Billionaires Block, Gurugram: NCR's New Address for Global Branded Living

A new phrase has entered Gurugram's real estate vocabulary this year: Billionaires Block. Tucked inside Sector 111 on the Dwarka Expressway, this isn't a single tower or a gated society in the conventional sense. Spread across 170 acres at Smart City Delhi Airport, Gurugram, it is described as the world's first district of exclusively branded residences, a rare collection of global icons, each bringing its own design language, aesthetic philosophy and interpretation of refined living.

The concept sits within the larger Smart City Delhi Airport (SCDA) masterplan. Sector 111 is part of Smart City Delhi Airport, a visionary 250-acre township just 0 km from Delhi. The zone's border location is central to its appeal: it sits at a strategic border location where Gurgaon's modern infrastructure seamlessly meets Delhi's prestige. For homebuyers weighing connectivity, that translates into quick access to IGI Airport, NH-48, and Delhi's diplomatic corridor without leaving the Gurugram municipal limits.

What makes the enclave newsworthy isn't just its scale but its zoning philosophy. The Billionaire Block is planned as a closed luxury residential area with only branded residential properties allowed, a zoning approach seen as decisive for long-term value retention since it eliminates the dilution of luxury standards common when high-end projects sit amid mixed or mid-segment developments. In practice, this means every project inside the 170 acres will carry a global brand tie-up rather than a standard developer label — a first for an enclave of this size in India.

The first branded residence to go public inside this district is built around the fashion house ELIE SAAB. Located in Sector 111 within the Smart City Delhi Airport, the residences sit inside what is unapologetically called The Billionaire's Block, spanning 170 acres, a carefully curated enclave designed to host a select group of globally renowned branded residences. Signature Residences by ELIE SAAB in Gurugram will comprise just 300 homes, all four-bedroom residences, with layouts ranging from 4,200 to 4,650 square feet. These 4-bedroom residences are conceived to maximise light, space, and comfort, featuring waterfront views, generous floor-to-ceiling heights, wrap-around decks and private jacuzzis integrated within outdoor living spaces.

The couture-real estate crossover isn't a one-off. Backed by a combined investment of ₹3,500 crore across Gurugram and Noida, the Elie Saab Signature Residences represent one of the largest branded residential commitments ever announced in NCR. Smart World Developers, the residential arm closely associated with this branded-living push, is executing the sister address in Noida. The Noida project, spread across six acres in Sector 98, involves an estimated investment of ₹1,500 crore, making it one of the most significant luxury residential developments ever undertaken by Smartworld Developers. Those homes are designed for buyers seeking expansive living spaces with premium views, while a companion offering broadens access. The Smart Wing includes 480 units of 1 and 2-BHK apartments, creating a broader entry point into the Elie Saab-branded living experience while retaining the overall luxury positioning of the development.

Market commentary frames branded residences as more than a marketing exercise. Pankaj Bansal, promoter of M3M India and founder of Smartworld Developers, has spoken about what is driving this shift toward branded living among India's affluent buyers. He describes branded living as targeting an Indian luxury buyer who is now design and service literate — a customer who can tell the difference between something that is expensive and something that is thoughtfully considered, and who recognizes when luxury is crafted through balance, restraint, and a coherent point of view across spaces. Industry voices tracking the corridor echo the same theme around long-term value. Branded residences are described as not just homes but status assets representing lifestyle, exclusivity, and long-term value.

Billionaires Block is arriving at a moment when the surrounding corridor is already repricing fast. Flat rates in the Dwarka Expressway belt have changed by 12.0% in the last one year and 152.3% over five years. Government benchmarks are catching up too: the sharpest increase has been recorded in Sectors 104-115 along the Dwarka Expressway, where residential plot rates have risen by nearly 62% to 67%, from approximately Rs 40,000-Rs 44,000 per square yard to Rs 66,125-Rs 70,000 per square yard. For a homebuyer, this means the entry price for a branded address in Sector 111 is unlikely to stay where it is today — early movers in Billionaires Block are effectively buying into both a lifestyle proposition and a fast-appreciating micro-market.

For now, the district remains a work in progress, with ELIE SAAB confirmed as the anchor brand and further global names expected to follow inside the 170-acre footprint. Homebuyers tracking Smart World's own branded pipeline in Noida, or scouting other Smart World addresses along Dwarka Expressway in Gurugram, will find the Billionaires Block story directly relevant — it signals where the developer group's luxury ambitions, and the wider NCR market, are heading next.