India emerges as Asia-Pacific’s largest branded residences market by value

Mumbai: India has emerged as the largest branded residences market in Asia-Pacific by value, with projects worth around Rs 92,000 crore, as developers increasingly tap premium homebuyers across major cities and emerging leisure destinations.

India accounts for 21% of Asia-Pacific’s $45.3 billion branded residences value, despite contributing only 15% of the region’s units, according to NOESIS Hotel Advisors report that tracks 38 operational or launched projects across 10 markets, comprising 10,452 homes.

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Branded residence supply in India rose 3.1 times in 2025, from 1,015 to 3,181 units, while 5,156 homes launched since January 2025 are more than twice the number launched during the previous seven years combined.

Annual transaction value grew at 49% between 2019 and 2025, with Rs 47,278 crore transacted since 2018. The market is on course to match the transaction record set in 2025, the report said.

The premium associated with branded residences is also supporting the segment’s growth. Buyers pay an average 32% premium over comparable projects in the same catchment, broadly in line with the 33% global average. Pune has the highest premium at 44%, followed by Kolkata at 42%, while Hyderabad records a 25% premium.

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Unlike the global market, where hotel brands dominate branded residences, India’s market remains led by fashion and design brands. Non-hospitality brands account for 73% of branded units in India, compared with about 20% globally.

NOESIS expects hotel brands to gain ground over the next 24 months as leading international and Indian hotel groups evaluate branded residence projects in the country.

Demand for premium housing is also expanding the addressable market. India now has 19,877 ultra-high-net-worth individuals, up 63% from 2021, while homes priced above Rs 1 crore accounted for 71% of sales in the top seven cities in the first half of 2026, compared with 62% a year earlier.

The next phase of growth is expected to extend beyond India’s established markets. NOESIS is tracking 47 confirmed projects currently, including 15 delivered, and expects the number to rise to 85 by 2028.

The share of non-metro markets is expected to increase from 8% of projects currently to 45% of the next wave, with destinations including Goa, Alibaug, Rishikesh, Bhubaneswar and Mohali. Hyderabad is expected to add about 1,200 branded homes across seven projects by 2028.