Living The Label: Ultra-Luxury Homes Become India’s Latest Obsession

Luxury Market Context  
The branded residence trend has gained momentum in India’s luxury housing sector, particularly in cities like Mumbai, Gurugram, and Noida. Developers are partnering with global fashion and hospitality brands to deliver projects that promise not just homes but curated experiences. This shift reflects evolving buyer preferences toward status, design, and service-driven living.  

Key Highlights  

• Elie Saab has partnered with M3M India and Smartworld Developers for projects in Gurugram and Noida worth ₹3,500 crore  
• Four Seasons Private Residences and Armani/Casa at Lodha World Towers in Mumbai cater to high-net-worth individuals seeking exclusivity  
• Jacob & Co and Westin Residences have announced luxury developments in NCR, expanding branded offerings  
• Mumbai buyers prefer hotel-branded residences for concierge services, while NCR buyers focus on design and status appeal  
• Global hospitality majors like IHG Hotels are exploring India’s branded residence market, signaling long-term growth potential  

Impact And Reflection  
Branded residences are redefining luxury housing by merging lifestyle with investment value. For India’s ultra-rich, these projects offer prestige, global recognition, and enhanced living standards. As more international brands enter the market, India is poised to become a key hub for high-end branded real estate.  

Sources: The Hindu, BusinessLine, ETRealty