18 October, 2025

What Are Branded Residences and Why Developers Are Choosing Them

The market for luxury homes within India is rapidly evolving, with branded residences at the forefront of this growth. Branded residences combine private ownership with hospitality or lifestyle branding from around the globe. Developers see branded residences not only as a status symbol but also as a solution for premium pricing, differentiating products from competitors, and generating sales within urban marketplaces such as Gurgaon.

What Exactly Are Branded Residences?

At a basic level, branded residences are homes developed in association with well-known hotel or lifestyle brands. Buyers own the property, while the brand manages services, upkeep, and the complete living experience. Branded residences in India are often incorporated within mixed-use developments that combine residential housing with hotel, office, or retail space. The areas located near Golf Course Road or along the Dwarka Expressway in Gurgaon are advantageous due to:

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their proximity to business centers

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international schools, and

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established social infrastructure

A development approach increasingly adopted by premium-focused real estate groups, such as Whiteland. The brand’s involvement ensures consistent quality, long-term maintenance, and a globally familiar living experience.

Why are Indian Buyers Drawn to Branded Residential Projects?

Today's affluent Indian buyer travels frequently, stays in premium hotels, and anticipates similar levels of comfort at home. Hotel branded residences facilitate that same experience in a home without the additional headache associated with operating within a crowded marketplace. Key factors influencing a buyer's final decision regarding luxury branded living:

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Access to hotel-inspired living service (e.g., concierge, housekeeping, and valets)

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Designs, layouts, and finishes aligned with international brand standard

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Optional rental management for owners who travel or live overseas

As such, branded residential projects tend to be sold at a 30-40% premium over standard luxury homes.

What do Developers Gain Financially

From the perspective of developers, the economics of branded residential properties differ significantly. Early brand-led trust means:

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Faster pre-sales

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Higher ticket sizes

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Lower marketing friction

In addition, sales from the residential component help fund the hotel or commercial component of the project. The price for the luxury-branded residences is at least 30% higher than the price for standard luxury residential properties, and India appears to be following this trend.

A Quick Look at India’s Growth Story

India is a small player in the global luxury living marketplace today, but the trend is escalating because of increasing wealth concentration, very limited available luxury inventory, and an increasing number of non-resident Indians purchasing these properties. Cities like Gurgaon, Mumbai, and Bengaluru are leading the charge in growth in this area, with buyers searching for professionally managed homes close to work, dining, and social venues. Hospitality-backed residences will continue to be a resilient form of asset, even during slowdowns in the market.

Why Developers Are Investing in This Model

Developers view this model as a way to build their brand image and stand out from other luxury projects in the market, not just as a way to increase revenue. Through branding their properties, developers can:

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Establish themselves at the top of the luxury market

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Reset the pricing for their properties

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Attract international buyers and non-resident Indians

Branded residences not only benefit individual units but also raise the overall image of the branded development ecosystem, allowing for long-term growth.

Key takeaways

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Branded residences are expanding rapidly across India due to a growing number of NRIs and urbanisation.

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They provide private ownership with hotel-style services, offering a globally familiar living experience.

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Buyers pay a premium price for brand trust, quality, and convenience.

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Developers benefit from speed in faster sales and greater pricing power.

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The model supports long-term value creation for both buyers and developers

FAQs

What are the two types of residence?

Two types of residences are Independent Houses & Apartments (including serviced and branded residences).

What are some disadvantages of serviced apartments?

Higher maintenance costs, limited personalization, and lower long-term appreciation.

Difference between a branded residence and a serviced apartment?

Branded residences are focused on ownership and the lifestyle associated with it, while serviced apartments are primarily for short-term stays.

Are branded residences a good investment?

Yes, Branded Residences are known to provide better value retention than traditional properties for the investment.

Difference between a branded house and a house of brands?

A branded house is identified with one master brand, and a house of brands has multiple brands.

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About the Publisher:This article is published by Whiteland Corporation, a premium real estate developer with a focus on lifestyle-led residential projects in Gurugram. The insights shared are based on evolving residential trends, buyer behaviour, and long-term market observations.