The slowdown in Indian residential real estate over the last few years caused most high net-worth individuals (HNIs) to shun luxury housing and look at other investments within or outside real estate. However, ANAROCK’s latest study indicates that HNIs are now using the tail end of the slowdown in India’s luxury residential market to their advantage.
As home buyers rise up the economic ladder and get more exposed to the lifestyles of the rich in other countries, they demand similar services here in India as well. This phenomenon then becomes a ‘brand driver’ for developers who possess the skills and resources to cater to this segment.
An outside view on the Indian real estate market may get confused with the fact that mismatch in delivery and performance is lesser in luxury projects than even affordable housing. Isn’t it a fact that buyers in low income housing are more price conscious and more concerned to check & cross check than those nouveau riche who have enough money to splurge?
When one develops a slum, for instance, and even if 20 per cent of land is given for commercial use as incentive in the bargain, it is a deal for the developer. After all, in the space starved city like Mumbai even a small chunk of land in any of the prime location is a rare commodity. The question is if such a business dynamics is a feasible model, why did the developers shied away from making the best of it so far.
Bottom Line: In India, the definition of luxury housing varies…
Track2Realty: In marked contrast to other cities, the dynamics of luxury housing in Mumbai have changed dramatically over the last decade. Delhi, Kolkata and Chennai continue to have location-specific premiums, which have risen consistently.
Track2Realty: In India’s competitive real estate market, luxury housing projects have been launched aplenty over the last couple of years. So much so that a conservative market like Chennai, for instance, is likely to witness about 1,500 units of ultra-luxury homes—budgeted between Rs. 5–20 crore—within the next 12 months.
Some developers believe in the age when everybody is constantly looking forward to upgrade, luxury residences should not be seen just in the premium super category. As a matter of fact, Purvankara has successfully initiated the concept of luxury affordable as well. According to him there is no dearth of buyers; rather the challenge is for the developers to execute a luxe living.
Does it reflect a disconnect in the luxury housing where demand of high-end units is 16% but supply is as high as 80%? “Not Really.” says Anmol Haval DGM, Sales & Marketing of City Corporation Limited (CCL) which has launched ‘Sweet Water Villas’, an exclusive project of limited edition villas at ‘Amanora’, the first integrated township being developed under the special township policy of Government of Maharashtra.
Developers are outdoing each other in bringing the latest technology, and offering exclusive amenities and luxuries, not to mention the big-ticket designer names. Track2Realty finds the concept of luxury living is increasingly being redefined as the Indian real-estate market matures. There is no dearth of buyers either, provided luxury living is customised with buyers’ profile, taste, choice and needs.