_Beyond Bricks: The Pulse of Home Buying
Home is Where the Heart Invests
In a country where owning a home is often more than a financial decision—it's a legacy, a life goal, and a deep-rooted emotional milestone—Knight Frank India’s latest report, Beyond Bricks: The Pulse of Home Buying, offers a powerful window into the evolving mindset of Indian homebuyers.
Conducted across top eight[1] cities and over 1,600 respondents, the findings present not just trends, but human stories shaped by aspiration, ambition, and changing realities.
The great Indian dream still lives on
A resounding 80% of respondents prefer to own rather than rent, reaffirming that homeownership continues to be a non-negotiable life goal for most Indians. Chennai (86%), MMR (85%), and Ahmedabad (83%) emerged as the cities with the strongest ownership sentiment.
Millennials are stepping up with 82% showing intent to buy homes, while high-income earners lead with a staggering 91%, reinforcing that financial security often translates into real estate confidence.
Gen Z wants flexibility, not a front door key (yet)
Interestingly, Gen Z and lower-income buyers (under ₹1 million annually) show lower ownership intent. Their story is one of mobility, affordability struggles, and a desire for lifestyle freedom. For this segment, accessible financing solutions and affordable entry-level housing are not perks—they're necessities.
Why are Indians buying homes today?
It’s no longer just about the “first home.” Today’s buyers are upgrade-driven (37%), seeking larger, better homes that match their lifestyle. Meanwhile, 32% are first-time end-users making their long-awaited dream come true. And in Bengaluru, the story tilts towards investment, driven by rising prices and its dynamic economy.
From apartments to aspirations
Apartments remain the top choice across age and income groups. But look closer, and you’ll see a shift—affluent buyers are veering toward villas and independent homes, craving privacy, space, and premium living. The desire is no longer just to own, but to elevate.
Under construction? Overwhelmingly preferred
Forget the old fear of delays—today’s buyers are embracing under-construction homes, valuing them for flexible pricing, modern amenities, and phased payment options. In NCR, there’s even greater enthusiasm for pre-launch projects, reflecting early-investor confidence.
Homebuyers are smarter, sharper, and more strategic
Today’s buyers come prepared. They weigh location, affordability, builder reputation, and financing with careful consideration. While features like fitness centres and community clubs may rank lower on the priority list, it’s only because they are now considered standard offerings.
External amenities matter more—proximity to healthcare (58%), shopping (53%), and public transport (40%) are shaping final decisions.
The future: Bigger homes and better locations
A majority of buyers aspire to upgrade to a larger home in the future. But cities like Pune and Hyderabad present a different desire: relocation to better neighbourhoods—highlighting how connectivity, lifestyle, and community quality are becoming more influential than sheer square footage.
And among high-net-worth individuals, the rising trend of vacation homes (28%) shows a growing appetite for lifestyle-based investments.
One dream, many ways to fund it
While home loans remain the primary funding source, there’s a rising reliance on personal savings and family support, especially among younger and high-income segments. But the divide in affordability across income groups is stark—making it crucial to create tailored financing products for both ends of the spectrum.
Final thought: Redefining what “home” means in India
This isn’t just about property trends—it’s about shifting mindsets, maturing aspirations, and a new definition of home. Indians aren’t just buying houses anymore—they're curating lifestyles, securing legacies, and shaping futures.
Beyond Bricks is not just a report. It’s a mirror to India's housing soul—and it beats strong.
Click here to download report https://www.knightfrank.co.in/research/beyond-bricks-the-pulse-of-home-buying-2025-12177.aspx