Luxury in Indian real estate has undergone a paradigm shift in recent years, with 2025 witnessing a redefinition of what truly constitutes a "luxury" property. It's no longer just about prime locations or astronomical price tags. Modern buyers are driving a new narrative, demanding a blend of exclusivity, sustainability, and advanced technology – elements that reflect their evolving aspirations and lifestyles.
Sustainability is the key priority
Today's discerning buyers are increasingly conscious of their environmental footprint. Sustainable design, eco-friendly construction materials, and energy-efficient features have become non-negotiables. Green certifications, solar panels, rainwater harvesting systems, and innovative waste management solutions are now pivotal in defining a property’s appeal.
Furthermore, there is a clear preference for experience-oriented living. End-users are looking for homes that provide wellness-focused spaces, community living, and smart home features. For investors, diversified portfolios centred on emerging micro-markets and rental income have become essential.
Ultimately, buyers today demand transparency, innovation, and value, and developers must adapt to meet these shifting priorities.
New definition of luxury
While sustainability remains vital, exclusivity still lies at the core of luxury. Buyers favour properties that provide privacy, customised interiors, and curated experiences. Personalization options – from handcrafted furnishings to tailored layouts – enable homeowners to express their unique style.
Niche amenities, such as private pools, rooftop lounges, and wellness spaces, further enhance the appeal of exclusivity. Although privacy is crucial, luxury today also encompasses a sense of community. Gated developments with shared facilities such as clubhouses, co-working spaces, and fitness centres are increasingly popular.
The new definition of luxury involves thoughtful design that integrates sustainability, technology, wellness, and exclusivity. Indian buyers are no longer merely investing in properties; they seek a lifestyle aligned with their values and aspirations. At Property First, we recognise these changing trends and remain dedicated to curating properties that reflect this evolving concept of luxury.
Digital First Approach
Fractional ownership and tokenization — whether through SM REITs or blockchain-based models — is an important evolution in the Indian real estate market. These mechanisms are lowering entry barriers for a new generation of investors who were previously priced out of high-value assets like Grade A commercial spaces or luxury vacation homes.
While there is certainly a lot of buzz, we believe it’s more than just hype, it’s a structural shift that will mature over time with better regulation and investor education. For us, this creates opportunities to advise clients on diversified portfolios, blending traditional ownership with fractional assets for better risk management and liquidity.
Technology has fundamentally changed how customers discover, evaluate, and decide on properties. Virtual walkthroughs, drone site visits, and immersive 3D visualizations have removed the need for multiple physical trips — saving time for busy buyers. AI-driven tools now help us match client preferences with curated options faster and more accurately than ever before.
PropTech is no longer optional. It’s embedded in our operations, from lead generation to closing deals. At Property First, we continue to invest in digital platforms, CRM automation, and data-driven insights to deliver a seamless, transparent, and personalized buying experience.
Buyer behaviour has changed considerably. Both end-users and investors are now more focused on value, carefully assessing long-term returns and prioritising essentials like location, quality, and sustainability over mere luxury.
Digital savviness has also increased significantly. Buyers now depend on virtual tours, online research, and data-driven insights to make well-informed choices. This change has transformed the way properties are marketed and sold.
Tier-2 and Tier-3 Cities Luxury Potential
Tier-2 and Tier-3 cities are emerging as key drivers of real estate growth, fueled by advancing infrastructure and increasing economic opportunities. At Property First, we evaluate micro-markets based on several key indicators: robust connectivity, infrastructure development, growing employment hubs, and demand-supply dynamics. Proximity to industrial corridors, upcoming metro networks, and government-led initiatives such as Smart Cities further enhance a location's potential.
Surprisingly, cities such as Indore, Coimbatore, Surat, and Lucknow are demonstrating significant potential. These markets not only offer affordability but also cater to the growing aspirations of younger, tech-savvy buyers. Furthermore, we are observing pockets of opportunity in areas benefiting from e-commerce warehousing and start-up ecosystems.
Micro-markets flourish where infrastructure meets aspiration, and we’re dedicated to discovering and delivering value in these high-growth areas. The future of property lies in these developing hotspots, and we’re eager to be part of this transformation.
