A branded residence is a housing project that carries the name of a hotel, fashion, car or lifestyle brand. The brand usually does not build or own the project. It licenses its name and design input to a developer, who builds and sells the homes. In Delhi NCR, this model has moved from one or two projects to a visible trend in the last two years, mostly in Gurugram and Noida.
This guide explains how these deals work, which projects have been announced, and how to judge whether the brand is worth the premium.
Branded projects announced in Delhi NCR
The examples below are taken from developer announcements and news reports. Prices and unit counts are as reported at announcement and may have changed.
Trump Residences, Sector 69, Gurugram
Developed by Smartworld Developers, an M3M group company, with Tribeca Developers as the brand's India partner. The project has 298 homes in two 51-storey towers. In May 2025, the developers reported selling all of them on launch day for about ₹3,250 crore, at ₹8 crore to ₹15 crore per home. It was described as the second Trump-branded residential project in Gurugram.
Signature Residences by ELIE SAAB, Gurugram and Noida
In January 2026, M3M announced two projects with the Lebanese fashion house ELIE SAAB. The Gurugram project, on Dwarka Expressway, was reported to have about 300 homes, a price of around ₹37,000 per sq ft and homes from about ₹15 crore. The Noida project, by group company Smartworld, was reported at about 650 units on a 6-acre site, split between larger homes and service apartments.
Tonino Lamborghini residences, Sector 71, Gurugram
In April 2026, Signature Global announced a partnership with Tonino Lamborghini for a five-tower project on about 12.4 acres along the Southern Peripheral Road. It was reported at 812 homes in 3, 4 and 4.5 BHK formats. The partnership was described as the brand's first residential entry in India. Price and RERA details should be checked on the developer's site and the HRERA portal.
How a branded residence deal works
Most branded projects in India follow the same structure.
- The developer owns or controls the land, gets the approvals, registers the project with RERA, builds it and is responsible to buyers.
- The brand licenses its name and logo, and often has a say in design, interiors, the lobby and amenity areas. It earns a licence fee, usually linked to sales.
- The operator, where there is one, runs services after handover. With hotel brands, this can be the hotel company itself. With fashion or car brands, services are usually run by the developer or a facility manager under brand guidelines.
The point that matters most for a buyer: your contract is with the developer, not the brand. Delivery timelines, construction quality and RERA obligations sit with the developer. If the developer has delivery problems, the brand name does not protect you.
What you are actually paying for
Branded projects in NCR are priced well above nearby unbranded towers. Part of that gap is location and specification, and part is the name. It helps to separate them.
Design and finishes
The brand's design team may shape the façade, lobby, clubhouse and interiors. Ask for the specification sheet and compare it line by line with an unbranded luxury project nearby. Ceiling height, glazing, kitchen and bath fittings, and the number of homes per floor are easy to compare.
Services after possession
Concierge, housekeeping, in-house dining or valet are often part of the pitch. Ask who will run these services, under what contract, for how long, and at what monthly cost. A hotel-style service level usually comes with hotel-style maintenance charges.
Resale value
The argument for a brand is that it holds value better. Globally, branded residences have often sold at a premium. In NCR, most branded projects are still under construction, so there is very little resale data. Treat any promise of a resale premium as unproven for now.
Five checks before you book a branded home
- Find the developer's name on the RERA certificate. That company is responsible for delivery. Look at its record on earlier projects, not the brand's record in other countries. Our checklist on how to check a builder before you book covers this.
- Ask how long the brand licence lasts. If the agreement between the developer and the brand ends, the project may lose the name. Ask what happens to signage, services and your maintenance contract in that case.
- Get maintenance charges in writing. Branded services raise running costs. Ask for the estimated monthly charge per sq ft for the first three years.
- Compare price per sq ft of carpet area. Use the same area basis for the branded project and two or three unbranded luxury projects in the same corridor.
- Check density. A brand can be applied to a crowded tower. Homes per acre tell you more about daily life than the logo on the gate. See our piece on low-density luxury projects for how to work it out from RERA data.
Questions to ask the sales team
- Which parts of the project did the brand design, and which did the developer's own architects design?
- Is the brand involved after handover, or only until possession?
- Will the brand name appear in the sale agreement, and with what conditions?
- What is the price difference between this project and the developer's unbranded project nearby?
The other route: a developer's own design philosophy
Not every high-end NCR developer licenses an outside name. Some build their positioning around their own design standards and service model instead. Max Estates, for example, markets its projects on a well-being approach built around air quality, open space and community facilities, rather than a third-party brand. Its Gurugram projects, such as The Terraces in Sector 36A, are sold on design and specification under the developer's own name.
Neither route is better by default. A licensed brand gives you a recognisable name and a design team with global experience. A developer-led project puts the developer's own reputation directly on the line. In both cases, the same checks apply: delivery record, specification, density and running costs.
For a wider view of where prices and supply are heading at the top end of the market, read our luxury real estate market trends for NCR in 2026.
Frequently asked questions
What is a branded residence?
A housing project that carries the name of a hotel, fashion, car or lifestyle brand under a licence agreement with the developer.
Which branded residences are there in Gurugram?
Announced projects include Trump Residences in Sector 69, Signature Residences by ELIE SAAB on Dwarka Expressway, and a Tonino Lamborghini project by Signature Global in Sector 71. Check each project's RERA record for current status.
Are there branded residences in Noida?
Yes. M3M Group company Smartworld announced an ELIE SAAB branded project in Noida in January 2026.
Who is responsible if a branded project is delayed?
The developer named on the RERA registration. The brand is a licensor and is usually not a party to your agreement.
