Jewels, jets, private clubs: What India's ultra-rich are investing in now

For Ultra-HNIs, collectibles are more than just luxury indulgences — they represent a passionate pursuit of culture, identity, and value. The Kotak Private TOP 2024 survey reveals that these tangible and digital assets are being increasingly viewed as both prestige items and strategic investments. Jewellery tops the list with 94% ownership and 79% planning further purchases, followed by collectible art owned by 73% of collectors.
Collectibles range from jewellery, fine art, vintage wines, and antique/ classic automobiles to rare coins, stamps, and even high-end luxury bags and now, the burgeoning world of NFTs.
Surprisingly, 33% of Ultra-HNIs own NFTs, reflecting a growing appetite for digital collectibles, while 24% plan to invest more in this space. Preferences are shifting — there is a declining sentiment toward traditional categories like handbags, antiques, and sports bikes, and a renewed interest in vintage automobiles, rare coins, and other historically significant artifacts.
Collectibles span across jewellery, fine art, vintage wines, classic cars, rare coins, stamps, and memorabilia, extending even into the burgeoning NFT market. These items are often chosen for their rarity, historical or emotional value, and potential for appreciation, aligning with the Ultra-HNI approach to legacy building and wealth diversification.
This fascination is not just financial — it's personal. Collectibles allow Ultra-HNIs to express family heritage, cultural affinity, and a timeless sense of taste. As an example of the value commanded by Indian art, Amrita Sher-Gil's 'The Storyteller' sold for Rs 61.8 crore in 2023, making it the most expensive Indian artwork ever sold.
As legacy becomes a core theme of wealth strategy, collectibles are increasingly seen as enduring assets that carry meaning across generations — blending the material with the emotional, and the investment with identity.
Exclusive is Chic
According to the survey by Kotak, membership in private members' clubs is considered essential by more than 40% of Entrepreneurs and Professionals but by only 25% of Inheritors. Private members' clubs are crucial for Entrepreneurs and Professionals because these clubs provide essential networking and professional growth opportunities that allow them to expand their businesses or advance their careers.
For the Kotak Private TOP 2024 survey, Ultra-HNIs were asked to allocate their total spending across several areas, classify the areas as 'essential' or 'non-essential,' and specify whether spending in that area had increased or decreased.
Investment into primary business is considered essential by 83% of Ultra-HNIs, while 63 per cent of HNIs consider spending on automobiles an essential expenditure.
"Investment into primary business, household expenses, health and wellness, and children's education are all key areas that are considered essential by more than 80% of Ultra-HNIs," noted the survey. Spending on philanthropy also stands out, with 63% of Ultra-HNIs classifying them as essential spending.
Although spending on foreign leisure travel, ad-hoc leisure (such as movies, concerts, dining, etc.) and hobbies were considered non-essential by most Ultra-HNIs, the allocation towards them was not insignificant. On average, 18% of the Ultra-HNI's outflows are re-investments back into their businesses, prioritising it to ensure long-term financial security and build sustainable wealth.
Another key area for Ultra-HNI spending is Children's Education. Most Ultra-HNIs consider it essential and allocate, on average, 8% of their total spending to it. The cost of education in India has risen 84% over the last twelve years, rising 4% over the previous year alone.
There has been an increase in spending on a range of wellness services and products by Indians over the previous year. The Ultra-HNIs surveyed in the Kotak Private TOP survey allocate 10% of their total spending towards health and wellness. 81% state that their spending for health and wellness has increased, as preventive healthcare and lifestyle modifications become key approaches to achieve their health goals. As healthcare becomes a long-term lifestyle goal, fitness, nutrition, mental wellness, and preventive diagnostics are now essential budget lines for this demographic.
Curated Leisure: More Than Just Travel
Leisure spending may be deemed "non-essential" on paper, but in practice, Ultra-HNIs are pouring money into once-in-a-lifetime experiences. Nearly 7% of their annual spending goes to foreign travel, with entrepreneurs leading the pack—69% report increased spending in this category.
Think underwater hotels in Dubai, private safaris in Africa, luxury stays in European castles, or even Antarctica expedition cruises with helicopters and submarines. These aren't just holidays; they are transformative life experiences tailored to the elite.
Exclusive experiences like private after-hours access to museums, cooking classes with Michelin-starred chefs, and VIP seats at global events like the Monaco Grand Prix are now common bucket-list items for this class of traveller.

Try Our AI Features

Explore what Daily8 AI can do for you:

Learn with AIFact CheckingText to SpeechAI Summary

Related Articles

United News of India

16 minutes ago

• United News of India

Sampre Nutritions Ltd Plans Strategic Fundraising Initiative to Drive Growth and Expansion

New Delhi [India], June 21: Sampre Nutritions Ltd (BSE: 530617), a leading confectionery manufacturer, has proposed fund raising initiative through various modes such as preferential issue. Communicated earlier this year to BSE, the company is likely to hold Board of Directors meeting in near future, for the shareholders to consider and approve plans for raising funds via issuance of eligible securities. The proposed capital raise may involve issuance of eligible securities of the company, in one or more ways, through public and/or private offerings, including by way of preferential issue, qualified institutions placement and / or further public offering, subject to such approvals as may be required, including approval of the shareholders of the Company. The aim is to strengthen the company's financial structure and support its ongoing expansion and diversification efforts. The management of the company commented 'This is an important step in our journey as we explore ways to expand operations, extend market penetration, and invest in long-term growth. The fundraising initiative highlights our commitment towards building a stronger, more resilient future at Sampre Nutritions Limited' As part of the process, the Board will also consider convening an Extraordinary General Meeting (EGM) or initiating a postal ballot to seek shareholder approval. Earlier in April 2024, the company successfully allotted 17 lakh equity shares at Rs 36 each following the conversion of warrants issued on a preferential basis. On October 14, 2024, the Board approved the conversion of 85 Foreign Currency Convertible Bonds (FCCBs), originally allotted on June 28, 2024, into equity shares. This resulted in the allotment of 1,19,42,116 fully paid-up equity shares of face value of Rs 10 at a conversion price of Rs 59.84 per share, increasing the company's paid-up capital to Rs. 2.09 crore comprising of 20,91,212 equity shares of face value of Rs. 10 each. Subsequently, in October 2024, the company received in-principle approval from BSE for listing of 89,91,711 equity shares of face value of Rs 10 each at a price of Rs 59.84 per equity share. Along with this, the company also received approval for issuance of 10,00,000 warrants convertible into equity shares of face value of Rs 10 each at a price of Rs 60.50 per equity share on a preferential basis. In November 2024, the company approved the allotment of 8,40,000 warrants on a preferential basis to non-promoters at a price of Rs 60.50 per warrant, each convertible into one equity share of face value Rs 10. The company was also awarded the Certificate of Recognition under the India 5000 Best MSME Awards 2024 for excellence in quality, customer satisfaction, and societal impact. The company recently announced its Q4 FY25 and FY25 consolidated financial result. The consolidated revenue from operations remained stable at Rs 25.12 crore. The company reported a consolidated net loss of Rs 7.67 crore, mainly on account of investment into subsidiaries and higher finance costs. For Q4 FY25, company reported revenue of Rs 7.76 crore, a growth from Rs 4.76 crores reported in Q4 FY24. About Sampre Nutritions Ltd: Incorporated in 1991 and headquartered in Medchal, Telangana, Sampre Nutritions Ltd is engaged in manufacturing complete range of confectionery, éclairs, candies, lollipops, toffees, powder and centre filled products. The company is instrumental to deliver the growing volumes for most of the MNC's and beside producing its own brand. The group is one stop shop for complete range of confectionary productions. It has multiple MNC's as their clients as Mondelez India Pvt Ltd, Perfetti Van Melle, Reliance, DS Group, Nestle to name a few… The promoter is also the President for Indian Confectionery Manufacturers Association and is into the industry for the past 4 decades Sampre Nutrition is the first ISO certified company in South East Asia in this category since 1995 and is the 1st HACCP Certified Company by BVQI and FSSA Version 6 certified company with receiving Multiple Quality Awards World Wide. Further the company is associated with Mondelez India Pvt Ltd for manufacturing Eclairs for the past 30 Years and the Sole Manufacturer for Eclairs for the past 8 years for India, China and South African Market.

Time of India

18 minutes ago

• Time of India

Coimbatore gets additional district consumer commission

COIMBATORE: Coimbatore has got an additional district consumer disputes redressal commission to ensure speedy disposal of pending cases at the principal district commission. Tired of too many ads? go ad free now As many as 58 cases have been transferred to the newly established additional commission so far. An official source said all pending cases from 2023 and 2024, which are ready for arguments at the principal district commission, were allocated to the additional commission for disposal. The additional commission began functioning on June 16. It is functioning from Room No 7 on the first floor of the old building on the collectorate campus. It will function three days a week—from Monday to Wednesday. However, sources noted that the additional commission lacks adequate space and is currently operating from a single room, making it difficult for the staff to maintain records or even find space to sit. Every year, around 500 new cases are filed at the principal district commission. At present, approximately 350 cases are pending before it. 'District commissions shall have jurisdiction to entertain complaints where the value of goods or services paid as consideration does not exceed Rs 50 lakh. The Consumer Protection Act, 2019, stipulates that every complaint shall be disposed of as expeditiously as possible, and an endeavour shall be made to decide the complaint within three months from the date of receipt of notice by the opposite party,' the source added.

Fashion Value Chain

18 minutes ago

• Fashion Value Chain

Butterfly Unveils a Bold New Identity That Celebrates Change and Champions the Original You

Butterfly, one of India's most trusted kitchen appliance brands, is turning a new page. With a refreshed brand identity, a renewed purpose, and a sharper understanding of today's ever-evolving consumer. Butterfly New Logo At the heart of this refresh is a symbol as timeless as it is transformative-the fingerprint. Merging beautifully into the wings of a butterfly, the evolved icon reflects the brand's core belief: that while life changes, one's essence remains. It is this personal imprint-one's way of thinking, cooking, creating, and living-that Butterfly now celebrates. This new era of Butterfly speaks directly to consumers with a 'zillenial' attitude to life-self-aware individuals who embrace transformation while staying rooted in who they are. For them, change is constant-but authenticity is non-negotiable. The brand aims to focus not on age, but on attitude by moving beyond demographics to psychographics-because a zillenial mindset isn't defined by numbers, borders or genders but by how one embraces change. Butterfly's refreshed positioning, 'Celebrating Change', reflects a deep understanding of modern Indian homes, where shifting roles, hybrid lifestyles, and tech-integrated living are the norm. As a subsidiary of Crompton, one of India's leading names in home solutions, Butterfly is now equipped to bring intuitive and purposeful innovations that transform everyday experiences in the kitchen and beyond. 'For over 40 years, Butterfly has been a part of millions of kitchens across India. Today, as homes become more fluid and identities more self-defined, our new identity reflects not just who we are-but who we're here for,' said Swetha Sagar, Chief Business Officer, Butterfly. The new Butterfly logo is more than just a symbol-it's the mark of millions of consumers, retailers, dealers, employees and designers who are making the Butterfly products. Crafted from the distinct swirls of a fingerprint, the wings of the butterfly now carry the story of every individual it touches. It's a tribute to the idea that no matter how much life shifts, one's identity leaves a mark-on choices, kitchen and the everyday rhythm. 'This is more than a rebrand. It's a reimagining of what it means to belong in a modern Indian kitchen. Butterfly is for the originals. The ones who grow, shift, and adapt, but never lose the essence of who they are.' she said. From mixer grinders to cooktops, Butterfly's product range is undergoing a transformation across categories-designed to be more intuitive, durable, and design-forward, catering to the changing rhythms of contemporary households. The brand's commitment remains the same: to improve everyday life by providing intelligent solutions that understand and evolve with the consumers. About Butterfly Gandhimathi Appliances Ltd. 'Butterfly' is amongst the Top 3 Brands in India in kitchen and small domestic appliances. It is a reputed brand with high consumer recall in South, known for Aesthetics and Product Quality. It has diverse product portfolio, with variants adapted to meeting consumer needs. It has 4 core products – Mixer Grinders, Pressure Cookers, Gas Stove, Wet Grinders and backed by a full suite of small domestic appliances. It has state of art in-house manufacturing setup with strong backward integration.