TBRS 2.0, The Branded Residences Summit, returns on 7 & 8 October 2026 at JW Marriott Mumbai Sahar: 250 curated delegates, 50+ Indian and global speakers, 19 sessions, the inaugural Branded Residences Awards and the launch of the third edition of the NOESIS branded residences market report.
A decade ago, Indian developers asked one question about branded residences: will a brand help me sell? Today the questions are harder. Which brand fits this site, this city, this buyer? What does it cost, and over how long? And how does the project perform after handover? TBRS 2.0 returns to Mumbai on 7 and 8 October 2026 to answer them.
NOESIS estimates ₹1 lakh crore (about USD 10.5 billion) of gross development value across India’s delivered and pipeline branded residence projects. Its market map tracks 43 directly brand-licensed projects: 7 delivered, 19 under construction and 17 announced, with further announcements expected during 2026 and more than 20 additional projects in early feasibility, product planning or brand selection. The category has also moved beyond Mumbai and NCR into tier-1 and tier-2 cities and leisure markets including Goa, Alibaug, Karjat, Igatpuri, Kasauli, Coorg and Rishikesh.
“Developers across India are seeing what the right brand does for visibility, buyer confidence and sales momentum,” said Nandivardhan Jain, Founder & CEO, NOESIS Hotel Advisors, the owner-focused advisory firm that curates the summit. “The opportunity is not in adding a name to a project. It is in choosing a brand that fits the location and the buyer and keeping the financial model, the product promise and the resident experience aligned.”
Institutional investors and organised funds are showing greater interest in well-planned branded developments, where the right match of product, pricing and positioning can deliver stronger price realisation, faster sales and more predictable cash flows. A recognised brand adds a further layer of scrutiny over the developer and the operating plan. Capital still tests the fundamentals: buyer depth, achievable pricing and delivery capability.
Long-term value depends as much on the agreements as on the design. The developer’s licence relationship typically covers the development, marketing and sales period. The operating relationship is often novated later to the residents’ association and can run for many years. That makes fees, service standards, renewal and exit terms decisions to settle at the start, not after handover. Settled well, the brand keeps strengthening the resident experience and resale positioning long after the last unit is sold.
TBRS was established in 2025 as India’s first dedicated platform for branded residences. The inaugural edition, at the Jio World Convention Centre, Mumbai on 26 September 2025, brought developers, global hospitality and lifestyle brands, investors, family offices and advisors into one room. TBRS 2.0 expands to two days with a developer-first programme running feasibility, underwriting, brand selection, legal structure, sales and operations in the order a real project unfolds. It adds a closed-door developers’ masterclass, an expanded global speaker faculty and the inaugural Branded Residences Awards.
Speakers travelling to Mumbai from Singapore, the UAE and the United Kingdom include Daniel von Barloewen (Senior Vice President, Accor One Living & Head of Global Mixed-Use Development, Accor), Gabriel Gn (Global Development Head, Banyan Group), Ramzy Fenianos (Chief Development Officer, Asia Pacific, Radisson Hotel Group), James Snelgar and Jagdish Johal (YOO, London) and Fabio Calorio (Senior Vice President – Brand, Pininfarina). They will be joined by Anil Chadha (Managing Director, ITC Hotels Limited), Atul Chordia (Chairman, Panchshil Realty), Suma Venkatesh (EVP – Real Estate & Development, IHCL), Zubin Saxena (Senior Vice President, Regional Head South Asia, Hilton), Nikhil Sharma (Managing Director & COO, South Asia, Radisson Hotel Group), Jaideep Dang (Head of Development, IHG Hotels & Resorts), Kalpesh Mehta (Founder & Managing Director, Tribeca Developers), Navdeep Sardana (Chairman, Whiteland Corporation) and Yukti Nagpal (Director, Gulshan Group), alongside further leaders from Oberoi, IHCL–Taj, Marriott International, Hyatt, Olive Hospitality, Sarovar and Mahindra Holidays.
“I said at last year’s summit that India was a key market to watch. Twelve months on, it is one of the key markets to be in. The depth of developer interest, buyer demand, the quality of projects coming forward and the seriousness of the conversations at TBRS convinced me to return. India is a focus area for us as we look at the next decade of branded living,” said Daniel von Barloewen, who returns to the summit for a second consecutive year.
Branded residences sit where real estate, hospitality and capital meet, and each party wants something different. The developer wants returns and sales velocity. The brand wants product quality and protection of its name. The buyer wants delivery and lasting value. Capital wants predictable cash flow. TBRS puts those views in one room around the decisions that matter: feasibility before design, realistic underwriting, a legal structure that works after handover, and an operating plan that holds.
“It took India close to a decade to deliver its first seven branded residences. Thirty-six more are already under construction or announced,” said Jain. “The sector can learn fast, from global experience and from the projects taking shape here. The time to settle product, brand, capital and contracts is at the planning table, while every decision can still be changed.”
NOESIS is encouraging developers to attend with cross-functional leadership teams rather than a single representative. A brand decision touches apartment planning, construction cost, common areas, service charges and contractual commitments, so promoters, finance, sales, design, projects and legal each carry part of it. Alignment at the outset makes execution more consistent.
