Indulge Global Concierge—a luxury lifestyle service brand that brings the world of indulgence to your fingertips. Founded by the dynamic duo Karan Bhangay and co-founder Advita Bihani, Indulge Global is dedicated to delivering unparalleled luxury experiences tailored to high-profile individuals.
In an exclusive interaction Advita talks about the brand and more:
Excerpts :
What initially drove you to transition to the luxury and hospitality industry?
My early career was quite diverse and exploratory. I began by working with a Six Sigma Consultancy for a year, where I learned a lot about processes. However, I quickly realized that it wasn’t my true calling. After finishing 12th grade, I jumped straight into the workforce, taking on various gigs in Singapore, Ukraine, Australia, and other places. I explored different fields, including sex education, mental health, salons, dynamic voice technology for children via Alexa and Google Home, and more.
I wasn’t particularly looking to move into the hospitality space initially. What truly captivated me was the idea behind it. The concept of creating unique, high-end experiences for individuals and families intrigued me and sparked my interest. It was this compelling vision that ultimately drew me into the luxury and hospitality industry, where I found a perfect blend of creativity, service, and innovation.
Growing up in a business family, how did that shape your entrepreneurial journey and the founding of Indulge?
Growing up in a family with a 100-year history in business deeply influenced my entrepreneurial journey and the founding of Indulge. From a young age, I was taught to pursue ventures whose benefits would extend to the next three generations. This long-term perspective instilled a sense of responsibility and foresight.
Tell us more about the inception of Indulge and how your interesting encounter with Karan led to its creation?
The inception of Indulge was quite interesting. It all started when I was out of my previous job and decided to create a very visual CV that showcased who I am. Rather than targeting specific companies, I listed the traits I was looking for in a workplace. This unconventional approach caught Karan’s eye, and he reached out to me. We discussed Mandala and Indulge (known as Since1700 at the time), and I knew instantly that I was keen to be a part of it.
When Covid hit in 2020, Karan identified a significant need while interacting with UHNIs. He realized that outside their immediate territories, these individuals required access and convenience to avoid the hassle of acquiring certain goods and services. This journey, which began with a chance encounter, has now evolved into a thriving enterprise addressing a critical niche in the market.
What was the vision behind Indulge, and how has it evolved since its founding?
Our vision is to bring the world to our patrons’ fingertips. We aim to be their go-to problem solvers, the ones they can always rely on with a simple “Just tell them, they’ll figure it out.” We started our journey with just three families, focusing on meeting their unique needs. Through organic growth and our commitment to providing unparalleled service, we have expanded to serve over 1,000 UHNIs today.
Karan Bhangay and Advita BihaniAs a co-founder, what are your primary responsibilities at Indulge?
As a co-founder of Indulge, I focus on enhancing our team’s capabilities by improving technology and internal operations. This ensures we deliver exceptional results for our clients. Leading operations, I stay on the move, meeting with team members to understand market trends and equipping them with the necessary tools and skills to succeed. My approach to problem-solving follows the 20/80 method, where I prioritize asking the right questions quickly and then act decisively and proactively. Another part is to move across territories to closely (and firsthand) understand the new age HNI, their needs, their definition of convenience and luxury - and then bring those insights back on the operations table to weave them into our SOPs.
How do you stay updated with market trends, and how does this influence your strategic decisions at Indulge?
Our extensive network keeps us deeply embedded in the ecosystem, meaning we’re among the first to spot emerging trends. Technology is a cornerstone of our approach. With tools like artificial intelligence and social media listening, we stay current and ahead of the curve. Ultimately, providing top-notch service is our strongest competitive advantage. We constantly refine our operations to ensure we deliver the best experience to our clients.
How do your personal interests contribute to your professional growth?
Outside of work, I enjoy reading, particularly non-fiction. Being proficient in the Devanagari script allows me to read Hindi, Marathi, Urdu, and Marwadi. I’m fascinated by technology and often explore platforms like Kickstarter and ProductHunt. I also dabble in poetry and have a deep appreciation for cultures and art, which I get a chance to incorporate at work, thanks to Indulge.
How do you seamlessly blend work and leisure to ensure both are enjoyable?
To me, work-life balance isn’t about rigidly blocking hours and sticking to a strict schedule. In the hospitality industry, we need to be available when needed, which requires a different approach. Instead of separating work and leisure into distinct time slots, I find that blending the two allows for a more fluid and enjoyable experience.
When you are deeply engaged in your work and equally invested in your leisure time, both start to feel like play. This fluidity creates a sense of ease and balance that is hard to describe but transformative when experienced. It’s about being fully present in whatever you’re doing, whether it’s work or personal time, and finding joy in both. This approach helps me stay motivated and ensures that neither work nor leisure becomes a source of stress.
What are your future plans for Indulge, and how do you see the luxury concierge service industry evolving in the coming years?
Our vision is to service a minimum of 10,000 families globally by the end of 2025 and focus inward to have a service of unimaginable finesse. In terms of evolution, the number of UHNIs is increasing by the day. Traditionally, the focus was on investing and preserving wealth, but now there’s a growing desire to experience and enjoy life to the fullest. We are witnessing a trend where patrons are willing to invest in unique, unforgettable experiences, seek deeper cultural engagements, and appreciate true craftsmanship over mere brand names. With work life changing and avenues opening up, services like Indulge Global will become increasingly essential, as more individuals look for dedicated teams to streamline their personal lives.
Advita BihaniWhat advice would you give to young entrepreneurs, especially women, who aspire to create impactful businesses?
Don’t avoid hard work. Magic comes to life when we consistently show up and do what needs to be done. Being good at a particular thing and being good at business are two very different skill sets - be open to learning both. And most importantly, do not have second-hand opinions on work. It is a popular notion to hate work or to look at work with the lens of extortion and exploitation. We spend the majority of our time working. Be around people who are in love with their work. That energy is contagious and also sets your context right. Be curious and adaptive and give things the time they need to fully blossom.
Share an experience where your understanding of cultural nuances significantly impacted your work at Indulge?
Let us look at the concept of ‘old money’. We understand this term from an American context. If you look closely at the generational rich in India, their behavior and tastes are very distinct. For example, their show of wealth is not in a fine dining restaurant but dry fruits served in silver bowls. Their notion of wealth, even today, is not measured by net worth, but by the amount of gold and liquid cash a family possesses. VIP visits to temples are held in higher regard than one might estimate.
Another example is how the South perceives luxury differently from the North. If you go to Kerala, social acceptance of ‘flaunting’ in its conventional sense is very low. Their indulgences, thus, are not very outward. Compare that to a city like Delhi which loves and proudly shows what its hard work can afford. There are also phases wherein people will buy or not buy. Pitru Paksha, Brahm Mahurat, etc., hold significant importance in India.
There are certain sections of UHNIs who may not spend on travel or shopping lavishly, but will not think twice when it comes to religious rituals. They will be generous when getting the Shree Yantra made or when it’s an opportunity for Tula Daan (weighing a person with gold and silver).
I can give a hundred such examples - When we respect and behave based on this information, the patron’s faith in us increases. This understanding comes when we closely deal with them and actively listen to their behavior.
