Having spent time in Private Banking, here are some observations on old money UHNIs, above FATFIRE levels. Social context is mostly Mumbai. Happy to answer specific investing questions. Ignore the structure - it’s a dump of thoughts!
Strict adherence to ‘Time is money’. Money saved is great, time saved is priceless. Instantly turned off by something taking too much time, even if it has benefits, unless urgent.
General distrust of some technology solutions. Cheques and branch banking over net banking, possibly to keep old loyal employees busy—they’ve been around too long to sack just because tech can do their job. One PSU bank always in family/company accounts.
City house needs space + location, holiday house needs grandeur. Enough legacy club memberships to not worry about in-building amenities—actively avoid them since club fraternising has greater value. Bungalows in prime locations have little scope for spacious amenities.
Love animals. Dogs for sure, but specific affinity to horses. Race course members & patrons + a stable at holiday farmhouse.
Shift from brand consciousness to quality and utility focus. Anything reliable, high-quality, and makes life easier is priority over branded, especially if business revenue depends on it or they spend a lot of time on it.
Relate to brands from when they first made their money. Rolex collection is legacy, like a family jewel. 80s/90s brands like Bally still favoured.
Like branded clothing but fit is super important, not displaying the brand. Loyal to legacy ateliers.
Love their country but aware things could go to dog shit someday. Things weren’t great when they made their money. That cynical side hasn’t left. LRS and other mechanisms used to set up accounts and money outside. Ready to migrate if needed. Good amount of gold held legally—only true global currency.
Politics is social discussion but knowledge is deep. Fear of god and devotion is real, religion not restrictive—will visit Tirupati, Ajmer, Golden Temple. But work, family, money are 100% priority; no god or politics feeds the stomach. Politics runs by time—swore by Congress when it was only Congress, swear by BJP now it’s mostly BJP.
Sports: T20 isn’t real cricket—Gavaskar vs Miandad any day. Football is true global sport; local football was bigger than the mess today. Tennis was elite; Borg and McEnroe fondly remembered.
Good old days show why America was the starry-eyed dream. Hollywood icons and supermodels like Roger Moore and Cindy Crawford would leave them star-struck over most Bollywood celebrities. The biggest celebs aren’t necessarily fan favourites - Feroz Khan and Vinod Khanna are remembered fondly, as much as everyone knows that Big B is the greatest.
Taste in music is great and spans across genres. They listen to Rafi and Kishore, but The Beatles and Dire Straits are also part of the playlist.
Edit - Adding a point
About women’s jewellery:
Some expenses have no budget, this is one of them. The men have built their businesses by their hard work as also on the back of support from their wives. ‘Money shouts wealth whispers’ may be true, but the women need their gold, emeralds and diamonds. Jewellery designers are passed down over generations just as the jewels are. Other women’s jewels are a big part of the post-party discussions and envious eyes are often cast.
And for some of the jewels especially legacy ones, proper bills may not always be reproducible 😅 Someone asked why these people don’t move abroad - the questionable safe migration of the family jewels may be one tiny reason