Indulge: Luxury Concierge Services for the Elite

Karan and Advita’s pitch for their exclusive concierge service catering to high-net-worth individuals.

• Pitch: Indulge is a digital concierge service for high-net-worth individuals (HNIs) and ultra-HNIs, offering personalized assistance for travel, dining, shopping, and special requests via WhatsApp.
• Ask: ₹50 lakhs for 1% equity (valuation: ₹50 crore).
• Background: Karan, a college dropout, started a luxury magazine before pivoting to concierge services. Advita, from a Marwari family, joined him to build the business.
• Financials:
  • Revenue: ₹2.2 crore in 7 months, with a profit margin of 30%.
  • Subscription model: ₹4 lakhs/year or ₹40,000/month.
• Outcome: No deal. The Sharks were concerned about scalability, transparency, and the high valuation. They also questioned the retention rate and the business model’s sustainability.

Karan and Advita (Indulge)

• Background:
  • Karan is a college dropout who started a luxury magazine before pivoting to concierge services.
  • Advita comes from a traditional Marwari family and joined Karan to build Indulge, a digital concierge service for high-net-worth individuals (HNIs).
  • Together, they created a WhatsApp-first platform that offers personalized assistance for travel, dining, shopping, and special requests.
• Business:
  • Indulge caters to ultra-HNIs, offering services like private jet bookings, luxury shopping, and unique experiences.
  • The company operates on a subscription model, charging ₹4 lakhs/year or ₹40,000/month.
  • Indulge has served over 25,000 requests and has 183 active clients.
• Key Achievements:
  • Built a niche service for ultra-HNIs, focusing on exclusivity and personalized attention.
  • Expanded operations to Dubai and Singapore, with plans to grow further.
  • Despite challenges, they have maintained a loyal client base and continue to innovate in the luxury concierge space.

Q1: What is Indulge?

Indulge is a digital concierge service for high-net-worth individuals (HNIs) and ultra-HNIs, offering personalized assistance for travel, dining, shopping, and special requests.

Q2: How does Indulge work?

Indulge operates as a WhatsApp-first platform, where clients can message their requests, and the team handles everything from travel bookings to luxury shopping.

Q3: What is Indulge’s subscription model?

Indulge offers two subscription plans:

• ₹4 lakhs/year
• ₹40,000/month

Q4: Did Indulge get a deal on Shark Tank?

No, Indulge did not secure a deal. The Sharks were concerned about scalability, transparency, and the high valuation.

Q5: Who is Indulge’s target audience?

Indulge caters to ultra-high-net-worth individuals (UHNIs) who value exclusivity, personalized service, and convenience.