Phoenix Mills:Pioneer in Residential Property Development in India

1. The Phoenix Mills' Take on the Surge of Luxury Residential Real Estate Developers in India The concept of luxury has undergone a significant transformation, extending beyond mere infrastructure, location, and connectivity. With a surge in the High Net Worth Individuals (HNIs) population, India is establishing itself as an economic powerhouse, driving increased interest in the luxury housing sector. India witnessed a remarkable 116% rise in the billionaire population from 2013 to 2018, with an anticipated 39% growth in the next five years. The ease of doing business (EoDB) and relaxed business establishment procedures have attracted numerous international players and MNCs to the Indian market, contributing significantly to the escalating demand for luxury residences. Exploring the changing dynamics, let's delve into the factors propelling the rise of branded luxury residences in India from The Phoenix Mills' perspective. Fusion of Luxury and Aesthetics Technological advancements have paved the way for ultra-luxurious residences. The integration of Artificial Intelligence, embodied by devices like Alexa and Echo Dot, has revolutionized the cultural perspective of discerning Indian consumers. The influx of international designers has reshaped the preferences of end-users towards luxury living. Branded luxury residences now incorporate the finest accouterments, wall artwork, deluxe bathroom fittings, Italian flooring, and centrally air-conditioned towers with electronic access control, 24/7 gymnasium, swimming pool, and dedicated concierge services. Today's high-end consumers are actively investing efforts and funds in decorating their homes with exquisite designs. They willingly invest in properties that offer functionalities tailored to lead a luxurious life. Exclusivity is a hallmark of Luxury Residential Property Development in India. Phoenix Mills introduces two opulent residential projects in Bangalore – One Bangalore West and Kessaku, exemplifying a harmonious blend of luxury, aesthetics, and sustainability. One

2. Bangalore West, sprawled across nearly 17 acres, features a lush green zone designed by Site Concepts, Singapore, spanning 9 towers. This offers residents well-detailed and serene living experiences. The amenities include an art clubhouse with a temperature-controlled indoor pool, multi-level pools with Jacuzzis, indoor and outdoor WiFi connectivity, a high-tech gymnasium, a bowling alley, fine dining options, and designated indoor-outdoor party areas. Similarly, Kessaku in Bangalore emphasizes the balance of simplicity and complexity, creating an ever-evolving aesthetic value. The project prioritizes sustainability with amenities such as seismic zone II compliant RCC framed structure, rainwater harvesting, sewage treatment plant, piped gas system, water treatment plant, organic waste converter, and indoor-outdoor WiFi connectivity. Both projects showcase The Phoenix Mills' commitment to offering residents a luxurious, aesthetically pleasing, and environmentally conscious living experience. Global Status and Brand Value Indian consumers have become increasingly brand-conscious. With higher disposable incomes, buyers take pride in showcasing their style through luxury brands. Recognizing this trend, reputed residential property developer in India, such as The Phoenix Mills, have collaborated with top designers and architects to build dream homes that meet the demands of high-end users in India. Given the current trend, the outlook for branded luxury residences appears optimistic. The surging demand is compelling top real estate developers, like The Phoenix Mills, to proactively respond to this emerging trend by introducing new housing projects in India that adhere to international standards in lifestyle, interior decoration, and architectural aesthetics.