There’s a wave of private clubs emerging across India in recent years. From Soho House or Jolie’s in Mumbai to BLVD in Bengaluru to Home in Delhi, these exclusive sanctuaries are redefining social interactions for India’s elite.
While some colonial-era institutions, such as the Bombay Gymkhana or the Delhi Golf Club, are catering to second and third generations of families, new modern spaces are springing up to cater to a fresh generation of wealth creators.
So, let’s delve into the evolving role of private clubs in India and their growing significance in the lives of India’s new generations of wealth creators. We’ll explore the transformation of these clubs, analyse current market trends, and uncover the unique value they offer to India’s affluent.
Let’s dive in.
The evolution of Private Clubs in India
Historical context
Imagine stepping back in time to the India of the late 19th century. The country is under British rule, and in the sweltering heat of Bombay (now Mumbai), a group of British officers decide they need a place to retreat, away from the bustle of the city. Thus, in 1875, the Bombay Gymkhana was born.
This story replicates itself across the country – the Madras Club in 1832, the Poona Club in 1880 and the Delhi Gymkhana Club in 1913. These bastions of colonial privilege were more than just social hubs; they were the very essence of power and exclusivity in British India.
Fast forward to independence in 1947. Many expected these clubs to fade into obscurity, relics of a bygone era. But, something remarkable happened – they adapted.
The Bombay Gymkhana, once a stronghold of the British elite, began admitting Indian members. The Delhi Golf Club, established in 1930, transformed from a small golf club into a prestigious institution hosting international tournaments. In a limited manner, traditional clubs and gymkhanas have managed to preserve their old-world charm while evolving with the times.
The new kids on the block: Redefining the club experience
Now, let’s fast forward to the present day. Picture this – You’re in a premium, centrally located exclusive space in Indiranagar, Bengaluru. The air is filled with the aroma of single-origin coffee and the buzz of conversations. You are accompanying an old MBA batchmate for a much-needed catch-up at the club he can’t stop raving about. While entering, you spot a standee announcing a bar takeover by Goa’s leading cocktail bar. The vibe is different!
Welcome to the world of new-age clubs.
Establishments like Soho House in Mumbai, The Quorum in Mumbai and Gurugram, BLVD in Bengaluru, and 17 Degree North in Hyderabad are rewriting the rules of what a club can be. These spaces are not just about leisure; they’re vibrant hubs of creativity, networking, and unwinding.
A club for every taste: Comparing the old and the new
Let’s break down what different types of clubs offer:
Traditional clubs
- Ambience: Old-world charm, colonial architecture
- Facilities: Traditional sports (cricket, tennis, golf), card rooms, bars
- Membership: Often hereditary or by referral, long waiting lists (sometimes decades)
- Pricing: Joining fees can range from INR 5-30 lakhs, with annual fees of INR 20,000-1 lakh
- Clientele: Established business families, senior professionals
New-age private clubs
- Ambience: Modern, design-focused spaces
- Facilities: Co-working spaces, screening rooms, innovative fitness classes
- Membership: Application-based, focus on diversity and achievement
- Pricing: Monthly memberships from INR 10,000-1 lakh, joining fees up to INR 5 lakhs
- Clientele: Entrepreneurs, working professionals, new wealth creators
The new age of Private Clubs in India
Private clubs in India are experiencing significant growth. Currently, there are more than 25 operational clubs in the country spanning a total area of approximately 1.015 million square feet, offering opulent, exclusive, and private spaces to socialise, network, and set deals.
There are around 11,220 registered members in these clubs in India, with the membership growing at a CAGR of 8.27%.
The market size for private members-only clubs is equally impressive. As of 2024, it’s estimated at INR 576 crores and is projected to reach INR 941 crores by 2027, growing at a CAGR of 17.8%.
But what is driving this surreal growth of Private Clubs in India?
This segment is being driven by both – established hospitality giants like ITC, Taj Chambers, Oberoi, and St. Regis Equus, and newer, non-hospitality operators such as Quorums, BLVD, Indus, and Jolies. These modern sanctuaries of luxury and a maximalist lifestyle are typically located in central business districts or near airports, offering convenient access to business professionals, expats, and investors.
Some new-age Private Clubs across major cities
Here are a few examples of prominent private clubs that are gaining prominence across various cities, along with their membership fees and benefits:
Why are wealth creators veering towards private clubs?
The rise of private members-only business clubs in India is being driven by a blend of exclusivity, convenience, and curated experiences. Here’s a closer look at the factors shaping this trend:
- Exclusive spaces for events and networking – These clubs provide an ideal environment for hosting intimate gatherings, formal business events and social and cultural occasions like talk shows and art galleries. This makes them a popular choice among India’s growing elite, offering members a sophisticated setting to connect with like-minded peers.
- Premium amenities for relaxation and leisure – Members can enjoy a range of top-tier amenities, including fine dining, wellness facilities, and luxury services like spas, cigar lounges, and international cuisine, making the club a haven for both business and relaxation.
Moreover, admission is typically by referral or invitation only, with criteria extending beyond financial standing to include accomplishments and vision. This adds a sense of pride and prestige for members, further enhancing the appeal of these exclusive spaces.
In essence, these clubs are evolving to cater to our multifaceted needs as wealth creators – offering a blend of business opportunities, personal growth, and lifestyle enhancement.
Beyond tradition: Emerging trends in Private Clubs
- Curated experiences:
Private clubs are increasingly focusing on creating curated experiences that resonate with a wide range of member preferences beyond traditional gatherings.
Jolie’s, for instance, hosts a mix of events – from jazz performances featuring renowned artists like Louis Banks, to mental health workshops and showcases of handwoven textiles, the club blends culture, wellness, and creativity. These tailored experiences offer members not just social engagement but also intellectual stimulation and personal growth opportunities.
Similarly, The Quorum has embraced this curated approach with a diverse calendar of events, including art collaborations, business forums, and exclusive networking opportunities. - Diversity and inclusion:
Many establishments are actively working to create inclusive environments that welcome individuals from various backgrounds.
For example, unlike traditional business-focused clubs, Soho House (More about Soho House in the next section) is designed to build a community for creative professionals in the fields of music, design, art, film, fashion, tech, media, and advertising. - Technology integration:
Private clubs are increasingly embracing technology with the integration of digital tools, such as mobile apps, transforming the way members interact with the club. These apps act as a central hub for managing reservations, making contactless payments, registering for events, and even enabling member-to-member communication, offering convenience and accessibility.
If I were to summarise my observations and conversations with ardent fans of private clubs – the networking opportunities and exclusive experiences offered by these clubs are becoming increasingly attractive to India’s growing affluent population.
Case study: How Soho House became a global business
In 1995, a 31-year-old restaurateur named Nick Jones noticed something peculiar above his French restaurant, Café Boheme, in London’s Soho district. The space was a “mess,” as Jones recalled in an interview with The New York Times, but it sparked an idea. What if he could create a home away from home for the local creative community? Jones transformed the dilapidated space into the first Soho House, a members-only club that would redefine the concept of private clubs for a new generation.
From its inception, Soho House set itself apart by catering specifically to creative professionals. “We wanted it to be creative and like-minded, and for people who were at ease with themselves,” Jones told Eater (a digital media brand that covers F&B culture) in 2017. This focus on the creative community was revolutionary at a time when most private clubs in London catered to traditional businessmen or aristocrats.
The concept resonated deeply, and Soho House quickly became the go-to spot for artists, writers, and media professionals seeking a space that felt both exclusive and creatively stimulating.
As Soho House grew, expanding to New York in 2003 and then across the globe, Jones and his team faced the challenge of maintaining the club’s unique spirit. This commitment to preserving their creative essence while scaling globally has paid off. Today, Soho House has grown to include 46 houses across cities worldwide, with a membership of nearly 260,000 people worldwide.
US retail billionaire Ron Burkle’s investment firm, Yucaipa, is the largest shareholder of Soho House. Alongside restaurateur Richard Caring and founder Nick Jones, they collectively own over 70% of the company’s shares.
Market projections and opportunities
With the rapid expansion of India’s economy, the demand for exclusive spaces like private members-only clubs is set to grow significantly. Consider these projections:
- In 2022, India was home to approximately 797,000 high-net-worth individuals (HNIs)
- By 2027, this number is projected to reach 1.65 million
- The count of ultra-HNIs is expected to surpass 19,000 during the same period
This upward trajectory presents a significant opportunity for various stakeholders:
- Club operators: To expand and enhance their offerings
- Hospitality companies: To enter or expand in this lucrative market
- Real estate developers: To create concept-driven spaces
The key will be to innovate and align these spaces with the evolving aspirations of India’s elite communities.
In summary
Private clubs in India represent more than just exclusive spaces for leisure; they are vibrant communities where connections are forged and ideas flourish. As we navigate through an era marked by rapid change and innovation, these establishments continue to adapt—embracing technology while prioritising diversity and sustainability.
For affluent Indians seeking both personal enrichment and professional networking opportunities, joining a private club can be an astute decision. The benefits extend beyond mere access; they encompass relationships that can influence both personal growth and business success.
Disclaimer: The information contained in this document is for informational purposes only.