TBRS 2025 Sparks India’s Branded Living Revolution at Jio World Convention Centre

TBRS 2025 Sparks India’s Branded Living Revolution at Jio World Convention Centre

By Hariharan U

Published on October 5, 2025

The first-ever Branded Residences Summit (TBRS) 2025 made a powerful debut at Mumbai’s Jio World Convention Centre, signalling the start of a new chapter in India’s real estate landscape. Hosted by NOESIS Hotel Advisors, the country’s leading expert in hotel and branded residences advisory, the event brought together influential names from real estate, hospitality, design, capital, and luxury lifestyle sectors.

In just a single day, TBRS 2025 positioned itself as the key platform for India’s branded living movement, an industry that is rapidly transitioning from a niche luxury concept to a mainstream aspiration.

Over 175 delegates from India and overseas attended the summit, representing major cities such as Mumbai, Delhi NCR, Bangalore, Chennai, and Hyderabad, as well as emerging markets like Lucknow, Amritsar, and Nasik. Global participation from the UAE, Singapore, Thailand, the UK, Germany, and Spain further highlighted India’s growing influence in the global branded residences market.

The event featured a dynamic mix of keynotes, fireside chats, and expert panels featuring leaders from ITC Hotels, IHCL, Marriott, Accor, Hilton, Banyan Tree, Radisson, and Hyatt, alongside developers like Shapoorji Pallonji, Rustomjee, Raheja, Tribeca, Whiteland, AMPA Group, and M3M. Discussions covered everything from investment models and design innovation to buyer psychology and policy frameworks. A clear takeaway emerged branded residences are no longer a luxury statement; they’re a defining force in India’s real estate evolution.

A major highlight was the launch of the second edition of NOESIS’ study, “Landscape of Branded Residences in India – 2025.” The report revealed a pipeline of over 4,000 branded units across major cities triple the supply of a decade ago and found that such projects achieve up to 2x faster sales and 15–40% higher premiums compared to non-branded luxury properties.

“India has entered its branded moment,” said Nandivardhan Jain, Founder and CEO of NOESIS. “Branded residences are no longer just luxury – they are a mainstream asset class. Developers are chasing velocity, brands demand protection, capital providers seek predictability, and customers above all want trust. TBRS is the first-ever platform aligning these four stakeholders to unleash India’s branded living revolution. Branded living is not just rich thinking; it’s an instrument to buy back your time.”

The summit concluded with the unveiling of Branded Launchpad, a pioneering framework to accelerate branded residential projects. The announcement was followed by a networking gala, where developers, brands, and investors explored new partnerships shaping the next decade of Indian real estate.

The NOESIS report also predicted India’s growing global role, estimating that the country will account for over 20% of Asia-Pacific’s branded residences supply by 2030, alongside markets like Thailand and the UAE. While non-hotel brands currently lead the segment, hospitality giants are fast expanding their footprint, bringing new energy and innovation to the space.

While Mumbai and Delhi NCR remain the epicentres of branded living, cities such as Hyderabad, Bangalore, Pune, Kolkata, Chennai, Goa, and Lucknow are driving the next wave of expansion proof that branded living is now accessible well beyond metropolitan luxury circles.

With TBRS 2025, NOESIS has done more than host a summit it has ignited a movement. By bringing together developers, brands, investors, and homebuyers on one platform, it has set the tone for a future where branded living defines not just luxury, but urban life itself in India.


IHCL’s Soulinaire Partners with IF.BE to Elevate Cultural Experiences in Mumbai

IHCL’s Soulinaire Partners with IF.BE to Elevate Cultural Experiences in Mumbai

By Manu Vardhan Kannan

Published on April 7, 2026

Indian Hotels Company Limited’s lifestyle catering brand Soulinaire has partnered with IF.BE (Ice Factory Ballard Estate), a well-known cultural centre in Mumbai. This collaboration marks a new phase for the 150-year-old restored industrial space, bringing together culture and curated hospitality experiences.

Mr. Kamal Malik, Founding Partner, IF.BE, said, “IF.BE has always been envisioned as a space where ideas, people and disciplines converge. Through this collaboration with Soulinaire we are able to extend that vision - bringing together strong cultural programming with a level of culinary refinement and operational depth that enhances every interaction within the space.”

Mr. Abhijit Mehta, Partner, IF.BE, said, “The collaboration brings together IF.BE’s curatorial focus with Soulinaire’s systems-led approach to refined, high-volume catering and service. Known for its emphasis on personalization, scale, and consistency, Soulinaire extends IF.BE’s offering beyond programming, introducing a more considered and cohesive food and beverage dimension across events, gatherings, and daily experiences.”

Located in Mumbai’s historic Ballard Estate, IF.BE is a unique cultural hub set inside a restored 150-year-old ice factory. The space blends heritage architecture with modern art and design, creating a platform for creativity, discussions, and community engagement.

Mr. Somnath Mukherjee, Executive Vice President - Operations, IHCL, said, “This partnership brings together two brands with a shared commitment to craft, culture and experience. IF.BE has evolved into a distinctive cultural destination within Mumbai’s urban fabric, and this association marks Soulinaire’s entry into one of the city’s historic precincts to curate experiences that are rooted in design and dialogue. We are happy to collaborate with Mr. Kamal Malik and Mr. Abhijit Mehta.”

The venue features three dining and social spaces, including Native Bombay, a modern Indian restaurant, The Banyan Tree Café set in a calm courtyard, and The Native Lounge, a contemporary bar. Along with this, IF.BE offers flexible event spaces such as The Ice Factory, The Cathedral, and The Substation, which host a range of activities from art exhibitions and conferences to brand showcases and private events.

With this collaboration, IF.BE and Soulinaire aim to create a more seamless mix of culture and hospitality, offering visitors well-curated experiences that bring together food, art, and social interactions in one space.


Atmosphere Core Enters Shillong with Boutique Hotel Project

Atmosphere Core Enters Shillong with Boutique Hotel Project

By Manu Vardhan Kannan

Published on April 7, 2026

Atmosphere Core has announced its expansion into Northeast India with the launch of a boutique hotel project in Shillong. The company has partnered with Shri Rocky Dhar to introduce DHAR GOLF VISTA by Atmosphere Shillong, marking its entry into the scenic hill station of Meghalaya.

Scheduled to open in 2027, the property will be located in the capital city of Meghalaya, around an hour from Shillong Airport and close to the well-known 18-hole Golf Link Arena. The project is positioned as an upper upscale boutique hotel, designed to cater to both leisure and business travellers.

Speaking about the development, Mr. Salil Panigrahi, Co-Founder & Managing Director of Atmosphere Core, said, “As part of our dynamic expansion across India, a key focus is our approach towards developing premium experiences in hill station destinations particularly in the beautiful northeastern region. This upcoming boutique property at Shillong, Meghalaya is being thoughtfully designed to cater to a diverse range of travellers from leisure seekers and corporate guests to curated events and social get-togethers”.

The hotel, operating under the Atmosphere Hotels & Resorts brand, will feature 75 keys, including deluxe rooms, suites, and presidential suites. Guests can expect views of the golf course, surrounding greenery, mountain valleys, and the city, creating a calm and immersive stay experience.

Dining will be a key highlight at the property, with an all-day dining restaurant offering outdoor seating, a themed sports pub, and a rooftop resto bar serving both local and international cuisine along with a wide selection of beverages.

The wellness experience will be led by the award-winning ELE|NA Ayur spa, offering therapy rooms and professional treatments aimed at relaxation and rejuvenation. Additional facilities will include a swimming pool with an outdoor deck facing the golf course, a golf simulation pavilion, a kids’ play area, and an indoor games room.

At an elevation of 1,496 metres, Shillong is known for its mix of natural beauty and cultural charm. Attractions such as Ward's Lake, Elephant Falls, Shillong Peak, and Umiam Lake continue to draw travellers throughout the year. The city is also known for its vibrant music culture and festivals like the Shillong Autumn Festival.

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Mr. Souvagya Mohapatra, Managing Director Atmosphere Core India, Bhutan, Nepal & Sri Lanka, added, “The Northeastern state’s hill stations have always been central to our vision of creating iconic luxury experiences. Shillong the capital city of Meghalaya, with its awe-inspiring cultural heritage backdrop and timeless appeal, is a natural choice for our expansion. As plans to enter this extraordinary destination unfold, I am confident that this collaboration will redefine hospitality in the region”.

Shri Rocky Dhar, owner of DHAR GOLF VISTA by Atmosphere, concluded, "Atmosphere Core’s distinguished legacy of excellence aligns perfectly with our vision to unveil a transcendent world-class hotel in Shillong. With our vision and focused approach, we are committed to manifesting inspiring, bespoke hotels and resorts that embody the pinnacle of sophistication. This illustrious partnership will not only elevate Shillong’s hospitality landscape but will also set an unrivalled benchmark for elegance and impeccable service in this breathtaking and scenic Northeastern state of India."


IHCL Signs Gateway Hotel and Convention Centre Near Bengaluru Airport

IHCL Signs Gateway Hotel and Convention Centre Near Bengaluru Airport

By Manu Vardhan Kannan

Published on April 7, 2026

Indian Hotels Company Limited (IHCL), India’s largest hospitality company, has announced the signing of a Gateway Hotel and Convention Centre in Kanamangala, Devanahalli, near Kempegowda International Airport, Karnataka. This will be a greenfield project, marking another step in the company’s expansion in North Bengaluru.

Speaking on the development, Ms. Suma Venkatesh, Executive Vice President – Real Estate & Development, IHCL, said, “Bengaluru is widely recognised as one of India’s fastest-growing cities, driven by a strong business ecosystem and sustained infrastructure development. With the rapid expansion around the airport, North Bengaluru has emerged as a significant growth corridor, and this signing aligns with our strategy to build scale in the micro-market addressing the rising demand from corporate and MICE segments. We are delighted to partner with Hombale Group for this project.”

The upcoming 300-key Gateway Hotel and Convention Centre in Kanamangala, Devanahalli, will feature an all-day dining restaurant, a bar, a specialty restaurant, and a lounge. Guests will also have access to a fully equipped gym and a swimming pool, offering a comfortable stay experience.

As a convention centre, the property will include spacious and flexible banquet and meeting spaces. The largest banquet hall will span over 16,000 sq. ft., making it suitable for large conferences, corporate gatherings, and social events.

Ms. Shailaja Vijay Kiragandur of Hombale Group said, “We are happy to partner with IHCL to bring the Gateway brand to North Bengaluru aligning with the region’s growth trajectory.”

Bengaluru, often referred to as the Silicon Valley of India, continues to grow as a major hub for IT, biotechnology, aerospace, and advanced manufacturing. The steady development around the airport region has made North Bengaluru an important zone for hospitality growth.

With this addition, IHCL will expand its presence in the city to 20 hotels, including 11 currently under development.

Hombale Group, the owning company, is engaged in both construction and film production. The group has completed over 10 million sq. ft. of construction across various state and central Government projects. Hombale Films, founded by Mr. Vijay Kiragandur in 2014, is also recognised as one of the leading film production houses in South India.

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