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By Manu Vardhan Kannan
Published on August 12, 2026
India’s branded residences market is entering a new phase, with the sector’s estimated ₹1 lakh crore (about USD 10.5 billion) gross development value set to take centre stage at TBRS 2.0, The Branded Residences Summit, in Mumbai.
The second edition of the summit will take place on 7 and 8 October 2026 at JW Marriott Mumbai Sahar, bringing together 250 curated delegates, 50+ Indian and global speakers and 19 sessions. The event will also feature the inaugural Branded Residences Awards and the launch of the third edition of the NOESIS branded residences market report.
According to NOESIS, India's branded residences market map currently includes 43 directly brand-licensed projects. Of these, 7 have been delivered, 19 are under construction and 17 have been announced. Further announcements are expected during 2026, while more than 20 additional projects are currently in early feasibility, product planning or brand selection. The category has also moved beyond traditional markets such as Mumbai and NCR. Tier-1 and tier-2 cities and leisure destinations including Goa, Alibaug, Karjat, Igatpuri, Kasauli, Coorg and Rishikesh are now part of the growing branded residences landscape.
“Developers across India are seeing what the right brand does for visibility, buyer confidence and sales momentum,” said Nandivardhan Jain, Founder & CEO, NOESIS Hotel Advisors, the owner-focused advisory firm behind the summit. “The opportunity is not in adding a name to a project. It is in choosing a brand that fits the location and the buyer and keeping the financial model, the product promise and the resident experience aligned.”
The growing interest is also being seen among institutional investors and organised funds. Well-planned branded developments can offer stronger price realisation, faster sales and more predictable cash flows when the product, pricing and positioning are properly aligned. At the same time, investors continue to assess fundamentals such as buyer depth, achievable pricing and delivery capability.
Another important area is the long-term relationship between developers, brands and residents. The licence relationship generally covers development, marketing and sales, while the operating relationship can later move to the residents’ association and continue for several years. This makes decisions around fees, service standards, renewal and exit terms important from the beginning rather than after handover. A well-structured arrangement can help the brand continue adding value to the resident experience and resale positioning even after the final unit is sold.
TBRS was established in 2025 as India’s first dedicated platform for branded residences. Its first edition was held at the Jio World Convention Centre, Mumbai on 26 September 2025, bringing developers, global hospitality and lifestyle brands, investors, family offices and advisors together. TBRS 2.0 will expand into a two-day programme with a developer-first approach covering feasibility, underwriting, brand selection, legal structure, sales and operations in the order a project typically develops. The programme will also include a closed-door developers’ masterclass, an expanded global speaker faculty and the inaugural Branded Residences Awards.
Among the international speakers travelling to Mumbai from Singapore, the UAE and the United Kingdom are Daniel von Barloewen (Senior Vice President, Accor One Living & Head of Global Mixed-Use Development, Accor), Gabriel Gn (Global Development Head, Banyan Group), Ramzy Fenianos (Chief Development Officer, Asia Pacific, Radisson Hotel Group), James Snelgar and Jagdish Johal (YOO, London) and Fabio Calorio (Senior Vice President – Brand, Pininfarina).
They will be joined by Indian hospitality and real estate leaders including Anil Chadha (Managing Director, ITC Hotels Limited), Atul Chordia (Chairman, Panchshil Realty), Suma Venkatesh (EVP – Real Estate & Development, IHCL), Zubin Saxena (Senior Vice President, Regional Head South Asia, Hilton), Nikhil Sharma (Managing Director & COO, South Asia, Radisson Hotel Group), Jaideep Dang (Head of Development, IHG Hotels & Resorts), Kalpesh Mehta (Founder & Managing Director, Tribeca Developers), Navdeep Sardana (Chairman, Whiteland Corporation) and Yukti Nagpal (Director, Gulshan Group), along with further leaders from Oberoi, IHCL–Taj, Marriott International, Hyatt, Olive Hospitality, Sarovar and Mahindra Holidays.
“I said at last year’s summit that India was a key market to watch. Twelve months on, it is one of the key markets to be in. The depth of developer interest, buyer demand, the quality of projects coming forward and the seriousness of the conversations at TBRS convinced me to return. India is a focus area for us as we look at the next decade of branded living,” said Daniel von Barloewen, who is returning to the summit for the second consecutive year.
The summit comes at a time when branded residences are bringing together real estate, hospitality and capital, with each stakeholder having different priorities. Developers are focused on returns and sales velocity, brands on product quality and protecting their names, buyers on delivery and long-term value, while investors look for predictable cash flows.
TBRS 2.0 will focus on these areas through discussions around feasibility, underwriting, legal structures and operating plans that can continue to work after handover.
“It took India close to a decade to deliver its first seven branded residences. Thirty-six more are already under construction or announced,” said Jain. “The sector can learn fast, from global experience and from the projects taking shape here. The time to settle product, brand, capital and contracts is at the planning table, while every decision can still be changed.”
NOESIS is also encouraging developers to attend with cross-functional leadership teams rather than sending a single representative. Since a branded residences project can affect apartment planning, construction costs, common areas, service charges and contractual commitments, promoters, finance, sales, design, projects and legal teams all play a role.
With the sector expanding across established cities as well as emerging and leisure destinations, TBRS 2.0 aims to bring these different stakeholders together around the decisions that can shape the next phase of branded residences in India.
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By Hariharan U
Published on September 1, 2026
Treat Hotels & Resorts has announced the signing of a new resort in Sangamner, Maharashtra, under a management agreement with Malpani Group, further expanding its presence across the Indian hospitality market.
Scheduled to become operational in 2028, the upcoming resort will be designed as a destination for leisure stays, celebrations and social gatherings, with a range of accommodation, dining and recreational facilities.
The property will feature 132 elegantly designed guest rooms, along with multiple ballrooms and banquet spaces designed to cater to weddings, celebrations, corporate events and other gatherings.
The resort will also include multiple lawns, a fine-dining restaurant and bar, and a selection of recreational activities, creating an integrated hospitality offering for both leisure and event-driven travel.
The Sangamner signing marks another milestone in Treat Hotels & Resorts' expansion strategy. With the addition of the new resort, Sangamner will become the company's seventh property in Maharashtra and its 21st property across India.
The company said its entry into Sangamner reflects its broader objective of bringing its hospitality offering to emerging destinations across the country.
Sangamner has a diverse economic profile shaped by agriculture, education and a growing business landscape, providing a mix of potential leisure, social and business demand for the upcoming property.
The resort is expected to serve as a hospitality destination for travellers visiting Sangamner as well as residents seeking spaces for celebrations, dining and recreation.
The partnership with Malpani Group further strengthens Treat Hotels & Resorts' development pipeline and supports its strategy of expanding through management agreements across India.
With the new resort, Treat Hotels & Resorts aims to establish a presence in Sangamner while offering guests its signature approach to hospitality through comfortable stays, dining experiences, celebrations and leisure facilities.
The development adds to the brand's growing portfolio and reinforces its ambition to expand its footprint across established and emerging markets in India.
Published on August 31, 2026
Indian Hotels Company (IHCL) has entered the luxury branded villa segment with the launch of Taj Mount Kusur Resort and Villas in Lonavala, Maharashtra. Developed in partnership with Amavi, India’s only hospitality-backed real estate brand, the project brings Taj’s luxury hospitality offering into a new category of branded residences.
Spread across a 34-acre estate in the Western Ghats, Taj Mount Kusur Resort and Villas will feature 32 branded villas alongside a 100-key Taj resort. The development offers views of the surrounding lake and valley and is designed to bring together luxury living, nature and Taj hospitality.
Commenting on the launch, Mr. Puneet Chhatwal, Managing Director & Chief Executive Officer, IHCL, said, “For over a century, Taj has defined luxury hospitality through its grand palaces, landmark city hotels, safaris and residences. Recognised as the World's Strongest Luxury Hotel Brand and India's Strongest Brand, Taj continues to strengthen its position at the forefront of the luxury hospitality sector. The launch of Taj Mount Kusur Resort & Villas marks our entry into the branded villa segment, broadening our portfolio to address evolving consumer preferences while bringing the trust, service excellence and legacy of the brand to a new category of luxury real estate.”
The villas take inspiration from contemporary barn-style architecture, with expansive glass façades and spacious verandahs that connect the homes with the surrounding landscape.
A key feature of the development is the two-acre Wabi-Sabi Central Park, inspired by the Japanese philosophy of simplicity and harmony with nature. The wider project will include a Miyawaki forest, nature trails, zen gardens, stargazing decks, golf putting greens, a fitness lawn and multi-purpose sports courts.
Residents will also have access to Club Amavi, which will offer wellness and recreation facilities along with banquet and dining spaces.
The branded villas will be offered for sale through a lease-back programme, with the villas integrated into the resort inventory. Owners will have access to Taj hospitality services including concierge assistance, housekeeping and maintenance, along with the leisure and wellness facilities available at the resort.
Mr. Apurv Kumar, Managing Director, Clarks Group of Hotels and Founder, Amavi, said, “Second homes are bought to create more time, time with family, time in nature and time for oneself. Yet too often, they become another responsibility. At Amavi, our purpose is to change that. Taj Mount Kusur Resort and Villas brings together the privacy and permanence of a home with the care and service of Taj hospitality. Rooted in the Western Ghats, it also reflects our belief that meaningful development must respect the land and create value for the communities around it. We want Mount Kusur to be not merely a property people own, but a place they return to, belong to and come to.”
The development is also designed around low-density planning, integrated amenities and professionally managed services, giving homeowners the privacy of villa ownership along with the convenience of a luxury resort.
Mr. Sachin Agrawal and Mr. Bajrang Bararia, Founders, Amavi, said, “With Taj Mount Kusur Resort and Villas, Amavi has sought to create a residential offering that combines design, nature and hospitality. Luxury consumers today are increasingly seeking experiences that combine the privacy of a second home with the services and assurance of a hospitality brand. The project's low-density planning, integrated amenities and professionally managed services are intended to provide homeowners with the privacy of villa ownership and the convenience of a luxury resort. Amavi is pleased to partner with IHCL in bringing this vision to life under the Taj brand.”
Located between Mumbai and Pune, Lonavala is an established leisure destination known for its valleys, lakes and waterfalls. Its connectivity and natural setting have made it popular among leisure travellers, wellness seekers and second-home buyers.
The Taj Mount Kusur project brings together this established destination appeal with branded villa ownership and hotel services, marking a new direction for Taj as it expands its luxury portfolio.
The Fern Hotels & Resorts has announced the launch of The Fern Residency Godhra, Series by Marriott, further expanding its presence across Gujarat. The new property marks the group's 40th operational property in the state, strengthening its network across the region.
Located on Dahod Road Highway, the hotel has been designed to offer contemporary comforts, modern facilities and convenient connectivity for both business and leisure travellers visiting Godhra. The property features 64 rooms and suites, equipped with modern amenities for a comfortable stay. Dining is led by Cinnamon, an all-day dining, multi-cuisine pure vegetarian restaurant serving a mix of local and global dishes, along with beverages, snacks and savouries.
Cinnamon is open daily from 7:00 a.m. to 11:00 p.m., while guests can also access 24-hour in-room dining with a selection of meals, snacks and beverages. The hotel also features Crystal Hall, Grand Ball Room, Utsav Lawn and a dedicated meeting room. These spaces make the property suitable for corporate events, conferences, weddings, social gatherings and other special occasions.
Commenting on the launch, Suhail Kannampilly, chairman & managing director, The Fern Hotels & Resorts, said, “Gujarat continues to present significant opportunities for the hospitality sector, driven by its growing business ecosystem, improving connectivity and the increasing movement of both business and leisure travellers across emerging destinations. With the launch of The Fern Residency Godhra, Series by Marriott, we are delighted to further strengthen our presence in the state while bringing our signature hospitality, contemporary comforts and high-quality service to the city. The property has been thoughtfully designed to cater to the evolving needs of today’s travellers. This launch reflects our continued commitment to expanding into high-potential markets and creating meaningful hospitality experiences for travellers across India.”
Bhavesh Shah, partner, Shree Hospitality, said, “We are delighted to partner with The Fern Hotels & Resorts to introduce The Fern Residency Godhra, Series by Marriott. Our vision has been to create a hospitality destination that brings together contemporary comfort, modern facilities and warm, personalised service for guests visiting Godhra. We look forward to establishing the hotel as a preferred choice for business travellers, families, weddings and social celebrations while contributing to the region’s growing hospitality landscape.”
The hotel is approximately 65 km from Vadodara Airport, 6 km from Godhra Railway Station and 7 km from the City Centre Bus Stand, providing convenient access for travellers arriving in the city. As a Series by Marriott partner hotel, guests staying at the property can also access benefits through Marriott Bonvoy, Marriott International's travel programme.
With its combination of accommodation, dining and event facilities, The Fern Residency Godhra, Series by Marriott adds another property to The Fern Hotels & Resorts' growing Gujarat portfolio while catering to the city's business, social and leisure demand.
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