Elie Saab Enters NCR Real Estate With M3M & Smartworld

Delhi-NCR's branded residence boom just got its most glamorous entrant yet. Global luxury fashion and lifestyle brand Elie Saab announced its entry into the Indian market with two branded residence projects in Noida and Gurugram in collaboration with National Capital Region (NCR)-based realty firm M3M India. Scheduled for completion by 2030, the two ultra luxury housing projects will incur a total investment of ₹3,500 crore, and are expected to generate revenue of over ₹8,000 crore. The announcement, made in mid-January 2026, instantly became one of the biggest talking points in India's ultra-luxury housing circuit.

The Gurugram leg of the project sits inside M3M's Smart City Delhi Airport (SCDA) enclave. Location: Sector 111, along the Dwarka Expressway, within the exclusive Smart City Delhi Airport (SCDA) enclave, often referred to as "The Billionaire's Block"-a curated zone designed to host multiple global branded residences. The Gurugram project is part of a 170-acre development featuring 300 four-bedroom units at the cost of ₹2,000 crore, with a total developable area of 1.3 million square feet and layouts ranging between 4,200 square feet and 4,650 square feet. Residences in this project will be sold at ₹37,000 per square feet, with the starting price being ₹15 crore.

Across the river in Noida, the project takes a different shape under group firm Smartworld Developers. The Noida project will be developed by M3M's group company Smartworld Developers in Sector 98 on a six-acre land acquired in an auction by the Noida authority. It will feature approximately 680 units with a total investment of ₹1,500 crore, including 200 luxury apartments and another 480 service suites designed to offer enhanced privacy. Units in the Noida project will be priced at around ₹33,000 per square feet, with the price range being between ₹9 crore and ₹12.5 crore for the 200 bigger homes. A key differentiator for buyers here is the view: the defining highlight of this project is its uninterrupted golf course view, a feature that remains exceptionally rare in Noida's residential landscape.

Speaking at the launch, M3M India promoter and Smartworld founder Pankaj Bansal called the tie-up a strategic milestone, noting that the partnership with Elie Saab represents an important step in the group's vision to create residential developments defined by design integrity, quality and long-term relevance. Elie Saab Jr, Vice Chairman & CEO of the Elie Saab Group, echoed similar optimism about the market, stating 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.

For the Lebanese couture house, this marks new territory. 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 among others. India is a fresh chapter, and the brand isn't stopping at homes. ELIE SAAB Jr revealed that the brand intends to open a ready-to-wear store in Delhi, spanning about 3,000-4,000 sq ft, though a timeline for the launch has not yet been finalised.

This isn't M3M's first rodeo with global brand collaborations either. The company has already delivered a residential project in Gurugram under the Trump brand and, in October last year, partnered with Jacob & Co, another globally renowned luxury brand, for a project in Noida. The Elie Saab deal fits into a larger regional pattern, since Delhi-NCR continues to dominate this segment, driven by strong infrastructure growth such as the Dwarka Expressway and Jewar Airport connectivity, economic expansion, and a maturing appetite for international luxury standards in housing.

For homebuyers and investors tracking the ultra-luxury segment, the takeaway is straightforward: branded residences are no longer a niche experiment in NCR, they're becoming a mainstream strategy. Developers are increasingly partnering with global icons in fashion, jewelry, hospitality, and other lifestyle sectors to differentiate projects, command premium pricing, and attract affluent buyers who value brand prestige alongside quality and location. With possession timelines stretching to 2030 and pricing firmly in the crore-plus bracket, these projects are aimed squarely at HNIs, NRIs, and CXOs seeking a statement address rather than just another apartment on the Dwarka or Noida Expressway.