Sansiri avoids luxury price war as discounts near 30%

Narinsiri Krungthep Kreetha, with homes priced at around 50 million baht, is nearly sold out.

SET-listed developer Sansiri is refusing to join an escalating price war in the luxury housing market, arguing that long-term value creation matters more than deep discounts as developers compete for buyers amid slowing economic conditions.

Pakpring Karoon, the company's deputy vice-president, said competition has intensified across almost every residential segment, with some developers offering discounts of 20-30% on luxury homes as the market becomes crowded.