Birla Niyaara Sets the Stage for Mumbai’s Most Luxurious Address

Birla Niyaara Sets the Stage for Mumbai’s Most Luxurious Address

-Starlight shimmered bright as luminaries from ‘The Bollywood Wives’ graced the occasion

Birla Estates Pvt. Limited, the real estate arm of the Aditya Birla Group housed under Century Textiles and Industries Limited, continues to redefine luxury living with the launch of a show apartment in Silas, the New Signature Tower, at Birla Niyaara in Worli, South Mumbai. The grand unveiling of its show apartment, symbolizing the epitome of uber luxury, took place amidst a spectacular event that captivated audiences. The live performance was an aerial act, an inspiration from a construction site structure, and an ode to elevated living at the new iconic landmark in the Mumbai skyline. Suspended performers on a scaffolding, wove a mesmerizing narrative that brought Mumbai’s rich heritage and vibrant spirit to life.

To bring the tower’s grandeur to life, Birla Estates collaborated with specialised partners from the UK and USA to create a first-of-kind 180-degree curved LED panel immersive customer experience. The stunning campaign was executed using AI and CGI technology.

Mr. K.T. Jithendran, MD & CEO at Birla Estates, expressed his enthusiasm, stating, “At Birla Estates, we believe in crafting experiences that enrich your quality of life. This one-of-a kind performance is a testament to what we offer our homeowners. Our new signature tower, Silas at Birla Niyaara, will stand as an iconic landmark to the city’s skyline, setting a new benchmark for sophistication and style. As we unveil the show apartment today, we invite homebuyers to embrace a lifestyle where elegance meets purpose. Silas epitomizes the essence of uber-luxury living at Birla Niyaara. Each residence within the new signature tower promises an unparalleled sense of grandeur, elevating the luxury appeal to new heights.”

The launch event attended by Neelam Kothari Soni, Maheep Kapoor, Seema Sajdeh, Bhavana Pandey, and Orry among others, was nothing short of extraordinary, as the live performers mesmerized the guests with an awe-inspiring display. At this first-of-its-kind performance on site, attendees were enthralled as the narrative unfolded, celebrating the essence of this iconic location.

Silas, the New Signature Tower, at Birla Niyaara, is meticulously crafted to capture the beauty of its surroundings, offering residents majestic views that enhance their living experience. Spread across 14 acres, Birla Niyaara is set to be one of the largest integrated developments in Mumbai’s most sought-after location, Worli. The project delivers LifeDesigned® homes with best-in-class services, futuristic amenities, and world-class design, embodying the prestigious legacy of the Aditya Birla Group.

For more information about Silas, the New Signature Tower, and Birla Niyaara, please visit

About Birla Estates:

Birla Estates Private Limited, a 100 per cent wholly owned subsidiary of Century Textiles and Industries Limited is the real estate venture of the Aditya Birla Group. In a short span of time Birla Estates has established itself as a brand of choice in the real estate industry. Birla Estates develops premium residential housing in key markets. The company is developing land parcels both through outright purchases as well as asset light Joint Ventures apart from developing its own land parcels. In the long term, the company is focused on developing world class residential, commercial and mixed use properties and aims to be amongst the top real estate companies in India. The company’s focus is on differentiating through sustainability, execution excellence, customer centricity and thoughtful design.

The company is headquartered at Mumbai and currently has regional offices in NCR Bengaluru and Pune and also has a well- established commercial portfolio with 2 grade-A commercial buildings located in Worli, Mumbai with ~6 lakh square feet of leasable area.


-By Sunder M


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