From Jaipur to Jumeirah: The Rise of the Global Indian Aesthetic
A luxury countryside villa at sunset reflects New India's next luxury frontier—where affluent Indians expand luxury living beyond metropolitan confines. In emerging cities and overseas enclaves alike, premium homes now blend ambitious aspiration with modern lifestyle opportunities, showcasing a Global Indian aesthetic.
In India’s evolving luxury landscape, a new breed of consumer is steering the narrative: the “Global Indian.” These are affluent Indians – whether prospering in tier-2 hometowns or thriving in diaspora hubs like London, Dubai, and Singapore – who bring a cosmopolitan outlook anchored by Indian cultural sensibilities. Their influence is catalyzing a shift in luxury real estate and design that transcends geography. Luxury is no longer confined to Mumbai or Delhi; it’s equally at home in the palatial villas of Jaipur and the penthouses of New York, all imbued with touches of Indian ethos. New India’s next luxury frontier is, indeed, beyond borders.
Aspirational Luxury in Emerging Indian Cities
Luxury demand is percolating beyond India’s megacities. In emerging cities – from Chandigarh and Jaipur to Indore and Coimbatore – a new moneyed class is seeking residences that rival those in Mumbai or Manhattan. India’s smaller cities are witnessing a remarkable rise in high-net-worth individuals (HNIs) and entrepreneurs, and they’re no longer content with ordinary homes.
“Unlike earlier trends where luxury living was synonymous with metro cities, affluent buyers in smaller cities now seek homes that match global standards,” featuring cutting-edge architecture, smart automation, and exclusive amenities (Realty NXT, 2024). A recent survey underscores this shift: 26% of Indian property investors now favor Tier II and III cities for real estate, a significant change in sentiment (Realty NXT, 2024).
The reasons are manifold. Burgeoning local economies and startup culture have created new wealth, while government initiatives have upgraded infrastructure in these areas. Enhanced connectivity – new airports, expressways, metro links – is making cities like Lucknow and Bhubaneswar more accessible and livable. With world-class highways and Smart City projects improving quality of life, these regions offer the space and convenience that metros lack.
Developers have taken note: this lifestyle shift is driving luxury real estate developers to expand beyond traditional metro markets in pursuit of the next wave of demand. Tellingly, non-metro cities accounted for 18% of India’s luxury home sales in 2023 (up from just 10% in 2019) (Trident Realty, 2024).
Importantly, the character of luxury in smaller cities is distinct. Buyers here often seek large land parcels and spacious villas, capitalizing on lower land costs to enjoy privacy and green space unavailable in dense metros. They desire holistic living: gated communities with clubs, wellness centers, and co-working spaces—not just marble foyers. As one developer observes, rising incomes and aspirational lifestyles in these cities are “fueling a surge in luxury home demand… where buyers seek exclusivity, security, and a high standard of living at a competitive price” (Realty NXT, 2024). In short, New India’s next luxury frontier at home is defined by ambition meeting opportunity—wealthy residents of Bharat’s heartland claiming a lifestyle once reserved for big-city elites.
Luxury Without Borders: The Global Indian Footprint
The Global Indian influence extends well beyond India’s borders. In world capitals, wealthy Non-Resident Indians (NRIs) are making their mark on luxury real estate and interior design, often infusing their cultural preferences. London’s prime property market, for instance, now fields requests for homes aligned with Vastu Shastra – the ancient Indian system of architecture.
According to the UK-based agency Black Brick, around half of Indian buyers in London search for Vastu-compliant properties, and it can be a deal-breaker if a home’s orientation and layout don’t measure up. In one case, a family dismissed multiple £8 million mansions in St. John’s Wood until an acceptable orientation was found (Black Brick, 2023).
Dubai, too, has felt the impact of the affluent Indian diaspora. Indians today rank among the top investors in Dubai’s luxury property market, second only to Saudi elites. Along with other global wealthy, Indian buyers helped drive Dubai to a record 435 home sales over $10 million last year—nearly equal to the totals of London and New York combined (Gulf News, 2024). During 2024, Saudi, Indian, and British nationals together accounted for just over 50% of luxury home sales in Dubai through one brokerage (Gulf News, 2024). This big-spending presence has not gone unnoticed: developers in the UAE increasingly cater to Indian tastes, from consulting Vastu experts for new villa layouts to marketing “Vastu-compliant” apartments in select communities.
Similar stories echo in other global hubs. In New York and Singapore, Indian business magnates and professionals are snapping up elite addresses, then customizing them to feel like home—perhaps adding a prayer room, a Bollywood-style home theater, or décor sourced from Indian artisans. The Global Indian buyer is cosmopolitan yet rooted, expecting the best of global luxury with touches of familiarity. This diaspora demand is quietly influencing architects and interior designers worldwide to incorporate India-inspired elements, blending East and West in subtle, sophisticated ways.
Indian Heritage, Global Aesthetics
What truly distinguishes this Global Indian wave is the infusion of Indian heritage into contemporary luxury aesthetics. Whether at home or abroad, many Indian elites want their spaces to reflect cultural touchstones—be it through layout, materials, or art—even as they embrace modern design.
Vastu Shastra principles are a prime example: once eschewed by modernists, this ancient design science has found its way into high-end projects from Delhi to Dubai, aligning homes with cosmic harmony and well-being.
One recently designed Dubai villa, for instance, adheres strictly to Vastu guidelines yet exudes global chic. The 6,000 sq. ft. home was crafted for an Indian-origin family with “elements from Indian, French and English design styles” seamlessly integrated (Architectural Digest India, 2023). Its designer describes the project as “a testament to the harmonious blend of tradition and modernity,” weaving the clients’ heritage into a contemporary luxury residence. In the expansive living area, a magnificent 10-foot pichwai painting—specially commissioned from artisans in Udaipur—graces the wall as a vibrant centerpiece. Bespoke sofas echo the artwork’s colors, and classic Indian carved wood furniture sits alongside European heirlooms, exemplifying the new aesthetic of cross-cultural elegance.
Across luxury homes, such Indian accents are increasingly en vogue. Hand-carved jaali screens cast delicate patterns of light in otherwise minimalist rooms. Floors of native stone or rich Makrana marble lay the foundation for Italian kitchens. Contemporary Indian art and handcrafted textiles provide pops of color and soul. Even in ultra-modern glass high-rises, one might find a serene meditation corner or a brass urli (flower bowl) at the entrance, grounding the space in tradition. This rooted-yet-global design sensibility not only resonates with Indian owners’ sense of identity, but is also catching the eye of international connoisseurs as a distinctive luxury statement.
Reshaping Luxury Real Estate and Design
For developers and architects, these trends present both a challenge and an opportunity to redefine luxury. In India, luxury builders are no longer focused solely on Mumbai or Delhi; they’re crafting expansive projects in emerging cities, often bringing in international expertise to meet global expectations (Realty NXT, 2024).
Developers are partnering with global architects to create residences that rival properties in Dubai or London, appealing to NRIs and globally mobile HNIs back home (Trident Realty, 2024). The premium real estate playbook now blends slick modernity with local nuances: smart-home technology and sustainability features on par with the West, combined with Vastu-compliant masterplans or curated spaces for community festivals. Architects who once catered only to metro clients now find themselves designing palatial bungalows in Lucknow or waterfront condos in Goa, each tailored to an educated buyer who might have lived in Sydney or San Francisco and expects nothing less than an international standard.
Meanwhile, global luxury brands and property developers are learning to speak the language of Indian design sensibilities. From London to Dubai, interior designers report NRI clients requesting India-sourced materials and antiques, or layouts adjusted for extended family living and hospitality – a hallmark of Indian lifestyle. Some high-end developers even consult Vastu experts early in the design process to preempt any deal-breakers. The result is a subtle but notable shift: premium real estate and interiors are becoming more inclusive of cultural diversity. A space must now be high-tech and high-design, but also high-context – reflecting the owner’s background and values. In essence, the Global Indian identity is pushing the industry to transcend the old boundaries of luxury. NRIs, influenced by global living standards yet seeking “cultural resonance,” want properties that offer international amenities alongside the comfort of familiar ethos (Trident Realty, 2024).
Beyond Borders
In conclusion, the center of gravity for Indian luxury has shifted. A dynamic interplay of rising wealth outside the big metros and the diaspora’s pride in heritage has carved out a new frontier for design. New India’s next luxury frontier is as much about place as it is about perspective: it spans a geography beyond the traditional elite enclaves, and it carries an outlook that seamlessly blends tradition with modernity. Whether it’s a tech baron’s avant-garde bungalow in an upstart Indian city or a London townhouse revamped with Vastu-approved interiors, the Global Indian is rewriting the rules of luxury. This frontier goes beyond metros and beyond borders – a testament to New India’s confidence, where world-class living coexists with cultural authenticity. And as these global Indians continue to dream big, they are ensuring that luxury design, in India and abroad, will never be the same again.
Citations:
Realty NXT, 2024
Trident Realty, 2024
Black Brick, 2023
Gulf News, 2024
Architectural Digest India, 2023
