From Trump Towers to Jacob & Co: India's Luxury Housing Market Thrives with Branded Residences

From global fashion houses and iconic watchmakers to hospitality majors such as Marriott, Leela, and Taj, top luxury brands are collaborating with developers to tap into the growing demand for branded residences among India’s ultra-rich homebuyers.

Branded residences — luxury homes developed in partnership with global hotel, fashion, and lifestyle brands — are fast becoming the fastest-growing segment of India’s high-end housing market. According to a report by global real estate consultancy company Savills, India now ranks among the top 10 countries globally in branded-residence supply, with major hubs in Mumbai, Delhi-NCR, Bengaluru, and Pune.

Shveta Jain, MD and Head Residential Services, Savills India, said that India stands at the forefront of Asia-Pacific's branded residences boom, with the region poised for nearly 180 percent growth by 2031. India, alongside Vietnam and Thailand, is driving close to 200 percent expansion, ranking it among the top 10 global markets. “With 10 Asian nations, including India, leading the world's 30 most active markets, our foothold in upscale pipelines and non-standalone models underscores unmatched potential,” she said.

Research by NOESIS Capital Advisors, an advisory firm, shows that Delhi NCR leads with current and planned supply of around 2,117 branded residence units, followed by Mumbai with 715 units, Pune with 479, Odisha with 402, and Chennai with 123 units. NOESIS research states that the number of branded-residence projects in India is expected to grow by nearly 60 percent over the next two years. The research also indicates that apart from established hubs, cities like Chennai, Kolkata, Goa, Ahmedabad, Surat, Indore, Lucknow, and Chandigarh are emerging as preferred locations for branded residence projects.

Nandivardhan Jain, Founder & CEO, NOESIS Capital Advisors, said that today, branded residences in India are scaling at an “unprecedented pace” due to strong demand from affluent buyers. Both hospitality and non-hospitality brands, which include lifestyle, design, fashion, automotive, and mobility brands, are seeing massive traction. “Tier 1 markets like Mumbai, Delhi NCR, Bengaluru, Hyderabad, and Chennai are leading the initial momentum, while Tier 2 cities, such as Bhubaneswar, Chandigarh, Ahmedabad, Goa, and Surat, along with leisure destinations within a two-hour drive from metros, have become very strong adoption zones,” he said.

Jain further said that the Indian luxury homebuyer has matured significantly in the last three years, and the demand for curated, aspirational living is now comparable to the world’s top markets. Branded homes deliver a pricing premium over standard luxury properties — often between 30 percent and 50 percent, depending on brand influence, amenities, and location. Projects such as the M3M Jacob & Co Residences in Noida and Trump Towers Gurugram have seen brisk bookings at top-end prices within days of launch.

“Branded residences allow buyers to invest in not just a home, but a lifestyle — the global design, hotel-style services, and brand assurance matter,” said an industry consultant. According to industry sources, Trump Tower 1 in Gurugram, which was launched in 2018 by M3M and Tribeca Developers, at Rs 13,500 per square feet (psf), currently demands Rs 40,000 psf, showing three times appreciation. Seeing the high demand, Tribeca Developers launched its second Trump Branded residences in Gurugram at a much higher rate of Rs 27,000 psf, but that was sold out on the first day of launch, garnering Rs 3,250 crore.

Rajat Khandelwal, Group CEO, Tribeca Developers, said that the demand for branded luxury homes is not a passing trend – it is the future of ultra-premium real estate. “Buyers want curated experiences, a guarantee of excellence, and the prestige that comes with a name. The rise of branded residences is a testament to this philosophy, and as the market evolves, those who understand and deliver this promise will set the benchmark for the future,” he said.

Last month, M3M India sold out all 5BHK units at its newly launched Jacob & Co branded residences at a record Rs 40,000 psf, the highest pricing ever for an apartment project in Noida. M3M India is also likely to tie up with a Lebanon-based fashion designer, Elie Saab, for another branded residence project in the NCR. Similarly, Whiteland Group has collaborated with Marriott International to launch Westin Residences in Gurugram.

In Bengaluru, a hospitality-backed developer Atmosphere Living, has teamed up with Italian wine label Bottega Spa for a new branded residence project. Up North, Dalcore has collaborated with global design and realty firm YOO for its maiden Gurugram development.

NOESIS Capital Advisors report said that the branded residence market has surged more than 160 percent over the previous 10 years, with projections indicating the industry to achieve $5 billion plus in value by 2025. Analysts say three main factors explain the boom, which include wealth creation and new affluent class, brand trust, and limited supply and differentiation.

Robin Mangla, President, M3M India, said that branded residences are no longer a niche concept in India. The segment’s rapid growth reflects a decisive shift in consumer behaviour, where homebuyers now seek global standards, professional management, and long-term value backed by trusted brands. “At M3M India, we view branded residences as a pivotal transformation that will shape the next decade of real estate. The rise of affluent and globally exposed buyers has created a strong demand for curated living experiences, not just premium homes. Branded residences exemplify this evolution, delivering consistency, credibility, and lifestyle assurance,” he said.