NCR's Branded Residences Boom Is Here

Walk through Gurugram's Golf Course Extension Road or Noida's Expressway corridor today, and you'll notice something has shifted. It's no longer just about square footage or floor-to-ceiling windows. It's about which global name is attached to the address. Branded residences, homes developed in direct partnership with hospitality majors or fashion houses, have moved from a niche curiosity to the fastest-growing segment of NCR's luxury market, and developers like Smart World are at the center of this transformation.

The scale of this shift is striking. Over the past decade, the trend has witnessed a 230% growth with over 580 developments from 133 brands equating to nearly 100,000 residential units established worldwide. In India, that global appetite has landed squarely in Delhi-NCR, where IHCL (Taj) is making significant waves with its recent expansion into Noida's ultra-luxury segment, while the Westin Residences Gurugram has become a flagship for large-scale, hotel-managed living.

Smart World Developers has emerged as one of the most active players riding this wave. In May 2025, the developer partnered with Tribeca Developers and The Trump Organization to launch Trump Residences in Sector 69, Gurugram. The response validated the branded-residence thesis in dramatic fashion: all 298 units of the newly launched Trump Residences in Gurugram were sold out on the very first day, generating net sales of ₹3,250 crore. The project comprises two towers rising 51 storeys each, with Smartworld Developers handling construction, development and customer service, Tribeca Developers leading design, marketing, sales and quality control, and the Trump Organization licensing the brand.

What makes Gurugram unusual on a global scale is the density of the Trump brand itself. As one report noted, the project is the second Trump-branded residential development in Gurugram and the sixth in India, making it the only city outside of New York to have two Trump Towers. Pricing tells its own story about the segment's velocity — Bansal noted the strong demand for Trump properties in India: "When we launched the first Trump Tower in Gurugram, the price was Rs 16,500 per sqft, and today the resale price is Rs 35,000 per sqft."

On the fashion side, Smart World has taken the couture route with Lebanese designer Elie Saab. The collaboration spans both NCR markets simultaneously: with projects coming up in Gurugram and Noida, the idea was to bring the Elie Saab design language to two important luxury markets within NCR. In Noida's Sector 98, directly on the Noida-Greater Noida Expressway, Smartworld Elie Saab Residences is being developed as a low-density project — spread across 6.5 acres, the development comprises 4 towers and 496 thoughtfully planned residences, designed to offer a balanced and low-density living experience. Pricing for the Noida branded residences reportedly starts around Rs 9 crore and Rs 1.2 crore for Noida branded residences for different unit categories, reflecting the mixed serviced-apartment and full-residence formats within the project.

Why are buyers paying a premium for a logo alongside their address? Industry voices point to a change in what luxury buyers actually value. The move into branded residences is being driven by a clear shift in buyer expectations — today's luxury homebuyer is no longer focused solely on ownership, but on the quality of everyday living. On the design front, the area is dominated by 'haute couture' living, with M3M's partnership with Elie Saab a prime example of bringing runway aesthetics to the Delhi-NCR skyline — a philosophy Smart World has extended into its own Noida development.

Smart World's broader momentum backs up this branded pivot. The developer, founded in 2021, has expanded rapidly: the company has built a portfolio across Gurugram and Noida spanning low-rise communities, high-rise developments, luxury housing, branded residences and high-street retail, reporting cumulative sales of over INR 24,000 crore within five years of operation. It has also entered Noida's mixed-use branded corridor beyond Sector 98, with a new project where the upcoming mixed-use development will comprise premium, branded residences, high-street retail, and serviced homes, strategically located along the Noida–Greater Noida Expressway in Noida's emerging branded corridor.

For homebuyers evaluating this segment, the takeaway is practical rather than aspirational: branded residences in Gurugram and Noida now offer verifiable RERA-registered projects, hospitality-grade management, and design pedigree that historically was reserved for five-star hotels. Whether it's the concierge-driven Trump towers on SPR or the couture-inspired Elie Saab residences on the Noida Expressway, Smart World's dual-city push signals that branded living in NCR is no longer an experiment — it's the new benchmark for luxury real estate in the region.