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There was a time when the worth of a home was measured by its pin code — when addresses in places like Connaught Place, Lutyens’ Delhi, or South Extension defined success and social stature. But as cities expanded and lifestyles evolved, the meaning of a ‘prime address’ began to change. Today, luxury homebuyers are no longer chasing proximity to the city’s core but the promise of a better life — one that offers serenity, privacy, and thoughtful conveniences. Luxury has shifted from centrality to sensibility — from location to lifestyle.
This evolution in perception is deeply rooted in how buyers themselves have changed. Buyers like HNIs and NRIs are global citizens: well-travelled, design-conscious, and far more discerning about what defines comfort and value. For them, a home must offer a sense of balance — where privacy, wellness, and convenience coexist seamlessly. The post-pandemic years further strengthened this mindset, shifting aspirations from high-rise prestige to holistic well-being. Open layouts that invite sunlight, green surroundings that rejuvenate the mind, and communities that nurture connection are now essentials, not luxuries.
Besides, the growing importance of future-ready infrastructure, including expressways, metro networks, and self-contained neighbourhoods, it’s clear why the modern buyer chooses ease of living over the exhaustion of central living.
As per Cushman and Wakefield’s report, the Delhi-NCR real estate market saw the launch of 10,245 new housing units in Q3 2025, reflecting a 12% increase over the previous quarter, although this was 37% lower compared to the same period last year. High-end residential areas in NCR experienced a 5-6% annual capital appreciation. Whereas Gautam Buddha Nagar, which covers Noida, Greater Noida, and Yamuna Expressway, has gained momentum with 10,242 launches across the first nine months of 2025, a 54% increase on y-o-y basis, supported by robust infrastructure development, competitive pricing, and growth expectations around the Noida International Airport, it noted.
This shift has paved the way for the rise of integrated townships and lifestyle hubs, where luxury is measured less by marble and chandeliers and more by the curated living experience. Buyers now seek a complete ecosystem — thoughtfully designed homes complemented by spas, wellness zones, concierge services, intelligent home systems, retail, schools, healthcare, and entertainment within reach. In the NCR, micro-markets like Sector 150, Noida, and Siddharth Vihar in Ghaziabad are emerging as self-sufficient lifestyle hubs.
Developers are capitalizing on this evolution, setting new benchmarks with projects that seamlessly blend location advantage with lifestyle excellence. At the forefront of this shift is Prateek Group, a name that has come to symbolize quality, thoughtful design, and lifestyle innovation across NCR. Their projects exemplify the new paradigm of luxury. Located in Siddharth Vihar, Ghaziabad, is Prateek Grand Begonia, which draws inspiration from the elegance and grandeur of colonial architecture, a style known for its timeless beauty and regal charm. Its design philosophy is rooted in the idea of harmonious living, where the aesthetics of colonial architecture are seamlessly fused with the needs of modern-day residents.
Meanwhile, Prateek Canary in Sector 150, Noida, is envisioned as a benchmark for luxury living with future-readiness at its core. This low-density development offers uninterrupted panoramic green views and a huge private deck to embrace them. Both projects centre on “lifestyle emotion,” turning residences into spaces that truly resonate with the way people want to live. Together, these projects highlight Prateek Group’s deep understanding of evolving buyer aspirations — proving that the true value of a home today lies in how it nurtures life, well-being, and everyday experiences, not merely in its proximity to the city centre.
Thus, the definition of a prime address will continue to evolve, placing everyday experiences at the heart of luxury. As NCR’s real estate evolves, it is clear that the most coveted addresses are no longer defined solely by where you live, but by how you live, thrive, and belong.
