Speaking about evolving buyer preferences, Sardana noted that today’s affluent investors are drawn to branded residences that offer global design standards, eco-friendly features like solar rooftops and water-positive systems, and hospitality-inspired services.
Beyond location and size, modern homebuyers are prioritising spaces that deliver a premium living experience while ensuring long-term value appreciation and environmental responsibility. Edited Excerpts –
Q) How do you define ‘premium living’ in the context of real estate today? Is it more about experience, price, or still driven by size, location, and materials?A) Today, premium living transcends traditional metrics like price, square footage, or even a prestigious pin code. It’s defined by curated experiences — from personalised interiors and smart home technologies to wellness-focused environments and an innate sense of exclusivity.Increasingly, homebuyers are gravitating toward spaces that resonate emotionally and elevate daily life. Branded residences are gaining traction by delivering consistent quality, global aesthetics and hospitality-inspired services. Premium today is not just what you own, but how it makes you feel.
Q) The RBI has maintained a consistent stance on the repo rate, with recent cuts in the last three terms. How has this impacted buyer sentiment and activity in the residential segment?
A) The residential market has responded positively. Lower EMIs have made homeownership more accessible, especially for first-time buyers. With borrowing becoming more affordable, there’s renewed energy in the market — more site visits, quicker conversions, and stronger buyer confidence.
Developers too are seeing faster decision-making cycles and increased traction across product segments.Q) Do you expect the current interest rate environment to accelerate home-buying decisions in the coming quarters?A) Absolutely. With the repo rate at 5.5%, there’s a growing sense of urgency among buyers to lock in favourable rates. We’re witnessing increased activity, not just from new buyers but also from those upgrading to better-located, amenity-rich residences.The shift towards thoughtfully designed, wellness-oriented homes — particularly in branded and gated communities — is becoming more pronounced.
Q) What are the key investment trends you’re seeing among HNIs and NRIs in the Indian real estate space today?A) HNIs and NRIs are increasingly prioritising branded residences and quality-driven developments that align with global benchmarks. They’re drawn to homes that offer sustainability features like solar rooftops and water-positive systems, along with hotel-style services, concierge and asset management.
Branded developments, with their strong design language and service-led living, offer both lifestyle value and long-term security, making them highly attractive, especially in urban hubs like Gurugram, Mumbai and Bengaluru.Q) How has the average unit size evolved across metros and tier-2 cities over the past year?A) There’s been a definitive move toward larger homes. In metros, this is driven by multifunctional living — spaces that allow for work-from-home, wellness zones and family-centric living. In tier-2 cities, with better land availability, developers are offering even larger formats.
Across the board, buyers are placing a premium on space, light and adaptability — features that define quality living today.
Q) How has the idea of premium evolved for homebuyers post-pandemic?A) Post-pandemic, buyers are no longer seeking just a roof over their heads. They want homes that nurture well-being and emotional connection. Airy layouts, access to nature, and wellness amenities — such as fitness pods, meditation corners, and biophilic design — have become non-negotiable.
There’s also a rising demand for secure, gated communities that foster a sense of community. Branded residences deliver these evolved expectations with precision, making them a natural choice for the post-COVID homebuyer.Q) Are HNIs and UHNIs looking at premium housing more as a lifestyle upgrade or a long-term investment asset?A) It’s both. For today’s evolved buyer, premium housing reflects a refined way of living while also serving as a strategic investment. Branded residences offer the assurance of quality, location and service continuity — elements that ensure long-term value appreciation.
In emerging corridors like Dwarka Expressway, such homes are becoming coveted for their dual promise of elevated living and sound capital growth.
Q) How are real estate investors managing risk in the current market, especially across residential and mixed-use portfolios?A) Investors are becoming far more data-driven and discerning. There’s an increased focus on developer credibility, market fundamentals and micro-location potential. Many are diversifying into mixed-use formats and branded residential projects that offer asset management support andpredictablereturns.
Green ratings, rental yield analysis and digital tools for forecasting are all part of the toolkit. Overall, there’s a strong preference for safer, high-quality residential assets backed by reliable developers.
Q) What strategies do you recommend to homebuyers or investors looking to diversify their real estate holdings while balancing yield and safety?A) Residential assets remain the cornerstone of a robust real estate portfolio, especially when backed by strong design, location and developer reputation. With rising interest in branded residences, investors are increasingly viewing these homes as stable, appreciating assets with global appeal.
For those seeking yield flexibility, REITs are a smart way to gain residential exposure without the operational complexity.
The key is diversification across high-potential micro-markets and aligning investments with long-term trends like wellness, sustainability and experience-led living.
(Disclaimer: Recommendations, suggestions, views, and opinions given by experts are their own. These do not represent the views of the Economic Times)
