Branded residences have taken the centre stage in luxury housing, with developers launching many brand-backed projects. The segment is witnessing strong traction as affluent buyers increasingly show interest and invest in such developments, with Gurugram emerging as the frontrunner in this space.
This rising momentum is backed by a report from the real estate consultancy Savills India. The report, released in October 2025, had projected a significant jump in branded residential developments: from 764 projects in December 2024 to 910 by the end of 2025, reflecting a 19% year-on-year growth.
According to the report, the surge is driven largely by high-net-worth individuals (HNIs), non-resident Indians (NRIs) and global investors seeking premium homes backed by internationally recognised brands. With multiple projects in the pipeline, the segment is expected to expand further in the coming years.
Sudeep Bhatt, director of strategy at Whiteland Corporation, said: “According to Savills India, the region has the potential to rival North America over the next decade, even amid rising competition from other global markets. This underscores the scale of opportunity in the branded residences segment.”
Branded residences, once considered niche, are now redefining luxury housing, with developers increasingly collaborating with global hospitality, fashion and lifestyle brands. Partnerships with big names such as Elie Saab, Trump Organisation and Marriott International are enabling developers to differentiate offerings while delivering world-class amenities, design excellence and hospitality-led services.
Rajat Khandelwal, group CEO at Tribeca Developers, said: “Branded residences are not a passing trend, they represent the future of ultra-luxury real estate. Our collaboration with the Trump Organisation has allowed us to create trophy properties that stand apart and set new benchmarks in the segment.”
According to NOESIS Capital Advisors, Delhi-NCR leads the segment with a current and planned supply of 2,117 units, with Gurugram accounting for a significant share due to its strong infrastructure and evolving micro-markets.
Key corridors such as Dwarka Expressway, Southern Peripheral Road (SPR) and Sohna are witnessing rapid traction, driven by improved connectivity and rising investor interest. The Dwarka Expressway, in particular, has emerged as a major growth driver, with property values witnessing sharp appreciation.
Highlighting a recent development, Bhatt said Whiteland’s partnership with Marriott International to develop Westin Residences Gurugram is expected to set new benchmarks in wellness-led luxury living. “Strategically located on Dwarka Expressway, the project combines scale, design and global brand excellence, with a projected topline of ₹15,000 crore,” he said.
Industry experts believe the segment’s growth is closely linked to evolving buyer aspirations. “Consumers today are looking beyond conventional luxury. They want curated experiences, brand assurance and a lifestyle that reflects global standards,” Khandelwal added.
Ashish Jerath, president (sales & marketing) at Smartworld Developers, said branded residences are redefining ownership. “Buyers are no longer just purchasing homes, they are investing in identity, exclusivity and a globally benchmarked lifestyle,” he noted.
With rising wealth creation and a strong pipeline of projects, branded residences are set to remain one of the fastest-growing and high-return segments, with Gurugram at the forefront of this transformation.
