In a landmark development for India’s luxury housing market, M3M Group has announced a strategic partnership with international luxury fashion and lifestyle brand Elie Saab to develop high-end branded residences in Gurugram and Noida. The real estate major plans to invest around ₹3,500 crore in the project, which will feature approximately 950 ultra-luxury homes, marking one of the largest branded residential investments in North India.
The collaboration reflects the growing demand for globally branded living experiences among India’s affluent buyers and underscores the increasing convergence of real estate and luxury lifestyle brands. Elie Saab, globally celebrated for its timeless elegance and couture craftsmanship, brings its signature design philosophy to the residential space, while M3M contributes its strong execution capabilities and deep market presence.
Rising Demand for Branded Luxury Homes
The M3M Elie Saab branded residences will be designed to offer a distinctive blend of luxury, exclusivity, and global aesthetics. The homes are expected to feature designer interiors, premium finishes, curated layouts, and lifestyle-focused amenities, creating a differentiated offering in the competitive NCR luxury housing market.
Branded residences have witnessed rising traction in India, especially among high-net-worth individuals (HNIs) and NRIs who seek not just premium homes but also global brand association, superior quality standards, and long-term value appreciation.
Strategic Locations: Gurugram and Noida
Both Gurugram and Noida continue to attract luxury residential investments due to strong infrastructure development, improving connectivity, and proximity to commercial hubs. Gurugram remains a preferred destination for luxury living in NCR, while Noida is rapidly emerging as a high-growth market with expanding expressways, metro connectivity, and mixed-use developments.
By choosing these two strategic locations, M3M aims to tap into sustained demand for luxury housing and cater to a discerning buyer segment that values exclusivity and design-led living.
₹3,500 Crore Investment Highlights Market Confidence
The planned ₹3,500 crore investment demonstrates M3M Group is strong confidence in the resilience of India’s premium real estate market. With nearly 950 homes planned across the two cities, the project is expected to significantly contribute to the branded residences segment in India, which is still at a nascent but rapidly growing stage.
Industry experts note that branded residences often command premium pricing and higher absorption rates due to their aspirational appeal and global positioning. The M3M–Elie Saab partnership is therefore expected to set new benchmarks in luxury housing design and execution in the NCR region.
Strengthening NCR’s Luxury Real Estate Landscape
This collaboration not only enhances M3M’s luxury portfolio but also elevates the overall real estate landscape of Gurugram and Noida. As Indian developers increasingly collaborate with international brands, such partnerships are redefining luxury living and reshaping buyer expectations.
The M3M Elie Saab luxury residences are poised to become iconic developments. The reflecting India’s evolving luxury aspirations and the growing influence of global lifestyle brands in the country’s real estate sector.
