M3M Brings ELIE SAAB Branded Residences to Gurugram and Noida

M3M India has announced a major expansion of its branded residences portfolio, this time in partnership with Lebanese haute couture house ELIE SAAB. Alongside group company Smartworld Developers, M3M India has partnered with global fashion and lifestyle brand Elie Saab to develop two ultra-luxury branded residential projects in Gurugram and Noida, entailing an investment of Rs 3,500 crore. The developments will comprise over 950 apartments, with M3M India constructing around 300 units in Gurugram and Smartworld Developers developing about 650 units in Noida, marking Elie Saab's first branded residential projects in India.

The Gurugram project sits in Sector 111 along the Dwarka Expressway, inside the Smart City Delhi Airport (SCDA) zone, within a curated enclave that is unapologetically called The Billionaire's Block, spanning 170 acres and designed to host a select group of globally renowned branded residences. Here, the development will comprise 300 exclusive residences, comprising 4-bedroom residences with expansive layouts ranging from 4,200 square feet to 4,650 square feet, featuring waterfront views, generous floor-to-ceiling heights, wrap-around decks and private Jacuzzis integrated within outdoor living spaces. Pricing starts at around Rs 15 crore, with rates of about Rs 37,000 per sq ft, and the project carries an investment of around Rs 2,000 crore against an expected topline of nearly Rs 4,700 crore.

The Noida project, to be developed by Smartworld Developers, is located in Sector 98 and enjoys rare uninterrupted golf course views alongside strong connectivity to South Delhi, Central Noida, and key commercial hubs across the NCR. Spread across 6 acres, the development will comprise 200 3- and 4-bedroom residences ranging from 2,850 sq ft to 3,810 sq ft, priced between Rs 9 crore and Rs 12.5 crore, along with 480 one- and two-bedroom apartments priced around Rs 33,000 per sq ft. Total investment in Noida stands at about Rs 1,500 crore, with an expected topline of roughly Rs 3,500-3,600 crore.

Speaking on the tie-up, M3M India promoter Pankaj Bansal said the collaboration represents an important step in M3M's vision to create residential developments defined by design integrity, quality, and long-term relevance, and that through ELIE SAAB, the company aims to deliver thoughtfully designed living environments that reflect global standards while addressing the evolving expectations of India's premium homebuyers. ELIE SAAB Group Vice Chairman and CEO Elie Saab Jr. added that India's economic growth, expanding global outlook, and evolving luxury landscape make it a highly strategic market for the continued development of the ELIE SAAB brand.

Interiors across both projects will carry the couture house's design signature directly. Interiors and shared spaces feature bespoke furniture and décor pieces from the ELIE SAAB Maison collection, designed in creative collaboration between Elie Saab and Carlo Colombo, developed under license by Corporate Brand – A++ Group, and crafted in Italy. Both developments are expected to offer concierge services, wellness and spa facilities, swimming pools, fitness centres, residents' lounges, and dedicated children's play areas, with completion scheduled for 2030.

For ELIE SAAB, this is a strategic leap beyond fashion. The Group entered the branded residences market in 2019 with its first project in Dubai, and has completed more than 25 real estate projects in 14 countries including Vietnam, London, Casablanca and São Paulo. For M3M, the deal extends an aggressive branded-residences strategy that already includes Trump-branded towers in Gurugram and a Jacob & Co. residential project in Noida, reinforcing the group's position as a leader in India's fast-growing luxury branded housing segment.

For homebuyers, the announcement signals where NCR's ultra-luxury market is heading: fewer, larger, brand-anchored residences aimed squarely at HNIs and global buyers rather than the mass premium segment. Bansal noted that buyers of branded residences typically include high-net-worth individuals such as celebrities, sports persons, business owners from Tier II cities seeking homes for their children in metros, as well as CEOs and CXOs of multinational companies. With ticket sizes starting at Rs 9 crore in Noida and Rs 15 crore in Gurugram, these projects sit firmly at the top end of the market, but they also validate Dwarka Expressway and Sector 98 Noida as serious addresses for global luxury real estate.