For decades, the name Elie Saab has been synonymous with the red carpets of Cannes and the Oscars. The Lebanese designer is master of the “ethereal gown,” known for intricate lace and timeless elegance. In 2026, that same design DNA is being translated into concrete, glass, and steel in India.
The collaboration between M3M India and Elie Saab represents the largest entry of a global fashion brand into the Indian residential market to date. It marks a shift from functional living to “trophy assets,” where a home is not just a place to live, but a piece of designer art.
1. The Vision: Transforming the NCR Skyline
The project, titled “Signature Residences by Elie Saab,” is split between two of the most lucrative real estate corridors in North India: Sector 111 in Gurugram and Sector 98 in Noida.
M3M Promoter Pankaj Bansal described the partnership as a “long-gestation labor of love.” Having studied Elie Saab’s residential projects in 14 countries—including London, Dubai, and São Paulo—M3M aims to bring a level of finish and “curated exclusivity” that has been largely missing from the Indian market.
2. Project Breakdown: Gurugram vs. Noida
The ₹3,500 crore investment is strategically divided to cater to two distinct types of luxury buyers.
A. The Gurugram Project: The “Billionaire’s Block”
Located in Sector 111, right on the Dwarka Expressway, this development is positioned as the “Zero Kilometre from Delhi” project.
- Scale: 300 ultra-luxury apartments across 1.3 million sq. ft.
- The Structure: A G+25 story tower designed with a “low-density” philosophy (fewer units per floor to ensure privacy).
- Pricing: Entry-level homes start at ₹15 crore, with rates hovering around ₹37,000 per sq. ft.
- Unit Sizes: Massive 4 and 5 BHK layouts ranging from 4,200 to 4,650 sq. ft.
B. The Noida Project: The “Expressway Icon”
Developed by M3M’s group company, Smartworld Developers, in Sector 98, this project targets a mix of families and high-flying corporate professionals.
- Scale: 650 units (200 large residences and 450 service apartments).
- Investment: ₹1,500 crore.
- Pricing: Branded residences range from ₹9 crore to ₹12.5 crore, while the designer service apartments start at a more accessible ₹3 crore.
- Unit Sizes: 3 and 4 BHK homes ranging from 2,850 to 3,810 sq. ft.
3. Design Philosophy: What Makes a “Couture Home”?
What exactly are buyers paying for when they buy an “Elie Saab” home? According to the Group CEO, Elie Saab Jr., it’s about the “interior architecture.”
- Grand Lobbies: Inspired by the fashion salons of Paris and Beirut, the entrance halls will feature double-height ceilings, bespoke art installations, and a signature scent curated by the brand.
- Materiality: Expect “Elie Saab Maison” furniture, imported Italian marble with custom inlays, and metallic finishes that mimic the gold-thread embroidery found in Saab’s gowns.
- Views: Every residence is designed with floor-to-ceiling glazing to offer panoramic views of the Delhi skyline and the upcoming 170-acre Smart City Delhi Airport (SCDA) zone.
4. Why Branded Residences? The 2026 Market Context
In 2026, the Indian real estate market has moved beyond the “basic luxury” phase. Wealthy Indians (UHNWIs) are no longer satisfied with just a swimming pool and a gym.
The “Branded” Advantage:
- Trust and Credibility: Partnering with a global brand like Elie Saab ensures a certain standard of maintenance and aesthetics that a local developer might struggle to maintain.
- Appreciation: Historically, branded residences in India command a 25-35% premium in the resale market compared to non-branded luxury projects in the same vicinity.
- The “Club” Effect: Projects like these often include “Branded Clubs”—private social hubs accessible only to residents, curated with high-end leisure and wellness facilities that reflect the brand’s lifestyle.
5. Financials and Revenue Potential
The financial stakes of this partnership are massive.
- Combined Topline (Sales Potential): M3M expects the two projects to generate a total revenue of ₹8,200 crore (₹4,700 crore from Gurugram and ₹3,500 crore from Noida).
- Delivery Timeline: Both projects have received RERA registration and are slated for completion within a five-year window (by 2030-2031).
6. Comparison: M3M’s Brand Portfolio
M3M is not new to the branded residence game. This partnership is part of a larger strategy to dominate the “Luxury Corridor” of NCR.
| Brand Partner | Location | Project Type | Status |
| Trump Organization | Gurugram (Sec 65) | Trump Towers | Completed / Iconic |
| Jacob & Co. | Noida (Sec 97) | High-Rise Residences | Under Construction |
| Elie Saab | Gurugram (Sec 111) | Signature Residences | New Launch (2026) |
| Elie Saab | Noida (Sec 98) | Service Suites/Residences | New Launch (2026) |
7. Who is Buying? The New “Elite” of 2026
The target audience for the ₹15 crore apartments on the Dwarka Expressway isn’t just the South Delhi elite. M3M has identified three key buyer personas:
- The “Global Indian”: NRIs from London, Singapore, and Dubai who want a “trophy asset” in India that matches their international lifestyle.
- Tier-2 Business Owners: Successful entrepreneurs from cities like Ludhiana, Jaipur, and Chandigarh who are moving their families to the capital for better schooling and networking.
- C-Suite Executives: CEOs of multinational corporations who require “Entertaining Spaces”—homes that can host high-profile dinners and diplomatic gatherings.
8. The “Dwarka Expressway” Factor
A critical reason for the ₹2,000 crore investment in Gurugram Sector 111 is the Dwarka Expressway.
- Connectivity: Now fully operational in 2026, the expressway has reduced travel time to IGI Airport to under 15 minutes.
- The Diplomatic Hub: The proximity to the upcoming Diplomatic Enclave (expected to house 100+ embassies) makes Sector 111 the “Vasant Vihar of the future.”
Conclusion: A New Benchmark for Luxury
The M3M and Elie Saab partnership is a watershed moment for Indian real estate. It proves that India has arrived on the global luxury map as a “strategic market,” no longer just a destination for mass-market development. By investing ₹3,500 crore, M3M is betting that the Indian consumer is ready to “wear” their home just as they wear couture.
As these 950 homes take shape, they will likely become the standard against which all future luxury projects in NCR are measured.
Executive Summary Checklist
- The Partners: M3M India & Smartworld Developers x Elie Saab Group.
- The Investment: ₹3,500 Crore.
- Total Units: 950 (300 in Gurugram, 650 in Noida).
- Locations: Sector 111, Gurugram (Dwarka Expressway) & Sector 98, Noida.
- Pricing: Starts at ₹3 Cr (Service Apts) and ₹15 Cr (Gurugram Residences).
- Timeline: 5-year completion goal (RERA registered).
