M3M has tied up with Elie Saab which is the same name people know from fashion,and this is the first time the brand is stepping into Indian housing. Two projects are planned, one in Gurugram and one in Noida. Together they will need an investment of around ₹3,500 crore and will bring close to 950 homes into the market which is the normal structure of this deal between them.

This new Noida project will be in Sector 98 and will be developed by Smartworld Developers, which is part of the same group. This one is bigger in numbers. Around 650 units are planned here with a total developable area of about 1.2 million square feet. Out of these, nearly 200 will be full-sized luxury apartments and about 450 will be serviced residences. The investment here is around ₹1,500 crore.

Luxury apartments in Noida are expected to start from about ₹9 crore. Their sizes will range from roughly 2,850 square feet to 3,810 square feet. The serviced residences will be smaller and will start from around ₹3 crore. This project is meant to attract both long-term buyers and people looking at managed or semi-hotel style living.

Elie Saab Jr has said that the brand entered real estate in 2019 with its first project being in Dubai. Since then it has already worked on more than 25 projects across 14 countries, including London, Vietnam, Casablanca and São Paulo. India is the next market in that expansion. For M3M, this partnership is about moving deeper into the ultra-luxury space. For Elie Saab, it is about bringing its brand into Indian residential real estate. The deal is simple. Land, money, numbers and a global name coming together.

Source: Hindustan Times