Gurugram-based developer M3M India has announced a landmark partnership with the Lebanese fashion and lifestyle house Elie Saab to build an ultra-luxury branded residence in Sector 111, on the Dwarka Expressway corridor. This collaboration marks Elie Saab's debut in the Indian residential real estate market, bringing its signature haute couture aesthetics into high-end homes. The announcement was made alongside a sister project in Noida, developed by group firm Smartworld Developers.
The Gurugram tower falls within what M3M is calling 'The Billionaire's Block' — a carefully planned ultra-luxury zone spanning approximately 170 acres within the larger Smart City Delhi Airport (SCDA) ecosystem. According to company statements, 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, and the project is expected to generate a topline of nearly ₹4,700 crore with a built-up area of about 1.3 million sq ft in a G+25 structure. Unit sizes are large by NCR standards: apartments will be priced at around ₹37,000 per sq ft, with starting prices of ₹15 crore, and unit sizes ranging between 4,200 sq ft and 4,600 sq ft, M3M promoter Pankaj Bansal told reporters.
The two developments together represent one of the largest branded-housing commitments in the region. The developments will together comprise around 950 apartments, with M3M India constructing about 300 homes in Gurugram and group company Smartworld Developers developing roughly 650 units in Noida, marking Elie Saab's first branded residential foray in India. The Noida project sits in Sector 98 with a golf-facing address, while the Gurugram tower anchors the Sector 111 SCDA precinct near Dwarka Expressway.
Speaking on the tie-up, Pankaj Bansal, promoter at M3M India and founder of Smartworld Developers, said the partnership with Elie Saab represents an important step in the company's vision to create residential developments defined by design integrity, quality and long-term relevance. On the interiors, Bansal added that the company is exploring if the buyer wants to buy fully furnished apartment by ELIE SAAB and is working closely on 3 to 4 design options. This follows M3M's pattern of stacking global brand tie-ups onto its portfolio — the developer has already secured deals with brands such as the Trump Organisation and watchmaker Jacob & Co to build branded residences in Delhi-NCR.
From Elie Saab's side, the entry into India is framed as a considered expansion rather than a licensing exercise. Elie Saab Group Vice Chairman and CEO, Elie Saab Jr., said the Group entered the branded residences market in 2019 with its first landmark project in Dubai, and has since completed over 25 premium real estate projects across 14 countries, including Vietnam, London, Casablanca, and São Paulo. Design execution is being kept close to the brand's Italian manufacturing base: pieces for the residences are designed in creative collaboration between ELIE SAAB and Carlo Colombo, developed under license by Corporate Brand A++ Group, and crafted in Italy.
For homebuyers, the practical takeaway is that this is a genuine pre-launch stage project — pricing, unit mix, and possession timelines are being finalized and communicated progressively by the developer and its channel partners, with a targeted completion window around 2030. The two ultra luxury housing projects, scheduled for completion by 2030, will incur a total investment of ₹3,500 crore and are expected to generate revenue of over ₹8,000 crore combined across Gurugram and Noida. Buyers should track official RERA registration before booking, since multiple broker listings currently cite differing configurations (from 3 BHK to 4.5 BHK) as the final unit plan is locked in.
Industry watchers see the move as part of a broader shift in how luxury is defined in Indian real estate. As one industry commentary put it, buyers today are less focused on visible opulence and more on coherence — global design literacy, craftsmanship that has travelled, and a lifestyle that feels considered rather than accumulated. With Trump Towers, Jacob & Co., and now Elie Saab under its belt, M3M is positioning Sector 111 as Gurgaon's emerging address for globally branded living.
