RedBeryl is a premier luxury lifestyle management company dedicated to curating exceptional journeys and personalized services for our esteemed members. Offering access to the finest experiences, exclusive events, and a dedicated team of lifestyle experts, it offer clients a gateway to an elevated life.
RedBeryl’s story is rooted in the vision of the founder, Manoj Adlakha, who sought to create a platform that transcends the ordinary. Driven by his passion to bring an impeccable membership service in India, Manoj set out to curate bespoke experiences that leave a lasting impression to those with access
RedBeryl’s initiative #MakeItBLUE returned. It had provided VIP experiences to their Members for the India versus Pakistan ICC Champions Trophy 2025 match. RedBeryl had offered an experience by providing access beyond just a ticket. This had included premier seating, VIP hospitality, networking opportunities, and personalised transportation.
MediaNews4u.com caught up with Manoj Adlakha, Founder & CEO, RedBeryl
Q. What trends do you expect to see in the luxury market in 2025? Will the growth trajectory be similar to the US?
Given a strong economy and changing consumer preferences, India’s luxury sector is set for a massive transformation. Millennials and Gen Z in India, unlike in the US where heritage brands define luxury, are changing the narrative and seeking environmentalism, uniqueness, and immersive encounters. Rising number of UHNIs is set to drive demand for bespoke hospitality, AI-driven personalisation, and eco-friendly luxury.
Experiential travel is taking centre stage; affluent Indians are choosing curated cultural and sporting events over traditional status symbols. Global luxury brands are adopting hyper-personalised service to match these changing demands. India is not only growing its luxury market; it is redefining exactly what luxury means by combining innovation, heritage, and exclusivity.
Q. What is the strategy to grow the business this year among HNIs and UHNIs?
With the significant wealth creation, the number of ultra-rich Indians, according to Knight Frank’s ‘Wealth Report 2024’, will go up by 50% to around 20,000 in 2028. As the HNIs and UHNIs seek personalised luxury experiences every time, our strategy is to maintain the quality of our service, while the rest is based on word-of-mouth.
We are leveraging AI tools and WhatsApp for timely and effortless communication; this helps us to meet our Members’ expectations. We have dedicated luxury lifestyle managers who prioritise our Members’ needs 24/7. Given the rise of the luxury market in tier-2 and tier-3 cities, we also plan to expand there. Our strategy combines both physical and digital approaches to drive growth.
Q. Which markets and TGs are you targetting? What is the criteria for someone to get a card?
We target the luxury market, focusing on HNWIs and UHNWIs. Our offerings include the Red Card (by invitation only) and the Black Card. Both cards offer benefits across 14 pillars, while the Red Card comes with a one-time joining fee of Rs. 5 lakhs and annual fees of Rs. 1.9 lakhs, providing benefits worth Rs. 37 lakhs annually.
Members gain access to over 3,000 global clubs, wellness services, luxury retail, unlimited lounge access, exclusive discounts in 5-star hotels like The Taj, The Oberoi, The Leela and 1,800 Michelin-star restaurants across the globe and exclusive services like yachts and private jets, and much more.
Q. Would you say that what you offer is emotional fulfillment, memory creation rather than just a transaction?
Absolutely. RedBeryl is not just about facilitating luxury—it’s about crafting unforgettable experiences that hold emotional value. Unlike traditional concierge services that focus on transactions, we curate moments that leave lasting impressions.
Whether it’s securing front-row seats at Wimbledon, arranging a private ball-hitting session with a tennis legend, or designing bespoke travel itineraries, every experience is tailored to evoke joy, exclusivity, and connection.
Today’s luxury seekers value emotional resonance over material excess, and RedBeryl delivers precisely that. We transform aspirations into reality, ensuring every journey, event, or experience is not just a service but a cherished memory in the making.
Q. The company does not do marketing. Word of mouth is important. How do you build positive word of mouth?
At RedBeryl, we build positive word of mouth by prioritising our Members satisfaction. Our dedicated team of luxury lifestyle managers provide undivided attention to each Member, catering to their unique needs, 24/7. We fulfil unconventional requests creating lifelong luxury experiences.
This exceptional service encourages Members to share their experiences with others. With a Members-first approach, we ensure that we meet their expectations by providing them a holistic luxury experience, resulting in a strong word-of-mouth reputation.
Q. What is the difference between RedBeryl and a concierge service?
Beyond traditional concierge services, RedBeryl™ provides a comprehensive, membership-based luxury lifestyle platform. Whereas a regular concierge service concentrates on securing reservations and access, RedBeryl™ curates personalised activities tailored to the demand of the clients.
It offers round-the-clock worldwide concierge service together with the advantages of luxury cards minus the credit aspect. Convenience is not the only thing RedBeryl™ offers; it is about creating unrivalled, immersive luxury experiences that redefine how affluent individuals engage with sports, travel, and entertainment.
Q. Is hyper personalisation key to getting repeat business?
Today’s affluent consumers want more than premium services; they want custom experiences that match their unique preferences and tastes. Brands using data, artificial intelligence, and deep customer knowledge to provide custom suggestions see higher customer retention across industries.
Whether by means of curated experiences, custom products, or unique access, emotional involvement is critical since personalisation helps loyalty and long-term relationships. In a competitive market, where exclusivity is the ultimate currency, businesses that master hyper-personalisation will not only retain clients but turn them into brand advocates.
Q. In creating experiences, exclusive events does the focus rest to a large extent on travel, music and sports events?
Although travel, music, and sports are major components of luxury experiences, the attention goes beyond them to meet changing consumer demands. Today, high-net-worth individuals want exclusivity in several spheres, including gourmet dining, art, fashion, and bespoke cultural immersions.
Luxury nowadays means highly personalised, once-in-a-lifetime experiences—from private vineyard tours with expert sommeliers to intimate book readings by well-known authors or behind-the-scenes access to fashion shows.
Although their universal appeal keeps them key motivators, the real nature of luxury is in creating distinctive, emotionally resonant experiences that go beyond traditional offerings, ensuring deeper engagement and long-term loyalty.
Q. What traction did the #MakeItBLUE for the ICC Champions Trophy initiative received?
We created unforgettable moments for our Members with RedBeryl’s exclusive DreamWeaver services. Our #MakeItBLUE campaign for the ICC Champions Trophy generated buzz among Members and secured widespread media coverage. Our Members enjoyed premier seating, VIP hospitality, networking opportunities, and personalised transportation.
This exclusive experience went beyond just ticket access, making each of our Members a part of an elite celebration. We continue to set a benchmark for unparalleled luxury experiences even in sports.
Q. What are the other high-profile events and experiences that RedBeryl will be associating with in 2025?
In 2025, we started with exclusive experience at one of the high-profile events, India vs. Pakistan ICC Champions Trophy, and will continue to offer such experiences in the upcoming IPL 2025, Dubai Tennis Championships, Formula 1, Premier League, FIFA World Cup, The Masters, NBA Finals, and NFL Super Bowl LIX.
Additionally, we will curate unique experiences in Japan, showcasing its hidden spring beauty with bespoke itineraries. Members would be able explore Tokyo, Kyoto, Hiroshima, and Yakushima, uncovering Japan’s secret wonders. These experiences are designed to give unparalleled luxury and exclusivity, creating unforgettable memories.
Q. What role is AI playing in helping RedBeryl identify opportunities and gaps in the market?
AI helps in providing unique, tailored experiences by examining preferences, forecasting trends, and identifying gaps in the luxury sector. AI aids in identifying emerging travel hotspots, securing VIP access to in-demand events or customising recommendations.
It also simplifies operations, thereby guaranteeing flawless customer service along with real-time personalisation. Artificial intelligence aids to predict demands, create one-of-a-kind experiences, and keep customers returning for more in a society where luxury is all about exclusivity and ideal timing.
Q. The aim is to create a perfect, unforgettable experience each and everytime. How much research goes into this?
With a dedicated team of lifestyle managers, RedBeryl aims to curate Members’ itineraries tailored to their preferences. We do our due diligence in creating the best-in-class experiences, by leveraging WhatsApp, where our Members get updates basis their needs and requirements.
Furthermore, we use AI to track which services our Members use the most and which ones they are yet to explore, and accordingly personalise what they desire.
Q. Someone recently said that HNIs and UHNIs are dissatisfied with the quality of the retail experience. They prefer hospitality, leisure. Do you agree?
As mentioned earlier, today’s wealthy class want more than luxury goods; they crave tailored services and immersive experiences. Shopping alone no longer defines luxury; it’s about how it’s delivered.
Though private fashion previews, bespoke styling sessions, and exclusive brand partnerships are still important, they must be accompanied by more profound, more meaningful engagement. This change is shown by the growth in access to VIP events, gourmet dining, and luxury travel. Discerning consumers want memories, not just material possessions, making hospitality and leisure the new cornerstones of luxury.
