M3M plans Elie Saab-branded homes in Gurugram Sector 111 and Noida worth Rs 8,300 crore

By ADiHomes Published January 13, 2026 2 min read

Watercolour illustration of a penthouse terrace with an infinity pool overlooking a city at night

Contents

The plan

On 13 January 2026 M3M India announced two branded residential projects with the fashion house Elie Saab:

Gurugram – Sector 111, Dwarka Expressway

300 four-bedroom apartments of about 4,200-4,650 sq ft.
Starting price about Rs 15 crore, or roughly Rs 37,000 per sq ft.
Investment about Rs 2,000 crore; revenue potential about Rs 4,700 crore.

Noida – under the Smartworld brand

About 6 acres, 200 three- and four-bedroom homes of about 2,850-3,810 sq ft.
Prices from about Rs 9 crore (3BHK) and Rs 12.5 crore (4BHK), around Rs 33,500 per sq ft.
Investment about Rs 1,500 crore; revenue potential about Rs 3,600 crore. A later market roundup placed it in Sector 98.

The announcement did not give RERA numbers or launch dates.

Context

Branded residences – homes carrying a hotel, fashion or car brand – have spread quickly in Gurugram and Noida, following earlier examples such as Trump Towers Delhi NCR (an M3M project in Sector 65) and Signature Global’s Tonino Lamborghini project on SPR. The brand usually covers design and some services; construction and legal responsibility stay with the developer.

M3M has been expanding in Noida, buying land in Sector 72 and later winning a Sector 108 mixed-use plot for about Rs 1,840 crore in September 2026.

What it means for buyers

Rates of Rs 33,000-37,000 per sq ft are at the very top of NCR, comparable with Golf Course Road and Golf Course Extension Road luxury.
Branded homes are priced above comparable unbranded luxury nearby, and the resale market for branded homes in NCR is still small, so compare carefully.
Check what the brand actually provides and for how long – brand licence agreements can end.

What to check

RERA registration and completion date when sales open.
Maintenance and service charges linked to branding.
Delivery record of M3M’s and Smartworld’s recent projects.

Sector 111 sits at the Delhi end of the Dwarka Expressway in Gurugram, close to the expressway’s link towards Dwarka and the airport; it has become a cluster for luxury launches, including M3M Crown nearby. For the Noida project, buyers should check the plot’s allotment history with the Noida Authority once the exact site is disclosed.