Festive cheer lifts housing demand, luxury and mid-segment lead the charge
With Ganesh Chaturthi marking the onset of the festive season, real estate players are anticipating a surge in homebuying. As per exclusive data shared by ANAROCK, the festive season tends to see sales spikes of anywhere between 15-30 per cent. Mumbai Metropolitan Region and Delhi-NCR tend to see high increases of 20-22 per cent on average.
Compared to 2023, industry players say there is greater optimism this year, led by strong demand in the luxury and mid-income segments.
Festive momentum is not restricted to metros alone. Tier-II and III cities are showing robust activity, reflected in large-scale land transactions. In H1 2025, developers acquired 714 acres in Coimbatore, 590 acres in Ahmedabad, and 520 acres in Amritsar, while cities such as Indore, Mysuru, and Panipat also witnessed notable deals, says Anuj Puri, Chairman, ANAROCK Group.
Developers Ride on Festive Tailwinds
The buoyancy is translating into higher enquiries and site visits, say developers. Praveer Shrivastava, Senior Executive VP, Residential, Prestige Group, noted that festive campaigns typically lift sales by 20–30 per cent year-on-year compared to other months.
Kranti Alladi, Chief Sales & Marketing Officer, Concorde, expects festive sales to rise 20 per cent over previous quarters. “We usually clock 35–40 per cent of our annual sales during this period,” he said, adding that conversion rates are already trending higher. Viswa Prathap Desu, COO – Residential, Brigade Group, explained that stable interest rates and a steady economy are further boosting sentiment. For Brigade, he said, nearly one-third of annual sales are generated during the festive season.
Luxury Sales vs Mid-Segment
Prestige’s Shrivastava says, “In luxury housing, the decision is lifestyle-driven mainly, so festive offers act as an added incentive rather than the core motivator.”
Shrivastava says in the mid-segment, where buyers are more value-conscious, festive campaigns often trigger faster decisions as they align aspiration with affordability. Prestige is launching new developments across cities, such as plotted development in North Bangalore and over 2000 apartments in Whitefield, for the mid-housing segment, along with launches in this category slated for Mumbai.
Alladi expects the strongest demand to come from the mid-income segment with properties priced around ₹1.5 crore are seeing the most significant traction. This is a sweet spot for many aspirational homebuyers who have been saving and are now looking to upgrade or make their first significant real estate investment, he added. Concorde is pre-launching a new phase of Concorde Hillcrest, a villa project located in Chikballapur. Meanwhile, Brigade is observing good demand in both luxury and mid-income projects.
To nudge fence-sitters, developers are also rolling out promotional measures. Priyanka Raju, Director, Kalyani Developers, said the company is extending gifts on every booking to encourage quicker decisions.
NRI Demand Gathers Pace
The festive season is also proving attractive for NRIs, who view property purchases during this period as both auspicious and financially prudent. Vishal Tony Vincent, MD, Aratt Developers & Founder, Ayatana Hospitalities, said the weakening rupee, stable property prices, and improved sector transparency are boosting NRI confidence. Bengaluru’s mid-to-premium housing market, in particular, continues to draw strong demand.
Pavan Kumar, Founder & CEO, White Lotus Group, added that NRIs often align purchases with festive months, not just for timing advantages but for their emotional resonance, especially when homecoming coincides with festivals.
Across segments, developers are unanimous that festive campaigns act as a catalyst for homebuying. With Tier-II and III cities joining metros in driving growth, and NRIs adding heft to demand, the industry expects this season to set the tone for sustained momentum in FY26.
