Security Through Ownership: The Emotional Safety Net Redefining Luxury Homebuying in Delhi-NCR
NewsVoir
Delhi-NCR [India], April 23: When Ananya Kapoor, a 38-year-old entrepreneur, closed her home-buying deal in Noida's Prateek Grand Begonia last month, she didn't just acquire a property. She secured what she calls her "emotional anchor" -- a sanctuary where not only her children would grow, but also a place that reflects her lifestyle. "This isn't just walls and floors. It's the pride of creating a legacy," she says waiting eagerly to move inside as soon as she gets the possession.
Kapoor's sentiment echoes across Delhi-NCR, where luxury home sales surged by 63% in 2024, outpacing Mumbai and Hyderabad, according to PropEquity. As economic uncertainties loom, buyers like her are increasingly viewing high-end properties not just as investments, but as psychological safe havens.
The Rise of Emotional Equity
Data underscores this shift. Knight Frank reports residential sales in India's top eight cities hit a 12-year high in 2024, with Delhi-NCR alone clocking Rs. 1.53 lakh crore in sales value -- a spike driven by luxury demand. PropTiger attributes the NCR's 49% annual price surge to affluent buyers prioritising "emotional ROI": stability, prestige, and generational security more than financial returns.
Real estae analysts believe that luxury home buyers today aren't just purchasing square footage, rather they're investing in a lifestyle that validates their aspirations. Gated apartment complexes with amenities like star-category clubhouse, high-end gyms, greenery and grand architecture aren't perks -- they're emotional necessities that reflect their status and their aspirations.
Inside the Buyer's Mind: "This Home Is My Legacy"
For 45-year-old tech executive Rajat Mehta, purchasing an apartment at low-density Prateek Canary in Sector 150 Noida was about cementing his identity. "Walking into the show flat, I felt a sense of arrival. The design, the greenery in the layout-- it mirrored the success I'd envisioned years ago," he shares.
Developers are tailoring projects to these psychological triggers. Prateek Group's offerings emphasise "curated living" that blends security with social currency. As per real estate experts with a keen understanding of the luxury home scene, "Today the buyers are seeking projects that reflect their stature. It's about belonging to an enclave that whispers exclusivity."
The FOMO Factor and the Luxury Boom
Scarcity plays a role, too. With high-net-worth individuals (HNIs) flooding the market, projects in prime locales face swift sell-outs. Delhi-NCR's luxury listings of over Rs. 10 crore now comprise 34% of the total supply, as reported recently by a business magazine. "Wait too long, and you're priced out," admits Kavita Singh, a Ghaziabad-based investor who bought a unit in Siddharth Vihar last year. "I didn't want my family to miss out on this growth."
Psychologists note that such urgency taps into deep-seated fears of instability. Owning a luxury property isn't just the wealth display -- it's a psychological buffer against life's unpredictabilities.
The Road Ahead: Where Emotion Meets Economics
While friendly interest and inflation rates developers are also doubling down on emotional appeal. Status, aspirations and iconic architecture are turning into an intrinsic part of their communication and marketing strategy. And with the rising number of double-income families homes are turning into places where logic and longing collide. Today's buyers aren't just closing deals; they're closing chapters of their dreams.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Indian Express
22 minutes ago
- Indian Express
Signal-free flyover proposed to ease congestion on routes connecting South Delhi with Gurgaon and Noida
Not just during the peak hours, many key stretches in South Delhi witness traffic snarls throughout the day. The Central government has finally come up with a proposal to decongest such areas — a 20-km elevated corridor to connect prominent areas in South Delhi to Indira Gandhi International (IGI) Airport and Gurgaon. The flyover will connect areas around AIIMS in South Delhi to Mahipalpur in Southwest Delhi. The bypass project will further be extended to the Gurgaon-Faridabad Road, said officials. The signal-free elevated corridor is estimated to cost around Rs 5,000 crore. 'At present, both Ring Road and Outer Ring Road are arterial routes, especially from Noida and Ghaziabad, for commuters travelling to Delhi airport and Gurgaon…These two stretches also provide connectivity between Noida via the DND flyway and Faridabad. Heavy traffic merges at NH-48, the Delhi-Gurgaon highway. So, traffic jams are witnessed daily,' said a senior official from the National Highways Authority of India (NHAI). Officials said that the corridor will start from AIIMS and connect to Nelson Mandela Marg in Vasant Kunj via Ring Road. At Nelson Mandela Marg, the Centre is planning to construct a 5-km-long tunnel, which will connect the airport and Dwarka Expressway. 'This corridor will be merged with a tunnel, and another corridor will be constructed towards Gurgaon and Faridabad Road,' said a senior NHAI official, adding, 'The elevated corridor from AIIMS to Nadira Marg, further connecting to Mehrauli-Gurgaon Road and Gurgaon-Faridabad Road, will act as a parallel corridor between Delhi and Gurgaon.' The projects, to be executed by the NHAI, were discussed in a meeting between Union Minister for Road Transport and Highways Nitin Gadkari, Delhi Chief Minister Rekha Gupta, and L-G Vinai Kumar Saxena last week. . The Inner Ring road that connects Noida via Ashram, DND flyway and the Outer Ring Road from Kalindi Kunj is surrounded by upscale areas like Lajpat Nagar, Maharani Bagh, Moolchand, South Extension, Nizamuddin, Greater Kailash, Panchsheel Enclave, Pamposh Enclave, Chirag Dilli, Nehru Place, CR Park and is largely used by residents of South Delhi. The upcoming corridor will be a major relief to residents, officials said. Officials said the estimated cost of this project is Rs 5,000 crore, but it will be finalised after a feasibility study is done. 'Once the feasibility study is done, the existing flyovers, underpasses and metro lines will also be studied. Then a decision will be taken to go for a complete elevated corridor or there will be elevated plus underground…These are routine processes done during any upcoming new project,' said the official. In 2019, the Public Works Department in Delhi had submitted a proposal for the bypass project. While the PWD was the executing agency, the funding was to be done by the Centre. The AIIMS-Mahipalpur elevated corridor project, however, did not take off due to the pandemic. The project is now on track, according to officials. 'Currently, the bids for preparation of Detailed Project Report (DPR) have been invited, which are to be received by June 27,' said officials. This is one of the six other major upcoming infrastructure projects being planned by the Central government to decongest Delhi and improve connectivity between Delhi and neighbouring cities in NCR. Under these mega projects, the Ministry of Road Transport and Highways also has a plan to construct an interchange at Kalindi Kunj intersection of Delhi-Noida Road and Agra Canal Road near Okhla Barrage. The 0.5 km stretch is expected to cost Rs 500 crore. Officials said that a feasibility study was conducted by PWD in Uttar Pradesh through the Central Road Research Institute (CRRI) in November 2022 to address the traffic problems faced by the daily commuters using the Kalindi Kunj metro station and those travelling between Delhi, Noida, and Faridabad. 'In its report, CRRI recommended the construction of an interchange and flyovers at the Kalindi Kunj intersection to eliminate the conflict of traffic. During the recent meeting, it has been emphasised to address severe traffic congestion at Kalindi Kunj, and it was suggested to NHAI to prepare a DPR for an interchange at Okhla Barrage, considering CRRI's report and the urgency of immediate remedial action,' said the officials.. Bids for preparing the DPR for this project have been invited and are expected to be received by June 23.
Time of India
25 minutes ago
- Time of India
How can retail investors benefit from gold and silver ETFs?
Prices of both gold and silver rose fast in recent times, leading to high interest from retail investors. Investors can now accumulate both these metals through the mutual fund route. WHAT ARE GOLD AND SILVER ETFs ? HOW CAN AN INVESTOR BUY THEM? Gold and silver ETFs or exchange-traded funds, are vehicles that help investors buy these precious metals and take exposure to them, without the need to physically buy them or store them. The ETFs are traded on the stock exchange like any other stock and their value reflects the performance of the underlying precious metals. Gold and silver ETFs typically invest in gold/silver bullion, gold/silver futures contracts, and they aim to track the price of the precious metal as closely as possible. Investors who do not have demat accounts to buy a gold ETF or find it cumbersome to trade, can buy a gold or silver fund, which invests in a gold or silver ETF. WHAT IS THE ADVANTAGE OF BUYING PRECIOUS METALS THROUGH THE MUTUAL FUND ROUTE? Best MF to invest Looking for the best mutual funds to invest? Here are our recommendations. View Details » by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like 15 Most Beautiful Female Athletes in the World Click Here Undo Buying precious metals through the mutual fund route is beneficial as there is no storage cost, worries of purity, making charges or chances of theft. Buying units of the mutual fund scheme gives you exposure to gold or silver as an asset class and helps you track gold or silver prices at a very low cost. Investors can buy either a gold or silver ETF/fund, or get exposure to gold through a multi-asset fund that buys gold and silver as a part of its portfolio. HOW MANY GOLD AND SILVER ETFs ARE AVAILABLE TO INVESTORS? Live Events There are 20 gold ETFs that manage assets worth Rs 62,124 crore as of May 31, 2025. In the case of silver there are 15 ETFs that manage Rs 15,500 crore. WHAT HAS BEEN THE RETURN THAT GOLD AND SILVER FUNDS HAVE GIVEN? Gold has rewarded investors well over the last decade. In rupee terms, over the last one year, gold funds have returned 30.89%, while silver funds have returned 15.18%. Over longer tenures of three years they have returned 22.05% and 18.29%, respectively. HOW MUCH GOLD AND SILVER SHOULD INVESTORS BUY IN PORTFOLIOS? Gold acts as a portfolio diversifier and acts as a hedge against rising inflation, while silver has industrial usage and is used to make jewellery, coins, photography, electronics and solar panels. Wealth managers believe investors should allocate 10-15% to gold and silver in their portfolios, based on their risk appetite and asset allocation. Investors could stagger their purchases in these precious metals through systematic investment plans (SIPs).
Time of India
29 minutes ago
- Time of India
Wealthtech startup PowerUp Money raises $7 million from Accel, Blume, others
Live Events Bengaluru-based wealthtech startup PowerUp Money has raised $7.1 million in its first major institutional funding round, led by early-stage investors Accel Blume Ventures , and Kae Capital The round also saw participation from 8i Ventures, in April by Prateek Jindal, who was previously the cofounder at Uni Cards , the startup offers direct mutual fund investments to retail investors.'The venture was initially built as a separate platform but within Uni Cards. Post this funding round, the firm and the team have been hived off from Uni,' Jindal told ET. He added that while he continues to be a shareholder at Uni Cards, he has resigned from an executive role in the with a registered investment advisor (RIA) licence, the platform offers advisory services on its clients' mutual fund investments and also offers transactions through the said that he believes that the Indian mutual fund market will grow to 100 million users over the next three to four years from around 55 million currently, and investors would look for proper advisory services on which funds to buy and sell.'There are many competitors in the wealth management space in India, but I am targeting retail investors with a ticket size of anywhere between Rs 5 lakh and Rs 2 crore,' Jindal Money's funding round comes at a time when there is heightened activity in the Indian wealth management ecosystem. Players like Centricity, Dezerv, Angel One-backed Ionic Wealth are taking shape in this space, looking to carve out a niche in the growing market. Stock broking major Groww recently closed the acquisition of Fisdom to set foot in the wealth management space as Money wants to build a technology-led product, which will generate good-quality advisory and portfolio management services to its clients for free. The company is also offering a paid subscription service, which will offer quarterly reviews and additional services.'While this will be my customer acquisition strategy, I am looking to generate revenue from end-to-end portfolio management services, which is what I am building towards,' Jindal a team of 30-35 individuals, Jindal is looking to use the freshly raised funds for strengthening the research vertical, building more products to cater to consumer requirements, and scaling up customer acquisition.
