Branded Luxury Homes Appeal To The Lifestyle Of India’s Rich Home Buyers
Branded luxury homes are a new trend in ultra-luxury housing segment and appeal to the lifestyle of India’s super-rich and adds to their aspirational value of the buyers. The concept of branded luxury homes is to create unique and provide to its target customers professionally designed interiors and exteriors, centralized facilities management and other features like high-grade surveillance and security.
Some of the leading Indian developers are teaming up with world celebrity designers for the interiors of their branded luxury homes based on the Disney theme to Spanish-style living and interiors designed by them. The international designers and major brands including Giorgio Armani, Trump, John Hitchcox, Phillippe Starck, Jade Jagger to Steve Leung are tying up with Indian developers for residential projects of branded luxury homes, as rich Indians are looking for the lifestyle which has value-add of the brand.
This new trend of branded luxury homes is getting great success in the Indian housing market and the demand for it has been increasing in cities like Mumbai, Pune, Bangalore and Delhi – NCR. The price of branded luxury homes in India starts from Rs 2 – 3 crore, and can go up to as much as Rs 100 crore or more than that .
America’s real estate player Trump announced his first Indian project of twin towers in Pune. The Trump Tower, in the Worli area of South Mumbai is a 75 story tower of luxury branded residential project of Lodha Group
John Hitchcox, one of the world’s most influential property developers from Britain, has also decided to invest in India’s housing market of branded luxury homes. And besides his partnership with Indian real estate players such as Lodha group along with French designer Phillippe Starck, he will also come up with luxury residential projects in Noida, Gurgaon, Bangalore and Pune. Supertech, a north India based developer, has also tied up with their firm Yoo Worldwide for interior designing of two of its luxury residential projects in Gurgaon.
Supertech has also tied up with Italian fashion brand Armani Group for interior designing for its Noida project and the US-based Disney Group for providing Disney-theme homes in Greater Noida. They have also launched a project with a Roman-style architecture in Noida.
Others developers like Suntech Realty, Brys, Ajnara, BPTP and Tata Housing are also tying up with international designers or brands. Some Indian fashion designers have also been capitalizing on the trend, including Gauri Khan, J J Walia, Twinkle Khanna and Sussaine Khan.
Rising wealth in India and exposure to lifestyle in other major cities abroad and higher margins from such branded homes residential projects are among the factors for the emergence of this new trend in the Indian housing market.
Ajay Verma, founder, and writer of The Housing World, a real estate and mortgage news website. He has over fifteen years of rich experience in the above-mentioned industries.