GB Realty has announced a ₹2,500 crore luxury housing project in Mohali, Punjab, partnering with Jacob & Co. and using Salman Khan’s name for branding. This is part of a larger ₹5,000 crore investment strategy planned over the next three years. The move marks a shift toward branded, ultra-luxury residential developments in North India.
GB Realty has unveiled plans for a major luxury residential project on Airport Road in Mohali, Punjab. The project is estimated to cost approximately ₹2,500 crore. According to company information, the nine-acre development will feature five residential towers. A significant portion of this investment, exceeding ₹1,000 crore, has been allocated for land acquisition, indicating a long-term commitment to the Chandigarh-Mohali-Panchkula property market.
This project introduces the concept of branded residences to the region. By partnering with the luxury watch and jewellery brand Jacob & Co., and using the 'Salman Khan Residences' name for two of the towers, the developer aims to attract buyers in the ultra-luxury segment. This marketing strategy is designed to help the project stand out in an increasingly crowded North Indian real estate market, where developers are moving toward higher-value products to differentiate their offerings.
The Mohali project is part of a larger roadmap for the company. Led by founder Gurinder Bhatti, the developer has announced plans to invest over ₹5,000 crore across various real estate segments in the next three years. The company has also set a long-term goal to expand its investment footprint to ₹10,000 crore over a five-year horizon. Within this expansion plan, about ₹3,500 crore has been specifically earmarked for the luxury and ultra-luxury residential categories, showing a strategic focus on premium, higher-margin properties.
For the broader real estate sector, this move reflects a growing trend where developers use celebrity branding and global luxury partnerships to drive interest in high-end projects. However, investors and industry observers note that the success of such large-scale luxury projects depends heavily on execution. Developing and delivering ultra-luxury homes requires consistent quality and timely completion to maintain the premium brand value. Additionally, demand for ultra-luxury residential units can be sensitive to overall economic conditions and interest rate changes, which may impact buyer sentiment in the premium segment.
Going forward, the key factor to monitor will be the pace of project construction and the actual market demand for these high-end residential units. As the company scales its operations to reach its investment targets, the ability to manage cash flow and maintain construction quality will remain important for the long-term viability of these capital-intensive projects.