In recent years, India has experienced a striking transformation in its social scene, particularly among the wealthy elite. No longer solely retreating to traditional Raj-era clubs and gymkhanas — often marked by their British colonial aesthetics — the country’s rich and famous are flocking to new, modern private members' clubs that cater to a more diverse and dynamic demographic.
Historically, these older establishments were reserved for a specific set of elite members — business magnates, bureaucrats, and royal figures — who engaged in social and business networking over games of squash or leisurely lunches. However, as a new generation of entrepreneurs and creators emerges in India's vibrant tech economy, their preferences have shifted, necessitating a fresh approach to exclusive affiliations.
One prominent example of this shift is the Soho House chain, which, having successfully established itself with its Juhu Beach location in Mumbai six years ago, is set to open two more clubs in Delhi and south Mumbai. This concept — originally developed in London as a hub for creatives seeking an alternative to traditional gentlemen's establishments — has found enthusiastic acceptance in India, where it offers a blend of relaxation and networking.
According to Kelly Wardingham, Soho House’s Asia regional director, the new wealthy class seeks a communal space that values personal achievement over lineage. Unlike their predecessors, who gained membership based on family connections, new entrants can find themselves in environments rich with potential business opportunities and creativity, bridging gaps previously imposed by the old aristocracy.
Notable members, including actor Ali Fazal, exemplify this trend toward inclusivity within a traditionally closed-off domain, allowing individuals from varied backgrounds to mingle in a setting that promotes collaboration. Reema Maya, a young filmmaker, emphasizes the value of her Soho House membership, highlighting partnerships and interactions that might have otherwise eluded her due to lack of privilege.
Despite the allure of these modern clubs, the demand is high, contrasting sharply with the limited access to traditional gyms and clubs where membership waits may stretch on for years. This growing gap has sparked a wave of new entrants to the members-only market, including both independent ventures and those associated with established luxury brands like St. Regis and Four Seasons.
The surge in popularity of these modern clubs reflects broader economic changes in India since liberalization. While the luxury market blossoms and caters to the newly affluent, stark inequalities remain as most families in India struggle with basic needs. Even as the number of high-net-worth individuals continues to rise — projected to double in the coming years — the luxury lifestyle still remains largely shelved for the average citizen.
With aspiring members needing to pay annual fees that far exceed the average Indian salary, the exclusive nature of these clubs is evident. Thus, while modern members-only clubs represent a progressive shift for the elite, they also reinforce a divide that still characterizes the landscape of Indian affluence. Nonetheless, as India’s socio-economic fabric changes, these spaces are becoming vital playgrounds for the rich to rejuvenate, connect, and shape their futures.
Historically, these older establishments were reserved for a specific set of elite members — business magnates, bureaucrats, and royal figures — who engaged in social and business networking over games of squash or leisurely lunches. However, as a new generation of entrepreneurs and creators emerges in India's vibrant tech economy, their preferences have shifted, necessitating a fresh approach to exclusive affiliations.
One prominent example of this shift is the Soho House chain, which, having successfully established itself with its Juhu Beach location in Mumbai six years ago, is set to open two more clubs in Delhi and south Mumbai. This concept — originally developed in London as a hub for creatives seeking an alternative to traditional gentlemen's establishments — has found enthusiastic acceptance in India, where it offers a blend of relaxation and networking.
According to Kelly Wardingham, Soho House’s Asia regional director, the new wealthy class seeks a communal space that values personal achievement over lineage. Unlike their predecessors, who gained membership based on family connections, new entrants can find themselves in environments rich with potential business opportunities and creativity, bridging gaps previously imposed by the old aristocracy.
Notable members, including actor Ali Fazal, exemplify this trend toward inclusivity within a traditionally closed-off domain, allowing individuals from varied backgrounds to mingle in a setting that promotes collaboration. Reema Maya, a young filmmaker, emphasizes the value of her Soho House membership, highlighting partnerships and interactions that might have otherwise eluded her due to lack of privilege.
Despite the allure of these modern clubs, the demand is high, contrasting sharply with the limited access to traditional gyms and clubs where membership waits may stretch on for years. This growing gap has sparked a wave of new entrants to the members-only market, including both independent ventures and those associated with established luxury brands like St. Regis and Four Seasons.
The surge in popularity of these modern clubs reflects broader economic changes in India since liberalization. While the luxury market blossoms and caters to the newly affluent, stark inequalities remain as most families in India struggle with basic needs. Even as the number of high-net-worth individuals continues to rise — projected to double in the coming years — the luxury lifestyle still remains largely shelved for the average citizen.
With aspiring members needing to pay annual fees that far exceed the average Indian salary, the exclusive nature of these clubs is evident. Thus, while modern members-only clubs represent a progressive shift for the elite, they also reinforce a divide that still characterizes the landscape of Indian affluence. Nonetheless, as India’s socio-economic fabric changes, these spaces are becoming vital playgrounds for the rich to rejuvenate, connect, and shape their futures.
