Branded Residences and Global Design Partnerships Transform India's Premium Housing Landscape

3 min read Updated on 15 Jan 2026, 06:54 PM

Reviewed by

Shriram SScanX News Team

Overview

India's premium housing market is transforming through strategic partnerships between developers and global brands, hospitality companies, and international architectural firms. Key developments include ELIE SAAB's entry into Indian residential real estate through partnerships with M3M India and Smartworld Developers, Taj's collaboration with Gulshan Group for luxury serviced residences, and various sustainability-focused projects across NCR, Bengaluru, and Jaipur that prioritize experiential value and global design standards over traditional luxury markers.

*this image is generated using AI for illustrative purposes only.

India's premium residential market is undergoing a fundamental transformation as developers forge strategic partnerships with global brands, hospitality companies, and internationally acclaimed architectural firms. This evolution reflects changing buyer preferences toward experiential luxury, design credibility, and lifestyle integration, moving beyond traditional concepts of premium housing to create globally benchmarked residential experiences.

Global Fashion Brands Enter Indian Residential Market

The convergence of luxury fashion and real estate has reached a new milestone with M3M India and Smartworld Developers' partnership with international fashion house ELIE SAAB. This collaboration introduces Signature Residences by ELIE SAAB across two strategic locations in the National Capital Region.

Project Details:	Specifications
Gurugram Location:	Smart City Delhi Airport, Sector 111
Noida Location:	Sector 98
Gurugram Units:	300 four-bedroom residences
Noida Configuration:	Three and four-bedroom homes, plus apartments
Design Features:	Bespoke furniture from ELIE SAAB Maison collection
Development Context:	Part of 170-acre SCDA master plan

The Gurugram project forms part of The Billionaire's Block, a curated enclave within the larger Smart City Delhi Airport development. These residences represent ELIE SAAB's first foray into Indian residential real estate, combining the brand's distinctive interior design language with high-end architecture and custom furnishings.

Hospitality-Led Living Gains Momentum

The integration of hospitality services with residential development has emerged as another key trend, exemplified by Gulshan Group's partnership with The Indian Hotels Company Limited. Their collaborative project in Sector 129, Noida, demonstrates the growing appeal of service-driven luxury living.

Project Components:	Details
Hotel Component:	150-key luxury Taj hotel
Residential Component:	74 ultra-luxury serviced residences
Additional Facilities:	Large-format banquet facilities
Wellness Offerings:	Comprehensive spa and fitness amenities
Target Market:	Business travelers and high-net-worth residents

This integrated approach caters to the evolving needs of affluent buyers who seek hotel-like services and amenities within their residential environment, particularly in Noida's expanding commercial landscape.

International Architecture Firms Shape Design Standards

Experion Developers has embraced a design-led strategy by partnering with globally recognized architectural firms including Kohn Pedersen Fox, SCDA Architects, DPA Architects, and DSP Design. This approach emphasizes architectural credibility and long-term value creation through superior design standards.

Notable projects under this strategy include:

The Trillion in Gurugram: Designed by DPA Architects
Experion Elements in Noida: Designed by DSP Design

These developments integrate sustainable building practices, electric vehicle infrastructure, and curated arrival experiences, positioning design as a key differentiator in the premium housing segment.

Premium Housing Expands Beyond Traditional Markets

The luxury residential trend extends beyond the NCR, with significant developments emerging in other major cities. Sattva Group's launch of Sattva Aaranya in Bengaluru exemplifies this geographic expansion of premium housing concepts.

Project Highlights:	Specifications
Location:	Mysore Road, Bengaluru
Connectivity:	Adjacent to Jnanabharathi Metro Station
Campus Proximity:	Overlooking Bangalore University
Design Focus:	Large-format homes with extensive open spaces
Market Positioning:	Balanced urban living with green environments

This project reflects growing buyer preference for developments that combine metropolitan connectivity with access to green spaces and educational institutions.

Sustainability Takes Center Stage in Tier-II Cities

Tier-II cities are witnessing a redefinition of luxury housing that prioritizes environmental sustainability and community-oriented design. Mahima Group's Ecovista project in Jaipur represents this evolving approach to premium residential development.

Project Parameters:	Details
Location:	Tonk Road, Jaipur
Development Cost:	₹200.00 crores
Green Space Allocation:	80% of total site area
Design Philosophy:	Limited ground-level vehicular movement
Focus Areas:	Environmental planning and community design

This project demonstrates how luxury housing in emerging markets increasingly emphasizes sustainability, safety, and quality of life over traditional size and finish-based luxury markers.

Market Transformation and Future Outlook

The convergence of global branding, hospitality services, international design expertise, and sustainability principles represents a fundamental shift in India's premium residential landscape. Developers are moving away from commoditized luxury housing toward differentiated, experience-driven residential products that align with international standards and evolving buyer expectations. This transformation reflects the growing sophistication of Indian homebuyers and their increasing exposure to global luxury standards, positioning the market for continued evolution toward globally benchmarked residential experiences.