Why UHNWIs are Choosing Farm Estates and Country Retreats Over Urban Penthouses

For decades, urban penthouses symbolized the pinnacle of luxury living, sweeping views, sky-high exclusivity, and proximity to city life. Yet, a new trend is quietly reshaping the preferences of the world’s wealthiest. Increasingly, Ultra High Net Worth Individuals (UHNWIs) are trading glass towers for farm estates and country retreats, where luxury is defined by space, privacy, and wellness rather than city skylines.

A Shift Rooted in Wellness and Space

Demand for farm estates and retreats has risen significantly since 2019, peaking in 2022, while urban penthouses have seen a steady decline during the same period.

According to Sotheby’s International Realty, demand for farm and estate living among Indian UHNWIs surged by 35% over the last three years. The Global Wellness Institute further reports that wellness real estate is growing at twice the pace of overall construction, set to become a USD 580 billion market by 2025.

For UHNWIs, the appeal lies in acreage over square footage. Farm estates offer privacy, organic farming, curated wellness zones, and expansive landscapes, elements nearly impossible to replicate in dense urban high-rises.

Lessons from the Pandemic

The pandemic accelerated this pivot. With remote work becoming mainstream, proximity to corporate headquarters is no longer a strict require

ment. According to Knight Frank’s Wealth Report (2023), 25% of global UHNWIs now prioritize homes that offer wellness and open spaces over those located in city centers.

A farmhouse outside Delhi or a vineyard retreat in Nashik is now perceived as more livable, sustainable, and future-proof than a penthouse perched above urban chaos.

Privacy and Security as the New Luxury

In a world where discretion is priceless, farm estates deliver unmatched privacy. High-net-worth families increasingly view seclusion, controlled access, and private landscapes as luxury’s ultimate markers. A sprawling estate offers a lifestyle that is secure, serene, and generational qualities that urban skyscrapers cannot consistently provide.

Investment Value Beyond Lifestyle

Comparative analysis of luxury property investments reveals higher annual capital appreciation in farm estates and country retreats compared to urban penthouses.

The shift is not just emotional; it’s financial. Farmhouses and country retreats in India’s premium belts have witnessed capital appreciation of 12–18% annually in the last five years (Source: ANAROCK Research, 2024). Meanwhile, penthouse appreciation has slowed to single digits in saturated metros like Mumbai and Delhi.

UHNWIs are recognizing that properties offering space, wellness, and sustainability are not just indulgences they are strategic investments poised to retain value for generations.

The New Symbol of Legacy

Where once a penthouse view symbolized success, today a country estate symbolizes legacy. It is a place where families gather, traditions are nurtured, and wealth is preserved through land that grows more valuable with time.

In the new era of luxury, the statement is clear: true wealth lies not in rising above the city, but in stepping away from it.