Soho House, the ultra-hip, high-profile private members-only club, has just made its official debut on Mumbai’s world-famous Juhu Beach. This ocean-facing club has quickly gained popularity among the city’s elite, reflecting a significant shift in social spaces as India witnesses a surge in new millionaires and affluent entrepreneurs.
The Mumbai club boasts a stunning collection of amenities with the intention of embracing and enhancing the active lifestyle of its members. Relax in an incredible rooftop pool and a large, modern gym. You can unwind in luxurious private screening rooms, all while enjoying world class dining experiences. This opulent atmosphere offers a much needed retreat from the hectic metropolis, making it an idyllic oasis for its fortunate residents.
Soho House is more than just another private club. Instead, it’s an example of a modern renaissance of the traditional, members-only club. During the last six years, Soho House, a private members club, has made a deep impact in India. The debut of its inaugural venue in the country signals the beginning of an exciting new chapter of elite social exclusivity.
Kelly Wardingham, Asia regional director for Soho House, underlined the increasing appetite for these kinds of urban retreat.
“There’s growth in India’s young wealth, and young entrepreneurs really need a foundation to platform themselves,” – Kelly Wardingham
This expansion is idealistically placed on the prospering tech-based Indian economy, which is experiencing a majesty boosting ground in start-ups and inventive creators. Meanwhile, Soho House has opened its first location in India, taking the luxury market’s hottest trend all the way to the subcontinent. Ideologically, it’s aimed at a new creative class that is redefining the notion of accomplishment and collaboration.
Reema Maya is an emerging independent filmmaker and a happy member of Soho House Mumbai. She’s exactly the type of person the club is looking to recruit. For her and many others, this space opens the door to colorful connection-making possibilities. It, too, offers the kind of inviting ambiance that helps to foster imagination, away from the pressures of traditional spaces.
Considered a new kind of gymkhana, Soho House clubs provide a modern and relaxed training ground. Its casual charm draws people looking for a more relaxed, informal setting. This political transformation only depicts an aspect of what is in fact a wider trend at play within India’s rapidly changing sociocultural framework. More than two dozen new clubs, both independent and backed by global hospitality brands, have emerged to satisfy the diverse needs of the country’s affluent population.
High-net-worth individuals in India are increasing rapidly, expected to double over the next five years. This extreme boom, which offers mouthwatering possibilities for a club such as Soho House, is nothing new either. Kelly Wardingham, a Brookings fellow, said this new rich generation needs different amenities and services than the old millionaire class.
“New wealthy require different things,” – Kelly Wardingham
Venues such as Soho House are popular among today’s Indian industry titans and meteoric artistic talents. They live and breathe their hopes and dreams, personalities and daily routines. These spaces provide more than just stylish amenities, they cultivate a sense of community between other creatives and entrepreneurs who are often looking for collaboration and inspiration.
Soho House’s success in India is not just a happy accident, but part of the larger post-liberalization growth story of the subcontinent. A new and exclusive club has formed, showing how this age-old social currency has changed. Economic forces are behind this change.
With the incredible pace of technology, this trend is changing quickly. Venues such as clubs like Soho House are going to determine how India’s elite will socialize today and tomorrow. They draw a demographic that hungers for elitism. Meanwhile, at a time when more people desire connections to their neighbors than ever before, they create places with community character.