Indian Homebuyers Shift To Premium, Branded Homes As 2026 Outlook Remains Strong

Data from the Kotak Private Luxury Index shows that branded and tech-enabled residences have grown at an annual rate of 10.8 percent.

Indian customers are shifting towards premium and branded homes, with a perceptible shift from small, standalone projects. Convenience, open spaces, and well-planned communities are increasingly taking precedence over affordability alone, pushing demand toward integrated townships and premium developments.

According to Rohan Khatau, Director at CCI Projects, township-style developments are gaining traction as they offer features that smaller projects cannot. In micro-markets such as Borivali, buyers are favouring larger layouts, expansive open areas, and strong neighbourhood infrastructure—elements that integrated townships are better positioned to deliver.

Luxury and branded residences gain momentum

The luxury and branded-residence segment has also seen strong momentum, driven by demand for curated living and hospitality-led experiences. Sandeep Ahuja, Global CEO of Atmosphere Living, notes that high-net-worth buyers in India and overseas markets such as Dubai are increasingly investing in residences that combine exclusivity with long-term asset strength.

Data from the Kotak Private Luxury Index shows that branded and tech-enabled residences have grown at an annual rate of 10.8 percent. This demand has been supported by a 30 percent year-on-year rise in luxury housing launches, reflecting growing developer confidence in the segment’s sustainability.

2026 outlook remains supportive

Looking ahead, the outlook for premium housing in 2026 remains positive. Amit Jain, CMD of Arkade Developers Limited, believes gradual rate cuts will support affordability at the upper end of the market. While sharp price jumps may ease, a major correction is unlikely as supply improves and inventory levels remain healthy.

With better-designed projects, balanced launches, and steady demand, the luxury housing market is expected to offer a more stable and predictable environment for both end-users and long-term investors in the year ahead.