Crazy rich Indians: Luxury concierge firms are taking on several out-of-the-world requests from country's ultra-wealthy
As India's ultra-rich multiply, so do their demands — often extravagant, sometimes eccentric, almost always urgent.
Enter luxury concierge firms: Discrete operators who turn outlandish requests into seamless reality. From last-minute seats at Wimbledon to a seven-temple darshan spanning multiple states in a single day, these lifestyle fixers specialise in the improbable.
Armed with global networks and a don't-ask-how attitude, they cater to a clientele that values access over price, privacy over publicity.
For them, no request is too bizarre, no deadline too tight. Discreet, well-connected and almost impossibly efficient, they can pull strings few even knew existed. Here's a glimpse into this rarefied world where the extraordinary is simply standard service.
THOSE WHO MAKE IT HAPPEN
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VIJAYA EASTWOOD
'Luxury today isn't just about having more — it's about choosing better,' says Vijaya Eastwood, CEO of CribLife, a homegrown concierge and private family office firm that works with over 15,000 ultra-high-net-worth families — both directly and through white-labelled partnerships with India's most prestigious private wealth banks and curated, invite-only credit card platforms. Their Rs 12-lakh-plus annual memberships offer global lifestyle navigation across deeply personal and highstakes moments: From IVF journeys in London, to celebrity and world leader– led dinners, international relocations, cross-border business liaisoning and education pathways.
'What truly matters is the kind of outcome that stays with you — whether it's emotional, personal or professional. Experiences that shift something in your world. That's the real value,' she adds.
MISHTI BOSE
An emotional edge is at the heart of Quintessentially India, a new-age travel concierge. According to CEO Mishti Bose, 2025 will see a spike in private villa takeovers, wellness-led escapes, and sports-driven itineraries. 'There's a clear shift towards intentional, immersive and ultrapersonalised experiences,' she notes.
Whether it's a private island for a 50th birthday or a bespoke Wimbledon experience with VIP access, Indian UHNIs are no longer just visiting places — they are curating experiences.
MANOJ ADLAKHA
Wellness, in particular, is emerging as the new indulgence. Manoj Adlakha, founder and CEO of RedBeryl, calls it 'the ultimate aspiration'. His 700-member strong firm operates across 85 Indian cities and 25 international hubs, offering access to over 3,300 private clubs, 1,800 Michelin-starred restaurants and 15,000 luxury hotels. 'When you have already acquired the best, what you seek is clarity, longevity and balance,' he says.
Think forest immersion retreats in Kyoto, cellular regeneration in Swiss clinics, or closer home, naturopathy, yoga and healing therapies in Visakhapatnam or slow travel through Kerala's backwaters.
NITIN MOHAN SRIVASTAVA
Luxury is also turning inwards. Pinch, a concierge platform focused on home, wellness, and daily living, sees luxury in subtler forms. 'Luxury means different things to different people,' says Nitin Mohan Srivastava, founder and CEO, Pinch. 'The modern customer is craving slowness, not speed; connection, not consumption.'
Pinch has arranged everything from flamencoseason tables at Corral de la Morería to a glamping trip to reconnect a busy mother with her son.
'True luxury is the absence of microstress… when life flows without friction, when you can be present without planning — that's what people remember,' he adds.
KARAN BHANGAY
Adding to this evolving ecosystem is Indulge Global, which curates hyperpersonalised experiences across categories. 'Beyond the traditional markers of opulence, today's Indian UHNWIs and HNWIs are looking for deeper meaning, absolute discretion and highly personalised engagement,' says co-founder Karan Bhangay.
'Privacy and exclusivity are now baseline expectations — whether it's a secluded island retreat, a private preview of a collectible, or a bespoke culinary experience at home.' Bhangay notes that purpose-driven luxury is rising. 'Clients want their experiences to reflect their personal values — be it sustainability, wellness, heritage or social impact. They are seeking more than status — they want meaningful, memorable experiences tailored to their individuality and conscience.'
FOLLOW THE MONEY
The concierge economy is following the money. That means the hunger for curated experiences is no longer limited to Delhi, Mumbai or Bengaluru. Both CribLife and RedBeryl report a sharp uptick in demand from tier-2 and tier-3 cities, where families are equally global in mindset and aspiration. 'Many are buying second or third homes, not as rentals, but to create intentional roots,' says Eastwood. Adlakha points to the numbers: India's tier-2 and tier-3 markets hold $26.4 trillion in household income.'
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