The Rise of Modern Private Clubs in India: A Shift from Colonial Echoes to Contemporary Networking
For decades, India's elite found refuge and community within the walls of exclusive private clubs and gymkhanas, remnants of the British Raj. These institutions, often situated in prime locations within major cities, hillside retreats, and military cantonments, have long been the domain of the privileged. Access was largely restricted to those with established wealth and influence: prominent business figures, high-ranking government officials, former royalty, seasoned politicians, and senior members of the armed forces.
These "English" enclaves, characterized by their formal atmosphere, bellhops, butlers, dark wood interiors, and strict dress codes, served as hubs for India's powerful. Here, connections were forged over cigars, business deals were discussed on the squash court or golf course, and social capital was accumulated. Today, however, these spaces increasingly feel like relics, anachronisms in a nation eager to move beyond its colonial legacy.
As India's economy expands and a new generation of affluent individuals emerges, a more modern and inclusive version of the private members' club is taking shape. This evolution reflects the significant economic and demographic shifts occurring across the country. These new spaces cater to the aspirations and needs of the newly wealthy, offering a departure from the rigid traditions of the past.
The demand for these contemporary clubs is substantial, prompting international chains like Soho House to expand their presence in India. Following the success of their oceanfront club in Mumbai, plans are underway to launch new locations in Delhi and South Mumbai. Soho House is just one of many new entrants seeking to capitalize on India's booming market for exclusive social spaces.
Soho House: A Model for the Modern Indian Club
Soho House, founded in London as an alternative to traditional gentlemen's clubs, offers a refreshing concept: a more relaxed environment for creators, thinkers, and entrepreneurs. This model resonates strongly with India's flourishing tech-driven economy, which has produced a new class of wealthy individuals seeking spaces that align with their values and lifestyles.
Kelly Wardingham, Asia regional director for Soho House, emphasizes the need for young entrepreneurs to have a platform for networking and collaboration. The "new wealthy require different things" than what traditional gymkhanas offer.
Unlike the older establishments, Soho House aims to be more inclusive, with membership based on merit and potential rather than family lineage or social status. Members utilize the space as a refuge from the chaos of Mumbai, enjoying amenities such as a rooftop pool, gym, private screening rooms, and gourmet dining options. It also serves as a valuable resource for professional development, providing opportunities for mentorship, investment, skill-building, and event attendance.
Reema Maya, a young filmmaker, highlights the importance of her Soho House membership in Mumbai, a city where finding space and quiet is a constant struggle. It has provided her with access to influential figures in the film industry, connections that would have been difficult to establish otherwise.
The contrast with traditional gymkhanas is stark. In the past, the creative community was often excluded. The late Bollywood actor Feroz Khan was famously denied membership to a Mumbai gymkhana simply because of his profession. Soho House, on the other hand, proudly features Bollywood star Ali Fazal on the cover of its in-house magazine.
Addressing the Supply-Demand Mismatch
The high demand for modern clubs is also driven by the limited availability of traditional gymkhana memberships. Waiting lists at these clubs can stretch for years, failing to keep pace with the growing number of self-made business leaders, creative professionals, and corporate executives in India.
This imbalance has spurred the emergence of numerous new clubs, including independent ventures like Quorum and BVLD, as well as those backed by global hospitality brands like St Regis and Four Seasons. According to a report by Axon Developers, at least half a dozen more are expected to open in the coming years.
The market for these exclusive clubs is expanding at nearly 10% annually, with the COVID-19 pandemic serving as a catalyst as wealthy individuals sought alternatives to public spaces.
Modern Luxury and the Persistence of Exclusivity
While these new clubs represent a shift toward more progressive membership policies and support for the arts, they remain "sanctuaries of modern luxury." Admission is typically by invitation or referral, and the cost of membership is significantly higher than the average Indian's monthly income. Annual membership at Soho House, for example, costs 320,000 Indian rupees (approximately $3,700), putting it out of reach for most.
The focus has shifted from inherited privilege to personal achievement and potential. However, access to these exclusive spaces remains largely limited to a new self-made elite, highlighting the continued disparities in Indian society.
The growing popularity of these memberships reflects India's broader economic trajectory since liberalization, as the country embraced global markets and moved away from its socialist roots. While economic growth has accelerated, the benefits have disproportionately accrued to the wealthy, widening the gap between the rich and poor. This has fueled the growth of the luxury market, even as mainstream retail struggles with weak demand.
Despite these inequalities, the increasing number of affluent individuals in India presents a significant business opportunity. The country's high-net-worth population is projected to double in the coming years. While still a small fraction of India's 1.4 billion people, this demographic is large enough to sustain the growth of new playgrounds for the wealthy, where they can unwind, network, and enjoy a life of luxury.
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