How Branded Residences Are Redefining Luxury Living, According to Savills’ Shveta Jain
While branded residences are a lucrative investment, buyers are looking beyond prestige and towards a lifestyle that prioritises ease of living.
By Bayar Jain
Feb 5, 2026
In an already crowded real estate market, the use of a brand name has become shorthand for trust. Partnerships between developers and hospitality groups, fashion houses, and automobile marques are shaping luxury residential projects. The shift has created a category at the intersection of real estate and brand equity: branded residences.
The scale of this shift is clear. In 2025 alone, there were 220 new branded residence developments globally, according to Savills Global Residential Development Consultancy. Vietnam, Thailand, and India ranked among the top 10 markets, underscoring Asia’s growing influence.
Unlocking the Change
At the heart of this expansion lies a recalibration of what luxury living means. “Branded residences have redefined luxury from something designed to instantly impress to something built to endure,” says Shveta Jain, head of the private office and managing director of residential services at Savills India. “This shift makes branded residences desirable and resilient. Their growth is anchored in longterm relevance, trust in the brand promise, and sustained quality.”
Savills sees this as part of a broader behavioural shift—from asset ownership to ‘lifestyle ownership’. Buyers increasingly value how a home supports everyday living. Well-maintained environments offering ease, security, concierge services, wellness infrastructure, and community are taking precedence over maintenance-heavy independence, says Jain.
“Beyond prestige, what truly distinguishes branded residences is the luxury of ease,” she explains. “The everyday frictions of home ownership—maintenance, staffing, security, and asset upkeep—are removed, freeing residents to focus on how they live, rather than how their home functions.”
Central to this momentum is the well-travelled Indian buyer. “They have lived in homes that are cared for in their absence, systems that work without supervision, and standards that do not fluctuate. They return home with expectations,” says Jain.
Looking ahead, branding alone will not guarantee success, though. “The true differentiator will be brands that remain actively involved in day-to-day operations,” she says, adding, “For this audience, discretion, precision, and attentive care define luxury rather than visibility.