India’s real estate buyers have evolved considerably. How have you seen their aspirations and expectations change over the years?
Jagdish Johal: Indian buyers have become far more sophisticated and discerning. They know what they want, understand what is being offered and are increasingly selective about their choices. This makes attention to detail extremely important. Developers need to understand what they are creating and communicate their vision effectively.
Buyers may initially be sceptical, but once they believe in the vision and see it taking shape, they become much more receptive. The key is to demonstrate value rather than simply make promises.
Indian homebuyers are often described as value-conscious. Does this hold true in the luxury segment, or are they willing to pay a premium for the best?
Jagdish Johal: Indian buyers are absolutely willing to pay a premium, but developers must demonstrate why a product deserves it. Differentiation is critical. You cannot simply put a logo on a building and expect it to sell.
Buyers want to see and experience quality for themselves. They pay attention to the details, finishes and overall proposition. It is not enough to tell them what a project will look like. You must demonstrate the quality you promise.
When developers deliver a genuinely exceptional product, buyers recognise its value and are willing to pay a premium for it.
What does a design-led brand such as YOO bring to a residential project?
Jagdish Johal: Our background is in property development, predominantly in the UK, so we approach projects with a developer’s understanding of the entire process. We pay attention to every detail, but our ambition extends beyond designing a building. We want to create a destination.
We are not designing just for today; we are designing for life. That distinction matters because a successful residential project must stand the test of time rather than simply make an impression at launch.
Design-led brands bring a different perspective to the development process. When you combine developers who understand the practicalities of building and delivering a project with designers who are passionate about their vision, you have the ingredients for success.
Projects can fall short when the entire process has not been thought through. Design, functionality, execution and the experience of living in the development must work together seamlessly.
Our approach begins with understanding what residents actually want. At one of our projects, we proposed introducing a very high-end brand. However, when we consulted the residents, 99% voted against the idea.
They wanted something exclusive. They did not want to feel as though they were becoming part of a large, impersonal machine.
That experience reinforced an important lesson: luxury residential living is ultimately about the people who live there. The brand, design and services must respond to their needs rather than impose a standardised experience on them.
How do you see India’s luxury residential market evolving over the next five to ten years?
Jagdish Johal: I believe luxury residential real estate has already established itself as an asset class in its own right. However, I see the definition of luxury expanding significantly.
Luxury should not be limited to ultra-high-net-worth individuals. There is also considerable potential in affordable luxury, which caters to buyers who aspire to something distinctive but may not be able to afford homes at the highest price points.
One of the biggest shifts will be away from cookie-cutter developments. Repeating the same product across every project is becoming less relevant. Buyers increasingly want homes with individuality, character and a distinctive living experience.
India has a growing middle class of increasingly well-travelled and aspirational consumers. Many want something special but cannot necessarily afford properties at the very top of the market. This represents a significant and relatively untapped opportunity.
While several brands continue to focus exclusively on the high end, I believe a much larger market can be served through thoughtfully designed, differentiated residences at more accessible price points.
What are YOO’s growth and expansion priorities for India?
Jagdish Johal: We take India very seriously and see enormous opportunities in the market. Our focus is on understanding where and how we can contribute. The country’s scale, rising consumer aspirations and growing demand for differentiated residential products make it an important market for us.
I see opportunities extending well beyond the major metropolitan centres. There is no reason people should not have access to well-designed, high-quality homes wherever they live.
The same principle applies to affordability. Once we recognise that luxury and quality can exist at different price points, we can serve buyers across a much wider range of markets.
India’s Tier-II and Tier-III cities have aspirational consumers who want premium products and better living experiences. The opportunity lies in creating the right product for the right audience, rather than assuming that distinctive residences belong exclusively in the largest cities.
Ultimately, it comes down to understanding the market, identifying what people can afford and delivering homes that meet their aspirations.
As India’s residential market matures, the next phase of luxury will be defined not merely by prestigious names, but by design quality, individual expression and the ability to serve a broader spectrum of aspirational buyers. For YOO, the opportunity lies in extending its design-led philosophy beyond conventional luxury and into a wider range of Indian markets.
