Prestige Group's NCR Entry Is Rewriting The NH-24 Story

PRESTIGE GROUP HAS OFFICIALLY ARRIVED IN DELHI-NCR, AND THE ADDRESS IT CHOSE — SIDDHARTH VIHAR ON NH-24, GHAZIABAD — IS ALREADY CHANGING HOW THE MARKET LOOKS AT THIS CORRIDOR. In a regulatory filing, the company announced its entry into the National Capital Region (NCR) residential market with the launch of the first phase of 'The Prestige City, Indirapuram'. This is a landmark moment: this is Prestige Group's first project in NCR, and it arrives with the scale and ambition the brand is known for down south.

The numbers behind the launch are staggering. The company will develop around 10 million square feet area, comprising 4,041 homes and around 8 lakh square feet shopping mall, in this joint development project, sharing revenue with the landowner. With all approvals secured, Prestige Group has begun marketing the first phase of this township project named 'Oakwood and Mulberry' which together represent a Gross Development Value (GDV) of over Rs 9,000 crore. When the second phase 'Mayflower' is launched, it will take the total GDV of the entire residential development to Rs 12,000 crore — one of the largest single residential bets any developer has placed on Ghaziabad.

The market response has been immediate. Prestige Estate has already sold 1,200 units for over Rs 3,000 crore in the last seven days and is hopeful of selling all 3,421 units over the next few weeks. Business Standard later confirmed the momentum, noting Prestige is expanding further "back of a near sellout of the first phase of its flagship project Prestige City in Indirapuram Extension, Ghaziabad." The developer is now planning additional launches across Gurgaon, Delhi and Noida through 2026, signalling this is a long-term NCR strategy, not a one-off project.

WHY NH-24? THE CORRIDOR'S FUNDAMENTALS TELL THE STORY. The project sits at Siddharth Vihar, Indirapuram Extension, with direct project frontage on NH-24, direct access from Delhi-Meerut Expressway, and access to the FNG Expressway via Siddharth Vihar Link Road. Architecture is by Hafeez Contractor with construction handled by L&T, per broker listings — a pairing that mirrors Prestige's marquee projects elsewhere in India.

The corridor was already moving before Prestige arrived, but the entry of a major South Indian developer has accelerated sentiment. According to Anarock data cited by industry reports, Delhi-NCR recorded the highest annual price appreciation among India's top seven cities in 2025, with average residential prices rising around 24% year-on-year. On the NH-24 stretch specifically, 99acres data shows flat rates in NH 24 Highway, Ghaziabad changed by 14.0% in the last 1 year, 86.1% in the last 3 years, and 129.7% in the last 5 years. Localized reports on Siddharth Vihar note that property prices in areas like Siddharth Vihar, Raj Nagar Extension, and the NH-24 belt jumped by 30% almost immediately once infrastructure commitments turned tangible.

Analysts tracking the corridor describe this shift in market character rather than just pricing. One industry report observed that NH-24 has played a central role in fundamentally shifting Ghaziabad's residential narrative from a purely price-driven market to a lifestyle-oriented destination, facilitating efficient regional movement and expanding the viable residential map for NCR households. Within that corridor, Indirapuram stands as a mature, high-density pocket with limited scope for fresh supply, while Siddharth Vihar and Pratap Vihar offer relatively newer inventory with room for appreciation — precisely the pocket Prestige chose for its NCR debut.

For homebuyers, the calculus is straightforward: this is a chance to buy into a Prestige-branded township at NCR entry pricing, on a corridor experts already flag as under-supplied relative to demand. But experts also caution on pacing. One recent market analysis warns that multiple premium projects are launching simultaneously in Siddharth Vihar and Wave City in 2026, which could create short-term price pressure if absorption slows. For buyers, that means the early-mover advantage on pricing may not last long, especially with Prestige signalling further NCR launches in Gurgaon, Delhi and Noida on the horizon.

What's clear is that Prestige's Ghaziabad entry isn't a token gesture — it's a Rs 12,000-crore-plus township with metro, expressway and mall integration that has already reset expectations for what NH-24 real estate can command. For NCR homebuyers who assumed South India's biggest names would skip this corridor, that assumption no longer holds.