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Soho House, the exclusive members-only club known for its vibrant creative scene, is setting its sights on India in a big way. While they already operate a successful "House" in Mumbai, they are expanding their reach significantly with the launch of a digital membership program and plans for two new physical locations.
Soho House is extending its reach beyond Mumbai by launching its CWH membership program in six Indian cities: New Delhi, Jaipur, Goa, Bengaluru, Hyderabad, and Kolkata. This digital membership caters to "creative-minded" individuals residing in cities without a physical Soho House location.
CWH members will have access to exclusive events and experiences in their respective cities. These could range from unique dining experiences (think "One Night Only" dinners) to weekend getaways, live music performances, or private art viewings. A key benefit is full access to all physical Soho House locations worldwide whenever members travel. This allows them to connect with a global network of creative individuals across Soho House's nearly 200,000 member base.
The annual membership fee for CWH in India is INR 72,950 (approximately USD 880). This is a more accessible price point compared to the individual membership fee for a single physical house, which is around INR 1.6 lakh annually.
Soho House isn't just focusing on the digital realm. They plan to open two new physical locations in India - Soho House New Delhi and Soho House South Mumbai - in the coming years. These locations will likely follow the established model, offering amenities like rooftop pools, gyms, screening rooms, and restaurants, creating a hub for the local creative community. The expected location for the New Delhi outpost is the Mehrauli area, known for its concentration of fashion houses, art galleries, and design studios.
Soho House's dual approach ? offering a digital membership alongside planned physical expansion ? caters to a broader audience in India. The CWH program allows them to tap into a wider pool of creative individuals across the country (a market they believe is ready for their offerings) while building anticipation for the upcoming physical locations.
Recent reports questioning Soho House's financial health have been dismissed by the company. They boast a growing membership base with high retention rates, with their total membership growing to about 2.60 lakh in the quarter that ended December 2023, from over 2.55 lakh in the previous quarter. Soho House itself accounted for a membership of 1.93 lakh in the same period. While acknowledging there's always room for improvement, the company emphasizes its commitment to service and member feedback.
Soho House's expansion in India reflects the country's growing creative scene. With its CWH program and planned physical locations, the company aims to become a central hub for connecting and fostering creativity across the nation. Their success will be watched closely by competitors like The Indus Club and The Quorum Club, which cater to a similar audience seeking a sophisticated space for business networking.
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