Are branded residences just an upgraded version of luxury homes? By CEO Atmosphere Living India, Mr. Sandeep Ahuja
/The segment of luxury real estate has also undergone a tremendous change. Luxury living in India is evolving at a great pace. Nowadays, most people have branded purses and shoes, and they also spend and invest in the products that opulence takes place. And real estate market is no exception.
That is, luxury housing is no longer merely about owning a grand property in a prestigious location, but about creating an environment that offers unparalleled comfort, privacy, and exclusivity, replete with the latest advances in design, technology, and sustainability.
The Global consultancy Knight Frank's Wealth Report 2024 states that this number will increase to 19,908 ultra-high-net-worth individuals valued at more than US$ 30 million in 2028 from 13,263 in 2023. Sale and resale of luxury assets will be in a growth trend, particularly within the Indian luxury real estate market.
To pace with changing needs, developers are introducing the most contemporary global amenities. The one concept that has driven all of its prospective eyeballs crazy is the branded residency. Under this concept, very luxurious houses are managed in some arrangement between the developers and a hotel chain, along with the name being associated with some hotel, including lifestyle benefits, quality services, dry cleaning, and a personal butler. For example, want to get ready for that one party in your circle? There is a salon on the ground floor, apart from a coffee lounge to relax after work. There is always get professional aid to help you manage your life while living in a house. Of course, it’s a flat that provides its guests with hotel service. For example, the private chef or the possibility of selecting dishes from a menu served in the room.
Though, both luxury and branded residences are a testimony of growing affluent class in the India, but are quite different from each other. According to Bain and Company, the luxury market in India is expected to grow to 3.5 times its current size and reach US $85 to $90 billion by 2030 as the economy is growing rapidly.
These reports place India as the fastest-growing luxury market all over the world. The demand for luxury housing in India has also been immense and such housing are solely operated by the developing company. The heated pools and spas, community gardens to garden own herbs and veggies, a 24x7, games, a business centre and a coffee bar, a fitness center with high-end cardio and strength training equipment. Moreover, these houses emphasize building a home with the concept of net zero carbon emissions.
This meant that the smart cities, where infrastructure and service amalgamation created an impact on the luxurious housing market.
As per the data by JLL, the premium and luxury segments saw the highest growth in sales. Premium projects (Rs 3-5 crore) witnessed a 107 per cent Y-o-Y surge, while luxury projects (Rs 5 crore and above) experienced a 96 per cent increase.
Today, high-end buyers seek living spaces that connect seamlessly with smart city infrastructure-on a self-driving car, a medical center, or other such services. High-end housing is no longer a declaration of a front-and-center piece of earth real estate. Instead, it’s all about creating an environment for unmatched comfort, seclusion, and exclusivity set within the best in design, technology, and sustainable practices. As the luxury buyer evolves, so too will what it means to live in luxury housing terms of wellness, experiential living, and being globally connected. That way, luxury housing will continue to be a mark of prestige, achievement, and the epitome of contemporary life for generations to come.
Key trends are therefore defined by the changing nature of needs and priorities of the HNWs, like wellness oriented living, remote work adaptations, going beyond living, luxury housing is now a place of distinct experiences. Luxury market is a commodious market, branded residences are not just different but the two sides of the same coin.
About Sandeep Ahuja
Sandeep Ahuja is Managing Director of Atmosphere Living, one of the finest Luxury residence brands working on creating a unique offering within the real estate and hospitality segment. He is responsible for operations in Indian, Sri Lanka, Dubai and Maldives.
With a seasoned career in media, hospitality and retail, he has worked with brands such as Tata Housing, Barista Coffee Company, among others. He is an innovative, self-driven, and result-oriented individual with sharp business acumen. During his time at Tata Housing, he acquired 26 projects, valued at USD 3 billion, spanning 10 vibrant cities and set up operations in international markets. As head of “New Business Initiatives” he also introduced the ‘Riva’ Senior Living project in Bangalore. Sandeep is venturing into new horizons with his contagious enthusiasm and progressive ideas and is rewriting the rules of luxury for homes, crafting a world where exceptional living becomes a reality.
An expert in business development, strategy planning and retail, sales, and entrepreneurship, he holds an executive Leadership Program, Business Administration and Management from prestigious University of Michigan.
Along with pursuing his business goals and personal interests, he believes in a healthy life and maintains a work life balance and has a positive mind set. He is a result driven, self-motivated and resourceful director with a proven ability to develop and strengthen management teams in order to maximize company profitability and efficiency.