indian Luxury Real Estate Market
India's luxury real estate sector has experienced significant growth in recent years. Notably, homes priced at ₹4 crore and above recorded a 37.8% year-on-year increase in sales during the first nine months of 2024, as reported by CBRE. In cities like Mumbai, the ultra-luxury segment has demonstrated remarkable performance. According to JLL, 69% of all homes sold above ₹100 crore in the past three years, amounting to ₹7,500 crore in sales, were concentrated in Mumbai. This underscores the city’s continued dominance in this space.
However, this growth is not limited to Mumbai alone. Cities such as Pune, Delhi NCR, Bengaluru and Hyderabad are witnessing a similar uptick, with increased absorption of high-value luxury residences. The luxury segment across India is no longer a niche, it is now a defined and expanding market, driven by a wider base of affluent buyers. This surge in demand is fueled by both end-users and investors. With the market's robust performance, it’s worth looking at why luxury real estate is a strong investment choice.
Investment Potential for Luxury Real Estate
Luxury real estate in India has emerged as a compelling investment avenue, offering both capital appreciation and rental income opportunities.
This reflects the twin advantages of India’s luxury real estate segment: the ability to build long-term wealth through capital gains and the opportunity to generate steady income from high-quality tenants. This balanced performance positions luxury property as a strategic and future-focused asset class for investors.
In a maturing market like India, where discerning buyers are increasingly viewing property through the lens of both legacy and investment, the right luxury asset must deliver on every front: location, design, performance, and purpose.
At SQUAREA, we understand that luxury is not just a matter of aesthetics, it's about foresight, strategy, and curation. Whether you are expanding your portfolio or acquiring a statement address, our experts are here to guide you with tailored insights and access to India’s most exclusive properties. For personalised assistance, reach out to 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 is no longer an emerging luxury location, it is actively setting benchmarks for space, scale, and sophistication. In 2024 alone, the city saw 4,628 luxury units launched, a 17% increase over 2023 and a remarkable 12x jump compared to pre-COVID 2019 levels. At the same time, high-end residential launches accounted for 2,650 units in Q4 2024, forming 26% of all new launches in the city, further cementing Pune’s growing dominance in this space (Cushman & Wakefield).
These impressive launches are being swiftly absorbed, particularly in well-established micro-markets and gated communities. Behind this absorption lies a clear shift in buyer priorities towards larger, more adaptable homes that align with evolving lifestyle needs.
One of the most compelling shifts in Pune’s luxury market is the growing preference for larger living spaces. The buyer today isn’t just looking for status, they’re looking for functionality, privacy, and the flexibility to accommodate work, wellness, and entertainment under one roof.
According to The Financial Express, the average size of luxury apartments has grown from 2,500 sq. ft. in 2023 to 3,200 sq. ft. in 2024. That’s a significant leap in just a year, an indicator of changing lifestyle priorities and rising aspirations. Moreover, even the demand for 4BHKs and above has risen by 40% year-on-year. This paradigm shift underscores that today’s luxury buyer wants more than just a home, they want an ecosystem of comfort and adaptability. This trend is shaping the blueprint of new launches across Pune’s top neighbourhoods, where expansive layouts and multifunctional spaces are now the norm.
What makes Pune unique is the depth and diversity of its luxury neighbourhoods. Each zone has its own story, but all of them meet the same core criteria: connectivity, lifestyle, exclusivity, and appreciation potential. Here are the best localities for luxury homes in Pune:
Each of these neighbourhoods offers a distinct blend of luxury, comfort, and investment potential, making Pune a compelling destination for high-end real estate investments. As per industry forecasts, property prices in these areas are projected to touch ₹15,000 per sq. ft. by 2025, with ultra-luxury residences commanding ₹25,000 per sq. ft. For investors, that signals both price growth and strong rental yield.
The future of luxury housing in India is being shaped by cities that blend opportunity with a high liveability quotient, and Pune is among the frontrunners of this transformation. Pune has consistently ranked among India’s most liveable cities, underpinned by its balance of urban development, infrastructure, and lifestyle. According to the Ease of Living Index 2024, the city secured the second position nationwide with a score of 66.27, evaluated across parameters such as quality of life, economic ability, and environmental sustainability. The city offers a rare blend of connectivity, urban greenery, and long-term value, making it not just a smart investment but a meaningful lifestyle upgrade.
At SQUAREA, we curate the most exceptional luxury properties in Pune across Kharadi, Koregaon Park, Kalyani Nagar, and other prime locations. Whether you are upgrading your lifestyle or diversifying your investment portfolio, we offer expert and professional guidance. Discover Pune’s top-performing gated communities, branded residences, and ultra-premium homes, all in one place.
Contact us at hello@squarea.io or call +91 90 9641 9641 to explore the city’s most coveted addresses. Your next luxury investment starts here - with SQUAREA!
Pune is no longer an emerging luxury location, it is actively setting benchmarks for space, scale, and sophistication. In 2024 alone, the city saw 4,628 luxury units launched, a 17% increase over 2023 and a remarkable 12x jump compared to pre-COVID 2019 levels. At the same time, high-end residential launches accounted for 2,650 units in Q4 2024, forming 26% of all new launches in the city, further cementing Pune’s growing dominance in this space (Cushman & Wakefield).
These impressive launches are being swiftly absorbed, particularly in well-established micro-markets and gated communities. Behind this absorption lies a clear shift in buyer priorities towards larger, more adaptable homes that align with evolving lifestyle needs.
One of the most compelling shifts in Pune’s luxury market is the growing preference for larger living spaces. The buyer today isn’t just looking for status, they’re looking for functionality, privacy, and the flexibility to accommodate work, wellness, and entertainment under one roof.
According to The Financial Express, the average size of luxury apartments has grown from 2,500 sq. ft. in 2023 to 3,200 sq. ft. in 2024. That’s a significant leap in just a year, an indicator of changing lifestyle priorities and rising aspirations. Moreover, even the demand for 4BHKs and above has risen by 40% year-on-year. This paradigm shift underscores that today’s luxury buyer wants more than just a home, they want an ecosystem of comfort and adaptability. This trend is shaping the blueprint of new launches across Pune’s top neighbourhoods, where expansive layouts and multifunctional spaces are now the norm.
What makes Pune unique is the depth and diversity of its luxury neighbourhoods. Each zone has its own story, but all of them meet the same core criteria: connectivity, lifestyle, exclusivity, and appreciation potential. Here are the best localities for luxury homes in Pune:
Each of these neighbourhoods offers a distinct blend of luxury, comfort, and investment potential, making Pune a compelling destination for high-end real estate investments. As per industry forecasts, property prices in these areas are projected to touch ₹15,000 per sq. ft. by 2025, with ultra-luxury residences commanding ₹25,000 per sq. ft. For investors, that signals both price growth and strong rental yield
The future of luxury housing in India is being shaped by cities that blend opportunity with a high liveability quotient, and Pune is among the frontrunners of this transformation. Pune has consistently ranked among India’s most liveable cities, underpinned by its balance of urban development, infrastructure, and lifestyle. According to the Ease of Living Index 2024, the city secured the second position nationwide with a score of 66.27, evaluated across parameters such as quality of life, economic ability, and environmental sustainability. The city offers a rare blend of connectivity, urban greenery, and long-term value, making it not just a smart investment but a meaningful lifestyle upgrade.
At SQUAREA, we curate the most exceptional luxury properties in Pune across Kharadi, Koregaon Park, Kalyani Nagar, and other prime locations. Whether you are upgrading your lifestyle or diversifying your investment portfolio, we offer expert and professional guidance. Discover Pune’s top-performing gated communities, branded residences, and ultra-premium homes, all in one place.
Contact us at hello@squarea.io or call +91 90 9641 9641 to explore the city’s most coveted addresses. Your next luxury investment starts here - with SQUAREA!
*Ease of living fact is confirmed by both given source & https://www.mercer.com/insights/total-rewards/talent-mobility-insights/quality-of-living-city-ranking/