Smartworld's Rs 3,000 Crore Noida Expansion

Smartworld Developers, the Gurugram-based real estate firm best known for its Trump-branded towers, has officially crossed the Yamuna. Gurugram-based Smartworld Developers acquired a 6-acre land parcel in Sector 98, Noida through an auction, announcing its entry into the city's market. The move marks the company's first project outside its home turf of Gurugram, a significant milestone for a developer that has so far concentrated exclusively on the Golf Course Road Extension corridor.

The numbers behind the deal are as striking as the announcement itself. People in the know said the acquisition bid was made at Rs 414 crore. The company said the project will have a total development cost of Rs 2,000 crore, with the gross sale value projected at over Rs 3,000 crore. That kind of capital commitment for a single land parcel underlines how confident Smartworld is about the Noida-Greater Noida Expressway belt as its next growth engine.

On what's coming up on the site, the company has been clear about its intent. "We are planning a mixed-use development comprising premium, branded residences, high street retail and serviced homes," Ashish Jerath, president for sales and marketing at Smartworld Developers, said. This isn't a one-dimensional residential launch — it's a full-format lifestyle destination combining homes, retail, and service apartments under one address.

Location is a big part of the pitch. Strategically located along the Noida–Greater Noida Expressway, the project sits in Noida's emerging branded corridor with connectivity to South Delhi, the Noida Golf Course, Amity University, major IT hubs and other commercial districts, while proximity to the upcoming Jewar International Airport further boosts its appeal for homebuyers and investors. Few micro-markets in NCR currently combine established IT employment, upcoming airport connectivity, and expressway access the way Sector 98 does right now.

The entry into Noida hasn't come out of nowhere — it rides on strong recent momentum. Smartworld's momentum remains strong, with Rs 6,400 crore in sales for FY24-25, a remarkable 60% YoY growth. The company remains debt-free and financially robust, with healthy cash flows fuelling aggressive expansion. That balance sheet strength is what's allowing the developer to write a Rs 414 crore land cheque and commit to a multi-thousand-crore build-out in a market it's entering for the first time.

There's also a global-brand angle developing. Smartworld is in discussions with a leading global brand for a potential collaboration on the Noida project, aiming to raise the bar for luxury living and bring a never-before-seen global premium experience to the Noida market. That playbook mirrors what Smartworld has already done in Gurugram with its Trump-branded towers, and industry watchers expect a similar co-branding reveal for Sector 98 in the coming months.

The project has since taken concrete shape as Smartworld Elie Saab Residences — an ultra-luxury, fashion-inspired branded residential development in Sector 98 on the Noida Expressway. Homebuyers now have visibility on configurations, pricing, and delivery timelines rather than just an auction announcement, giving the Rs 3,000 crore Noida foray a real, bookable address.

For a market that has watched Gurugram absorb most of NCR's branded-residence pipeline over the last few years, Smartworld's arrival — backed by a Rs 414 crore land buy, a Rs 2,000 crore build cost, and a projected Rs 3,000 crore in sales value — signals that Sector 98 and the wider Noida Expressway are entering their own premium-housing cycle.