Concierge service providers such as Indulge Global, RedBeryl, and Pinch are looking to cater to a wider customer base going ahead as a rising number of people look for help to take care of their everyday problems, or to fulfil their dreams and fantasies and, sometimes, whims and fancies.
Some are even helping with groceries and meal management besides helping house helps get better at what they do.
Indulge Global, which has about 1,000 high net worth individuals as clients, has rolled out a mobile app as it looks to expand its base to 10,000 members, its co-founder Karan Bhangay said. “Anybody across the world can download it and it’s a pure concierge app. I think that will actually help us move from 1,000 to 10,000 much more quickly,” he said.
“Over the last two years, we functioned like a secret society,” Bhangay said, adding that it operated mainly through WhatsApp.
Indulge Global has partnerships with luxury brands such as Hermes and Rolex.“You can get cakes and flowers delivered across the world and you will have AI track down your behaviours in no time for customised services,” he said.Advita Bihani, co-founder of Indulge Global, said services are varied and can range from getting an air ambulance for a person falling sick in Thailand to getting someone back to the hotel after a drunken night.
“Any HNI will have enough and more access within their own territory. But, when they step out, they want the same kind of access and convenience and someone who’s extremely hands on,” she said.
Nitin Mohan Srivastava, cofounder and CEO of Pinch, said his home concierge and lifestyle management company currently offers services to 100 families in Delhi-NCR and Mumbai and is aiming to launch in Bengaluru, Hyderabad and Pune this fiscal year besides expanding to 5000 families in the next five years.
“The nature of our services can vary dramatically for clients, depending on immediate requirements and a quiz they are expected to undertake,” he said. “We can also get back to you and say you may not need our services depending on the responses.”
Concierge providers come across all kinds of requests.
“A client left for New York to write a book, but also had a shopping list which we attended to before he landed. He also wanted a wine that we helped source that his luxury hotel couldn’t get,” Srivastava said.
“An advertising industry veteran asked us for Delhi’s street food that he had been craving. We get a lot of requests for recommendations on matters like home décor and can also help train house helps get better at what they do,” he added.
Manoj Adlakha, CEO and founder of luxury lifestyle management company RedBeryl, said, “We started sourcing customers in September last year and we have catered to requests ranging from sourcing and authenticating eight Birkin bags for a client to securing VIP tickets for an upcoming Bruce Springsteen concert in Wembley.”
So, how much does it cost?
The annual membership for Indulge Global is for Rs 4 lakh, while a trial membership costs Rs 1 lakh.
The by-invitation RedBeryl Red card costs Rs 6.9 lakh plus GST in the first year, with a fee of Rs 1.9 lakh plus GST every subsequent year. The RedBeryl Black card that anybody can apply for costs about Rs 2.4 lakh plus GST in year one with Rs 90,000 plus GST as fee every subsequent year. The lifestyle card members have access to 24/7 concierge services, Adlakha said.
Industry executives estimate the Indian concierge market to be around Rs 500 crore. This includes services for both individuals and companies.
Aditi Malhotra, co-founder of Luxonova Concierge said the luxury concierge business in India has seen ‘tremendous growth’ in recent years, driven by a rising demand for high-end experiences and services. “With my extensive network and my son’s keen interest in luxury, we decided to launch a luxury concierge service in Goa,” she said.
“We observed an increasing trend where people not only wanted to rent luxury villas but also desired comprehensive services such as luxury vehicles, yachts, and curated events,” she added.
Malhotra said each year, she is witnessing growing demand, reaffirming the potential and expansion of the luxury concierge sector in India.
