Luxury living in India is undergoing a quiet yet decisive transformation. For decades, premium real estate largely revolved around location, scale and exclusivity. Today, however, the definition of luxury is shifting toward something far more nuanced—design identity, craftsmanship and an immersive lifestyle experience. Increasingly, homebuyers are seeking residences that mirror the sophistication of global architecture and the refinement of international design houses.
It is within this evolving landscape that branded residences have emerged as one of the most compelling trends in high-end real estate. In a candid conversation with Outlook Luxe, Pankaj Bansal, Promoter, M3M Group speaks about the pathbreaking collaboration with Smartworld Developers, and Elie Saab as an answer to the rising appeal of branded residences and how collaborations with global design houses may shape the next era of high-end living in the country.
What strategic vision brought M3M India and Smartworld Developers together for this landmark collaboration?
Pankaj Bansal: The broader vision was to introduce a new level of design-led luxury housing in NCR through the association with Elie Saab. Both M3M India and Smartworld Developers recognised that the Indian luxury housing market is evolving and buyers are increasingly drawn to developments that reflect global design standards and a strong architectural identity. With projects coming up in Gurugram and Noida, the idea was to bring the Elie Saab design language to two important luxury markets within NCR.
How does this partnership redefine the luxury residential landscape in India?
PB: Luxury housing in India is evolving rapidly. Buyers today look beyond location and size. They are paying far greater attention to design, detailing and the overall quality of the living environment. The introduction of Elie Saab branded residences in NCR reflects this evolution. Developments by M3M India in Gurugram and Smartworld Developers in Noida raises the bar for how luxury homes are conceptualised in India.
What unique strengths does each developer bring to the ELIE SAAB Signature Residences project?
PB: Both developers bring distinct strengths to their respective developments. M3M India has built a strong track record in delivering landmark luxury projects and understands the expectations of premium homebuyers in markets like Gurugram. Smartworld Developers, on the other hand, brings a contemporary approach to residential planning with a strong focus on layout efficiency, lifestyle amenities and design-led living environments.
How has ELIE SAAB’s couture design philosophy been translated into architectural and interior elements within the residences?
PB: Elie Saab is globally known for elegance, proportion and attention to detail. Those qualities have been translated into the architecture and interiors of the residences. From the entrance experience and spatial planning to the choice of finishes and materials, every element reflects a strong emphasis on design precision and craftsmanship. The goal was to create homes that carry the aesthetic identity associated with Elie Saab while delivering a refined residential environment.
In what ways will the project reflect global luxury standards while remaining rooted in Indian sensibilities?
PB: Larger living spaces, well-defined private areas and community-oriented amenities ensure that the homes feel both globally designed and intuitive.
How closely is the ELIE SAAB design team involved in the execution of the project?
PB: The Elie Saab design team has been closely involved in shaping the overall design direction of the residences. Their role goes well beyond brand association. They work with the project’s architects and design consultants to ensure that the interiors, finishes and detailing reflect the aesthetic identity associated with the brand. This ensures that the residences maintain the design standards that Elie Saab is known for globally.
What distinguishes ELIE SAAB Signature Residences from other branded luxury residences in India?
PB: What distinguishes these developments is the depth of design integration behind them. The association with Elie Saab goes beyond brand identity and extends into the architectural expression, interior detailing and overall living environment. By bringing this design language into residential developments in NCR, the projects introduce a stronger focus on aesthetics, materiality and craftsmanship than what is typically seen in conventional luxury housing.
Why is now the right time to introduce an international fashion led branded residence in India?
PB: India today has a far more globally aware luxury homebuyer. Many buyers are well travelled and familiar with branded residences in cities such as Dubai, London and Miami. At the same time, the luxury housing market in India has matured significantly, particularly in DelhiNCR. Introducing residences shaped by the design language of Elie Saab reflects this shift and aligns with the expectations of today’s premium buyers.
What kind of buyer profile are you targeting with this development?
PB: These residences are designed for buyers who value design, exclusivity and a distinctive residential environment. We are seeing interest from entrepreneurs, senior corporate leaders and global Indians who appreciate strong architecture, high-quality interiors and a well-planned living experience.
