In one of the biggest branded-residence announcements NCR has seen this year, M3M India, along with group firm Smartworld Developers, has entered into a strategic partnership with global luxury fashion and lifestyle brand ELIE SAAB to develop ultra-premium branded residential projects in the Delhi-NCR region involving a combined investment of around ₹3,500 crore. The tie-up is significant for the Indian market because the collaboration marks ELIE SAAB's first-ever foray into India's residential real estate market, furthering the brand's global presence within the fast-growing segment of branded luxury homes. The announcement was made public in mid-January 2026, with the two premium branded residential projects positioned under the banner "Signature Residences by Elie Saab" in the National Capital Region, specifically in Gurugram and Noida.
The Noida leg of the deal falls under M3M's group company, Smartworld Developers. Smartworld Developers will undertake a residential project in Sector 98, Noida, spread over six acres of land, comprising 650 units, including a combination of three- to four-bedroom luxurious apartments, with selected smaller units to ensure a diverse offering of high-end homes. A more detailed unit-mix breakdown indicates about 200 large three- and four-bedroom apartments sized from 2,850 sq ft to 3,810 sq ft, while the remaining ~480 units will be 1BHK and 2BHK apartments to capture a broader demand profile. This spread lets the project cater simultaneously to ultra-HNI families and smaller-format investors chasing a branded address.
On the financials, promoter Pankaj Bansal has gone on record with the numbers behind the Noida development. He told reporters that the Gurugram project will see an investment of around ₹2,000 crores, with an estimated topline of ₹4,700 crores, while the Noida development will involve an investment of about ₹1,500 crores and is projected to generate ₹3,500 crores in topline. On pricing, industry reporting suggests homes will be priced at approximately Rs. 33,000 per sq ft, with luxury apartments ranging from Rs. 9–Rs. 12.5 crore and service apartments starting at Rs. 3 crore, giving prospective buyers a fairly wide entry band depending on configuration.
Speaking about the rationale for choosing Elie Saab as a design partner, Bansal explained that the broader vision was to introduce a new level of design-led luxury housing in NCR through the association with Elie Saab, as both M3M India and Smartworld Developers recognised that the Indian luxury housing market is evolving and buyers are increasingly drawn to developments that reflect global design standards. This isn't Elie Saab's first residential rodeo globally — globally, Elie Saab has completed over 25 branded residential developments across 14 countries, including Dubai, London, Vietnam, Casablanca, and São Paulo — but it is the label's first venture into Indian housing, which explains the scale of media attention around the deal.
Location-wise, the Sector 98 site sits in one of Noida's fastest-appreciating expressway micro-markets. The project benefits from being close to the Noida–Greater Noida Expressway with quick access to South Delhi via the DND Flyway, and it is positioned within reasonable driving distance of the upcoming Jewar International Airport — factors that have historically supported price appreciation in this corridor. For M3M Group, the Elie Saab tie-up follows a pattern of brand collaborations aimed at India's HNI buyer segment; the developer has previously tied up with high-profile names to cater to India's growing ultra-high-net-worth individuals (UHNIs) seeking status-symbol homes, including Trump-branded projects such as Trump Towers in Gurugram, and more recently a Jacob & Co.-branded residence in Noida.
For homebuyers evaluating this development, the key takeaway is that branded residences in NCR are moving from a niche experiment to a mainstream luxury category. With M3M India constructing around 300 units in Gurugram and Smartworld Developers developing about 650 units in Noida under the Elie Saab banner, buyers now have two distinct branded-residence options within the same metro region — one an ultra-large-format Gurugram product, the other a more diversified Noida offering spanning compact to expansive layouts. As with any newly announced project, buyers should track the formal RERA registration, tower-wise launch phasing, and finalized price lists before committing, since public statements at announcement stage are often revised once construction milestones and regulatory filings are completed.
