The Endowment Trap: Why Your Property Isn’t Selling in 2026 The 99-Day Ghost — How the IKEA Effect Is Killing Your Property Value How loss aversion, emotional ownership, and yield blindness are quietly destroying seller returns in India's 2026 housing market. By  Arindam Bose ⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡ ⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡⬡ The biggest April Fool's joke in Noida real estate isn't a prank. It's the price on your 10-year-old resale listing. The Drawing Room That Time Forgot I want to tell you about a flat I visited in Sector 93, Noida, three weeks ago. The owner — a senior manager at a PSU, let's call him Vinod — had bought it in 2014 for ₹62 lakh. In 2018, he renovated. Italian marble in the living room. Imported sanitary ware in the bathrooms. A modular kitchen that cost more than most people's annual salary. He estimates he spent ₹19 lakh on that renovation. "Best quality," he told me, running his hand across the countertop. "Everythi...