Gurugram leads massive boom in branded residencies across country

Branded residences are booming in luxury housing, particularly in Gurugram, driven by affluent buyers seeking premium, brand-backed developments.

Published on: Apr 4, 2026, 03:14:05 IST

By Leena Dhankhar

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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 (Parveen Kumar/HT)

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.

ABOUT THE AUTHOR
Leena Dhankhar
Leena Dhankhar is Senior Editor and Bureau Chief, Gurugram, at Hindustan Times, where she has spent over 17 years chronicling the transformation of one of India's fastest-growing urban regions. From starting her career as a crime reporter to leading the Gurugram bureau, her journalism has been defined by investigative reporting, in-depth storytelling and an unwavering focus on public interest. Over nearly two decades, she has reported extensively across crime, politics, civic governance, elections, real estate, environment, courts, sports, education and entertainment, covering Gurugram, Faridabad, Nuh and Palwal. Her reporting has exposed several major scams and systemic failures, including insurance frauds, waste management irregularities, illegal arms manufacturing units in Nuh, illegal mining in the Aravallis, organised crime networks and governance lapses affecting millions of residents. Known for her investigative work and exclusive stories, Leena has reported on high-impact national issues, including the Nicaragua charter flight carrying Indian migrants that was turned back amid allegations of human trafficking, exposing the growing network of illegal immigration rackets. Her work has also focused on gang wars, prison administration, juvenile crime, women and child protection systems, the functioning of the Juvenile Justice Board and Child Welfare Committee, and environmental challenges such as pollution, waterlogging and deteriorating civic infrastructure. Beyond hard news, Leena has extensively documented Haryana's rich heritage, forests and wildlife, bringing attention to the state's historical landmarks, biodiversity, conservation efforts and ecological challenges through immersive reportage and feature writing. Her journalism has consistently gone beyond breaking news. She has documented Gurugram's rapid urbanisation through long-form narratives and enterprise reporting on issues ranging from pothole-ridden roads, flooding and waste management to the changing social fabric of India's Millennium City. She also writes widely read feature columns, including The Outsider, Changemaker, and Concern for Gurugram, profiling people, places and ideas shaping the city's identity. Leena is the author of Gurugram School Murder, published by Juggernaut Books, a deeply reported account of one of India's most high-profile school murder investigations. She is currently working on her second book, an investigative work exploring some of India's most significant scams and fraud investigations. Beyond print journalism, she has expanded her storytelling through public speaking and digital media. She is a TEDx speaker and has produced podcasts exploring Gurugram's transformation, civic challenges and untold stories. Her work reflects a commitment to narrative journalism that combines rigorous reporting with compelling storytelling. A law graduate with an MBA in Human Resources, Leena brings a multidisciplinary perspective to her reporting, particularly on governance, public policy and legal affairs. She has travelled extensively across India to pursue investigative assignments, often reporting from remote locations and conflict-prone areas in search of stories that matter.Read More

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