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As the monsoon cloud’s part and the air fills with the scent of marigolds, jasmine, and incense, India prepares for its most vibrant season. From the joyous processions of Ganesh Chaturthi in September to the rhythmic claps of Navratri’s garba dances and the dazzling fireworks of Diwali in October-November 2025, the festive quarter is a time of celebration, reflection, and life-altering decisions. For millions of Indians, buying a home during (July–September) and the entire third quarter (October December), spanning Q2 and Q3 of the fiscal year, it is more than a financial transaction.
It’s a sacred milestone, symbolizing prosperity, family legacy, and divine blessings. The festive season transforms the real estate market into a whirlwind of opportunity, where cultural optimism meets strategic financial moves, creating a unique moment for both buyers and developers. This year, as India stands on the cusp of the 2025 festive season, the mood is electric. Lower home loan interest rates, driven by the Reserve Bank of India’s (RBI) steady repo rate at 6.5% and a cumulative 100-basis point cut over recent years, have made borrowing more affordable.
Rising disposable incomes, rapid urbanization, and infrastructure booms in cities like Mumbai, Pune, Bengaluru, Gurugram, and Hyderabad are fueling a palpable sense of optimism. Industry leaders predict a significant surge in sales, with developers rolling out marquee projects, tailored financing schemes, and value driven campaigns to capture the festive fervor. Beyond the numbers, it’s the emotional and cultural weight of this season that makes it a pivotal moment for homebuyers and developers alike.
A RESILIENT MARKET POISED FOR GROWTH
Despite recent challenges, India’s real estate market has shown remarkable resilience. According to ANAROCK’s Q2 2025 report, housing sales in the top seven cities dipped 4% in 2024 to 4.59 lakh units from 4.76 lakh in 2023, yet sales values rose 9% due to a growing appetite for premium and luxury properties. In the first half of 2025, CREDAI data reveals a 5% decline in sales volume to 2,53,119 units across eight major cities, but a 9% increase in sales value, driven by price appreciation and a shift toward high-end homes. Knight Frank’s India Real Estate report for H1 2025 paints a picture of a “cautious recovery,” with residential sales stabilizing at 1.77 lakh units year to-date, up from previous quarters, and office demand reaching record highs. NAREDCO’s sentiment index for Q2 2025 reflects this rebounding confidence, climbing to 56 for the current outlook and 61 for the future, propelled by policy support, infrastructure growth, and strong demand for homes priced above Rs. 1 crore.
Sachin Bhandari, Executive Director & CEO of VTP Realty, captures the upbeat sentiment. “We are very optimistic about the upcoming festive season. Sales momentum has already begun, supported by favorable interest rates and the strong response to our recent launches.” Historically, the festive season accounts for 25-30% of annual sales for many developers, a trend backed by CREDAI and Knight Frank estimates. Last October, Mumbai alone clocked over 12,000 property registrations, a benchmark developers aim to surpass in 2025. “Traditionally, this period has always been an auspicious time for homebuying, and we expect demand to accelerate further,” Bhandari adds. The market’s resilience is underpinned by several macroeconomic factors.
The RBI’s recent 50-basis-point repo rate cut to 5.5%, the lowest in three years has reduced borrowing costs, making home loans more accessible. Infrastructure projects, such as Mumbai’s new metro lines, Bengaluru’s Peripheral Ring Road, Gurugram’s Dwarka Expressway, and Hyderabad’s Regional Ring Road, are boosting connectivity and property values in key micro-markets. Rising incomes and a growing middle class are expanding the pool of aspirational buyers, particularly in the premium and luxury segments. These tailwinds set the stage for a blockbuster festive quarter, where developers and buyers aim to capitalize on the season’s unique blend of cultural significance and economic opportunity.
CULTURAL ROOTS, MODERN ASPIRATIONS
In India, homebuying is deeply intertwined with cultural traditions. Festivals like Ganesh Chaturthi, Navratri, Dussehra, Diwali, and Dhanteras are considered auspicious for major investments, as they symbolize new beginnings, prosperity, and divine favor. Darshan Govindaraju, Executive Director of Vaishnavi Group, explains, “Housing sales are intrinsically linked to festivals like Durga Puja and Dhanteras, seen as ideal times for investments in assets like land, jewelry, and homes. The period from September to February, encompassing festivals and the wedding season, drives demand across income levels.” This cultural resonance gives the festive season a unique edge, making it a critical period for developers to launch projects and engage buyers.
Reeza Sebastian Karimpanal, Chief Revenue Officer- Residential, Embassy Developments Limited, elaborates, “Festivals like Dussehra and Diwali carry emotional weight for homebuyers. Families plan property purchases around these occasions, as the decision represents both a financial move and a step toward prosperity.” She notes that the recent repo rate cut has added momentum, reducing borrowing costs and encouraging buyers to act. “Real estate promises attractive returns, making the festive season a critical time for both financial and emotional investments,” Karimpanal says. For many Indians, purchasing a home during the festive season is a ritual steeped in tradition.
The act of signing a property deed during Diwali, for instance, is seen as inviting wealth and good fortune into the household. Developers tap into this sentiment by aligning launches and marketing campaigns with the festive calendar, creating a sense of urgency and celebration. From Ganesh Chaturthi’s community gatherings to Diwali’s triumph of light, the season fosters a collective optimism that translates into bustling showrooms, packed site visits, and soaring bookings. In cities like Mumbai, where cultural festivals are celebrated with unmatched fervor, the festive season can account for a significant portion of annual sales, with developers reporting up to 30% of their yearly bookings during this period.
BEYOND DISCOUNTS: BUILDING TRUST AND VALUE
The days of relying solely on deep discounts to drive festive sales are over. Today’s buyers are savvy, prioritizing long term value over short-term incentives. Sachin Bhandari emphasizes this shift, “We focus on delivering consistent value rather than short-term price cuts. Buying a VTP home is a celebration in itself, a decision that brings pride and joy beyond the purchase.” VTP’s philosophy resonates with market trends, as ANAROCK’s Q2 2025 data shows a 3% sales uptick to 96,300 units in premium and luxury segments, driven by buyers seeking lifestyle upgrades over f leeting deals. VTP’s festive strategy reflects this ethos. “Our marquee launches, like Altamira by VTP Luxe and VTP Aurelia in East Pune, are generating tremendous interest with their modern design, expansive open spaces, and iconic architecture,” Bhandari says.
The company’s “Doosri Diwali VTP Wali” campaign amplifies engagement through digital, print, and experiential platforms, targeting both domestic and global buyers, including Non-Resident Indians (NRIs) who often plan property investments during festive visits to India. “The festive season is when homebuying sentiment peaks,” he adds. “It’s a time for new beginnings, and we aim to build trust that translates into strong revenue growth.”
Santosh Aggarwal, CFO & Executive Director of Alpha Corp Development Limited, shares a similar view: “With lower interest rates improving affordability, we anticipate strong sales momentum.” He highlights a rise in site visits and faster conversions, particularly in premium housing. “Offers that combine financial flexibility with long-term value like subvention plans, zero pre-EMI t ill possession, or stamp duty waivers drive bookings effectively,” Aggarwal says. However, he cautions buyers: “Festive discounts are a bonus, not the reason to buy. Focus on fundamentals like location, developer credibility, construction quality, and future value.” This focus on value is evident across the industry.
Developers are moving away from gimmicky promotions like free gold coins or appliances, which often mask higher base prices, toward offers that ease financial burdens and enhance lifestyle. For instance, flexible payment plans that allow buyers to stagger payments or delay EMIs until possession are gaining traction. These schemes not only make homeownership more accessible but also build trust by aligning with buyers’ long-term financial goals.
"Lower borrowing costs and festive optimism should fuel robust sales, especially in mid- and premium home segments. Signature Global’s recent launch, Cloverdale SPR in Gurugram, has seen strong demand, contributing to a 118% revenue surge to ?870 crores in Q1 FY26."
TAILORED OFFERS FOR DISCERNING BUYERS
Today’s homebuyers are discerning, seeking ease of ownership and financial clarity over flashy promotions. Arpit Jain, Director of Arkade Developers Limited, observes, “Buyers want value, not gimmicks. Flexible payment plans, tailored schemes, and quick loan approvals build trust and boost sales.” Arkade’s “Shubharambh” campaign, themed “Your Home, Your Payment Plan,” allows buyers to customize payments to fit their financial needs, making homeownership more accessible. “The festive cheer of Ganesh Chaturthi, Navratri, and Diwali, combined with home loan rates below pre-pandemic levels, creates a perfect storm for bookings,” Jain says.
Vineet Dawar, President of Sales & Strategy at Elan Group, emphasizes strategic positioning: “Our festive offers, like competitive pricing, flexible payment plans, and benefits on club memberships or parking, enhance value and drive interest. In commercial projects, assured lease rentals attract investors.” Elan’s approach blends digital outreach through targeted social media campaigns and virtual tours with personalized interactions like one-on-one consultations at project sites to convert interest into bookings. “Assess the developer’s track record and ensure incentives align with your financial goals,” Dawar advises. “Buy for long-term value, not just festive hype.”
Rajat Rastogi, CEO-West & Com mercial Assets at Puravankara Limited, adds, “Today’s custom ers seek ease of ownership rather than just price cuts. Schemes like no-pre-EMI till possession, stamp duty waivers, or assured rental plans give buyers confidence.” Puravankara’s Purva Golden Jubilee Offer celebrates 50 years of legacy, blending festive bene f its with trust. Their launches in Keshavnagar (Pune), Thane, Lokhandwala, and Bandra Pali Hill target diverse buyers, from premium to ultra-luxury. “We expect a 15-20% sales increase this festive season,” Rastogi says, citing Mumbai’s potential to exceed last October’s 12,000 registrations.
PREMIUM AND LUXURY SEGMENTS LEAD THE CHARGE
The premium and luxury segments are driving much of the market’s growth, reflecting a shift in buyer priorities toward lifestyle driven investments. Pradeep Aggarwal, Founder & Chairman of Signature Global (India) Ltd., says, “Lower borrowing costs and festive optimism should fuel robust sales, especially in mid- and premium-home segments.” Signature Global’s recent launch, Cloverdale SPR in Gurugram, has seen strong demand, contributing to a 118% revenue surge to ?870 crores in Q1 FY26. The company’s focus on Gurugram’s Southern Peripheral Road, Dwarka Expressway, and Sohna Corridor, supported by strategic land acquisitions like a 9.96-acre plot in Sohna, underscores its growth strategy. “Limited-duration offers, like attractive launch prices or smart home features, create urgency and trust,” Aggarwal notes, urging buyers to verify RERA registrations and scrutinize payment schemes for hidden costs.
Darshan Govindaraju ties the premium surge to cultural and economic factors. “Rising property prices, rentals, and new micro-markets will drive sales this festive season.” Vaishnavi’s launches in South and North Bengaluru focus on connectivity, sustainability, and proximity to transit hubs like the airport and metro lines. “Buyers want long-term benefits over gold coins or modular kitchens,” he says. “Branded clubhouses, concierge services, and premium subscriptions seal the deal for luxury projects.” According to industry estimates, over 25% of real estate sales occur during the festive season, despite inflationary pressures, making it a critical period for developers to capitalize on heightened demand.
Reeza Sebastian Karimpanal adds, “For the luxury segment, buyers respond to experience-driven offers like exclusive club memberships or limited-edition upgrades.” Embassy’s new projects in Juhu (Mumbai) and Hebbal (Bengaluru), plus the upcoming Embassy Greenshore at Embassy Springs, target high-demand markets. “Real estate is a wealth-building asset,” she says. “Second homes can generate rental income, especially during the festive rush for vacation rentals.” Embassy’s Development Management (DM) fee model projects in Juhu and Hebbal are expected to generate ?560 crore in revenue, highlighting the potential of strategic launches during this period.
REGIONAL HOTSPOTS: WHERE THE ACTION IS
The festive season’s impact varies across India’s diverse real estate markets, with certain cities emerging as hotspots. Mumbai, with its cultural vibrancy and robust infrastructure growth, remains a leader. The city’s new metro lines and coastal road projects have boosted connectivity in areas like Thane, Navi Mumbai, and the Western Suburbs, driving demand for both mid-segment and luxury homes. Pune, with a 42% share of new launches in Q3 2024 (per Knight Frank), is another key market, fueled by its IT hubs, educational institutions, and projects like VTP’s Altamira and Aurelia. Bengaluru’s focus on sustainability and proximity to tech corridors makes it a magnet for premium buyers, with Vaishnavi and Embassy leading launches in high-growth areas like Hebbal and South Bengaluru.
Gurugram, part of the Delhi-NCR region, is a standout performer. Signature Global’s focus on micro-markets like Southern Peripheral Road and Dwarka Expressway has capitalized on the area’s infrastructure boom, including new expressways and metro expansions. Hyderabad, with its Regional Ring Road and thriving IT sector, is also seeing a surge in demand, particularly for affordable and mid segment homes. These regional dynamics highlight the festive season’s role in amplifying local market strengths, as developers tailor projects to meet diverse buyer needs.
NAVIGATING THE FESTIVE FRENZY WITH CAUTION
While the festive season offers unparalleled opportunities, experts urge caution. “Focus on developer credibility, project quality, and growth potential,” Rajat Rastogi advises. “Evaluate financial schemes for better cash flow, but prioritize location and connectivity.” Pradeep Aggarwal echoes, “Compare offers, check RERA registrations, and consult legal experts to secure long-term value.” Karimpanal adds, “Real estate promises strong returns, but buyers must look beyond festive offers to ensure the property fits their financial and lifestyle goals.” Developers are also investing heavily in building trust. Marketing campaigns during the festive season go beyond traditional advertising, incorporating virtual reality tours, interactive property expos, and partnerships with banks for seamless loan approvals. “The festive season is not just about driving sales but about strengthening brand recall and building long-term relationships,” Rastogi says. These efforts, combined with robust ecosystem partnerships between developers, financial institutions, and design firms, create a compelling value proposition for buyers.
EMERGING TRENDS SHAPING 2025
Beyond festive fervor, broader trends shape the market. Sustainability is key, with green buildings projected to contribute $39 billion by 2025, driven by eco-friendly demand. Over 7,000 IGBC-certified projects span 1.37 billion sq. ft., offering energy and water savings. PropTech, valued at $20 billion in 2025, integrates AI, IoT, and blockchain for efficient transactions and smart homes. Data center demand is expected to rise by 15-18 million sq. ft., reflecting digital growth. Co-living and senior housing gain traction, catering to young professionals and aging populations.
A SEASON OF OPPORTUNITY AND ASPIRATION
As India lights up for the 2025 festive season, the real estate market is poised for a blockbuster quarter. The convergence of cultural optimism, favorable financing, and strategic launches creates a perfect storm for homebuyers and investors. From first-time buyers seeking affordability in Hyderabad to high-net-worth individuals eyeing ultra luxury villas in Mumbai’s Bandra Pali Hill, the season offers something for everyone. Developers like VTP Realty, Alpha Corp, Arkade, Elan, Signature Global, Puravankara, Vaishnavi, and Embassy are pulling out all the stops, with innovative projects and buyer-centric offers designed to turn dreams into reality.
Yet, amidst the festive buzz, the message is clear: choose wisely. “Buy a property that holds long-term value,” Vineet Dawar advises. Whether it’s a cozy apartment in Bengaluru’s suburbs, a premium flat in Pune’s IT corridor, or a sprawling villa in Gurugram’s elite enclaves, the festive season is a time to invest in homes that promise not just shelter but a legacy of prosperity. As the marigolds bloom, the diyas flicker, and the garba beats echo, India’s real estate market is ready to shine brighter than ever, marking the start of a new chapter for countless families.
