Sunteck mulls branded residences for its Mumbai project

Luxury residential firm Sunteck Realty plans to enter the branded residence segment and is evaluating the concept for its super luxury residential projects in Mumbai's Bandra Kurla Complex, sources said.

The company is in talks with an international brand to put up global concepts like the Mandarin Residences or luxury brand residences like Versace designed homes or similar branded residences for one of its projects in the BKC, sources said. It is currently developing three premium residential projects in the BKC.

Branded residences are an emerging concept in luxury housing, marked by developers tying up with celebrities, international luxury hospitality and lifestyle brand, a property consultant said. Cricketer Sachin Tendulkar is the brand ambassador of Pune-based Amit Enterprises Housing.

Mumbai-based Lodha Group has partnered with Italian designer Giorgio Armani's interior design studio, Armani Casa, for the World Towers residential project in central Mumbai. The project includes World One, the world's tallest residential tower with 117 floors.