How This Ex-American Express CEO Wants To Change The Luxury Concierge Paradigm In India

Imagine receiving an exclusive invite to St James’ London, D’MONDE or Sentosa Golf Club. What about getting your hands on a limited-edition watch from Patek Philippe or Audemars Piguet even before it hits the market. What would be your expression if you got a last-minute reservation at a Michelin-starred restaurant booked out for months? Envisage a seamless VIP airport experience where security lines simply don’t exist for you. Sounds like a dream, right? 

Now, that’s what luxury concierge is all about. Whether it’s fine dining, elite sports access, immersive travel, or securing once-in-a-lifetime experiences, these services, especially designed for high & ultra-high-net-worth individuals, at their best exemplify what it means to live in the lap of luxury. 

The world of luxury concierge is rapidly growing in India, with many reports estimating its current market at approximately INR 500 Cr. Raising the bar in this realm where dreams transcend into reality are names like Indulge Global and Pinch. These brands are redefining luxury by offering highly personalised, 24X7 concierge services.  

Hell-bent on cutting above the rest is RedBeryl. Founded in 2023 by Manoj Adlakha, a former executive at American Express, the lifestyle startup aims to redefine luxury concierge services in India by offering highly personalised, 24/7 lifestyle management tailored to the unique needs of its members.

Currently, the company operates in 14 premium segments, including fine dining, sports, entertainment, travel, elite mobility, and more. 

Through its ultra-exclusive range of experiences, the brand aims to even cater to its consumers’ rarest of the rare aspiration. To make its services more accessible, the brand has forged alliances across 85 Indian cities and 25 international destinations. It also promises a seamless access to VIP airport assistance, elite mobility services, and exclusive club memberships. 

Its membership is available by invitation only and requires a one-time joining fee of nearly INR 5 Lakh. This allows members access to over 15,000 luxury hotels, premium events, and exclusive priority services in travel and hospitality.

The Making Of RedBeryl

Redberyl is the brainchild of Adlakha’s vision to create a platform that redefined luxury and exclusivity for India’s elite. A former executive at American Express, Adlakha brings over three decades of experience in the banking and finance industry. 

Having held top roles at American Express, Visa, and Yes Bank, Adlakha deeply understood the evolving needs of high-net-worth individuals and the gap in high-touch membership services. 

His deep understanding of the fancies of high and ultra-high-net-worth individuals showed him several gaps in the luxury market in the country. One of the major ones was that no single platform offered a comprehensive suite of premium services under one roof. “While such services existed, they were fragmented, with no provider integrating them seamlessly,” the founder said.

Observing a huge whitespace, he decided to integrate various offerings such as concierge services, travel, shopping, financial products, and lifestyle benefits into a single platform. He envisioned a full-fledged lifestyle platform. 

As the CEO of Amex India, who launched several premium credit cards during his tenure, he has always been well-versed with the extent of an aspirational luxury customer. 

His work on the Centurion Card (Amex Black Card) taught him that strong alliances and partnerships were key to enhancing the value proposition of the product he had in mind. Therefore, he embarked on the quest to join hands with the right partners.

After months of research and forging alliances, the founder launched Redberyl in 2023 as a platform where high-net-worth individuals could access premium services, including invitations to events at St James’ London, D’monde, Sentosa Golf Club, Willingdon Sports Club, and Emirates Golf Club. Adlakha also worked on getting an early access to limited-edition watches from brands like Patek Philippe, Jacob & Co, and Audemars Piguet.

The startup also enjoys a strong association with luxury hotel chains like Oberoi and Leela. Besides, the company cherishes its partnership with Kirchhofer, known for housing the world’s largest selection of Swiss watch brands. Recently, it has partnered with D’MONDE Members Club, an elite network offering luxury privileges. 

Redberyl’s One-Stop Shop For All Things Luxury 

What sets RedBeryl apart is its all-in-one approach to luxury lifestyle management. Unlike traditional concierge services that focus on specific requests — like booking a table at an exclusive restaurant or arranging wine delivery — RedBeryl is built to be a comprehensive lifestyle partner. As per the founder, as long as a request is legal and ethical, the startup will do everything in its might to manage it.

Besides, the brand aspires to be more than just a service provider, it seeks to transform experiences into lifelong memories. For instance, its flagship DreamWeaver concept goes beyond luxury. Under this, the company claims to have recently curated an exclusive VIP offering for cricket enthusiasts by offering premium seats to its members right behind the bowler’s arm, ensuring the best view of the action.  

“We also help our members get access to VIP lounges to network with high-profile guests and personalised transportation, including private car service to and from the venue,” the founder said. 

From round-the-clock concierge support to VIP airport assistance, mobility solutions, access to elite clubs, fine dining, and major events, RedBeryl offers a full spectrum of premium services.

What further sets it apart is that it combines the best features and perks of premium credit cards while giving customers the flexibility to access a full range of services anytime, anywhere — both in India and abroad. According to the founder, this approach ensures that members receive unmatched value, with benefits worth 20X the annual subscription fee.

Currently, under its Red Membership plan, the platform charges a one-time joining fee of INR 5 Lakh and 1.9 Lakh annually. Similarly, its Black Membership is priced at INR 1.5 Lakh (one-time) and 90K annually.

The Red Membership is by invitation-only and comes with annual benefits worth INR 37 Lakh+, while the Black Membership offers benefits worth INR 13 Lakh. While the Red Membership offers premium experiences, luxury hospitality, elite clubs, high-end retail, and priority concierge services, the Black Membership includes luxury travel, concierge services, and event access with fewer perks.

What’s Next In Store For Redberyl

According to the founder, 2024 marked a milestone year for RedBeryl as it entered into B2B alliances with brands such as The Leela, Ellidore, and Platinum World Group. These collaborations have enabled the brand to offer exclusive access to luxurious properties, world-class events, and curated travel experiences.

In addition to these partnerships, the startup has largely remained focussed on expanding its network both globally and within India, particularly in tier-II and tier-III cities. 

Going forward, the company plans to strengthen ties with top-tier luxury brands across industries such as travel, real estate, and gastronomy to enhance its offerings.

Driven by the growing number of HNIs and UHNIs seeking personalised experiences, India’s luxury market is projected to reach $85-90 Bn by 2030, according to management consulting firm Bain & Co. This emerging sector is attracting significant investor interest as well. For instance, luxury concierge startup Indulge Global recently raised $1 Mn from Gautham Pai and angel investor Nikhil Shettar. 

Meanwhile, foodtech major Swiggy has also ventured into the segment, piloting concierge services for premium customers through the launch of Rare Club, a membership programme priced at INR 50,000 annually.

Capitalising on this momentum, RedBeryl aims to expand its membership base from 700 to 2,000 by 2026. While the concierge industry is still in its early stages, its long-term trajectory remains uncertain. It is yet to be seen how this evolving sector will shape opportunities for these new-age brands.

[Edited By Shishir Parasher]