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.