The Private Watering Holes of India’s New Elite 

The staff had lined the Verandah Lounge with incense coils to keep September’s mosquitos at bay. I was gulping down gin, tonic and fistfuls of sea breeze, sitting across from a friend, and longtime member of the Royal Bombay Yacht Club.  

Earlier that evening, in the dimly lit Dolphin bar, time had stalled decades ago. Old men sunk deep into restored leather; nursing glasses of whisky topped up by the half hour. Conversations played on in loops—golf handicaps, real estate deals, the rapid decline of ‘class’ and ‘standards.’

Outside on the veranda, my friend gestured at a group of children creating a racket in the grass. “It’s such a small world here,” she’d mused, “Too small for my liking.” Parents meet here to drink and chat, while their children play together; those same children grow up, marry each other, and bring their own children back to do the same. For many members, there didn’t seem to be a life beyond this one. There was no need to step out, and outsiders were seldom allowed to step in. In the rare case that they were considered, they’d better get cosy in a coveted spot on the waitlist for a decade or two.

Like many other private clubs across the country, be it Tollygunge or Delhi Golf Club, the Yacht Club had been built during the colonial era, its UNESCO-award winning structure designed by John Adams. It was an enclave of exclusivity and, in all likelihood, racism, that had once cautiously allowed Indians to enter. Even still, as Independence came and went, it remained insular and self-sustaining, where membership was an inherited privilege, passed down like a family heirloom. 

But outside of the high walls of the club and its contemporaries, India was changing, and with it, a new generation of wealth was rising. Entrepreneurs, start-up founders, and creative professionals became a globally connected bunch, with money to spare yet unwelcome in these archaic bastions of old money. 

Members Only; No Heirs Required

This shift has not gone unnoticed by club operators, hospitality companies, and real estate developers, all of whom have identified a lucrative market in catering to India’s rising wealth creators. According to Axon Developers, currently, there are more than 25 operational private clubs across the country, spanning approximately 1.015 million square feet. Membership has been steadily growing, with around 11,220 registered members and a CAGR of 8.27%.

The financial scale of this sector is equally impressive. As of 2024, the market size for private members-only clubs is estimated at INR 576 crores, projected to reach INR 941 crores by 2027. These modern sanctuaries of luxury are strategically positioned in central business districts or near airports, for convenient proximity to business professionals, expats, and investors. 

The timing of course, is fortuitous. In 2022, India was home to approximately 7,97,000 high-net-worth individuals (HNIs). By 2027, this number is projected to reach 1.65 million, with the UHNI segment surpassing 19,000.  

It has been in response to this growing class of “nouveau riche”, possibly scoffed upon by the folks at the Yacht Club, that this new wave of private membership clubs has begun to emerge. Across India’s major cities, spaces like Soho House in Mumbai, The Quorum in Delhi, and BLVD Club in Bangalore are retiring old rules of belonging. 

These are not the hushed, wood-panelled institutions of the past—playgrounds for retired bureaucrats or industrial families. Instead, they are modern, design-forward, and deliberately curated for a new kind of member—one who values networking, recreation, and a sense of community, evolving with the changing face of India’s wealth and influence. 

A Peek Inside India’s Modern Clubs 

Business and leisure have historically been the twin pillars of private membership clubs. With regards to the former, Delhi and Bombay Gymkhana may have quietly played host to countless hands shaking over deals, but such advantages were rarely acknowledged outright. In India’s new breed of clubs, however, business is not an unspoken perk but a key component of the pitch. The justification for a hefty annual fee lies in the promise of being surrounded by the right people at the right time. 

A budding screenwriter crossing paths with a veteran producer by the pool, a start-up founder finding an investor over cocktails—such serendipity is no longer left to chance; it’s built into the business model. And, as remote working has remained popular post-pandemic, these clubs have adapted, presenting an alternative to working from home. BLVD Club by Embassy Leisure & Entertainment Projects, for instance, offers lounges, event spaces, and conference rooms designed for productivity and other less glamorous aspects of daily professional life. 

And, for all their business potential, these clubs are equally devoted to members’ R&R and with dining options aplenty. The Mumbai outpost of Soho House opened its doors in 2018, with 38 bedrooms, a gym, a rooftop pool, and a 32-seat screening room, making it as much a hub for downtime as for deal-making. In Delhi, the D’MONDE Members Club takes another approach with a strong focus on wellness, providing access to a fitness centre infused with oxygen-enriched air and cutting-edge treatments like cryotherapy. In the same vein, BLVD Club caters to a growing appetite for holistic well-being with an in-house gym, spa, and salon. 

Beyond spas and meeting rooms, however, these clubs offer something less tangible but arguably more valuable: a third space. These relaxed, homey places, growing rarer by the minute, allow people to gather without a quid-pro-quo agenda and feel some semblance of community in increasingly divisive urban metros. “I didn’t even get my membership for professional growth,” says Stuti Rai, a filmmaker who became a Soho House member in 2024. “I mostly like to attend the events and gatherings they host which are really fun!” 

 

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Besides, Soho House, Jolie’s in Mumbai is a wonderful example: distinguished by its emphasis on arts and culture, it stretches far beyond the standard club fare, spanning everything from live jazz to workshops and fine art showcases. Unlike the transactional nature of traditional networking, the social fabric here is looser, built on shared interests rather than formal introductions.  

Walking the Tightrope Between Inclusivity and Invite-Only  

As these newer clubs set out to rewrite the private member experience, they also walk a fine line—ensuring exclusivity without reverting to the rigid elitism of the past. Some spots are learning that a velvet rope works best when it’s selectively lifted.  

Although Soho House Mumbai, for instance, does come with an exorbitant price tag and stringent screening process, the club actively brings in fresh creative talent through mentorships—pairing young people from underrepresented backgrounds with established members who can open doors.

But colonial-era gatekeeping is a tough act to follow so despite being less ‘clique-y’, many haven’t thrown the gates wide open either. At Jolie’s in Mumbai, membership is by invitation, referral, or committee approval—an approach designed to keep things intimate. D’MONDE takes a similar route, operating on an invite-only basis, making its presence known in Delhi’s most well-heeled neighbourhoods.

BLVD Club, on the other hand, doesn’t keep things quite so airtight. “While legacy-based clubs often prioritise long-standing memberships, [we] welcome a dynamic mix of members to foster a more diverse and contemporary community,” says Siddharth Mankani, Managing Director of Embassy Leisure & Entertainment Projects LLP. Barring its premium pricing, the club’s ethos makes an earnest attempt at inclusion regardless of cultural or social capital. For good measure, though full membership comes with its own set of privileges, non-members can also still drop by for a meal, a spa session, or an event. “It’s less about shutting people out and more about creating a space that feels aspirational,” Mankani continues.  

Are Memberships Enough to Stay Profitable? 

Membership fees might be the foundation of a club’s income, but they certainly aren’t running solely on annual dues. To keep the lights on—and the experience dynamic—they’ve built additional revenue streams that align with their brand, simultaneously ensuring members feel like they’re getting more than just material amenities. 

One of the most significant revenue streams for private clubs is renting out their space for events though access isn’t up for sale to the highest bidder. Just as membership is carefully curated, so are the brands and experiences that are allowed through the doors. D’MONDE, for instance, doesn’t host just any pop-up or launch; it selects partnerships to align with its members’ tastes as well as the brand of the club. “Each offering is designed not merely as an ancillary revenue stream but as an integral part of the member experience,” says Meraj Khan, Chairman at Gravity Global, the group responsible for D’MONDE Members Club. 

These events can range right from a fine-dining showcase, to an exclusive art exhibit, or a high-profile fashion preview. The result is a mutually beneficial setup: brands and event organisers gain exposure to an audience that’s already primed to appreciate what they offer, and members don’t have to sift through endless event listings, hoping for a decent night out. They know that whatever’s on the club’s calendar is designed to be worth their time. 

Technology has made this curation more seamless. My mother, a recent member of Soho House Mumbai, looking for something to do one weekend, checked the club’s app and found a blues band’s performance scheduled on the 8th floor that evening. Instead of sifting through public event listings, debating over quality, she simply booked a spot on her phone, knowing the experience would meet her standards. Digital tools like these have done away with all the guesswork, ensuring that every visit—whether planned or spontaneous—feels worthwhile. It’s also this kind of effortless discovery that makes a membership card feel like a lifestyle rather than just a ticket to enter.

And, by hosting events, occasionally open to the public, modern private clubs also play the long game, by drawing in younger audiences before they become full-fledged members. Pop-ups, cultural events, and collaborations serve as an introduction, offering a glimpse into the community and its benefits. A well-executed Pride Month event or an emerging designer showcase can be a sure shot way to get potential future members through the door. A 25-year-old might attend a club’s event as a guest today, but as they climb the career ladder and their disposable income grows, they’ll aspire to belong in a more permanent way. The most effective marketing for these spaces isn’t an ad campaign; it’s making people want to return. 

The Next Gen

As private clubs multiply into tomorrow’s years, they’ll likely become even more niche and specialised. The broad-strokes appeal of creative networking or wellness retreats could give way to hyper-focused spaces where a club is no longer just about who’s in but why they’re there.

At the same time, pricing structures may shift to bring younger members into the fold. Instead of a single, towering initiation fee, expect tiered models with scaled rates for those early in their careers—an investment in keeping the ecosystem fresh without diluting its exclusivity.

Beyond India’s borders, a more global footprint seems inevitable. Strategic alliances with overseas clubs will turn these memberships into passports of their own, linking members to a global network of luxe experiences and sister spaces in New York, London, or Dubai. The point isn’t just to belong to one club, but to tap into a network that extends far beyond a single city. The tone for this has already been set with many clubs extending far beyond their physical location.   

Soho House famously lays out a collection of outposts for members to visit when on trips to other countries. D’MONDE partners with Galeries Lafayette, ONDA, and REDBERYL™ for privileges of all kinds in bespoke shopping, private clubs worldwide, and high-profile events and travel experiences. The Quorum follows a similar model, forging international ties that grant its members entrée to 70 private clubs across the world, including St. James in Paris, The Groucho in London, and Core in New York. 

The future looks tempting for the nouveau riche bitterly regarded by India’s heritage clubs. For now though, it seems modern India’s most nascent batch of wealthy have found a decent spot to hang their silver spoons.