DLF Luxury Projects: Privana Expansion Underway, Says Ohri As Firm ‘Overwhelmed’ By Rs 11,000 Crore Bookings

DLF’s luxury housing push in Gurugram continues to defy gravity. The real estate major has notched up another sellout, this time with Privana North, clocking Rs 11,000 crore in bookings within just a week.

The launch completes a hat trick for the developer under its flagship Privana brand, which now spans the North, South and West sectors of a 116-acre master plan in New Gurugram.

Speaking to NDTV Profit in an exclusive interaction, Aakash Ohri, Joint Managing Director and Chief Business Officer, said the response has left them "overwhelmed."

"We’re trying to get better with each product, and Privana’s offerings of luxury, convenience, and access have caught people’s attention. "We're extremely grateful for the support, especially from NRIs," he said.

NRI buyers accounted for 30% of demand in Privana North, higher than DLF’s average of 25–27%. Another 15% of sales came from buyers outside NCR, reinforcing Gurgaon’s growing cachet as a real estate investment magnet. Units averaged Rs 9.5 crore, while penthouses went for as high as Rs 25 crore.

According to Ohri, Privana is designed as “a social and business hub”, providing direct connectivity to the Dwarka and Mumbai motorways. He confirmed that while no more Privana launches are planned in FY26, a couple of additional launches are expected in the larger Privana ecosystem thereafter.

“Luxury is now the number one category in residential real estate,” he said, adding that “pricing has become secondary. People want better, bigger homes.” With Rs 25,000 crore in cumulative sales from the Privana series so far, DLF is now focusing on upcoming launches in Mumbai and a sequel to its successful ‘Dahlias’ project in Gurugram.

Ohri is bullish on Gurugram's future, citing new infrastructure and government planning. “Real estate is not just a story of today. People are choosing DLF by choice — and that’s the real validation,” he said.