M3M India has entered into a landmark collaboration with global fashion and lifestyle house Elie Saab to develop two ultra-luxury branded residential projects in Delhi-NCR. The announcement, made in mid-January 2026, involves the development of two premium branded residential projects under the banner "Signature Residences by Elie Saab" in the National Capital Region (NCR), specifically in Gurugram and Noida. This marks the Lebanese couture house's formal entry into India's real estate market and its first branded residential venture in the country.
Gurugram-based real estate firm M3M India, along with group company Smartworld Developers, 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 ₹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. The two projects will be located in Sector 111, within the Smart City Delhi Airport (SCDA) zone in Gurugram, and Sector 98 in Noida.
Confirming the tie-up, M3M India promoter Pankaj Bansal told reporters, "We have partnered with Elie Saab for two branded residential projects in Delhi-NCR," adding that the investment for the Gurugram leg alone would be substantial. In Gurugram, approximately 300 premium ultra-luxury apartments will be developed along the Dwarka Expressway, with a total investment of around ₹2,000 crore, including land costs. The project is expected to generate a topline of nearly ₹4,700 crore and will have a built-up area of about 1.3 million sq ft in a G+25 structure, with apartments priced at around ₹37,000 per sq ft and starting prices of ₹15 crore, with unit sizes ranging between 4,200 sq ft and 4,600 sq ft.
Speaking on the Elie Saab Group's global real estate ambitions, Group Vice Chairman and CEO Elie Saab Jr. said 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. He noted that each development reflects the brand's signature design language, craftsmanship, and commitment to timeless elegance, bringing the Elie Saab lifestyle into residential living.
The Gurugram project, M3M Elie Saab at Sector 111, sits within what M3M is marketing as the "Billionaire's Block" of its Smart City Delhi Airport township, on the Dwarka Expressway near IGI Airport. It has already secured its RERA registration (HARERA project RC/REP/HARERA/GGM/992/724/2025/95, dated 16 October 2025) and is currently under construction, with possession expected around September 2032. According to Bansal, buyers of branded residences typically include high-net-worth individuals, celebrities, sportspersons, business owners from Tier-II cities seeking metro homes for their families, and senior executives of multinational companies.
Industry watchers see the deal as a signal of accelerating momentum in India's branded residences category, a segment long dominated by hospitality-linked names like Trump and Four Seasons. The partnership between M3M India and Elie Saab marks a significant development in India's branded luxury housing segment, bringing an internationally recognised fashion label into the NCR residential market for the first time. With a combined investment of ₹3,500 crores and 950 premium homes planned across Gurugram and Noida, the projects reflect growing demand for globally branded, design-led living spaces among high-net-worth buyers.
For homebuyers evaluating this development, the key takeaway is scarcity and pricing tier: the Gurugram project is being pitched as a low-density, high-ticket offering starting near ₹15 crore, distinct from Noida's more mixed-inventory approach. As branded residences continue to gain traction in India, the M3M-Elie Saab collaboration is positioned to set new benchmarks in the region's ultra-luxury real estate landscape, and buyers should track RERA filings and construction milestones closely before committing capital.
