Health and Wellness
Live Better, Live Longer: Ultra-HNIs Make Wellness a Core Investment
81% Ultra-HNIs reported increase in spending on health and wellness | ‘Top of the Pyramid’ (TOP) Report, Kotak Private
Post-pandemic Ultra-HNIs are placing a greater emphasis on their comprehensive well-being –both physical and mental. Over 90% of the Ultra-HNIs surveyed classify it as essential spending, underscoring its importance today. 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.
There has been an acceleration of health and wellness travel plans, as affluent travellers across the globe increasingly seek to rejuvenate both mentally and physically. Ultra HNIs are prioritising wellness within their leisure trips by planning wellness breaks and selecting hotels offering wellness facilities. Domestic destinations in Uttarakhand and Kerala that are known for their therapeutic environments and are highly sought by Ultra-HNIs.
These destinations offer specialised programmes in Ayurveda, detoxification and rejuvenation. However, Indian Ultra-HNIs do not limit themselves to domestic destinations alone, travelling across the globe for a variety of treatments — from South Korean beauty procedures to European anti-ageing wellness retreats, among others. Indian Ultra-HNIs are also investing in home fitness solutions to maintain their fitness routines, contributing to the increased demand for high-end gym equipment.
Organically grown foods and custom diets crafted by nutritionists are appealing due to their promise of environmental sustainability and health benefits. Mental well-being, too, has come into focus. The shift towards a wellness-centric lifestyle underscores a broader trend to not only live longer but also to live better, healthier lives.
Luxury Travel
Beyond Holidays: Curated Experiences Redefine Travel for India’s Ultra-HNIs
More than 50% of Ultra-HNIs have increased spending on foreign leisure travel; 7% of total expenses go to travel | ‘Top of the Pyramid’ (TOP) Report, Kotak Private
Luxury travel has evolved into a statement of taste, purpose, and identity for India’s Ultra-High-Net-Worth Individuals (Ultra-HNIs). According to the Kotak Private TOP 2024 survey, foreign leisure travel has become a key spending area — with over half of Ultra-HNIs increasing their travel budgets and Entrepreneurs leading the trend (69% increased spend).
For this segment, travel is no longer about relaxation alone — it’s about experiencing the extraordinary. From private-island rentals in the Maldives and dining inside Icelandic volcanoes, to space tourism and underwater hotels in Fiji, the emphasis is on unforgettable, bespoke journeys. VIP museum access, Michelin-star chef sessions, and curated global events like the Monaco Grand Prix are common picks for Ultra-HNIs who seek one-of-a-kind itineraries.
Luxury stays in castles, expedition cruises in Antarctica with submarine tours, and ultra-luxury African safaris reflect the desire for experiences that combine comfort with adventure. The rising popularity of wellness-driven travel — including Ayurvedic retreats in Kerala, anti-aging treatments in Europe, and high-end fitness travel — further highlights the growing preference for holistic rejuvenation.
This evolution in travel is more than a lifestyle shift — it’s a redefinition of luxury itself. For Ultra-HNIs, travel is purposeful, personal, and prestige-enhancing, offering both introspection and inspiration. As global citizens and tastemakers, they are shaping a new language of luxury that blends self-expression with transformative experience.
Collectibles
Wealth with Emotion: Collectibles Emerge as Symbols of Heritage and Investment
33% of Ultra-HNIs own NFTs; 94% own jewellery and 73% collectible art | ‘Top of the Pyramid’ (TOP) Report, Kotak Private
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.
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. A s an example of the value commanded by Indian art, Amrita Sher-Gil’s ‘The Storyteller’ sold for ₹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.
