Elie Saab, the global fashion and lifestyle brand, has entered India with branded home projects in Noida and Gurugram and expects to generate more than Rs 8,000 crore of revenue from its initial commitments, demonstrating the country’s growing appetite for luxury homes.
The exclusive brand is also in talks to open a brand showroom as well, said Elie Saab Jr., Vice Chairman and CEO of the group that has some of the world’s top celebrities as its clients.
“India’s economic growth, expanding global outlook, and evolving luxury landscape make it a highly strategic market for the continued development of the Elie Saab brand,” said the group CEO.
It has tied up locally with M3M.
The brand believes India has now developed an appetite for luxury homes, justifying commitment by the brand to this market.
“We studied a lot about the Indian market, the market taste, we discussed a lot with our partners to understand what is the essence of the market, and to be able to deliver, not exactly what the market expects, but what the market didn’t know,” the executive said.
The Gurugram project is part of a 170-acre development and will feature 300 residences, comprising 4 -bedroom homes with layouts ranging from 4,200 sq. ft. to 4,650 sq. ft.
“If we have to take the real estate market of India to the next level, we need to focus on branded residences. We have been working on this partnership for quite a long time and studied their projects in 14 countries. The project also shows the confidence of foreign brands in our country,” said Pankaj Bansal, Promoter, M3M India and Founder, Smartworld Developers.
The Gurugram project, with a total developable area of 1.3 million sq ft, will require investment of Rs 2,000 crore.
Noida, Gurugram
The Noida project will be developed by Smartworld in sector 98, Noida on a 6 acre land acquired in an auction by Noida authority.
“The development will comprise 200 3-and 4-bedroom residences ranging from 2,850 sq. ft. to 3,810 sq. ft and 480 1- to 2-bedroom apartments. The total investment in the project will be Rs 1,500 crore and revenue potential is Rs 3,600 crore,” Bansal said.
From a luxury watch maker, boutique fashion brand, Italian wine producer, and a luxury car maker, Indian property developers are increasingly forming exclusive tie-ups with luxury brands for developing branded residences as they seek to offer differentiated premium homes to discerning buyers.
Hospitality companies like Marriott, ITC, and Taj too have entered the fray, inking partnerships for such projects.
“This development strongly validates India’s evolving luxury growth story, setting new global benchmarks and opening fresh opportunities for investors seeking future-ready, brand-led residential assets. Branded residences offer enhanced credibility, curated exclusivity, and stronger long-term value, key factors increasingly preferred by HNIs, UHNWIs, and global Indians. Globally, such developments have demonstrated superior appreciation and resilience,” said Vishal Raheja, Founder & MD, InvestoXpert Advisors.
India, which has emerged as one of the world’s top ten markets for branded luxury residences, is poised for exponential growth, recording nearly 200% increase through 2031, according to real estate services provider Savills India. Notably, the Asia Pacific region has the potential to rival even North America over the next 10 to 12 years based on the extrapolated growth trajectory, despite the growing market shares of the Middle East and Africa.
Global brands looking to expand into India include Marriott’s Ritz-Carlton and St. Regis, leveraging their international dominance.
Globally, branded residences have found strong traction, with hundreds of delivered projects and many more in the pipeline. The trend is especially evident across the Asia-Pacific where several markets are expanding at a fast clip. Markets that are relatively under-developed in this segment offer substantial opportunity for ultra-luxury residential developments that emphasise lifestyle, design, and service excellence.
Source : ET
