India’s branded residences market is valued at around ₹92,000 crore ($9.7 billion), making it the largest in the Asia-Pacific region, according to a new report by NOESIS Hotel Advisors. The market currently has 47 confirmed projects, with the number expected to rise to 85 by 2028 across 28 markets, signalling a shift beyond major metropolitan centres.

The Branded Residences Summit 2026 (TBRS 2.0), presented by Amavi by Clarks and curated by NOESIS Hotel Advisors, concluded at JW Marriott Mumbai Sahar recently. Over two days it brought together 350 delegates, including 250 developers, 28 international and Indian brands, more than 50 speakers and six of the funds and banks that finance Indian real estate.

The summit opened with an address by NOESIS Founder and CEO Nandivardhan Jain and the launch of The Landscape of Branded Residences in India, Edition 3, the new NOESIS report. It values India’s branded residences market at about ₹92,000 crore (USD 9.7 billion), the highest in Asia-Pacific. India holds 21 percent of the region’s USD 45.3 billion branded value from just 15 percent of its units, ahead of Vietnam at USD 8.0 billion.

Nandivardhan Jain, Founder and CEO of NOESIS Hotel Advisors and Curator of TBRS, opened the summit with a data-led account of how India’s branded residences market was built and where it goes next, drawing on NOESIS project tracking and Edition 3.

Until 2023: a niche. For most of the last decade, branded residences in India were a niche category, led by a few pioneering developers in a handful of metros. Buyers and lenders were still testing whether a brand could hold a premium in Indian real estate.

2023 to 2026: the foundation. The last three years settled that question. The report now tracks 38 projects operational or launched, totalling 10,452 homes. Supply rose 3.1 times in 2025 alone, from 1,015 to 3,181 units. The 5,156 homes launched since January 2025 are double the previous seven years combined. Annual transaction value has grown 49 percent a year since 2019, with ₹47,278 crore transacted since 2018. Buyers have absorbed 68 percent of all branded supply launched to date.

The next 24 months: scale and spread. NOESIS tracking counts 47 confirmed projects today and expects 85 by 2028, spread across 28 markets. The non-metro share rises from 8 percent of projects to 45 percent of the next wave, across markets such as Goa, Alibaug, Rishikesh, Bhubaneswar and Mohali. Demand is in place to absorb it: India now has 19,877 ultra-high-net-worth individuals, up 63 percent since 2021.

Jain then took delegates through how a branded residence behaves as an asset at each stage of its life. At design, the brand shapes the product itself: planning, amenity programme and the arrival and shared spaces that carry the brand promise. At development, brand standards set the specification, the construction cost and the delivery timeline, so the brand decision has to be made before the drawings are frozen. In operation, service delivery, maintenance charges and owners’ association economics decide whether the promise made at sale still holds.

Where the value is created. Branded homes sell at an average 32 percent premium over comparable catchment projects, led by Pune at 44 percent and Kolkata at 42 percent. They also sell faster. Faster absorption brings collections forward, reduces the debt a project carries through construction and lifts returns on the same land. Jain’s point to developers was direct: the premium comes from feasibility, positioning and operator fit, not from the logo.

Feasibility comes before the brand. The report finds the strongest sell-through where the brand tier, the operator and the measured premium are matched to the site. That match has to be made before a logo is chosen.

Capital reads the whole structure. The brand agreement, the sales plan and the debt structure are one decision for a lender. Debt belongs in the first conversation, not the last.

Hotel brands are moving in. Non-hospitality brands hold 73 percent of Indian branded units against about 20 percent globally. NOESIS expects hotel groups to narrow that gap sharply over the next 24 months.

Nandivardhan Jain, Founder and CEO, NOESIS Hotel Advisors; Curator, TBRS, says, “For two days, India’s developers, brands and capital tested this category against hard numbers. Indian buyers have settled one question: they will pay for a brand and they buy faster. The projects that take India to 85 by 2028 will be judged on what comes after the logo. Feasibility done before the brand is chosen. A partner picked for fit, not fame. Service run well for thirty years. That is the move from logo to lifetime value.”