Jacob & Co. and GB Realty have launched a Rs. 2,400-2,500 crore branded residences project in Mohali, with two towers set to carry Salman Khan's name, though he skipped the launch, citing unavoidable circumstances.
Jacob & Co., the global luxury watch and jewellery house, has signed on for its third residential project in India, this time in Mohali, Punjab. The brand is partnering with Punjab-based developer GB Realty on a development off Airport Road, Mohali, on a 9-acre plot GB Realty acquired for roughly Rs. 550 crore through a local authority auction. Jacob & Co.'s earlier India ventures were both in the National Capital Region, a Noida project with M3M India and a separate Gurugram development, so Mohali marks the brand's first move outside Delhi-NCR into real estate.
GB Realty is putting in Rs. 2,400-2,500 crore, with more than Rs. 1,000 crore of that already spent on the land itself. The development runs to five residential towers, two carrying Salman Khan's name and three branded Jacob & Co., a breakdown Business Today reported directly off GB Realty's own announcement. A separate NewsX report cites six towers instead, but gives no breakdown and flags the figure itself as unverified, so we're going with five. Configurations, unit pricing and possession timelines haven't been announced yet, and regulatory approvals are still pending.
Khan has been Jacob & Co.'s global brand ambassador since 2024, and his name is going on two of the towers, though nothing in the reporting so far suggests he holds an ownership or investment stake in the project itself. The launch happened on the night of Saturday, October 24, in Mohali's Aerocity, and Khan didn't show up in person. He sent a video message instead, saying, "Due to unavoidable circumstances, I could not make it tonight." Outlets including the Times of India have since tied his absence to the Lawrence Bishnoi gang's past threats against him, alongside a packed filming schedule, though neither GB Realty nor Khan has confirmed the security angle directly, so we'd treat it as reported rather than settled.
GB Realty's founder and managing director, Gurinder Bhatti, told reporters that Punjab "has always embraced a larger-than-life vision of living," framing the Jacob & Co. tie-up as a way to set "a new benchmark for luxury living in North India." The Mohali project is one piece of a much larger push: GB Realty has earmarked over Rs. 5,000 crore for North India over the next three years, building toward roughly Rs. 10,000 crore over five years, with about Rs. 3,500 crore of that aimed specifically at luxury and ultra-luxury housing.
Jacob & Co. follows a growing list of global luxury names attaching themselves to Indian housing projects, and Mohali is an interesting test case precisely because it isn't Mumbai, Delhi or Bengaluru. If a tier-2 market like the Chandigarh-Mohali-Panchkula belt can absorb a project priced this high, it tells you the appetite for branded residences has moved well past India's usual metro shortlist. If you're tracking how that trend plays out closer to home, we've been covering a similar NCR precedent with the brand's earlier M3M Jacob & Co. residences, which gives a useful read on how these tie-ups actually get priced once units go on sale.
GB Realty's own YouTube channel posted an earlier teaser on October 7, titled "The benchmark is no longer somewhere else".
This teaser speaks volumes about the scale these towers are being built on and the kind of star power a developer is willing to pull in to sell it.
A second, separate video played at the October 24 launch event itself and has since been circulating through fan accounts rather than an official channel. That one carries a Salman Khan voiceover and features him on screen, and Salman says the development as the "world's first Salman Khan residence". We'd treat that as the brand's own framing rather than an independently confirmed superlative, the kind of claim that's easy to overstate in ad copy.
Whatever the next big real estate story turns out to be, a celebrity-branded tower, a policy shift, a record-setting deal, keep an eye on our newsroom, we'll be covering the upcoming updates.
