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Symbols Of An Elite Identity

When do you sit back and say that you’ve arrived? When you own that S class? Or live in a penthouse? Well, to that list you could add: When you consume a ‘By Invitation’ product or service —ie, lifestyle goodies open only to a select few.

So, how do you qualify as a member of an exclusive business club such as the Taj’s Chambers, or reside at a hi-end real estate property, or hold a credit card which provides customised services? Vijay Vancheshwar, a vice-president at DLF, talks about the 250 apartments that will soon be on the market for an astonishing Rs 4,500 a square foot. “Araleus is aimed at the category ‘A’ customer”, he says. Meaning, “high profile executives, entrepreneurs and NRIs”. And Rajiv Ahuja, vice-president at American Express, says that their “Platinum card is all about affluence”.

So, you would basically have to be either rich or famous or both to qualify!

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