Inside India’s booming concierge culture, planning is passé and indulgence arrives before you ask
On February 13, a client rang up Indulge Concierge, with an outlandish request—he wanted to get married the next day in Delhi. No venue, no outfits, no plan.
“Despite being in another state, we arranged everything—décor, invites, clothes, catering. The whole shebang,” recalls Simran Khandelwal, marketing head at the company.
For India’s ultra-rich, this isn’t unusual. From Coldplay tickets in Bangkok to sourcing oat milk from Vietnam, concierge services exist to make the extraordinary routine. The promise? Your wish, no wait.
Concierge 2.0: Indulgence Without the Commitment
The new breed of services is not just about catering to the private jetters. It also speaks to those who do not want a full-time staff—but want a full-time service, says Rishi Khiani, CEO of Kaam.com and Byde, Mumbai.
“The idea isn’t to serve billionaires—it’s to make someone feel like one, even just for a day,” he says.
And that ranges from a stylist for the night to a private bartender or chauffeur on demand, catering to India’s upper-middle class—those who crave luxury without long-term ties. It’s polished, punctual, and just a tap away.
“Think genie, not butler,” says Karan Khetarpal, a Mumbai-based CEO who has been availing of concierge services. For him, a good concierge isn’t just about luxe holidays and concert tickets – though he’s scored Coldplay in Bangkok and Maldives getaways. But services that show up for daily life: an on-demand driver after a night out, a home chef for a dinner party, or a nurse for ageing parents. Karan describes the shift from something that’s ‘nice-to-have’ to a ‘must-have’ convenience.
What’s driving the concierge market?
Once a niche hotel offering, concierge services today are full-scale lifestyle management solutions for high-net-worth individuals (HNWIs) and ultra-HNWIs.
“COVID didn’t invent this industry; it just accelerated it,” says Mishti Bose, CEO of Quintessentially India based out of Gurugram. Her clients include legacy families and first-generation tycoons, with annual memberships ranging from `15 lakh to `30 lakh. And it’s not about money alone. “You need the lifestyle to match,” Bose adds.
The booming market
“The understanding of the word ‘concierge’ itself has grown tremendously,” says Simran Khandelwal, especially after reality shows started highlighting them.
There are more than 17 concierge services operational in India right now, some with a global footprint. Based mostly out of NCR, Mumbai, Bengaluru and Hyderabad they cater to a growing clientele that is looking for one-one-step solutions to their everyday needs, at all hours.
Companies such as One Concierge and Black Tie Service, cater to premium clients with bespoke services while Les Concierges India offers a range of services under their umbrella.
PURE Entertainment group offers customised entertainment experiences whereas Avaza focuses on healthcare and personal services. Pinch & YourManinIndia cater to everyday needs.
AI optimises, but can’t anticipate cravings (yet)
Personalised services require that personal touch. AI has streamlined operations: sorting requests, sending reminders, tracking deliveries. But it still misses nuance. A Radhasoami guest dining in Paris might need a completely alcohol-free meal, even in the wine reduction sauce. That’s where human teams step in. “Tech can tell us what, but not always why,” say stakeholders. Cultural awareness, emotional intelligence, and old-school vendor networks remain irreplaceable.
On February 13, a client rang up Indulge Concierge, with an outlandish request—he wanted to get married the next day in Delhi. No venue, no outfits, no plan.
“Despite being in another state, we arranged everything—décor, invites, clothes, catering. The whole shebang,” recalls Simran Khandelwal, marketing head at the company.
For India’s ultra-rich, this isn’t unusual. From Coldplay tickets in Bangkok to sourcing oat milk from Vietnam, concierge services exist to make the extraordinary routine. The promise? Your wish, no wait.
Concierge 2.0: Indulgence Without the Commitment
The new breed of services is not just about catering to the private jetters. It also speaks to those who do not want a full-time staff—but want a full-time service, says Rishi Khiani, CEO of Kaam.com and Byde, Mumbai.
“The idea isn’t to serve billionaires—it’s to make someone feel like one, even just for a day,” he says.
And that ranges from a stylist for the night to a private bartender or chauffeur on demand, catering to India’s upper-middle class—those who crave luxury without long-term ties. It’s polished, punctual, and just a tap away.
“Think genie, not butler,” says Karan Khetarpal, a Mumbai-based CEO who has been availing of concierge services. For him, a good concierge isn’t just about luxe holidays and concert tickets – though he’s scored Coldplay in Bangkok and Maldives getaways. But services that show up for daily life: an on-demand driver after a night out, a home chef for a dinner party, or a nurse for ageing parents. Karan describes the shift from something that’s ‘nice-to-have’ to a ‘must-have’ convenience.
What’s driving the concierge market?
- Rising HNWI numbers
- Demand for ultra-personalisation
- Time over money mindset
- App-enabled access to premium services
Once a niche hotel offering, concierge services today are full-scale lifestyle management solutions for high-net-worth individuals (HNWIs) and ultra-HNWIs.
“COVID didn’t invent this industry; it just accelerated it,” says Mishti Bose, CEO of Quintessentially India based out of Gurugram. Her clients include legacy families and first-generation tycoons, with annual memberships ranging from `15 lakh to `30 lakh. And it’s not about money alone. “You need the lifestyle to match,” Bose adds.
The booming market
“The understanding of the word ‘concierge’ itself has grown tremendously,” says Simran Khandelwal, especially after reality shows started highlighting them.
There are more than 17 concierge services operational in India right now, some with a global footprint. Based mostly out of NCR, Mumbai, Bengaluru and Hyderabad they cater to a growing clientele that is looking for one-one-step solutions to their everyday needs, at all hours.
Companies such as One Concierge and Black Tie Service, cater to premium clients with bespoke services while Les Concierges India offers a range of services under their umbrella.
PURE Entertainment group offers customised entertainment experiences whereas Avaza focuses on healthcare and personal services. Pinch & YourManinIndia cater to everyday needs.
AI optimises, but can’t anticipate cravings (yet)
Personalised services require that personal touch. AI has streamlined operations: sorting requests, sending reminders, tracking deliveries. But it still misses nuance. A Radhasoami guest dining in Paris might need a completely alcohol-free meal, even in the wine reduction sauce. That’s where human teams step in. “Tech can tell us what, but not always why,” say stakeholders. Cultural awareness, emotional intelligence, and old-school vendor networks remain irreplaceable.
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