Axis Bank, one of India’s leading private sector banks, has partnered with Visa to introduce a new ultra-premium credit card named Primus. This exclusive card is tailored specifically for India’s ultra-high-net-worth individuals (UHNWIs), those with a net worth exceeding $30 million, reflecting the growing affluence in the country.
The Primus card, which is available by invitation only, offers an array of luxury benefits designed to cater to the elite’s sophisticated tastes. Among the standout features are preferential access to over 10,000 restaurants worldwide, bespoke travel experiences including private jet access, and invitations to exclusive events such as private art exhibitions and high-end fashion shows. Additionally, the card provides access to luxury hotels with special rates and amenities, as well as a personalized concierge service to handle every detail.
The launch of Primus aligns with Axis Bank’s broader strategy to capture a significant share of India’s expanding luxury market. As the number of UHNWIs in India is projected to grow by over 58% in the next five years, the bank aims to meet the unique financial needs of this segment with services that go beyond conventional offerings. The partnership with Visa, leveraging the Visa Infinite Privilege platform, ensures that Primus cardholders receive globally recognized benefits, further elevating the card’s appeal.
This new card also signals Axis Bank’s continued focus on premiumization, following the success of its ‘Burgundy Private’ suite of services. With an annual fee of INR 1.8 lakh, Primus stands out in the Indian market as a symbol of luxury and exclusivity, offering unparalleled experiences for the country’s most affluent individuals. Source (Axis Bank).
