M3M India is among the real estate developers driving the demand for branded residences in the country. They recently tied up with luxury watch brand Jacob and Co. to build branded residences in Noida. Aishwarya Bansal, co-founder of Smartworld Developers and promoter at M3M India, shares insights into how what was once considered a niche segment has become a recognised category in high-end real estate today.
Robb Report India (RR): What has driven the shift towards design-led, lifestyle-driven developments?
Aishwarya Bansal(AB): Growing economic confidence, heightened global exposure, and an evolved understanding of what a home should represent. Buyers are seeking world-class architecture, hospitality-inspired amenities, and environments that reflect their identity. The pace of urban life has increased the desire for holistic, wellplanned spaces that offer wellness, privacy, and a strong sense of community. The growing demand for luxury reflects a mature, confident India that sees premium living as the benchmark of success.
RR: What defines M3M’s luxury design identity?
AB: Our design philosophy has evolved to a point where luxury is an intrinsic standard. It begins with purposedriven architecture: open, wellbalanced and naturally lit layouts that prioritise how a space makes one feel the moment one enters. We take the best of international design and shape it around how Indian families live. This includes layouts that allow for balanced energy flow, comfortable spatial planning, and thoughtful building orientation to maximise natural light and ventilation. Multigenerational living continues to be important [in India], so our homes often incorporate flexible spaces, private corners for work or study, and generous common areas. Materials, shading, landscaping, and circulation are all adapted to Indian climate conditions and lifestyle patterns. Luxury should make life easier and more enjoyable. That is why we invest in grand arrival experiences, thoughtfully designed landscapes, and amenities that support modern routines.
RR: How have branded residences evolved in India?
AB: Branded residences have become one of the strongest drivers of luxury real estate in India. Buyers are actively seeking experiences that go beyond traditional notions of luxury. Branded residences will offer deeper emotional and lifestyle value—spaces that reflect identity, taste, and global exposure, while addressing evolving expectations of convenience, personalisation, and prestige.
RR: What do you think defines a worldclass luxury home?
AB: A truly world-class home is one where every detail works together to create ease, pride, and emotional connection. For me, it starts with purposeful design—the architecture, flow of spaces, quality of light, and how each room functions in everyday life. The lifestyle surrounding the home elevates it: the arrival experience, landscaping, hotelstyle amenities, service quality, recreational spaces, and a genuine sense of community and well-being.
RR: What values will reshape luxury living in India in the next decade?
AB: Well-being will be paramount, followed by integrated communities that balance privacy with meaningful social interaction. Sustainability will also be a core expectation. Energy efficiency, responsible design, and environmentally sensitive planning will shape choices for the next generation. Above all, the value of experience over possessions will redefine luxury.
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