The Mercedes-Benz Hurun India Wealth Report 2025 reveals that India now has approximately 8.71 lakh millionaire households (net worth ≥ ₹8.5 crore) a sharp 90% rise since 2021. Alongside numbers, the Luxury Consumer Survey accompanying the report highlights what these affluent individuals value most: experiences, not just ownership. 

Here are key findings on how they’re spending and what they cherish :

• Luxury on demand: Fashion, travel, global experiences appear higher on their priority list than big durable goods. Many prefer premium hotels (Taj among favourites), international travel, and curating memorable lifestyle moments.
• More than one car, more experiences: Over half own more than one car. However, purchases are balanced with use frequent upgrades, but also longer holding periods for certain assets if value aligns.
• Digital & aesthetic curation: Brand names matter Rolex, Gucci, Louis Vuitton are among top picks for accessories. Also, wealthy Indians are shifting to digital platforms for payments, accessing news, luxury content.
• Conservative-leaning wealth strategies: Even among millionaires, risk appetite remains modest. Investments are weighted towards real estate, gold, stocks. Many favour stable growth over flashy, high-risk ventures.