The country's real estate market
may not be in the pink of health, yet the current sluggish phase has not
cast an ominous shadow over the prospects of luxury housing, a segment
which continues to witness unabated demand, riding on rising number of
high net worth individuals with enhanced lifestyle aspirations, coupled
with the promise of high return on investment

From
designer homes to intelligent living spaces to sports and
entertainment-centric living to homes with world-class concierge and
allied services, developers today are raising the bar to come up with
product and service offerings, to redefine the luxury real estate
market in India. Mumbai, Pune, Bengaluru, Kolkata, Delhi-NCR and to a
certain extent Chennai are the most responsive markets for luxury
housing in the country. The changing demographics and the rising
aspirations have given luxury living a new identity altogether.
Rise in the number of high net worth individuals, rapid pace of
urbanisation, influx of global lifestyle trends and an increase in the
number of non-resident Indians have contributed significantly towards
increasing demand for luxury housing in India.
In cities like Mumbai, Delhi-NCR and Bengaluru, luxury and
ultra-luxury residential projects have witnessed ten-fold appreciation
over their launch prices in the last decade, implying more than 100 per
cent annual returns on investment, claims Santhosh Kumar, CEO, Jones
Lang LaSalle India. Most of these projects saw encouraging pre-sale
activity and were sold out swiftly, he adds.
In fact, demand for luxury homes in cities like Gurgaon has always
outpaced supply, which has encouraged developers to increasingly shift
their focus on this segment.“In the last few years Gurgaon has become
synonymous with luxury housing owing to the launch of a plethora of
high-end projects. Sales have gone up with end-users and foreign
nationals not averse to paying a steeper price for world-class features
that most of these projects boast. Demand has spiked along with
appreciation in their value,” says Ashish Jerath, VP-Sales, Emaar MGF.
Noida, recently, has also seen an increase in demand for luxurious
projects. Prateek Group, for instance, tasted success for their maiden
luxurious project ‘Prateek Stylome’ in Sector-45. The project had all
the ingredients of a luxurious project and it changed the perception of
Noida as a destination for affordable housing only. The group’s second
offering in this space is ‘Prateek Edifice’.
“Luxury villas and farm house culture have become the latest trends
in the Indian real estate market and Delhi-NCR is no exception to this.
Luxury housing and premium villa projects coming all over the region
have become a massive game changer in this part of the realty market,”
says Anil Kumar Sharma, CMD, Amrapali Group and President, CREDAI-NCR.
Amrapali has a host of luxury projects including Amrapali Sapphire in
Noida and Amrapali Leisure Valley and Amrapali Dream Valley in Greater
Noida West.
Although definition of luxury can vary from city to city and locality
to locality, over 1.5 crore price tag is usually referred to as the
start of luxury segment. Developers, on their part, are trying to outdo
each other in breaking fresh ground in luxury. From a typical
golf-based to spa-based, wellness or destination-based project, they
are now experimenting with various global themes. For instance, Emaar
MGF’s Marbella in Gurgaon is an impeccably planned ultra-lavish Spanish
style villa community with 4 & 5-bedroom villas. Spread over 110
acres, the villas measure 267, 350 and 500 sq yds. Emaar The Palm
Springs, located on Golf Course Road, Gurgaon, is another gated
community spread over 19 acres and comprises approximately 230 high-end
apartments and 80 luxury villas.
Why luxury works ?
Ultra-luxury projects have a tendency to garner extremely good
pre-sale volumes, hence their developers are generally able to secure
significant fund flows to capitalize the completion of their projects.
“Luxury and ultra-luxury projects yield much higher returns to
developers than projects geared towards the affordable and mid-income
segments,” says Arjun Shivshankar of Suvilas Properties.
However, Kamal Sagar of Bengaluru-based Total Environment has a
different opinion. “High quality homes require an exponentially higher
degree of effort and cost. And, at the current level of maturity in the
real estate market, developers end up with much lower returns to
developers, since several customers continue to look at ‘cost per
square foot’ instead of value-for-money.”
While it is also true that input costs for luxury homes are much
higher, developers stand to benefit from the increased visibility of
their brands among highly affluent, top-end clients. This means that
the company can uniquely position itself on the basis of good quality
luxury projects. This increased visibility and superior construction is
automatically attributed to all other projects by the company. In
other words, even mid-income housing projects launched by the developer
get benefitted, and will invariably see higher sales compared to
projects by developers who have not ventured into luxury housing.
“Almost 75 per cent of the established builders across India have
taken up luxury segment very seriously and the competition is quite
intense. It does involve huge amount of risk as well. So, if developers
are not sure of the projected returns, they would not invest in this
segment,” says Sanjay Raj, ED& CEO, Golden Gate Properties.
Buyers for luxury projects have very high expectations and want their
homes to both offer and reflect a high lifestyle quotient. There is very
little tolerance for flaws in design, construction and amenities.
Thus, a botched luxury project can have significant repercussions on
the developer’s credibility and future success.
Investment wise
Experts reason that luxury is a recession-proof segment. According to
Manju Yagnik, Vice Chairperson, Nahar Group, as most of the buyers in
this category are the C-Suite of the corporate world, successful
entrepreneurs and business tycoons, their financial appetite is not
limited to or governed by the economic considerations that give the
middle-class sleepless nights. A significant percentage of buyers for
such projects are able to self-finance their savings from their
earnings.
Recession might take a toll on the response generated and time taken
in selling project at the targeted price points. However, the kind of
hit that luxury projects take in times of economic uncertainty is
significantly lower when compared to residential projects aimed at
other categories.
A case in point is DLF which says that despite the current economic
slowdown they have received fairly good response from a sales point of
view. “We have been receiving fairly good response when it comes to our
overall luxury project sales,” says Ananta Raghuvanshi, Executive
Director-Sales & Marketing, DLF Universal Ltd. DLF has several
offerings under luxury segment. To name a few, the company has Kings
Court in New Delhi, Samavana in Kasauli, Samatara in Shimla, Bella
Greens, New Town in Bengaluru and Riverside in Kochi.
“From an investment perspective, luxury housing is far better than
other segments as it will always yield better returns. The demand is at
niche level where one decides on quality and amenities and not on
cost,” states Sushant Muttreja, MD, Cosmic Group.
“Luxury projects have witnessed over tenfold increase in prices in
the last decade, pointing at huge return on investment on these
projects,” adds Ravi Saund, COO, CHD Developers. Rajesh Vardhan, MD,
Vardhman Group also affirms that luxury housing produces superior
returns for the developers. Vardhman Group has luxury projects –
Vardhman Flora and Vardhman Height at Byculla, Mumbai.
However, Deepak Kapoor, Director, Gulshan Homz says, “The luxury
segment is all about lifestyle and status and so this segment is not
good for short term investment. However, for medium and long term,
luxury segment provides great returns.” Under this segment, Gulshan
Homz has its projects -- Vivante Select and Gulshan Ikebana, both
situated on Noida Expressway.
Elaborates Girish Shah, Executive Vice President (Marketing &
Sales), Godrej Properties, “The most important and prime variable in
luxury homes - be it a first home or a second home - is its location.
Almost all luxury properties claim to insulate you from the hustle and
bustle of city life. But the ideal location could be within the heart
of the city, not on its periphery, which will eventually result in good
investment.”
Several projects in this segment, in time, become much sought-after
‘brands’ in their own right. This pushes up their re-sale and rental
value. Over the long term, luxury projects provide excellent investment
opportunity and offer quick exit options, feels Neville Vaswani, MD,
Vaswani Group.
However, Bijay Agarwal, MD, Salarpuria Sattva Group has a different
take, “While the segment may be recession-proof, however homes in this
segment are not moving ahead as second homes. So, even if people
invest in luxury homes, the return would be less.”
Intelligent Homes
While location continues to be a key factor, branded residences are
an emerging concept that offers not just a premium address with large
spaces but evolved amenities with artificial intelligence, branded
fittings such as Roca, Kohler, Grohe etc. and in many cases superior
project management.
For instance, Delhi-based CHD Developers plan to launch luxurious
studio apartments in their commercial tower CHD Sky One at Sector 109,
Dwarka Expressway. With an ‘intelligent’ design, the tower will be
energy efficient with optimal utilisation of space. The Group also
launched a luxury tower Tee 9 within 106 Golf Avenue on Dwarka
Expressway. It has a world-class golf community of exquisite 6-hole
chip and putt. Above all, it includes exclusive Golf Concierge.
Developers are also increasingly focussing on creating intelligent
living spaces through latest gadgets and technology. Digital locks,
electronic surveillance systems, temperature control, wireless
communication for Internet and in-house entertainment are common in
most luxury homes.
Developers are using systems with sensors to enable residents to
control ambience, light and temperature, among other things, through
pre-programmed machines. These homes are intelligent enough to sense
human presence and accordingly adjust light and temperature. Mantri
Developers recently collaborated with networking provider Cisco to
deploy information and communications technologies in its projects –
Mantri Espana and Mantri DSK Pinnacle.
Sunteck Realty, a Mumbai-focused developer, has tied up with luxury
mobile phone manufacturer Vertu to provide concierge services in a
residential project aimed at top corporate executives. Each apartment
will have a handset through which the residents will be able to call a
dedicated concierge desk.
Raheja Developers’ Revanta in Gurgaon has restaurants, cafes, spas,
lounges, common swimming pools, valet parking, automated car-wash and
helipads.
“Luxury today has evolved and has moved several notches up and
includes various lifestyle aspects such as theme-based developments –
entertainment -centric living, golf/sports living in which projects are
developed with a certain theme in mind. Leading lifestyle brands such
as Versace & Armani are now being roped in to take care of
flooring, wall designs, fittings as well as sanitary ware,” says
Harinder Dhillon, Sr. VP, Raheja Developers. The Group is also coming
up with another iconic project - Raheja Oma on NH-8, Dharuhera.
Spacious luxury apartments and villas invariably come with top-quality
interiors, bathroom fittings and kitchen decors, often imported from
abroad. For instance, One Avighna Park at Lower Parel in Mumbai promises
to be amongst the most-sought-after residential addresses globally.
Its material selection is based on quality, durability and service. For
instance, imported switchgears from France, windows from Germany,
water-proofing products from Malaysia, fire-fighting systems and pipes
from UK, etc. The project is already 51 storeys up with delivery
scheduled in 2014.
Pricing trends
By virtue, luxury and ultra-luxury comes with a price tag. Pricing
largely depends on the location of the project. In addition, amenities,
type of construction and interiors also determine the pricing of the
project. Opulent interiors with superior quality fittings in living
spaces is a mark of luxury housing. External lifestyle amenities also
add to the overall living experience of the residents. Today, many
developers are associating with international architects and landscape
designers to provide the best in class product to their customers. All
these factors add to the premium charged by the developer.
According to Ashok Gupta, MD, Ajnara India, “The pricing is 25-50 per
cent more than the mid-segment rates prevailing in the same area,
depending upon the kind of amenities and the quality being provided.”
The group is coming up with Grand Ajnara Heritage, a luxurious project
located in Sector-74, Noida.
Prices differ city-wise as well. In Bengaluru, anything above 6000
per sq ft could be considered luxury. But it may not be the same in
Mumbai where prices above 15,000 per sq ft come under this bracket. On
an average, the pricing of a luxury home would be over 1.5 crore, while
a super luxury apartment would be from 5 crore onwards. Whereas in
tier-II cities houses above 3 crore come under the ultra-luxury segment
while in a tier -III city anything upwards of 1 crore will be
considered super luxury.
According to Ravi Gurav, Vice President – Marketing, Dheeraj Realty,
“in luxury housing there is no particular pricing trend. It all depends
on certain factors - location, brand value and amenities and facilities
provided.”
Future Outlook
Innovations and evolving lifestyle aspirations will drive the luxury
housing market in India. Technological advancement coupled with design
innovations are evolving fast and continuously raising the bar of luxury
offerings. What is important to note is that these luxury offerings
need to be in sync with local culture, demography and residential
density components to provide an optimum impact and the real luxury
experience. “As we see it, this segment promises great growth potential
in the near future,” says Devang Varma, Director, Omkar Realtors &
Developers.
However, Anshuman Magazine, CMD, CBRE South Asia, sounds a note of
caution, “The short-term outlook is difficult for the segment,
considering subdued demand levels and supply-demand mismatch. At
present, developers are focused on clearing off existing inventory
before launching any fresh projects. A silver lining, however, has been
the increasing trend of non-resident Indians (NRIs) purchasing housing
property to leverage the depreciating value of the rupee.”
In Gurgaon, demand for luxury segment is expected to soar further in
the coming four years. The entry of newer players in NCR, mainly
connected with the IT, services and industrial sectors, has contributed
to the hike in housing demand, which is expected to go up further with
the influx. “Gurgaon will continue to see significant rise in luxury
housing as the infrastructure is improving significantly and the city
has witnessed a rapid pace of urbanisation over the last one and a half
decade,” claims David Walker, ED of SARE Homes.
While Mumbai real estate market may see prices dip temporarily in
certain micro markets, yet over the long term, real estate prices here
will certainly see an upswing. There is definite lack of delivery but
not supply. States Nishant Agarwal, MD, One Avighna Park, As a wise man
once said, don’t wait to buy real estate, buy real estate and wait.”