How YOO Pune Sold at a 100% Premium | Atul Chordia, Panchshil Realty | TBRS 2026

Branded living in India began long before it became a defined market. Around 2008, with no data and no benchmarks, Atul Chordia, Founder & Chairman of Panchshil Realty, signed YOO and Philippe Starck for YOO Pune, the project that, in his words, "put me on the global map." At The Branded Residences Summit (TBRS) 2026, he sits down with Nandivardhan Jain, Chief Executive Officer of NOESIS Hotel Advisors, to trace where branded living in India began, where it stands today, and the direction it takes next. Recorded on Day One, 7 October 2026, at JW Marriott Mumbai Sahar. IN THIS CONVERSATION Why he chose a design brand led by an architect, and how YOO Pune put Panchshil on the global map How the branded phase of YOO Pune sold at a 100 percent premium over the unbranded phase, with no benchmark to point to Second homes with Ritz-Carlton, where owners share in room revenue when their villa is not in use His advice to developers: deliver complete, finished homes, not bare apartments with a single show flat Why attaching a hospitality brand without a hotel, or a fashion or watch label, adds little Maintaining the project for the first five years so it never deteriorates after handover Why lenders still read a brand premium as a risk at financial closure The halo effect branding created for Panchshil, and what separates luxury from branded luxury SPEAKERS Atul Chordia, Founder & Chairman, Panchshil Realty Nandivardhan Jain, Chief Executive Officer, NOESIS Hotel Advisors CHAPTERS 00:00 Panchshil Realty films: YOO Pune, YOO Villas and Trump Towers Pune 08:09 Introducing the conversation 08:57 Branded living before the benchmarks 11:38 The branded tower that sold at a 100% premium 14:56 Second homes with Ritz-Carlton 16:39 Advice to developers: deliver a complete home 17:48 Building for the entire life cycle of the project 20:46 Does a brand help at financial closure? 21:28 Audience Q&A 22:07 Q&A: Fashion brands in residences 25:40 Q&A: The halo effect of branding 26:27 Q&A: Luxury vs branded luxury 28:09 Thank you and felicitation ABOUT TBRS The Branded Residences Summit brings together developers, global hotel and lifestyle brands, investors and advisors shaping branded living in India. Presented by NOESIS Hotel & Branded Residences Advisory. Website: https://www.tbrs.co.in NOESIS: https://www.noesis.co.in Enquiries: tbrs@noesis.co.in #BrandedResidences #TBRS2026 #PanchshilRealty