Global fashion and lifestyle brand ELIE SAAB on Tuesday announced its entry into the Indian market with two branded residence projects in Noida and Gurugram in collaboration with National Capital Region (NCR)-based realty firm M3M India. The Gurugram development marks the Lebanese haute couture house's first branded residential project in the country and sits within Sector 111 on the Dwarka Expressway, one of the fastest-appreciating luxury corridors in the National Capital Region.
The Gurugram project is set within The Billionaire's Block, a specially curated 170-acre enclave inside M3M's Smart City Delhi Airport (SCDA) township that has been earmarked to host a selection of globally renowned branded residences. The Signature Residences by ELIE SAAB will comprise 300 exclusive four-bedroom homes, with 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 the outdoor living spaces.
What separates this launch from a typical brand tie-up is the depth of design integration. Interiors and shared spaces will feature bespoke furniture and décor pieces from the ELIE SAAB Maison collection, designed in creative collaboration between Elie Saab and Carlo Colombo, developed under licence by Corporate Brand – A++ Group, and crafted in Italy. The intent, as the developer frames it, is a home where architecture, interiors and lifestyle are conceived as a single continuous idea rather than a designer label applied after construction.
Commenting on the collaboration, Pankaj Bansal, Promoter of M3M India and Founder of Smartworld Developers, said the partnership with ELIE SAAB represents an important step in the group's vision to create residential developments defined by design integrity, quality and long-term relevance. Elie Saab Jr., Vice Chairman and CEO of the ELIE SAAB Group, called India's economic growth, expanding global outlook, and evolving luxury landscape a highly strategic reason for the brand's residential expansion into the country, adding that the goal is to create refined, timeless residential environments that resonate with India's evolving aspirations.
The numbers behind the announcement underline how seriously the two sides are treating the project. Scheduled for completion by 2030, the two ultra-luxury housing projects in Gurugram and Noida will together incur a total investment of ₹3,500 crore and are expected to generate revenue of over ₹8,000 crore. The Gurugram development alone represents an estimated investment of ₹2,000 crore across a total developable area of 1.3 million square feet, positioning Sector 111 as one of the most capital-intensive ultra-luxury micro-markets in the Dwarka Expressway belt.
The ELIE SAAB tie-up builds on a pattern the M3M group has been running for a few years now. The developer has already secured deals with brands such as the Trump Organisation and watchmaker Jacob & Co to build branded residences in Delhi-NCR, having delivered North India's first Trump-branded residential project in Gurugram, followed by a second Trump-branded development through Smartworld Developers, and India's first Jacob & Co. Residences in Noida. Speaking to Business Standard, Bansal said the group is expecting at least two more brand deals to be announced before the end of FY26, signalling that branded residences are becoming a core growth strategy rather than a one-off experiment for the company.
For homebuyers, the appeal of the Sector 111 address is tied as much to location as to the ELIE SAAB name. The site sits directly on the Dwarka Expressway with fast access to Delhi, Indira Gandhi International Airport, Aerocity, Cyber City and the Diplomatic Enclave — a combination that has already pulled several large luxury developers into the SCDA township. With formal launch pricing, floor plans and RERA documentation expected to be released in phases, buyers evaluating an entry at this stage should track official disclosures closely before committing, given how quickly early inventory in branded developments of this scale tends to move.
