When a real estate giant and a luxury watchmaker come together, it seems like a vision too bold to be true. But M3M, one of India’s leading real estate developers, turned their vision to build ultraluxury residences in Noida into reality through a collaboration with Jacob & Co., the globally celebrated luxury watch and jewellery brand founded by Jacob Arabo. At the heart of this one-of-a-kind partnership is Aishwarya Bansal, promoter of M3M India, co-founder of Smartworld Developers, trustee of M3M Foundation, and board member of Kult.
Bansal chats with Robb Report India about this partnership and her idea of luxury.
RR: How did the collaboration between M3M and Jacob & Co. come about?
AB: partnerships are born out of strategy; others out of a shared vision. The M3M x Jacob & Co. collaboration is the latter. My husband Pankaj’s (promoter of M3M India, founder of Smartworld Developers) vision for M3M has always gone beyond building structures. It’s about creating icons that redefine aspiration. When the idea of joining hands with Jacob & Co. emerged, it felt right. Both brands celebrate imagination, precision, and the art of storytelling—values that transcend industries. This partnership unites the spirit of Indian ambition with luxe artistry.
RR: How does Jacob & Co.’s luxury DNA resonate with your vision at M3M?
AB: Jacob & Co.’s bold creativity has always fascinated me— transforming the functional into the extraordinary. At M3M, we share a similar design ideology. Our collective leadership has shaped a culture where design is not decorative, it’s defining. Both brands believe in pushing boundaries—in seeing beauty not as an accessory, but as a way of life. Together, we’re crafting spaces that don’t just house dreams, but embody them.
RR: There is a sharp rise in luxury residences in India. What is driving this surge, according to you?
AB: India is at a thrilling crossroad of cultural confidence and global sophistication. A new generation of buyers are emerging: welltravelled, design-conscious, and proudly Indian. They seek luxury to express. India isn’t aspiring to global luxury anymore; it’s shaping its own definition of it. The rise of luxury residences reflects that shift—it’s the evolution of self-assurance.
RR: How has the meaning of luxury changed for Indian buyers in the last decade?
AB: A decade ago, luxury was largely about grandeur. Today, it’s about meaning and mindfulness. People are investing in homes that mirror their lifestyles and values—spaces that breathe, and feel intimate and personal. To me, the new luxury is emotion-driven. True luxury today lies in the intent behind every design choice.
RR: What are some big consumer trends shaping the Indian real estate market?
AB: The biggest trend, without a doubt, is the rise of “curated living.” Homebuyers are looking for spaces that integrate art, wellness, and technology seamlessly. Sustainability, privacy, and brand collaborations are essential. And as India’s global exposure grows, so does the appetite for residences that tell a story—of heritage, craftsmanship, and innovation.
RR: What are some milestones you hope to achieve through M3M?
AB: hope M3M continues to shape spaces that inspire, hold memories, and speak of Indian creativity combined with global sophistication. Pankaj’s vision has been to create structures that define the skyline and the sentiment of modern India. My dream is to ensure that each one carries warmth, art, and emotion at its core, because true luxury, I believe, begins with heart. m3mindia.com
Quick Questions
RR: Your definition of a luxury home?
AB: A luxury home is a space that feels like an emotion: balanced, intentional, and powerful.
RR: What does luxury mean to you?
AB: Serenity. The assurance that every detail has been crafted with thought, not haste.
RR: Three favourite luxe elements in your home?
AB: Filtered sunlight, artworks that tell stories, and handcrafted furniture that feels personal.
RR: Three hot trends in the luxury real estate market?
AB: Branded residences, wellnessled design, and technology that enhances the living experience.
RR: Your favourite shopping stop?
AB: The ateliers of Paris.
RR: Favourite holiday destination?
AB: Lake Como. It is elegant, serene, and endlessly inspiring.
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