Elie Saab Partners With M3M India And Smartworld Developers For Signature Residences In Gurugram And Noida
Global fashion house ELIE SAAB has stepped into Indian real estate for the first time, joining hands with M3M India and Smartworld Developers to launch Signature Residences by ELIE SAAB across Gurugram and Noida. The partnership brings together the design house's couture sensibility with the two developers' regional construction expertise, marking a fresh chapter in India's branded residences story. As the announcement put it, the projects combine M3M India and Smartworld Developers' regional expertise, construction excellence, and proven delivery capabilities with the refined interior vision and aesthetic direction of ELIE SAAB.
In Gurugram, M3M's project sits within The Billionaire's Block, a curated enclave inside the Smart City Delhi Airport (SCDA) precinct in Sector 111. Spanning 170 acres, this exclusive neighbourhood is designed to offer a rare combination of privacy, distinction and global luxury pedigree. The development will comprise 300 large-format four-bedroom residences ranging between 4,200 sq ft and 4,650 sq ft, positioned as a trophy asset for India's ultra-high-net-worth buyers, with entry prices starting around Rs 15 crore.
Across the Yamuna, Smartworld Developers is building its ELIE SAAB-branded project on nearly six acres in Sector 98, Noida, along the Noida-Greater Noida Expressway. The Noida offering is more mixed in scale, comprising 200 branded 3 and 4 BHK residences ranging from 2,850 sq ft to 3,810 sq ft, alongside 480 additional 1 and 2 BHK apartments, with pricing reported between roughly Rs 1.2 crore and Rs 9 crore depending on configuration.
What sets these homes apart is the interior language rather than just the address. Interiors and shared spaces feature bespoke furniture and décor pieces from the ELIE SAAB Maison collection, designed in creative collaboration between Elie Saab and Carlo Colombo, developed under license by Corporate Brand – A++ Group, and crafted in Italy, ensuring exceptional quality and timeless elegance. Buyers in both cities will also get access to the ELIE SAAB Maison team to personalise interiors, with dedicated consultation and exclusive terms reserved for owners.
Speaking on the tie-up, Pankaj Bansal, promoter of M3M India and founder of Smartworld Developers, said the collaboration with ELIE SAAB represents an important step in our vision to create residential developments defined by design integrity, quality, and long-term relevance, adding that the aim is to deliver thoughtfully designed living environments that reflect global standards while addressing the evolving expectations of India's premium homebuyers. On the business side, Bansal noted that the investment for the Gurugram branded residences will be around Rs 2,000 crore while the top line will be Rs 4,700 crore, and the investment for the Noida project will be around Rs 1,500 crore with a top line of Rs 3,500 crore.
ELIE SAAB Jr., Vice Chairman & CEO of the ELIE SAAB Group, framed the move as part of the brand's global expansion strategy, noting that India's economic growth, expanding global outlook, and evolving luxury landscape make it a highly strategic market for the continued development of the ELIE SAAB brand. Notably, this isn't the maison's first residential venture — ELIE SAAB had launched its first branded residences in Dubai in partnership with Emaar in 2019, and the company is currently running branded residences in 14 countries including Vietnam, London, Casablanca and São Paulo. The launch event itself drew star power, with Bollywood actress and former Miss Universe Lara Dutta Bhupathi hosting the M3M x Elie Saab reveal.
For homebuyers, the timing is relevant. Branded residences have been gaining traction in India as buyers move beyond location and size toward design identity and craftsmanship. Industry commentary around the launch points out that buyers today look beyond location and size, paying far greater attention to design, detailing and the overall quality of the living environment — a shift that has made fashion and hospitality-branded homes one of the fastest-growing categories in premium Indian real estate. Both projects are being pitched at NRI investors and India's growing base of ultra-affluent buyers who are comparing local branded launches against established addresses in Dubai and Singapore.
While formal RERA registrations for these projects are still pending as they move from launch to construction stage, the scale of committed investment and the involvement of an established global maison signal that this is more than a marketing exercise. Buyers evaluating either the Gurugram or Noida address should track construction milestones, RERA filings and final tower plans closely as M3M and Smartworld move these branded residences from blueprint to booking.
