When Lionel Messi lands in Kolkata this December, as part of a three-city India tour, a Bengaluru-based startup founder said that he won’t be scrambling for tickets or hoping to get a glimpse of the Argentine footballer.

“I will be meeting him in flesh and blood,” he said with a smug.

Forging his confidence is a concierge services provider that leverages its network, power and influence to provide the founder with what he desires the most.

Front-row Coldplay concert passes: Check

Last-minute reservations at exclusive resorts: Check

Private Jet: Hmmm… Check

As India’s wealthiest increasingly seek not just goods but experiences — personalised, rare, and otherwise inaccessible — a new generation of lifestyle management startups is emerging to serve their whims and fancies.

Swiggy, too, is in the game. Last month (in June), it introduced Crew, to foray into travel and lifestyle concierge service.

Now, before we understand Swiggy’s play, here’s a brief history lesson…

The word ‘concierge’ comes from comte des cierges, a French phrase, which means the keeper of the candles. In the Middle Ages, concierges were trusted officials in castles, tasked with managing guest arrangements and ensuring everything ran smoothly behind the scenes.

As centuries passed, the role made its way into the hospitality industry, where luxury hotels positioned concierges as indispensable aides, capable of fulfilling a guest’s request, from carrying luggage to arranging impossible-to-get reservations.

In recent years, the concept of concierge has evolved far beyond the lobby. Today, these services are managed by standalone lifestyle management platforms that offer deeply personalised assistance to high-net-worth individuals.

What was once a luxury hotel perk is now a full-service, always-on-demand model designed to serve the ultra-rich. Imperative to mention that India had more than 13.2 Lakh millionaires as of 2024. This number is expected to double by 2030, according to reports by Credit Suisse and Oxfam.

The country is also expected to add over 6,500 ultra-high-net-worth individuals (UHNIs) — those with net assets over $30 Mn — by 2027, as per Knight Frank’s Wealth Report 2024.

Not to mention, this class of users, comprising founders of well-funded startups and legacy industrialists, are famished for experience, as material goods........

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