In a landmark move for India’s luxury real estate sector, M3M India has partnered with renowned global luxury brand Jacob & Co to launch a premium branded residences project in Noida with an investment of ₹2,100 crore. This venture aims to introduce a new benchmark of ultra-luxury living, combining opulent design, world-class amenities, and high-end finishes with prime connectivity and exclusivity. With such high stakes, the project promises to blend prestige, lifestyle, and investment potential in one unique offering.
In this article, we examine all aspects of this project: what makes it special, where it stands, how it compares, what buyers should know, and why it matters for the Noida/NCR real estate market.
Table of Contents
Background & Collaboration
Who Are the Players
M3M India is a well-known real estate developer, especially in Delhi-NCR, recognized for delivering luxury residential, commercial and retail projects. Their track record includes multiple landmark projects with strong design, execution, and branding.
Jacob & Co is a luxury watch and jewelry brand known globally for craftsmanship, style, bold design, and exclusivity. The collaboration brings international luxury branding into the real estate domain in India.
What the Deal Involves
Investment Size: ₹2,100 crore has been earmarked by M3M India for this branded residences project with Jacob & Co.
Land Acquisition: The land for this project was acquired through auction by the Noida Authority.
Revenue Potential: Through this development, the expected revenue generation from this specific land parcel could be approximately ₹3,500 crore.
Timeline: Construction is expected to complete within roughly three years. Phase-wise delivery is planned.
Project Location & Connectivity
Where It Is
The project is located in Sector 97, Noida along the Noida Expressway corridor.
Land parcel size is about six acres in the most official understandings. Some marketing materials mention ~12.8 acres, possibly including broader parcel or ancillary space.
Connectivity & Surrounding Infrastructure
This project benefits from being part of a mature, rapidly growing infrastructure zone. Key points:
Access to Delhi via Noida Expressway and other arterial roads.
Proximity to Metro stations (nearby metro connectivity) and major commercial and retail hubs.
Near prestigious schools, hospitals, and entertainment amenities in Noida and neighboring areas.
Future potential advantages: upcoming Jewar International Airport and other infrastructural developments in NCR that will further enhance connectivity and value.
Project Features & Design Highlights
Types of Residences & Layouts
The residences offered will be 3-BHK, 4-BHK, and 5-BHK configurations. Some will include penthouses.
Sizes range (super/ saleable area) from about 2,500 sq ft for 3BHK homes, up to ~6,400 sq ft for the largest units.
Towers are high-rise, with ~G+34 / ~G+37 storey structures in some promotional materials.
Architecture & Interior Finish
Facades with sleek, modern design; floor-to-ceiling glass walls; expansive balconies; panoramic views.
Premium interiors: imported Italian marble flooring, designer modular kitchens, smart home automation systems. Spa-inspired bathrooms and high-end fixtures are part of the offering.
Emphasis on exclusivity: very few residences per floor (3-4 apartments per floor in many towers) to ensure privacy and seclusion.
Amenities & Lifestyle Features
The project aims to offer a range of ultra-luxury amenities and lifestyle perks. Highlights include:
Rooftop infinity pool with skyline views.
Ultra-luxury clubhouse & spa, fitness center, sports zones.
Private mini-theatre for residents. Fine dining / high-end restaurants or fine dining options within the project.
Landscaped gardens, meditation / yoga zones, well-designed green open spaces.
Concierge / personalized services, high-tier security, 24/7 surveillance.
Pricing, Investment & Phasing
Pricing Levels
Pricing starts from about ₹8 crore for 3 BHK units. For higher configurations (4 / 5 BHK), price is “on request” in many cases.
According to Economic Times, pricing for the project is expected in the range of ₹14 crore to ₹25 crore for certain units. Per square foot prices are reportedly ~ ₹35,000/sq ft for some configurations.
Phase Structure & Timeline
Phase I: Around 150 residences to be delivered.
Phase II: Approximately 100 ultra-luxury serviced residences.
Overall timeline for completion is about 3 years from start.
Return & Value Proposition
Ultra-luxury branded residences tend to command high capital appreciation, especially in high-demand corridors like Noida Expressway sector.
The prominent branding (Jacob & Co), exclusivity, finishes, and location all contribute to the premium pricing.
For high-net-worth buyers, besides usage, such projects often offer good potential for luxury rentals, and long-term capital gains due to scarcity and prestige.
Market Impact & Competitive Landscape
What This Means for Noida / NCR Real Estate
This is among the most expensive launches in Noida to date. With pricing at ₹35,000 per sq ft and high absolute values (₹14-25 crore units), it raises the bar for what luxury living costs in the area.
Such projects help position Noida as not just a mass housing locale, but a destination for premium, ultra-luxury living. This can attract more investors and high-end buyer interest.
The deal reflects growing buyer demand for branded residences — homes that offer both product (physical house) and brand value (identity, association, exclusivity).
Comparison with Other Premium Projects
There are luxury projects in NCR by developers like DLF, Lodha, Prestige, etc., but a Jacob & Co-branded residence is rare. The collaboration brings a level of global luxury brand equity.
In terms of specification (marble, imported finishes, smart home, etc.), the project appears on par with international luxury developments.
On pricing, the ₹35,000/sq ft tag and multi-crore per unit price is significantly above many “premium” but not “ultra-luxury” projects, narrowing down the potential buyers to wealthy individuals or investors.
Buyer Considerations: What to Know Before You Invest
Pros
Prestige & Brand Value: Owning a Jacob & Co branded home carries status.
High Spec & Luxury Finishes: If delivered well, interiors and finishing could match or exceed expectations for this price range.
Location & Connectivity: Proximity to Delhi, major roads, future airport, schools, hospitals etc., makes it practical as well as luxurious.
Limited Units per Floor / Exclusive Towers: More privacy, less crowding, boutique living feel.
Amenities & Lifestyle: For those who want more than just four walls, the project delivers an immersive lifestyle.
Risks / Challenges
High Cost & Premiums: Entry price is very high; not just purchase cost, but maintenance, taxes, utility costs likely will be accordingly high.
Delivery Risk: As always with large luxury projects, timeline slippages, delays, or compromises in finishing are possible. Ensuring builder credibility and following past delivery track record will be important. M3M has delivered many projects pre-2020 and others under construction.
Liquidity & Market for Ultra-Luxury: Finding buyers or renters for Multi-crore homes is slower; resale may be low turnover.
Operational & Maintenance Costs: Luxury amenities and brand services consume resources; society charges, maintenance fees could be steep.
Regulatory, RERA and Approval Status: Always check RERA registration, legal clearances, terms of payment, builder’s past record. According to sources, this project is RERA approved (UP RERA) under some refs.
Why This Project Stands Out
Here are features that differentiate this project from many others in the NCR:
First of its kind branded residences in Noida by Jacob & Co, bringing global brand identity into real estate.
Ultra-luxury scale and execution: not just in price or brand, but in specification, design, exclusivity.
High per-sq ft price and high base cost ensure its positioning in ultra-premium segment.
Exclusivity of unit count and low density per floor make for a premium living environment.
Future potential from location growth: with airport, expressways, infrastructure boosting the value.
Buyer Tips & What to Check
If considering purchase in this project, prospective buyers should:
Visit the site and inspect sample flats / showrooms to assess actual finish vs marketing claims.
Check builder’s track record, especially how previous M3M projects have delivered in terms of finish, delivery date, complaint resolution.
Understand the payment plan carefully — such high-value projects often have phased payments with large portions before possession.
Check RERA registration and all legal clearances (land title, environmental approvals etc.).
Estimate ongoing costs: society maintenance, property taxes, utility bills, amenity fees.
Resale / Rental potential: Though the market for such luxury homes exists, it’s narrower; assess how likely you are to resell or rent.
Brand licensing terms: Branded residences often involve royalty or licensing contracts; understand what Jacob & Co’s brand involvement means in terms of design, service, upkeep, etc.
Conclusion
The M3M India and Jacob & Co ₹2,100 crore branded residences project in Sector 97, Noida, is ambitious and likely to reshape what ultra-luxury living looks like in NCR. Between the high-end craftsmanship, brand value, exclusivity, and location, it offers something beyond ordinary luxury — for those who can afford it. For many premium Indian homebuyers and investors, this could be a trophy asset.
Yet, as with all high-value real estate, the value depends heavily on execution: timely delivery, quality of materials & finishes, and consistent upkeep. For buyers eyeing this project, due diligence is essential. But make no mistake: this project is already turning heads, setting new benchmarks, and likely raising expectations about what top-tier residences in Noida can offer.
FAQs
Q1: What units are available and what sizes are on offer?
A1: The project offers ultra-luxury 3-BHK, 4-BHK, and 5-BHK residences. Sizes range around 2,500 sq ft for 3-BHK homes, up to 6,400 sq ft for 5-BHK units / penthouses.
Q2: What is the starting price?
A2: Starting price for 3-BHK is approximately ₹8 crore and goes considerably higher based on area and type. For higher BHKs and premium units, pricing is “on request” or between ₹14-25 crore, depending on configuration and finish.
Q3: How long till possession / completion?
A3: The project has a timeline of around 3 years for full completion. Phase I (150 residences) and Phase II (about 100 serviced residences) are structured to deliver in stages.
Q4: Where exactly is the project located and what connectivity advantages does it have?
A4: Sector 97, Noida, along the Noida Expressway, is the location. It offers good connectivity to Delhi, nearby metro stations, schools, retail hubs, hospitals, and benefits from upcoming infrastructure like Jewar Airport.
Q5: What amenities will the project offer?
A5: Amenities include rooftop infinity pool, clubhouse & spa, fitness center, landscaped gardens, yoga/meditation zones, fine-dining / high-quality restaurants, private mini-theatre, concierge services, high security, etc.
Q6: Is this project RERA approved and what about legal clearances?
A6: Yes, according to various sources, the project is RERA approved under Uttar Pradesh RERA (e.g. Project UPRERA PRJ690055/10/2025). Buyers should verify exact RERA registration for their specific unit/tower.
Q7: Who is the target buyer for these residences?
A7: High-net-worth individuals, luxury lifestyle seekers, investors who want branded real estate, people who prioritize exclusivity, design, and prestige. Ordinary homebuyers may find it out of reach, both in cost and maintenance expectations.
Q8: Will owning such a property be worth the price in long term?
A8: If the project delivers on its promises — finish, amenities, maintenance, brand perception — it has good potential for both capital appreciation and prestige. However, high upfront cost and ongoing maintenance are significant. So it should be viewed more as a trophy home or investment in luxury rather than purely functional housing.
