SANA REZWAN, ED & Head North, Prestige Group

Under the strategic vision and leadership of Sana Rezwan, the young dynamic Executive Director & North India Head, Prestige Group has made major waves in the highly competitive Delhi-NCR real estate market. The company is carving out a premium niche by leveraging its unparalleled brand legacy and proven track record of quality, transparency and timely execution.

In this exclusive interaction with Torbit Realty, Sana Rezwan talks about Prestige Group’s strategic entry into Delhi-NCR market, aspirations and preferences of homebuyers in Delhi-NCR vs South India, company’s brand positioning, sustainability of luxury housing demand, outlook for Delhi-NCR market and Prestige Group’s growth plans here. Excerpts.

VINOD BEHL

What was the precise thinking behind your foray into Delhi-NCR market? Was your decision guided by your strong brand equity in the South?

Our decision to enter the Delhi-NCR market was driven by a long-term strategic vision rather than a short-term market opportunity. Delhi-NCR is one of India’s largest and most mature real estate markets, and we believed there was a clear gap for a developer with a proven track record of quality, transparency, and timely execution.

While Prestige has built a strong legacy over nearly four decades in South India, we knew that brand equity alone would not guarantee success in a new market. Customers in Delhi-NCR evaluate developers based on what they see on the ground—construction progress, delivery commitment, product quality, and the overall buying experience. The biggest challenge in the NCR market has been rebuilding customer trust. Many homebuyers have experienced project delays, inconsistent execution, and unfulfilled commitments from several developers over the years. Our focus, therefore, has been to demonstrate through action that Prestige is different.

Our Southern legacy certainly opened doors and generated initial interest, particularly among customers familiar with the Prestige brand. However, our acceptance in Delhi-NCR has been earned through performance. We see Delhi-NCR not as a one-project market, but as a key growth geography for Prestige. Our objective is to build a long-term presence by consistently delivering high-quality developments, creating exceptional customer experiences, and setting new benchmarks in execution. Ultimately, sustainable trust is built not through marketing, but through delivery—and that is the philosophy guiding our journey in North India

How are you positioning your projects for brand building and to stand out in the highly competitive Delhi- NCR market?

In a market as competitive as Delhi-NCR, we believe brand building is not driven by advertising alone—it is built through consistent delivery and customer experience. Our positioning is centred around creating long-term value rather than pursuing short-term sales. At The Prestige City in  Delhi-NCR, we have consistently maintained construction momentum, delivered on our commitments, and ensured complete transparency throughout the customer journey. This execution-first approach has helped us earn the confidence of customers, channel partners, and the market alike.

Beyond execution, we are differentiating ourselves through thoughtful product planning and a holistic lifestyle proposition. The Prestige City is not just another residential development; it is a large integrated township that brings together quality homes, expansive open spaces, lifestyle amenities, retail, and social infrastructure within one master-planned ecosystem. This creates a sustainable and vibrant community rather than just a collection of residential towers.Our aspiration is to establish Prestige as one of the most trusted real estate brands in North India, just as we are in the South.

How different are buyers’ preferences and choices in the Delhi-  NCR market vis a vis southern market?

Every real estate market has its own characteristics, and understanding these local nuances is essential. While there are many common aspirations—such as quality construction, trust, and a superior lifestyle—buyers in Delhi-NCR and South India often differ in what they prioritise during the purchase decision.

In Delhi-NCR, buyers are extremely value-conscious and evaluate every purchase through the lens of long-term appreciation, return on investment, and future livability. They closely assess the developer’s credibility, construction progress, location, infrastructure development, and the project’s potential for capital appreciation. Accessibility is another key consideration, with seamless connectivity to expressways, metro networks, airports, business districts, schools, healthcare, and retail playing a significant role in influencing buying decisions. In comparison, while buyers in Southern markets also value appreciation and connectivity, there is often a stronger emphasis on end-use, long-term family living, construction quality, community planning, and the overall lifestyle experience. The purchase decision tends to be driven by a balance of emotional and practical considerations.

At Prestige, we recognise that one approach does not fit every market. While our core philosophy of quality, transparency, and timely delivery remains unchanged, we tailor our product, planning, amenities, and customer engagement to reflect local market expectations.For Delhi-NCR, our focus has been on creating an integrated township that combines excellent connectivity, thoughtfully planned living spaces, premium lifestyle amenities, and strong long-term value.  Today’s homebuyers are far more informed and discerning than ever before. They seek developers who not only build quality projects but also inspire confidence through consistent execution and transparent communication. We believe these are the qualities that will define market leadership in the years ahead.

How do you see Delhi- NCR market shaping up and how challenging and promising you find it vis a vis southern market?

Delhi-NCR is undoubtedly one of India’s largest, most dynamic, and most competitive real estate markets. It presents both significant opportunities and unique challenges, making it an exciting market for any developer with a long-term vision. From an opportunity standpoint, we believe the growth potential of Delhi-NCR is phenomenal. Massive investments in infrastructure, expanding road and metro networks, the upcoming Noida International Airport, expressway-led development, and the continued growth of commercial and employment hubs are reshaping the region. These developments are creating entirely new residential corridors and unlocking long-term value for both homebuyers and investors.

The Noida-Greater Noida Expressway and Yamuna Expressway are emerging as high-growth destinations driven by infrastructure, planned urban development, and improved connectivity. Gurgaon continues to remain one of India’s strongest real estate markets, supported by its robust corporate ecosystem, IT and financial services sector, premium commercial developments, and excellent connectivity to Indira Gandhi International Airport. Together, these micro-markets offer a diverse range of opportunities across residential, commercial, and mixed-use developments.

At the same time, Delhi-NCR is a market where customers have become highly discerning. Buyers expect developers to demonstrate financial strength, execution capability, transparency, and timely delivery before they place their trust. This raises the benchmark for every developer entering the market.Compared to many Southern markets, where the developer ecosystem has traditionally been more stable and trust levels relatively stronger, NCR has witnessed greater volatility over the years. As a result, credibility and execution have become the biggest differentiators. Developers who consistently deliver on their promises are the ones who build lasting market leadership.

We see this evolving market as an opportunity rather than a challenge. Prestige’s strengths—strong governance, disciplined execution, financial prudence, quality construction, and customer-centricity—are well aligned with what today’s NCR homebuyer is seeking.

How mega infra push and connectivity boost through projects like Noida International Airport, are boosting NCR realty and how does it shape your site selection strategy?

Infrastructure has always been the biggest catalyst for real estate growth, and nowhere is this more evident than in Delhi-NCR today. Large-scale infrastructure investments are not only improving connectivity but are also redefining the region’s growth corridors and creating entirely new economic centres. The Noida International Airport, in particular, is expected to be a game changer. Airports have historically acted as economic growth engines, attracting business parks, logistics, hospitality, retail, and ancillary industries. This creates a virtuous cycle of employment generation, infrastructure development, and housing demand, leading to long-term value creation for both homeowners and investors.

At Prestige, infrastructure is one of the most important parameters in our site selection strategy. We evaluate locations not only on their current attractiveness but also on their long-term growth potential. Our assessment includes connectivity to major road networks, metro accessibility, proximity to airports, commercial and employment hubs, educational institutions, healthcare facilities, and the overall social infrastructure. Ultimately, while infrastructure creates the opportunity, it is the quality of development and timely execution that unlocks its full potential. Our objective is to identify emerging growth corridors early and develop projects that deliver lasting value to customers while contributing to the region’s urban transformation

Do you find the surging  luxury housing demand sustainable or cyclical ? What price segment will drive the future residential demand in NCR ?

The current momentum in the luxury housing segment is backed by strong structural fundamentals rather than being purely cyclical. While every real estate market experiences phases of acceleration and moderation, the demand we are witnessing today is driven by genuine shifts in buyer behaviour.

Over the last few years, there has been a significant increase in disposable incomes, wealth creation, and entrepreneurial success. At the same time, homebuyers have started placing far greater importance on larger living spaces, wellness, lifestyle amenities, and integrated communities. A home is no longer viewed only as a financial asset—it has become a reflection of lifestyle and long-term aspirations.In Delhi-NCR, luxury housing has also benefited from a clear preference for established and credible developers. Buyers today are willing to pay a premium for quality construction, superior design, timely delivery, and the assurance that the project will be completed as promised. This has resulted in the premium and luxury segments outperforming the broader market.

Having said that, we believe the future of the NCR residential market will be driven by multiple price segments rather than one single category. Premium housing will continue to remain a strong growth driver, particularly in well-connected micro-markets such as Gurgaon, Noida Expressway, and emerging corridors around the Noida International Airport.At the same time, the upper mid-income segment will continue to contribute significantly to overall housing demand. This segment represents a large and growing population of salaried professionals, entrepreneurs, and upwardly mobile families who aspire to upgrade their lifestyle while remaining value-conscious.

At Prestige, our philosophy has always been to create developments that stand the test of time. Whether it is a premium residence or a luxury offering, our focus remains on delivering exceptional quality, creating vibrant communities, and ensuring that customers receive lasting value from their investment

What is your outlook for  Delhi-NCR market? What growth strategy will you be adopting with regard to micro-markets, asset classes and models ?

We remain extremely optimistic about the long-term outlook for the Delhi-NCR real estate market. It is one of India’s largest and fastest-evolving real estate markets, supported by a strong economy, rapid urbanisation, world-class infrastructure development, and a growing base of end-users as well as investors.Over the next few years, we expect the market to be driven by several structural trends rather than short-term cycles.

Infrastructure-led growth will continue to reshape the region. Landmark projects such as the Noida International Airport, metro network expansion, expressways, and improved regional connectivity will create new growth corridors and significantly enhance the attractiveness of emerging micro-markets.

At Prestige, our strategy is to focus on locations where infrastructure, employment, connectivity, and social amenities come together to create sustainable long-term demand. We are not just looking at where the market is today—we are investing in locations that will define the next phase of NCR’s growth.Our growth strategy is not driven by aggressive expansion alone—it is driven by sustainable growth, disciplined investments, and creating long-term value. We evaluate every opportunity based on infrastructure, connectivity, employment potential, social infrastructure, and the long-term growth prospects of the micro-market.

Our focus will be on expanding selectively across high-potential micro-markets where infrastructure development, employment growth, and connectivity support long-term residential demand. We see significant opportunities in established as well as emerging growth corridors across Noida, Greater Noida, the Noida Expressway, the Yamuna Expressway, Gurgaon, and other strategically located parts of NCR.

Feom the asset perspective, we will continue to maintain a balanced portfolio. Residential will remain a key growth driver, but we also see significant opportunities in commercial offices, retail, hospitality, and integrated mixed-use developments. We believe that creating complete urban ecosystems offers greater value to customers and contributes to the sustainable development of the city.