How RedBeryl’s Manoj Adlakha is fulfilling the aspirational needs of India’s affluent

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In conversation with Adgully, Manoj Adlakha, Founder and CEO, RedBeryl, speaks about the company’s remarkable journey in redefining luxury lifestyle management in India. With a career spanning over three decades at prestigious global brands like American Express and Visa, Adlakha transitioned from the corporate world to entrepreneurship, driven by his vision to offer unparalleled, bespoke experiences. In a short span, RedBeryl has expanded from four to fourteen verticals, catering to the evolving desires of India’s elite through exclusive partnerships, cutting-edge technology, and highly personalized services. From curating once-in-a-lifetime experiences to leveraging AI-driven personalization, RedBeryl continues to set new benchmarks in luxury, ensuring its members receive nothing less than extraordinary.

RedBeryl has expanded from 4 to 14 segments in a short span. What were the key strategic decisions that fuelled this growth, and what challenges did you face along the way?

RedBeryl was built with a vision to redefine luxury by delivering unforgettable, bespoke experiences. Our rapid expansion stems from listening to members’ aspirations and crafting services that are in line with their expectations. Today, we have expanded from 4 to 14 verticals and are growing. Strategic collaborations with global luxury brands and cutting-edge technology have ensured seamless, personalized, and efficient offerings.

Transitioning from the corporate world to entrepreneurship posed unique challenges, and entering the luxury market demanded a distinctive approach. Here, we meticulously crafted a niche business model, identified market gaps, and built a team aligned with our vision. Balancing cutting-edge tech with a human touch remains an ongoing pursuit, ensuring RedBeryl stands out in the industry.

You transitioned from leading global brands to founding RedBeryl. What inspired this shift, and what were some defining moments in your entrepreneurial journey?

After three decades with brands like American Express and Visa, I wanted to create something that reflected my vision for experiential luxury. Founding RedBeryl in 2023 was my way of fulfilling the aspirational needs of India’s affluent.

A key insight from my corporate experience is the importance of building long-lasting customer relationships, focusing on a holistic luxury experience that makes them feel appreciated. This attention to detail is central to RedBeryl’s philosophy as I transition from managing global brands to serving those who demand excellence in every aspect of their lives.

India’s luxury market is projected to grow from $30 billion to $128 billion by 2028. What are the key drivers of this rapid expansion, and how is RedBeryl capitalizing on this opportunity?

India’s rising disposable income, urbanisation, and growing population of high-net-worth individuals are fuelling this growth. Modern consumers value exclusivity, personalisation, and experiences over material possessions.

RedBeryl caters to these aspirations through services like VIP access to global events, bespoke journeys, and the exclusive Red Card (by invite only), which saves clients ₹37 lakh annually. Our partnerships with iconic brands like The Leela, Taj, and Kirchhofer align with this vision. Staying ahead of trends and customising services to meet our members’ needs, we are not only capitalising on this growth, but also shaping the future of luxury lifestyle management services in India.

With evolving consumer preferences, how have the demands of affluent Indian consumers changed over the past year, and how does RedBeryl tailor its offerings accordingly?

The global luxury market, valued at $286 billion in 2024, is set to hit $405 billion by 2033. Asia-Pacific is leading the charge, with nearly 40% of the market. But the biggest shift isn’t just in spending – it’s in what customers actually want. 78% of millennials say they’d rather invest in experiences than material goods. High-end travel, exclusive events, and personalised services—this is the new status symbol.

RedBeryl anticipates these shifts through DreamWeaver, a service that transforms aspirations into reality – be it access to exclusive events or tailored travel itineraries. Our offerings now include elite mobility solutions, fine dining experiences, and private club memberships, ensuring we surpass the evolving expectations of India’s elite.

How do you see startups disrupting the traditional luxury market in India, and what role does RedBeryl play in reshaping luxury experiences?

Startups are bringing fresh perspectives to India’s luxury market, challenging traditional models with innovative, tech-driven approaches. They’re democratising access to luxury by focusing on curated experiences, digital convenience, and personalisation at scale.

RedBeryl adds to this transformation by blending exclusivity with tech-driven solutions. It is not just about providing exclusive services; it is more about developing customised, immersive experiences that mirror the ambitions and wishes of our members. DreamWeaver exemplifies this, turning ambitious client aspirations into reality. Our model uniquely combines premium credit card benefits with concierge services, delivering experiences that are both luxurious and deeply resonant.

RedBeryl has facilitated exclusive experiences – from VIP access to high-profile events to bespoke luxury offerings. Could you share some of the most extraordinary experiences curated for your clientele?

We’ve had the privilege of curating some truly extraordinary experiences for our members. We’ve curated magical moments like private dinners by the pyramids, custom eco-friendly vacations, and nights under the auroras in glass igloos. A standout was sourcing a rare masterpiece from an artist who vowed never to sell. Every experience is crafted with thoughtfulness and precision. This lets us present experiences that connect more profoundly and lets us keep up with the changing expectations.

What makes RedBeryl stand out from other luxury lifestyle management companies, and how do you ensure exclusivity and personalization in your services?

Our success is rooted in the deep understanding of our members’ desires and our ability to deliver beyond expectations. We combine innovation with personalised service, ensuring that every experience is crafted with attention to detail and precision. Our long-standing relationships with global partners and our constant drive for excellence have also contributed to our growth and reputation in the market.

How have the collaborations with iconic brands such as The Leela, Taj, The Oberoi, and Kirchhofer helped enhance the luxury experience for your clients?

At RedBeryl, partnerships mean creating magic for our members. With The Leela, we opened doors to heritage stays that celebrate culture, luxury, and unmatched hospitality. Ellidore provided an opportunity to craft unforgettable events, blending exquisite dining with flawless, tailor-made experiences. Platinum World Grroup helped us take luxury travel to the next level, offering seamless access to some of the most exclusive global destinations.

Each collaboration has allowed us to push boundaries, delivering unique and deeply personalised moments that our members treasure. It is about raising the bar every single time.

As the demand for premium concierge services grows, how does RedBeryl leverage technology and innovation to provide seamless and tailored experiences?

At RedBeryl, we aim to create moments that leave a lasting impact, using technology to make them seamless and personal. With advanced tools, we understand our members’ preferences deeply. This helps us tailor every experience – from rare finds to bespoke travel – just the way they like it.

Our digital platforms ensure quick and smooth interactions, while our 24/7 concierge adds a personal touch. It’s about blending innovation with care to deliver more than what’s expected. For us, it’s not just about delivering services – it’s about creating experiences that resonate and add meaning to our members’ lives.

What’s next for RedBeryl? Could you share insights into upcoming initiatives, expansions, or partnerships that will further elevate luxury lifestyle management in India?

We aim to expand RedBeryl’s global network over the next 5–10 years, focusing on building partnerships with top-tier luxury brands in travel, real estate, and gastronomy in India. Our goal is to collaborate with global luxury companies to enhance our offerings for an international consumer base. This will strengthen our position as a leader in customized luxury life management industry.

We plan to innovate with technologies like AI and big data to personalize our services further. Additionally, we are expanding our DreamWeaver services to include unique experiences such as rare cosmic events and exclusive historical recreations, continually evolving based on client feedback.