As the nation’s new affluent class emerges, the demand for inclusive and innovative alternatives to old-school gymkhanas is rapidly transforming the elite social scene.
**India's Elite Embrace Contemporary Exclusive Clubs Over Traditional Venues**
**India's Elite Embrace Contemporary Exclusive Clubs Over Traditional Venues**
A shift in the social landscape sees India's wealthy opting for modern private members' spaces instead of colonial-era clubs.
India's elite have long enjoyed the opulence of Raj-era private clubs and gymkhanas, discreetly nestled in the poshest areas of major cities and hill stations. These establishments, steeped in colonial history, have served as exclusive retreats for the powerful and the affluent, including business moguls, politicians, and high-ranking officials. Traditionally marked by stringent dress codes and classic interiors, these clubs often define the contours of old-money privilege, offering a familiar ground for networking and leisure over golf rounds or cigar sessions.
However, with the rise of India's burgeoning economy and the influx of a new generation of wealth, the antiquated charm of such clubs appears to be increasingly out of step with contemporary societal shifts. The demand is soaring for modern, less formal private members' clubs designed for entrepreneurs and creative minds who thrive outside the constraints of legacy and tradition.
Prominent in this evolution is Soho House, an international private club chain founded in London. Its arrival in India, beginning with a successful venue at Mumbai's Juhu Beach six years ago, signifies a burgeoning trend that sees upscale memberships tailored to a more diverse clientele. "The new wealthy require different things," shares Kelly Wardingham, Soho House's Asia regional director, emphasizing the growing need for spaces that foster connection and collaboration among young entrepreneurs.
Within these modern venues, members find not only relaxation away from the city's chaos—with amenities like gym facilities, rooftop pools, and gourmet dining options—but also vital networking opportunities to enhance their career prospects. Filmmaker Reema Maya reflects on her Soho House experience, praising the access it provides to influential figures in Mumbai's film industry that may otherwise prove elusive to creatives without legacy advantage.
The transition from traditional clubs to contemporary counterparts is also driven by the limited availability of longstanding venues, which often feature extensive waiting lists. New players, including multiple entrants like Quorum, BVLD, and prestigious global hotel brands, have started to fill this gap, indicating a bustling market expanding at an impressive rate of nearly 10% annually.
However, despite the more inclusive atmosphere, access to these modern cliques is not without its constraints. Membership fees can be exorbitantly high, with Soho House's annual dues soaring to ₹320,000 (approximately $3,700), far surpassing the economic capacity of most Indians. While the focus has shifted towards meritocracy and personal achievement, the clamor for exclusive socialization spaces continues to reflect deep-seated class divides—less accessible to a majority of the Indian population.
This burgeoning class of new wealthy individuals mirrors India's broader economic story, born from post-liberalization growth that has disproportionately favored the affluent. As the number of high-net-worth individuals in India is set to double in the coming years, the market for luxurious retreat spaces targeting this elite demographic is positioned for significant expansion.
