Premiumization Trend Continues to Fuel Gurugram’s Luxury Homes Demand

By Roshy Chhillar, Director, Landmark Group 
The rising aspirational value of people has fueled the demand for luxury homes. This surge is partly due to increasing disposable incomes and a shift in consumer mindsets, which have become more conscious of status, reputation, and quality. Unlike a decade ago, modern consumers are more willing to invest in superior living experiences.

Gurugram, long recognized for its luxury real estate market in the National Capital Region, continues to evolve rapidly to meet affluent buyers’ transforming lifestyles. Today’s homebuyers’ purchasing decisions reflect their choices, as they place a higher value on health, wellness, and overall quality of life. Luxury homes have become a focal point for fulfilling these needs, as discerning homebuyers no longer seek a place for living but for spaces that contribute to their well-being.

This distinct shift in homebuyer’s choices has introduced the concept of premiumization. The trend, driven by the desire for superior and comfortable living, quality and luxurious life, and overall enhanced experience, has fueled the demand for lifestyle-oriented homes in Gurugram. As an epitome of this trend, these homes offer spaces that cater to every aspect of a sophisticated lifestyle.

Lifestyle-oriented homes often include smart home technologies that simplify routine tasks, luxurious interiors that reflect personal style, and community amenities that foster social interaction and a sense of belonging. A notable trend in this segment is the increasing integration of green technologies with homes. Incorporating sustainable features like solar panels, rainwater harvesting systems, and energy-efficient appliances has proven to not only attract more environmentally-conscious buyers but also give higher long-term value. 

Amidst the premiumization trend, Gurugram has firmly established itself as the epicenter of luxury living in Delhi- NCR. A recent ANAROCK report shows approximately 32,000 housing units sold in NCR during the first half of 2024. Of these sales, over 45% belonged to the “premiumization” segment, with Gurugram recording the highest number of luxury sales in the region, totaling approximately 10,365 units.

One of the reasons contributing to Gurugram’s appeal is its exceptional infrastructure development over the past few years. The extension of the Metro project, development of the Dwarka Expressway, and booming growth of submarkets like Golf Course Extension Road and New Gurugram have contributed to its rise as a top residential luxury destination.

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The premiumization trend to low-rise luxury floors, each offering a blend of state-of-the-art design and modern amenities. This range depicts that luxury is a concept that transcends a single definition, varying greatly from one individual to another. For some, luxury might mean expansive living spaces with state-of-the-art amenities, while for others, it could signify the tranquility of a private garden or the elegance of interiors. This range depicts that luxury is a concept that transcends a single definition, varying greatly from one individual to another. For some, luxury might mean extravagant living spaces with state-of-the-art amenities, while for others, it could signify the tranquility of a private garden and children’s play area.

Recognizing this diversity in Gurugram, developers have embraced the challenge of crafting unique and thoughtfully designed projects that resonate with today’s buyer’s preferences. From grand entrance lobbies to panoramic views and private terraces, developers have been focused on meticulously crafting spaces, ensuring that projects deliver luxury in their purest form.

The newly coined premiumization trend undoubtedly fuels Gurugram’s luxury real estate while meeting the rising demand of affluent buyers. As developers push the boundaries of design, personalization, and amenities, Gurugram is emerging as a top choice and is anticipated to remain at the market forefront while continuing to attract buyers who seek quality, comfort, and exclusivity, all at once, at the comfort of their homes.

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