India, Vietnam, Thailand emerge as branded residence hotspots as growth hits 200%

New Delhi: Vietnam, Thailand and India are among the world’s top 10 markets for branded residences and have collectively recorded almost 200% growth over the past five years.

According to Savills data, Asia-Pacific is currently the second-most established region globally for branded residences, accounting for approximately 23% of all completed projects worldwide.

In India, the number of branded residential projects is set to increase by 126% over the next six years, with roughly 15 completed projects and 25 in the pipeline.


“India is entering an important next phase in the evolution of branded residences and, for the first time, has entered the top 10 markets in Asia-Pacific for branded residences. With a projected 126% growth in branded residential projects, India is emerging as a particularly important market for the sector, with growth increasingly extending beyond traditional hospitality-led resort developments into urban, non-hospitality branded residences,” said Shveta Jain, Managing Director, Residential Services, Savills India.

“What distinguishes India within the Asia-Pacific landscape is the potential for this growth to be led by major urban centres, alongside the continued development of resort markets.

“As domestic wealth grows and consumer expectations evolve, we expect quality, service, brand credibility and the strength of the overall residential proposition to become increasingly important in shaping demand for branded residences.”

“Indian homebuyers’ preferences have evolved considerably in recent years. Today’s homebuyers are more discerning and look beyond size and location to design, identity and a consistent standard of living. This has led to a clear shift towards homes that carry a distinct point of view, backed by a name and a design language people recognise and trust. Branded residences respond directly to this change, and as buyers move towards more curated, experience-led living, we see the category steadily gaining relevance in India’s luxury housing landscape,” said Pradeep Aggarwal, Founder and Chairman, Signature Global (India) Ltd.

The company’s branded residences project, Tonino Lamborghini Residences on the Southern Peripheral Road, marked the iconic Italian brand’s major entry into India.

“Branded residences have stopped being a niche and become one of the most closely watched segments in global real estate. What’s driving this is a change in how people think about a home. Buyers, especially in the metros, are no longer satisfied with just a good address and a well-finished flat. They want hospitality-grade services, thoughtful design and a brand name that stands behind the promise, so that daily life feels effortless,” said Navdeep Sardana, Founder, Whiteland Corporation.

At a country level, Vietnam is the region’s standout growth story. Already one of the world’s most active branded residential markets, it also has the strongest future pipeline in Asia-Pacific, with forecast growth of 152% by 2032.

Thailand and India remain important contributors, with all three countries featuring among the world’s top 10 branded residential markets by pipeline activity. However, the region also faces a challenge that increasingly sets it apart from faster-growing global peers.

Beyond Vietnam, Thailand and India, the depth of active branded residential markets remains relatively limited. While countries such as Japan, China and Indonesia continue to expand, the concentration of development in a handful of markets restricts the wider region’s ability to accelerate at the pace seen elsewhere.

The global stock of branded residences grew from 323 developments in 2015 to 910 by the end of 2025, almost tripling in a decade.

Savills recorded a compound annual growth rate (CAGR) of 10.9% over the period — nearly twice the growth rate of both global hospitality and real estate. Another 837 projects have already been signed, taking the contracted pipeline to 1,747 by 2032.

Savills notes that hotel operators increasingly do not require a hotel as an anchor for branded residences. Standalone branded residences can diversify revenue streams and allow hotel groups to extend their residential strategies into urban locations where a hotel already exists or where a standalone residential proposition is commercially attractive.

At the same time, the pipeline is becoming more resort-led, particularly in Asia-Pacific. This matters for India because the country’s current stock is disproportionately urban, with 90% of projects in urban locations and 10% in resort destinations.