Jaipur, July 2026.

For years, premium credit cards in India signalled affluent privilege through benefits such as golf access, concierge services, reward points and airport lounge access. These markers mattered when affluence itself was limited.

Kotak Mahindra Bank said that definition of privilege is evolving.

Across entertainment, dining and cultural experiences, affluent consumers are increasingly gravitating towards moments that are exclusive, memorable and difficult to recreate. A favourite artist performing after years, a front-row seat at a concert, or a limited tasting menu carries value that extends beyond the transaction.

The experience remains the aspiration.What has changed is the competition around it.

Experiences are increasingly valued because, unlike most products, they are tied to a specific moment in time. A product can be purchased later. A concert, a chef-led dinner or a cultural performance cannot, according to the bank. Their appeal lies not only in exclusivity, but also in the memories, conversations and stories they create long after the event itself.

As of 2025, India’s live-events market was valued at nearly ₹13,000 crore, and consumer studies continue to suggest a strong preference for spending on experiences over products, according to reports. As more consumers pursue similar experiences, demand is converging around a limited number of events, seats and moments.

When affordability is no longer the constraint

Kotak Mahindra Bank began associating with global artistes and premium live events over three years ago, when international performances in India were still relatively infrequent.

Since then, India has seen a wave of global performers return, in some cases after decades. As the events calendar expanded, a clear pattern emerged: the most sought-after ticket categories routinely sold out first.

Kotak observed this during Rishabh Rikhiram Sharma’s recent tour, where presales for the Mumbai and Delhi shows sold out within 24 hours. The tour attracted nearly one lakh attendees across ten cities.

As demand continues to outpace availability, participation itself is becoming increasingly valuable.In many cases, there are now more people who can afford the experience than there are seats available for it.

Through its interactions with affluent customers, Kotak Mahindra Bank is seeing this shift play out clearly. Experiences that were once occasional indulgences are now planned well in advance, particularly when availability is limited.

The bank said this helps explain why traditional markers such as lounge access, concierge services and golf privileges, while still valued, no longer carry the same signalling power they once did. Their wider availability has reduced their ability to distinguish one customer from another.

How affluent customers are expressing privilege

For Kotak Solitaire customers—an invite-only segment within the bank’s affluent franchise—this trend is particularly visible.

The bank provides pre-sale access across its credit-card portfolio, allowing customers to secure tickets before public sales begin. Demand has influenced ticket allocations as well. While presales typically account for 20–30% of inventory, allocations for select recent events increased to as much as 40%.

Kotak said affluent consumers are placing increasing value on certainty of participation. Securing a place has become an increasingly important part of the experience itself.

“We are seeing affluent customers place greater importance on participating in experiences that feel distinctive, memorable and difficult to recreate,” said Jyoti Samajpati, Head – Affluent & Salaried Proposition, Kotak Mahindra Bank. “As demand around these moments grows, certainty of participation becomes increasingly valuable. Customers want the confidence of knowing they can be part of experiences that matter to them, and access, timing and ease play an important role in enabling that.”

Kotak Mahindra Bank said that as affluence rises and competition around premium experiences intensifies, privilege is evolving—from being able to afford an experience to being assured of a place in it.