RedBeryl: Manoj Adlakha on Curating Life's Rarest Experiences for India's Ultra-Rich

January 15, 2026 12 min read

India is undergoing a wealth explosion. While global economies face stagnation, the top sliver of India's population is doubling its disposable income every few years. For this elite class, luxury is no longer just about owning a gold watch or a designer bag—it is about the "unbuyable" experience. But how do you curate moments that even a billionaire can't find on Google?

Enter Manoj Adlakha, the Founder of RedBeryl. After spending 33 years in the corporate stratosphere—including eight years as the CEO of American Express India—Adlakha stepped away from the boardroom to solve a unique problem. Despite their wealth, India's ultra-rich were underserved when it came to seamless lifestyle management. By founding RedBeryl, Adlakha has created a premier "Dream Weaver" for HNIs and Ultra-HNIs, offering everything from weddings under the Great Wall of China to sourcing vintage 1965 Mustangs within 72 hours.

"Luxury is no longer about material growth; people are looking for experiences. 44% of luxury expenditure today goes toward building memories and moments that last a lifetime."

The Genesis of RedBeryl: From Amex to "Fail Fast" Entrepreneurship

Manoj Adlakha’s career is a blueprint for corporate excellence. A Chartered Accountant by qualification, he spent decades at American Express, overseeing one-third of the global workforce from India. He launched some of the country’s most premium credit products and learned the "Moment of Truth" service philosophy that defines the top 1% of the pyramid.

However, his first attempt at entrepreneurship in 2015 was a brief, 8-month lesson in failure. "It taught me that you must learn to fail fast and cut your losses," he recalls. After a second stint as CEO, he retired in 2022 to build RedBeryl—named after the rarest gem on earth. "Whatever I did, I wanted to stay in India. The opportunity for scale and relevance here is unlike any other market in the world."

The Exploding HNI Market

Manoj identifies a massive demographic shift in India’s affluent class:

HNI Population: Expected to jump from 860,000 to 1.7 million by 2026.
Ultra-HNI ($30M+): Forecast to grow from 13,000 to 20,000 individuals within a year.
Billionaire Hub: India is now #3 in the world for billionaires, trailing only the US and China.
Tier 3 & 4 Growth: Wealth is no longer confined to Delhi and Mumbai; it is rapidly emerging in smaller towns with a massive desire for global lifestyles.

More Than a Concierge: The 14 Pillars of RedBeryl

RedBeryl is not a credit card issuer or a simple travel agency. It is a Lifestyle Management Company. With two membership tiers—Red (Invitation Only) and Black—the company provides a 14-pillar service model that covers everything from lodging and dining to healthcare and education.

1. Exclusive Access & Value

While members pay significant fees (up to ₹8.2L annually), the value proposition is immense. RedBeryl has strategic tie-ups with Taj/IHCL (20% off best available rates), 350+ standalone restaurants (Diner 93), and access to 3,000 global social and golf clubs like Jollie's in Mumbai or the Arts Club in London. "We provide access to clubs you otherwise couldn't enter without a 7-8 lakh membership and a very choosy board," says Adlakha.

2. The "Dream Weavers" Philosophy

Unlike reactive concierge services, RedBeryl works on a **proactive basis**. When a member is onboarded, the team asks for their "Bucket List." This proactive approach has led to legendary fulfillments:

Sourcing a vintage 1965 Ford Mustang by leveraging connections with Rajasthan's royalty.
Managing a replacement passport in London via consulate connects in record time.
Organizing high-altitude luxury retail experiences in the Swiss Alps via helicopter transfers.

3. Certified Service Excellence

RedBeryl’s "Lifestyle Managers" are the backbone of the brand. Every manager undergoes a rigorous 60-day certification process before they are allowed to interact with a member. This ensures that the service is never shallow and always technical.

The RedBeryl Experience Framework

Curation: Dedicated lifestyle managers identify unique needs across 14 pillars.
Verification: Tickets for concerts (Taylor Swift, Wimbledon, F1) are sourced only through verified, fail-safe vendors.
Execution: From meet-and-assist at international airports to booking Michelin-star restaurants with preferred access.
Refinement: Using AI and word clouds to analyze 20 months of conversations and predict what the next luxury trend will be.

The Shift: From Goods to Experiences

A significant trend Manoj highlights is the "post-COVID awakening." A recent survey showed that 44% of luxury spend is now focused on experiences rather than goods. This shift is driving the demand for RedBeryl’s "one-off" requests.

"Life is short. People want to build memories with their loved ones," Adlakha explains. This includes specialized verticals like the **"Big Fat Indian Wedding"** industry, where RedBeryl facilitates everything from venue selection to end-to-end event management in a $130 billion annual market.

Growth Without Marketing

Zero Marketing Spend: RedBeryl has reached 12 cities and a 54-member team in 20 months entirely through word-of-mouth and exclusive referral events, featuring Grammy-winning artists like Stuart Copeland and Ricky Kej.

Why the Name "RedBeryl"?

The name is as exclusive as the service. Red Beryl is the rarest gem on the planet—found only in Utah and far more rare than diamonds. "I wanted to create something unique, something that people don't get ordinarily," says Manoj. Every "Red" membership is personally signed off by Adlakha himself, ensuring the community remains a group of like-minded individuals who truly appreciate luxury.

Wisdom for Luxury Entrepreneurs

Win-Win Profiling: Just because someone has money doesn't mean they are the right customer. "We want people who will actually use our services—who will travel, dine, and seek these experiences. If they just keep the card in their wallet, it’s not a win for them or us. It's okay to say no to business if it doesn't fit the community."

Key Takeaways: The RedBeryl Luxury Blueprint

Service is the Moat: In the HNI segment, technical expertise and a "proactive" mindset beat traditional sales every time.
Value Still Matters: Even the ultra-rich seek value. Bundled benefits like "Meet & Assist" can provide ₹9 lakhs of value for an ₹8 lakh fee.
Scale the Experience: The real growth is in the "experiences" that can't be bought off a shelf—weddings, vintage cars, and private club access.
Tier 3 & 4 Potential: Don't ignore smaller cities; the new wealth in India is decentralized and eager for global management.

As Manoj Adlakha and RedBeryl continue to redefine luxury, the message is clear: the future of wealth in India is about the depth of experience. By blending corporate rigor with a "Dream Weaver" soul, RedBeryl is ensuring that for India's elite, the rarest gem in their portfolio is the time they spend enjoying their success.

About the Guest

Manoj Adlakha is the Founder of RedBeryl. With over 33 years of experience in the financial and luxury sectors, he is the former CEO of American Express India. A Chartered Accountant and an alumnus of SRCC, he has held leadership roles at Visa and American Express across multiple countries. He is a recognized expert in the affluent and ultra-affluent Indian market, dedicated to curating world-class lifestyle management solutions.

RedBeryl is India’s premier luxury lifestyle management firm. It offers a comprehensive suite of services including exclusive lodging, dining, travel curation, and elite social club access. By focusing on proactive "Dream Weaving" and technical service excellence, RedBeryl serves the unique needs of India’s growing HNI and Ultra-HNI population.