India’s housing market is amid its most transformative decade. What was once a product-driven sector — focused on floor plans, specifications, and delivery timelines — has evolved into an experience-led industry where design, service, wellness, community, and brand identity matter as much as location. Branded residences, curated amenities, and lifestyle partnerships are no longer niche add-ons; they have become the defining pillars shaping urban homebuying decisions across metros and increasingly, tier 2 cities.
At the heart of this shift lies a profound change in demographics, wealth creation, and consumer expectations. India has emerged as the world’s fourth largest hub of individuals worth over USD 10 million, as highlighted by Knight Frank’s Wealth Report 2025. This growing affluent base has accelerated the premiumisation of housing. Demand for homes priced above ₹5 crore has risen almost four-fold since 2022, reflecting a clear pivot from conventional luxury to experiential, curated living.
From Opulence to Experience: The New Meaning of Luxury
As wealth deepens, the definition of luxury has fundamentally shifted. “The idea of luxury is moving beyond scale and opulence towards experiences, curation, and exclusivity,” says Ankita Sood, national director–research, Knight Frank India. Developers today aren’t just designing homes, they are crafting living environments shaped by global brands, lifestyle partnerships, and high-touch service ecosystems.
India now ranks sixth globally in branded residence supply, signalling that the country is no longer an emerging participant but a significant force in the global luxury housing arena. These residences blend distinctive brand philosophy with architectural sophistication, wellness-led amenities, and the promise of reliability.
A New Benchmark: Branded Residences in Metro & Emerging Markets
From Mumbai’s high-rises to Gurgaon’s integrated townships and Goa’s resort-style communities, branded homes are rapidly becoming the preferred choice for affluent and aspirational buyers.
According to Shalin Raina, MD - residential services, Cushman & Wakefield, what began as a niche is now a defining feature of urban luxury, with the trend spreading well beyond metros into lifestyle destinations like Alibaug and Goa. Buyers favour these homes not just for their association with a prestige brand, but for the customisation, consistency, and curated service experience they offer.
This sentiment is echoed by Santhosh Kumar, vice chairman, Anarock Group, who notes that buyers today willingly pay premiums of 30–35% for branded living — concierge services, wellness zones, global design, and the assurance of international affiliations.
Lifestyle as the New Infrastructure
Increasingly, homebuyers view their residences as extensions of their identity. “Today’s new-age homebuyer is not just purchasing a residence; they are investing in a lifestyle,” says Sriram Mahadevan, CEO, Shapoorji Pallonji Real Estate. This shift has accelerated innovations in smart design, technology integration, and strategic collaborations.
The brand’s project, The Dualis in Gurugram, integrates tie-ups with Fortis and BOSCH Car Service, blending healthcare excellence and automotive convenience directly into residential life — an example of how lifestyle infrastructure is being built into housing itself.
Similarly, Birla Estates has observed a surge in upgrade demand for spacious 4 and 5 BHK homes in integrated communities. “Buyers are not merely buying buildings; they are seeking environments that nourish the spirit and foster connection,” avers K.T. Jithendran, MD & CEO, Birla Estates.
Curated Amenities: From Add-Ons to Everyday Essentials
Curated living is no longer limited to gyms and swimming pools. Developers are creating ecosystems that support wellness, creativity, sports, productivity, and community-building.
Sumadhura Group has pioneered branded clubhouses in Bengaluru and Hyderabad with global sports and lifestyle academies by names such as Saina Nehwal, Michael Phelps, UFC FIT, and Mahesh Bhupathi — recreational spaces that function as daily lifestyle enablers designed for serious training and holistic wellbeing.
According to Mukul Bansal, co-founder & MD, Motiaz, curated amenities like rooftop wellness sanctuaries, artisan lounges, and urban orchards are becoming essential parts of daily living, cultivating micro-communities that prioritise wellbeing over square footage.
This shift is echoed by Sarveshaa SB, CMD, BHADRA Group, who emphasises, “Branded luxury homes, thoughtfully curated amenities, and distinctive lifestyle collaborations are redefining aspirational living across India's leading cities… Exclusive clubhouses and wellness pavilions enrich daily living, offering exceptional convenience and a refined sense of community.”
He further emphasises that Bhadra Group is committed to blending refined amenities, immersive lifestyle experiences, and prime locations to create a truly distinguished quality of life.
Branded Collaborations: A New Edge in a Competitive Market
Developers are increasingly partnering with global hospitality chains, fashion houses, sports brands, and wellness institutions to differentiate their offerings. These tie-ups bring credibility, service expertise, and brand philosophy to residential environments.
Meraki Samsara in Hooghly integrates a Marriott-managed luxury resort within a 45-acre villa community.
Whiteland Corporation’s collaboration with Marriott International brings Westin Residences to Gurugram.
SPA Group offers bespoke, hospitality-style services including private chefs, dedicated trainers, and curated art experiences.
These partnerships elevate the home’s value proposition from mere ownership to experiential belonging.
Tier-2 Cities: The Next Frontier of Experience-led Living
Rapidly urbanising tier-2 cities like Jaipur, Lucknow, Coimbatore, Bhubaneswar, and Kochi are witnessing accelerated demand for branded addresses and curated ecosystems.
Mid-segment buyers in smaller cities, as highlighted by Mohit Goel, MD, Omaxe, are increasingly opting for developments with dependable infrastructure and modern amenities — a sign that the pursuit of quality and lifestyle parity is becoming universal.
This is reinforced by Aayush Madhusudan Agrawal, founder & director, Inspira Realty, who observes: “Homebuyers today are not just seeking four walls; they are looking for homes that reflect their lifestyle aspirations… This aspiration is no longer confined to premium buyers alone. Even mid-segment consumers are prioritising quality amenities, sustainability, and a sense of community.”
He adds that projects like Inspira One are designed in collaboration with international designers to deliver elevated, future-ready living environments — signalling a long-term behavioural shift.
Quality, Trust & Community: The New Drivers of Purchase Decisions
The post-pandemic homebuyer seeks certainty, brand trust, holistic communities, green spaces, and future-ready infrastructure. Manish Agarwal of Satya Group notes that the new definition of luxury is a complete, service-driven ecosystem built around transparency and reliability.
This shift is strongly aligned with the views of Samujjwal Ghosh, CEO, The House of Abhinandan Lodha (HoABL), who underscores the rising importance of quality: “Quality has become a defining factor shaping today’s real estate choices… Our developments are planned with strong infrastructure, thoughtful master-planning, and world-class amenities.”
He highlights HoABL’s 19 projects across five states and its fully digital land-buying platform, which enables safe, transparent purchases — reinforcing trust through timely deliveries and setting new benchmarks for reliability.
A Lifestyle Choice, Not a Real Estate Purchase
Across luxury, premium, and mid-market segments, homebuying has evolved from a transactional decision to a lifestyle-driven choice. Buyers evaluate not just the home itself, but brand identity, service consistency, and the cultural ethos of the community.
As Rakesh Reddy of Aparna Constructions notes, the next generation evaluates not only square footage but brand credibility and the lifestyle value a development promises.
The Road Ahead: Experience as the New Currency
As incomes rise and global sensibilities merge with Indian aspirations, branded homes and curated communities will increasingly define the future. Developers investing in authenticity, wellness-centric design, and meaningful partnerships will lead the next wave.
Urban homes will continue transforming into environments shaped around purpose, balance, wellbeing, and belonging — where curated amenities and branded living are no longer luxuries, but standard expectations in how India chooses to live.