Prestige Group Shifts Focus to Mid-Market Homes Amid Surge in Demand from Salaried Buyers

In a strategic pivot aligned with emerging homebuyer trends, Bengaluru-based real estate giant Prestige Group has announced a renewed focus on the mid-segment residential market, particularly targeting homes priced between ₹2 crore to ₹3 crore. This move comes as the demand for quality homes among salaried professionals surges in India’s tech hubs, notably Bengaluru and Hyderabad.

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Why the Shift to Mid-Segment Homes?

According to Praveer Srivastava, Senior Vice President at Prestige Group, this pivot is a deliberate realignment based on consumer behavior. “We see tremendous traction in the ₹2–3 crore range, especially from salaried buyers who want premium homes that match their aspirations,” he stated. “Our portfolio this year is being tailored to meet this precise demand.”

This marks a notable shift from last year, when Prestige heavily pushed into the luxury segment, with launches like Prestige White Meadows and Raintree Park in Bengaluru commanding prices as high as ₹6.5 crore. But 2025 will see Prestige anchoring itself more firmly in the mid-market with strategic launches across Whitefield, Bannerghatta Road, and Kanakapura Road, totalling a projected ₹2,000 crore in launch value just in Bengaluru.

Expansion into Villas & Plotted Development

While the group is betting big on the mid-segment, it’s also expanding its footprint in luxury villa markets. Upcoming high-end villa developments are on the cards in Bengaluru, Hyderabad, and Goa, with prices ranging from ₹10 crore to ₹15 crore. Srivastava explained that:

• In Bengaluru, these villas will be standalone units
• In Hyderabad, they’ll be part of the Prestige City township
• In Goa, a mix of gated villa communities and independent homes is being planned

Alongside this, Prestige is also capitalizing on India’s growing interest in plotted developments. Its Prestige Gardenia project in North Bengaluru, featuring 800 plots priced around ₹1.5 crore each, is already nearing full sale. The company aims to launch ₹1,500 crore worth of plotted development projects in Bengaluru alone this fiscal year.

Aggressive Growth Targets: ₹50,000 Crore Sales by FY28-29

Prestige Group is setting ambitious growth goals, aiming to clock ₹50,000 crore in home sales by FY28-29—a significant leap from its ₹17,000 crore sales last year.

“Q1 of the current fiscal will be our biggest yet,” Srivastava revealed. “We’ve already launched projects worth ₹10,000 crore and are aiming for ₹14,000–15,000 crore in GDV by the end of the quarter.” Over the next year, Prestige plans to roll out ₹50,000 crore worth of project launches across Bengaluru, Goa, Delhi, Mumbai, Chennai, and Hyderabad.

Prestige Eyes New Markets: Pune, Noida & Gurugram in Sight

In line with its national expansion blueprint, Prestige is now setting sights on entering key urban hotspots like Pune, Gurugram, and Noida—cities it previously stayed away from. “These markets have matured and show strong appetite for quality mid-segment housing, especially among younger salaried buyers,” Srivastava noted.

Despite this strong push into mid-market segments, Prestige clarified it won’t fully step away from high-end or marquee projects. “Prestige will continue to build aspirational landmarks in elite locations across India. Our DNA lies in delivering luxury living, and we will retain that spirit,” he added.

Summary: Prestige’s Balanced Growth Strategy

In a nutshell, Prestige Group’s strategy now hinges on a dual focus:

• Scaling up mid-segment housing to meet rising demand from the salaried class in Tier-1 cities
• Continuing premium offerings in villas, plotted communities, and landmark projects across emerging and existing markets

As Prestige readies for aggressive growth and national expansion, it aims to position itself as a versatile player—equally comfortable delivering ₹2 crore dream homes and ₹15 crore opulent villas, all while tapping into the evolving aspirations of Indian homebuyers.