India’s real estate sector is on a steady growth trajectory, with the market expected to touch US$1 trillion by 2030, contributing 13% to India’s GDP. A major contributor to this growth is the rising influx of investments from non-resident Indians (NRIs).

In FY24, NRIs accounted for 23% of total primary real estate sales for top developers, up from 14% in FY23. The number is projected to hit 25% by 2025, driven by favorable exchange rates, a transparent regulatory environment under RERA, and strong emotional ties to the homeland.

However, while developers have digitized their sales pipelines, a critical gap persists — cultural intelligence (CQ). CQ is the capability to understand, respect, and adapt to diverse cultural backgrounds.

In a fragmented global diaspora of 35.4 million Indians, this intelligence becomes not just relevant but essential. Winning NRI buyers in this decade will not be a product-led game — it will be a culture-led one.

From ‘selling homes’ to ‘selling belonging’

For a large majority of NRIs, real estate investment in India is more than just a financial decision — it’s an emotional homecoming. According to a recent survey, 68% of NRIs invest in Indian property with the intention of retirement, family connectivity, or legacy planning.

Homes often serve as anchors to their cultural identity, especially for second-generation NRIs raised in the West. While developers focus on features and ROI (return on investment), what’s often overlooked is the need to belong.

Emotional motivators — such as proximity to family, community-specific neighborhoods, or even culturally resonant designs — drive many decisions. Additionally, 78% of NRIs prefer investing in their hometowns over metros, valuing familiarity and cultural alignment over market speculation.

For developers, this means shifting from transactional selling to narrative-driven engagement. Properties marketed as a reconnection to roots, not just ROI tools, are far more likely to resonate. A house in India, for NRIs, is a symbol — it’s what keeps India alive, even from 8,000 miles away.

The cultural blind spots in digital engagement

While developers have invested in digital tools — CRM systems, virtual tours, and WhatsApp bots — 34% of NRIs report dissatisfaction with the level of personalization and cultural relevance in their property journey. A one-size-fits-all digital experience falls short when engaging with a diaspora that spans over 150 countries, each with its own communication norms.

For instance, NRIs in the US prefer concise, email-based communication with a high level of documentation and digital clarity, while buyers in the Gulf favor conversational updates via instant messaging and phone calls.

Add to that significant time zone gaps, and you have a CRM strategy misaligned with buyer expectations. Moreover, language diversity matters. While English dominates, incorporating Hindi, Tamil, Punjabi, and other regional language support enhances trust and comprehension.

Developers must move from mere automation to AI-powered cultural personalization, using buyer behavior, geography, and language preferences to tailor every touchpoint. In a competitive market, cultural sensitivity in communication is not optional — it’s a conversion accelerator.

Cultural preferences are shaping floor plans and amenities

Cultural intelligence is most visibly absent in the way homes are designed for NRI buyers.

Recent data reveals that over 52% of NRI buyers prefer 3BHK or larger configurations, with emphasis on layout flexibility, privacy, and dedicated spaces for traditions — such as pooja rooms, meditation areas, or guest suites for visiting relatives.

Additionally, 54% of NRIs express a preference for gated communities with international-grade security, smart home tech, and access to healthcare and global schools. The key here is not just luxury, but cultural familiarity with global standards.

For example, open-plan kitchens are preferred by NRIs in North America, while buyers from Southeast Asia favor multi-functional utility spaces. Further, energy-efficient appliances and green certifications appeal to the environmentally conscious diaspora, especially younger investors.

Yet, most Indian developers still design for domestic preferences and rebrand it for NRIs — resulting in missed alignment. True product-market fit can only be achieved when cultural expectations directly inform design, not as afterthoughts, but as starting points.

Developers can co-create with overseas Indian communities

India’s global diaspora is among the most connected, engaged, and community-driven networks worldwide. Events like Pravasi Bharatiya Divas and Indian regional conclaves in cities like Dubai, Toronto, and London draw thousands of NRIs.

Despite this, developers often overlook the immense value in co-creating with diaspora networks. A 2023 survey showed that one in every three NRI homebuyers influenced at least two other purchases through community referrals.

Yet, developers continue to approach NRI sales with isolated roadshows and email blasts.

Building long-term relationships with community associations, alumni groups, or regional bodies can give developers direct access to pre-qualified, trusted circles.

Participating in diaspora festivals, hosting cultural webinars, and even featuring success stories from specific communities can boost credibility. Cultural intelligence here means treating NRIs not just as customers but as partners in development. Co-creating real estate offerings with inputs from diaspora members fosters a sense of ownership and trust that no marketing budget can buy.

Beyond RERA compliance: Building trust through cultural transparency

Trust is the cornerstone of NRI engagement — and often, the greatest challenge. While regulatory reforms such as RERA, the Benami Act, and GST have improved transparency, many NRIs still view Indian real estate as opaque.

A report by FICCI in 2024 noted that nearly 48% of NRIs hire third-party legal counsel to verify property transactions, indicating continued apprehension. Cultural intelligence offers a trust-building pathway beyond compliance.

For instance, explaining legal processes in local languages, offering detailed FAQs on taxation (such as TDS, LTCG for NRIs), and ensuring dedicated NRI helpdesks that operate in convenient time zones go a long way in reinforcing credibility.

Additionally, over 60% of NRIs say they want post-sale services such as property management, rent assistance, and resale guidance — services often missing in traditional developer offerings.

By aligning business practices with both regulatory frameworks and cultural expectations, developers can transition from being seen as vendors to being perceived as long-term partners in wealth preservation and family legacy.

The NRI homebuyer of 2025 is no longer a passive investor — they are discerning, digitally savvy, culturally rooted, and globally exposed. With NRI investments expected to cross $50 billion by 2030, driven by rising disposable incomes, favorable currency trends, and lifestyle alignment, this segment holds immense strategic value.

However, tapping into this opportunity requires more than digital adoption or luxury positioning. It demands cultural fluency — an understanding of emotional drivers, communication nuances, design preferences, and trust dynamics across geographies.

Developers who institutionalize cultural intelligence — not as a tactic but as a core philosophy — will command disproportionate market share in the years to come.

The question is not whether the Indian real estate industry can sell to NRIs — it already does.

The real question is: Can it speak their language, understand their heritage, and build a future that feels like home — across oceans?

– The writer is Director,
Eros Group.
– editor@nrifocus.com