Gurugram-based Smartworld Developers has announced its entry into Noida with the acquisition of a six-acre land parcel in Sector 98, where it plans to develop a mixed-use project featuring branded residences, high-street retail and serviced homes. The land, located along the Noida Expressway, was secured via auction for Rs 4.14 billion, and the project’s estimated sale value is expected to exceed Rs 30 billion. Ashish Jerath, President (Sales & Marketing), said the move marks a major milestone as the company strengthens its presence across the NCR. “Noida’s rapidly evolving infrastructure and growing importance as a key real estate hub offer immense potential,” he said, adding that approvals are underway and the launch is expected within a month. The total development cost — including land and construction — is projected at around Rs 20 billion, with an estimated topline of roughly Rs 30 billion. Smartworld is in advanced talks with a leading global hospitality and lifestyle brand to bring a world-class branded residence experience to Noida, with a formal announcement expected soon. Jerath noted that Noida has evolved from being perceived as Gurugram’s “poor cousin” into an emerging luxury market, driven by strong infrastructure, the upcoming Noida International Airport and rising demand from South-East and East Delhi. While Gurugram attracts migration from West, North and South Delhi, Noida sees robust organic demand from affluent business families and professionals in its feeder markets. Smartworld sees significant unmet demand for premium housing in Noida in the Rs 80–100 million bracket, where prices range from Rs 25,000 to Rs 35,000 per sq ft. The Sector 98 project is expected to launch shortly and be delivered within four years. The company also highlighted a growing trend among younger homebuyers who favour fully managed luxury apartments over standalone floors in Delhi — a shift likely to support demand for the new development. The Noida entry comes through a strategic auction-led acquisition of a 24,000-sq-metre (approximately six-acre) corner plot with mixed-use zoning along the Noida Expressway. The project is in the final approval stages. Smartworld has established a strong presence in Gurugram, particularly along Golf Course Road Extension, with projects such as Smartworld Orchard, Smartworld Gems, Smartworld The Edition, Smartworld Sky Arc and the newly launched Trump Residences Gurgaon — its first international branded collaboration, which sold out within hours. The company has also expanded along the Dwarka Expressway with Smartworld One DXP, an ultra-luxury residential project. To date, Smartworld has delivered around 6.5 million sq ft (with occupancy certificate), while 20 million sq ft remains under development. With Rs 400 billion worth of assets under management, the company plans to go public as part of its long-term growth strategy.