India’s New Luxury Status Symbols and Trends: From Fancy Addresses to Expensive Alkaline Water
In a fast-evolving landscape of affluence, India’s elite are redefining luxury with audacious style. From posh apartments with names that sound more like vacation destinations to splurging on exotic bottled water, here are the latest trends that are all the rage among the country’s well-heeled.
Luxury Living with Lavish Names
Gone are the days when living in a place named ‘Greenview’ or ‘Park Court’ was considered chic. Today, residing in a building with a foreign-sounding name is the new prestige. Bengaluru boasts an apartment complex named “Florence in Powai,” while Ghaziabad is home to a luxury building named “The Kremlin.” Mumbai has its own “Supreme Lake Florence” in Powai, among other exotically named apartments around the country.
These grandiose names are inspired by iconic world monuments or picturesque locales like downtown Paris and New York. A township under construction in Hyderabad is even named “Aliens Space Station,” making it sound straight out of a sci-fi movie. Evidently, creativity knows no bounds when it comes to these new-age luxury addresses.
Sipping Luxury: Water as the New Wine
For some Indians, regular water supply is a scarcity. However, for the more affluent, water has become a status symbol. Enter brands like “Acqua di Cristallo Tributo a Modigliani,” which retails a 750ml bottle for a staggering Rs 45 lakh, making it the go-to choice for billionaires. The water from these bottles originated from exotic places such as the melting glaciers of Norway and the volcanic rocks of Hawaii.
Closer to home, Indian celebrities like Virat Kohli have been spotted drinking black alkaline water that costs Rs 4,000 a litre. While it looks like cola, it tastes like regular water but is touted for its “fitness” benefits.
Michelin-Star Meals at Home
Why book tickets to Europe when you can get a Michelin-star dining experience at home? Pop-up events by world-renowned chefs like Italy’s Massimo Bottura and Chef Gaggan Anand have hosted meals priced as high as Rs 65,000 in cities like Delhi. Demand was so high that seats sold out in no time despite the hefty price tag. These meals, while financially extravagant, are seen as worthy indulgences, evident from the massive waiting lists.
The Rise of Quiet Luxury
In today’s climate, some of the wealthiest people are turning away from flashy brands that scream money. Instead, “Quiet Luxury” is gaining momentum. This trend encompasses subtle and understated fashion choices devoid of any conspicuous logos. Gwyneth Paltrow’s recent courtroom wardrobe and outfits worn by the fictional Roy family in “Succession” are prime examples. The idea here is to signal wealth through the quality and cut of clothing, not through gaudy labels.
The Water Bottle Craze
The brand Stanley has created quite a buzz with their stylish water tumblers. Known as “desk trophies,” these bottles cost upwards of Rs 10,000 and have become a must-have item thanks to social media. They are, essentially, the new way of showing that you’re onboard with international trends and possess an eye for quality—even when it comes to something as basic as drinking water.
The Podcast Boom
If you’re part of a tech-savvy group discussing everything from startup funding to the latest in technological ecosystems, you’re probably part of a podcast. This burgeoning trend has seen tech aficionados conversing on diverse subjects, showing off their deep involvement in the digital space. Essentially, pointing to one’s podcast has become the new badge of honor.
Work-Life Balance as a Flex
Gone are the days when a packed calendar and an overflowing inbox were considered signs of productivity. Now, a clear calendar and an almost-empty inbox are the new symbols of efficiency and luxury. Services like Superhuman, which summarize emails and draft replies, are particularly popular among those who prioritize work-life balance and are willing to pay a premium for it.
Playing in Style: The Pickleball and Padel Craze
Engaging in exclusive sports like pickleball and padel is another way that the affluent show off their elite status. Pickleball, a hybrid of tennis, badminton, and ping-pong, is taking India by storm with courts sprouting up in urban settings. But for those who find pickleball too mainstream, padel offers a more athletic challenge and requires a significant investment in court infrastructure, adding to its exclusive allure.
Traveling for Concerts
No longer content with just attending a concert when their favorite artists come to India, more elite Indians are now willing to travel internationally to catch live performances. According to a Skyscanner report, 37% are willing to fly short-haul and 20% long-haul to enjoy these experiences, which are often flaunted on social media as ultimate flexes.
The Marriage Invitation Drama
An invite to a celebrity wedding is a new mark of social standing. The recently held opulent weddings have A-list guests, luxury cruises, and island tours, making it the talk of the town. Being on the guest list signifies more than just social standing; it’s now a status symbol all its own.
Product ‘Credibility’ Purchases
Expensive doesn’t always trump principles. Organic cotton T-shirts and artisanal items, whether from coffee brewers or farmers markets, are also gaining popularity. High sustainability credentials have come to be highly respected and provide a new kind of fashionable virtue signaling.
The Cost of Obsession with Sleep
In the world of luxury, even sleep has turned competitive. Accessories like the Oura Ring and weighted blankets are marketed to optimize sleep, showing off just how committed one is to their well-being. Achieving the perfect “sleep score” can be a coveted status symbol among the elite.
These trends showcase how the rich and the aspiring elite in India are constantly redefining luxury. While some may recycle the old, others are pushing the envelope with new ideas, turning everyday activities into status symbols.
Mehek