Know what happened that now people are buying expensive houses in Noida instead of cheap ones, what has changed?:Over the past few years, Noida has seen the launch of several well-known branded residential projects.

News Topical, Digital Desk : The National Capital Region (NCR) was once considered a hub for affordable housing for the middle class. However, cities like Noida are rapidly becoming the new hub for luxury and branded residential projects.

Due to increasing employment opportunities, infrastructure development and changing mindset of buyers, Noida is now attracting high-net-worth individuals (HNIs), NRIs and entrepreneurs.

Developers' focus on luxury projects has seen the launch of several renowned branded residential projects in Noida over the past few years. Major real estate developers, such as the Gulshan Group, M3M India, and Smartworld Developers, have launched large projects in the premium segment. M3M India unveiled M3M-Jacob & Co. Residences in October 2025 in collaboration with global luxury brand Jacob & Co. In December, Indian Hotels Company Limited (IHCL), in collaboration with the Gulshan Group, announced the construction of the Taj Hotel and Taj-branded serviced apartments in Sector 129. Smartworld Developers has also launched another branded project in Sector 98 with fashion and lifestyle brand Elie Saab. M3M India is also planning Trump-branded residences. Apartments in these branded projects typically range in price from ₹9 crore to ₹25 crore.

Who are the buyers? According to real estate experts, buyers of these luxury projects are high-profile professionals, entrepreneurs, NRIs, corporates, and some celebrities. Yukti Nagpal, director of the Gulshan Group, said that larger, better-value homes in Noida are now attracting premium buyers. Pankaj Bansal, owner of M3M India, says that these buyers are those who have achieved success in life and now want to show off their identity.

Infrastructure growth has changed the game. According to Ashish Narayan Agarwal, MD of PropertyPistol, infrastructure projects like expressways, metro connectivity, and the upcoming Noida International Airport have accelerated this change. Furthermore, IT parks, industrial corridors, and Global Capability Centers (GCCs) have created a high-income workforce. According to InvestoExpert, premium property prices in Noida are rivaling those of Mumbai, Delhi, and Gurugram. This is why Noida is emerging as a new option for affordable luxury and a modern lifestyle.