Indian buyers now demand global-level quality and service, reflecting a major change in expectations in last few years

In an Indian real estate market reshaped by regulation, rising buyer sophistication and a renewed focus on lived experience, Great Value Realty (GVR) is positioning itself around a deceptively simple idea: credibility. Prayas Agarwal, Director at GVR, believes that long-term value in housing is no longer created by scale or spectacle alone, but by trust, thoughtful planning and communities that nurture both emotional and financial resilience.

In this wide-ranging conversation with Bizz Buzz, Agarwal reflects on changing buyer expectations, the rise of experience-led luxury, cross-regional developer interest in Delhi-NCR, and a more mindful definition of modern luxury. “At Great Value Realty, everything ultimately comes down to one principle: we deliver what we promise. Whether we are dealing with customers, investors, employees or vendors, our approach is rooted in transparency and accountability.

This consistency may sound basic, but in real estate it makes a profound difference. Over time, it has helped us build repeat buyers, long-standing vendor partnerships and stable internal teams,” he says

How would you describe GVR’s core philosophy today, and what principles guide your approach to developing long-term, value-led residential communities?

At Great Value Realty, everything ultimately comes down to one principle: we deliver what we promise. Whether we are dealing with customers, investors, employees or vendors, our approach is rooted in transparency and accountability.

This consistency may sound basic, but in real estate it makes a profound difference. Over time, it has helped us build repeat buyers, long-standing vendor partnerships and stable internal teams.

Trust has become the strongest foundation of our growth—not only in real estate but also across our finance and capital restructuring work. At the same time, we are seeing a clear shift in buyer thinking. Homes are no longer judged only by size or headline features.

Design quality, wellness, shared spaces and, importantly, how a home feels on a daily basis now carry far greater weight. Our projects are planned around these expectations, using better construction practices and customer-first design to support long-term value rather than short-term appeal.

Community design and shared spaces are becoming central to modern living. How does GVR approach building communities that encourage mindful living, social interaction and long-term emotional value?

We strongly believe that communities are created through planning—they cannot be added as an afterthought. This philosophy is reflected very clearly in Ekanam. Spread across four acres and planned as a Rs 600-crore development, the project is designed to strike a balance between architecture and nature.

Shared green areas, a central water body and dedicated wellness spaces are meant to be part of everyday life, not occasional indulgences. These elements encourage calmer living and allow social interaction to happen naturally, without being forced. From an investment perspective as well, such communities tend to perform better over time.

Homes that offer balance, comfort and a sense of shared living attract steady end-user demand and long-term buyers. For us, good community design builds emotional value for residents and financial strength for the asset simultaneously.

Ekanam is being developed on one of the last residential land parcels in Noida’s Sector 107. How does this locational rarity, combined with its nature-led planning and amenities, enhance its value proposition?

Sector 107 presents a rare opportunity today, and Ekanam benefits directly from that context. Being developed on one of the last residential plots in the sector, the project naturally limits future supply, which helps protect long-term value. This locational advantage is reinforced by nature-led planning.

The development comprises three 46-storey towers designed by Benoy, arranged around a central lake. Green terraces, sky gardens and high-level shared amenities—including an infinity pool on the 40th floor—are integral to the design.

Together, these features create openness and breathing space, which are becoming increasingly difficult to find in urban housing. For discerning buyers, this combination of locational rarity, thoughtful planning and genuinely usable amenities offers everyday comfort along with long-term value security.

There is increasing participation from South Indian developers and investors in Delhi-NCR. What is driving this cross-regional interest, and how is it influencing quality and governance?

The real estate sector has changed significantly over the past decade, largely due to stronger regulation. RERA, escrow mechanisms and digitisation of land records have brought in greater transparency and reduced the misuse of customer funds.

This clarity has encouraged South Indian developers—who are traditionally known for financial discipline and timely delivery—to explore markets like Delhi-NCR.

Many of these developers have expanded beyond their home states and now operate at a national level. Their presence has also raised buyer awareness. Customers today ask far sharper questions about timelines, disclosures and execution quality.

This is a healthy shift. It pushes developers to improve governance, strengthen internal processes and focus on long-term delivery rather than short-term selling.

Another emerging trend is the rise of branded residences and lifestyle-led developments. How do you view this convergence, and what does it signal about urban living in India?

The rise of branded residences is a clear indicator of how much the Indian luxury buyer has matured. There is a strong demand from affluent buyers for curated living experiences, not just prestigious addresses. Both hospitality and non-hospitality brands—ranging from lifestyle and design to fashion and even mobility—are showing growing interest in residential projects.

These associations give buyers greater comfort around quality benchmarks, service standards and long-term upkeep.

Over the last three years, Indian buyer expectations have moved noticeably closer to global standards. This trend suggests that urban living is becoming increasingly experience-led, where comfort, service quality and daily living standards matter as much as location or size.

With Ekanam reflecting a more refined luxury positioning, does this project mark a strategic shift for GVR towards the luxury or ultra-luxury segment?

Ekanam is not a change in direction so much as a clearer expression of how we think about modern luxury. We were not interested in creating just another premium address. Our focus was on building homes where nature leads the design and supports calm, balanced city living.

From the central lake and green balconies to open layouts and bright interiors, the idea was to create a sense of wellness and equilibrium.

The project’s location, with no comparable developments nearby, also adds to its exclusivity and comfort. This brings peace of mind for buyers. Ekanam reinforces our belief that true luxury should combine thoughtful design, mindful living and lasting value over time.

Luxury housing has clearly evolved from being size-driven to experience-led. How have homebuyer expectations changed in the premium and luxury segments?

Luxury buyers today are much clearer about what truly matters to them. Bigger homes alone are no longer sufficient. Buyers now focus on layout efficiency, natural light, open views, privacy and shared spaces that support wellness. There is also significantly greater attention to build quality and long-term maintenance.

People want homes that feel comfortable and functional years after they move in, not just impressive at the moment of purchase. This shift has fundamentally changed how premium housing is planned.

Developers now have to think deeply about daily living patterns, community interaction and long-term care. Experience, comfort and reliability have become central to how luxury is defined in contemporary India.