MUMBAI: In a fashionable move, Kolkata-based developer Merlin group has announced a partnership with Fashion TV (FTV) to launch the city's first branded luxury residential project, F Residences, in Rajarhat-New Town.

The Rs 900 crore development aims to bring international luxury living standards to eastern India, comparable to high-end residences across Asia and Europe, according to Merlin Group managing director Saket Mohta. Fashion TV will provide technical expertise for an undisclosed licensing fee.

"The key driver for this association is aspiration, not margins. Kolkata's homeowners are increasingly seeking globally inspired designs and amenities," said Mohta, noting this marks Merlin's first branded luxury venture.

Fashion TV India managing director Kashiff Khan confirmed the company's exclusive partnership with Merlin in Kolkata, whilst revealing ongoing discussions for projects in Ranchi and Guwahati. FTV currently has twelve residential developments under construction across India, alongside franchise partnerships in twenty product categories.

The first phase will comprise 880 units featuring a two-tier swimming pool, standalone clubhouse and rooftop Cloud Forest. 

Merlin Group, which has delivered over 150 projects across India and Sri Lanka, including the World Trade Center Kolkata, plans to develop 20 million square feet of residential and commercial space in upcoming projects.