From luxury watchmakers and Italian wine houses to haute couture fashion designers and global hospitality giants, Indian real estate developers are increasingly joining forces with international luxury brands to create exclusive branded residences that cater to the country’s expanding class of affluent homebuyers.

These partnerships — blending design excellence, lifestyle experiences, and the prestige of legacy brands — are reshaping the premium housing landscape. Developers such as M3M, Whiteland, Dalcore, and Atmosphere Living are at the forefront of this movement, tying up with names like Trump, Marriott, Jacob & Co, Elie Saab, Bottega SpA, and Yoo to deliver homes that promise five-star amenities, bespoke services, and an aura of global sophistication, according to a report by The Economic Times.

Hospitality companies like Marriott, ITC, and Taj too have entered the fray, inking partnerships for such projects.

Realty company M3M has developed Trump tower, among the first branded residential project in the Delhi-National Capital Region, while Whiteland has partnered with Marriott International to launch Westin Residences in Gurugram.

M3M India has partnered with luxury watch brand Jacob & Co to develop a luxury branded residential project in Noida, and is also likely to tie up with Elie Saab, a Lebanon-based fashion designer. M3M plans to develop an over 100-acre township on the Dwarka Expressway where it will have multiple branded residential projects.

“The partnership with M3M is about establishing a new benchmark for ultra-luxury living in one of the world’s most dynamic markets,” Jacob Arabo, founder and chairman, Jacob & Co, said at the time of launch.

Atmosphere Living, a hospitality-backed real estate brand has tied up with Bottega SpA, an Italian wine company for a project in Bengaluru, besides holding discussions with automobile companies to develop more projects in India.

“The concept is quite popular in the world and now we are trying to offer a similar lifestyle in India. We are doing projects in Dubai, and many lifestyle brands are keen to enter India through branded residential projects,” said Sandeep Ahuja, Global CEO, Atmosphere Living.

Realty company Dalcore has tied up with Yoo, a global design and real estate firm founded in 1999 by John Hitchcox and Philippe Starck, for its first project in Gurugram.

“The surge in branded residences is being driven by a growing appetite among affluent homebuyers for exclusivity, personalised living, and association with global luxury brands. By integrating the ethos of international brands into architecture, design, and service, developers are creating lifestyle-driven spaces that resonate with global sensibilities,” said Sidharth Chowdhry, managing director, Dalcore.

These residences offer five-star hotel amenities, curated services, and the prestige that comes with a legacy brand name.

“Branded Residences gives us the glamour of hospitality with the margins of real estate’. Millennials and global Indians, seek homes that blend design with value,” said Yukti Nagpal, Director, Gulshan Group.

India, which has emerged as one of the world’s top ten markets for branded luxury residences, is poised for exponential growth, recording nearly 200% increase through 2031, according to real estate services provider Savills India. Notably, the Asia Pacific region has the potential to rival even North America over the next 10 to 12 years based on the extrapolated growth trajectory, despite the growing market shares of the Middle East and Africa.