Branded Residences in India: A New Standard for Luxury and Investment

November 27, 2024

Branded residences are not just rewriting the contours of high-end real estate in India, they’re also redefining it into a distinctive investment category. These properties are rapidly shifting from rarefied luxury to offering an enduring, brand-backed investment that blends lifestyle and legacy.

Key Characteristics of Branded Residences

Branded Residences differ from conventional luxury homes. These properties are associated with globally recognized brands, often from the hospitality sector but increasingly from the fashion, automotive, and lifestyle industries as well. They embody the brand’s signature service and design standards, creating a lifestyle experience rooted in exclusivity. Over the years, branded residences as a category have grown by over 170% and are expected to grow further (Savills 2020).

Initially, these residences were extensions of nearby hotels, providing exclusive hotel services such as concierge, valet, and housekeeping. The branded residences concept dates back to 1927, when New York’s iconic Sherry-Netherland Hotel partnered with the renowned Sherry’s restaurant, paving the way for today’s branded living experiences.

Over time, the branded residence concept evolved far beyond hospitality perks. They are celebrated across the world for their exclusivity, meticulous design, technology, world-class standard of living, and service excellence. Branded residences typically hold a 31% higher value than similar non-branded properties (Knight Frank 2012). Today, these homes include a suite of wellness and lifestyle amenities such as pools, spas, private dining, and even artfully curated experiences catering to the tastes of sophisticated buyers. Non-hospitality brands like Versace, Armani, YOO, and Trump Towers have also entered the market, delivering a lifestyle rooted in the allure of a globally recognized brand, while blending world-class services. YOO has been a leading name in the non-hotel branded residences category, with 98 projects across 47 cities and 36 countries.

Branded Residences typically fall into two categories:


1. Standalone Branded Residences – These properties, often built without adjoining hotels, focus on providing exclusive living without shared hospitality amenities. Notable examples include the Trump Towers, YOO, Armani Residences, Bugatti Residences, and many more.

2. Integrated Branded Residences with Hotels – These projects feature both residential and hotel components, allowing residents to enjoy a wide range of hospitality services. Three Sixty West in Mumbai stands as a prime example, blending residential living with access to Ritz Carlton hotel amenities. Upcoming developments, such as the Westin Residences in Gurugram (set to be India’s largest branded residences project globally) and JW Marriott Residences in another major city, further exemplify this model.

Branded Residences Market in India

Worldwide, there are over 105,000 branded residence units across 750 projects, with India capturing a 3% share of this market. By 2027, the number of these projects is expected to rise by nearly 60%, reaching around 1,200 projects (Economic Times, 2024).

Internationally recognized brands like YOO, Trump Towers, Marriott, Accor, Wyndham, Swarovski, along with leading Indian brands such as IHCL (Indian Hotels Company Limited) and Oberoi, are expanding their branded residences in India. While branded residences are already popular in cities like Mumbai, Delhi, and Pune, they are also expanding into emerging markets such as Bhubaneswar as India’s luxury property demand grows.

Bhubaneswar’s real estate market is set up for substantial growth, supported by a strong baseline of economic development and increasing demand for luxury living. The city is rapidly evolving as a hub for IT and education, attracting professionals and businesses. The interest in upscale living experiences reflects the region’s growing aspiration for elevated lifestyle choices, making Bhubaneswar an emerging luxury market with significant potential.

The launch of Odisha’s first branded residences, DN YOO Odisha, by DN Homes in collaboration with YOO and internationally acclaimed designer Philippe Starck, marks a new era for Bhubaneswar’s luxury real estate. Offering 3 and 4-bed branded residences across 3 three towers, this project offers state-of-the-art amenities such as 3 outdoor swimming pools, herb garden, sky gardens, sky terraces, an exclusive 44,000 sq.ft. clubhouse, etc. This project marks the third project of Philippe Starck in India and the first-ever in East India.

The growth of India’s branded residences is strongly driven by the lifestyle expectations of high-net-worth individuals (HNWIs) who live globally and often own properties around the world. They now seek similar standards of design, architecture, technology, and service here in India, mirroring the experiences they enjoy internationally.

Over the past two decades, branded residences have secured a firm place in luxury real estate. Surviving the 2008 recession and demonstrating impressive recent growth, it seems like this concept is here to stay!