India's Branded Residences Boom: A New Era of Luxury Living

India's branded residences sector is experiencing rapid growth, driven by increasing demand from high-net-worth individuals and NRIs. Luxury hospitality giants like Marriott, ITC Hotels, and Radisson are expanding their presence in premium markets such as Mumbai, Delhi NCR, Bengaluru, Chennai, Goa, Coorg, and Chikmagalur.

ITC Hotels is exploring villa developments under its boutique Storii brand, while Marriott is actively developing projects through its 15 sub-brands. A highlight is the upcoming Westin Residences in collaboration with Whiteland Corporation—slated for completion by 2031—which will be Marriott’s largest branded residence project globally, with unit prices starting at ₹6.5 crore.

Radisson is planning projects in Jaipur and Goa, aiming to bring hotel-grade amenities to residential living, while Wyndham is considering mid-scale branded residences in India, inspired by its successful European ventures. Italian fashion and lifestyle brands are also entering the space, bringing a new layer of luxury appeal.

According to Deepak Jain of Mayfair Consultants and Nandivardhan Jain of Noesis Capital Advisors, there’s a marked rise in feasibility studies and investor interest. India currently holds 8% of Asia’s $60 billion branded residences market, which is projected to grow by 60% over the next five years.

News by Rahul Yelligetti.