Builders upgrade clubhouses to woo ultra-rich homebuyers

Clubhouses are a status symbol, offering tailored experiences and personal services beyond basic amenities

- Madhurima Nandy

The traditional clubhouse is evolving into larger, more exclusive lifestyle spaces across luxury properties, tailored for well-travelled, younger, ultra-rich buyers.

What was once a standard amenity within projects has evolved into private clubs serving as lifestyle retreats that are curated for a specific community of people.

Clubhouses in new high-end projects by developers like Lodha Developers, DLF Ltd, Birla Estates, Prestige Group, and Tribeca Developers are adding private clubs that offer wellness and sports amenities and are also used for business networking.

At its upcoming Lodha Alibaug project, in a coastal town fast emerging as a luxury realty hotspot, Lodha Developers will build an invite-only Private Members' Club spread over 165,000 sq ft, offering a hammam, salt therapy grotto, ice shower, fine dining restaurants, and sports facilities.

Both Lodha Sea Face project in Worli, with limited residences starting at ₹185 crore, and Lodha Malabar are offering Club Saint Amand, which offers several wellness and sporting facilities.