M3M Elie Saab, Gurugram's first branded residence developed in collaboration with Lebanese haute couture house Elie Saab, has emerged as one of the most closely watched price stories in the Dwarka Expressway corridor since its launch in January 2026. Located in Sector 111 within the 170-acre Billionaire's Block at Smart City Delhi Airport (SCDA), the project comprises 300 residences in 4 BHK layouts ranging from 4,200 to 4,650 sq. ft.
At launch, M3M's promoter Pankaj Bansal disclosed the pricing logic directly to media. According to the developer, the starting price was about Rs 15 crore, with total investment into the project at Rs 2,000 crore including land and construction cost, and revenue potential pegged at Rs 4,700 crore, translating to a price per square foot of Rs 37,000. The Gurugram launch was part of a wider Rs 3,500 crore push into branded housing, with M3M partnering with Elie Saab to develop two luxury residential projects in Gurugram and Noida, pegging combined revenue potential from both at Rs 8,300 crore.
Since that launch, secondary-market data has shown one of the sharpest short-term price movements seen in the micro-market this year. Property analytics platform SquareYards recorded that during Q1 2026, average property prices for M3M Elie Saab moved from Rs 14,500 per sq ft to Rs 33,150 per sq ft, reflecting a 128.62% rise. The same tracker places the project's average price at Rs 33.1K per sq ft compared to the broader Sector 111 average of Rs 16.1K per sq ft — effectively a 2x premium over the immediate neighbourhood, a gap analysts attribute largely to the Elie Saab brand tie-up and the low-density, single-tower positioning of the project.
Broader appreciation trends in the pocket support this trajectory. SquareYards data shows Sector 111 has seen 10-12% annual price growth, a pace it links to the project's rising asking rates: M3M Elie Saab's average asking price is rising quarter-on-quarter, compared with Sector 111. This is unfolding against a backdrop where, as Bansal himself noted, buyer sentiment for branded product is far stronger than for undifferentiated luxury launches: 'Branded residences give us the edge in terms of selling it faster,' Bansal said, adding that Trump Towers in Gurugram sold out its second tower in five hours.
The location itself is a key part of the price story. The project sits with direct access to Dwarka Expressway connecting Delhi & Gurgaon, roughly 10 minutes from IGI Airport and Diplomatic Enclave II, and close to NH-8, Golf Course Road, and Southern Peripheral Road. M3M positions the address as the centrepiece of Billionaire's Block, an elite enclave within Smart City Delhi Airport reserved strictly for globally branded residences and premium assets, a scarcity argument developers routinely use to justify premium per-sq-ft rates in this segment.
Developers globally have long argued that a recognised brand name insulates pricing during market cycles. In line with this, industry commentary on the Elie Saab tie-up notes that in global real estate markets — from Dubai to Miami to Singapore — branded residences consistently command a 25-35% premium over comparable non-branded developments, and retain value through market cycles better than their unbranded equivalents. Whether M3M Elie Saab sustains its Q1 2026 rate of appreciation once construction milestones and possession (slated for around September 2032) draw closer will be the real test for buyers who entered at launch pricing.
For now, the project remains registered under Haryana RERA, and prospective buyers are advised to cross-check current quoted rates — which vary across channel partners from roughly Rs 13.99 crore to Rs 15.7 crore for base 4 BHK units — directly with the developer before committing, given the wide variance in listed per-sq-ft rates across portals.
