How health has become new social status among India’s elite rich

The pursuit of wealth has traditionally defined success and social status, marked by luxury cars and opulent homes. However, a recent shift, particularly among Silicon Valley elites and increasingly in India's wealthy circles, reveals that health and wellness have become new symbols of status. This transition is fuelled by advancements in health data technology and a greater emphasis on preventive care. Let's explore how this change is reshaping the social hierarchy among the top 1% globally, with a focus on India.

Health as a status symbol

The trend of health as a social status symbol emerged from America’s tech hubs, particularly Silicon Valley. Wealthy entrepreneurs began applying data-driven approaches to their health, embracing the quantified self-movement through wearable devices and DNA testing to optimize diet, sleep, and exercise. Influential figures like Elon Musk and Mark Zuckerberg popularised practices such as intermittent fasting and biohacking, all aimed at enhancing longevity and cognitive function. This focus on health has shifted the notion of wealth, suggesting that true elites are those who possess vitality and resilience, enabling peak performance beyond material possessions.

Rise of health as new social strata in India

In India, the wealthy are increasingly viewing health as a status symbol, influenced by global exposure and a shift in values. Over the last decade, affluent Indians have started to adopt health as a measure of status. This shift is influenced by several factors:

Global Exposure: International travel and interactions with wellness cultures abroad have reshaped priorities among India’s nouveau riche. A focus on personal well-being now rivals traditional displays of wealth.

Pandemic-Driven Awareness: Covid-19 highlighted the limitations of wealth in protecting health, emphasising the importance of fitness, immunity, and longevity. Investing in top-tier healthcare, fitness programmes, and personalised diets became an unspoken marker of privilege.

Adoption Of Technology: Like in Silicon Valley, India’s elite are adopting wearable technology to track and optimise health metrics, from heart rate variability to sleep quality. Brands like Fitbit, WHOOP, and the Oura Ring are increasingly common among India’s wealthiest.

Longevity As An Asset: Among India’s startup founders, business magnates and ultra-rich, health is now seen as a crucial asset that enhances productivity and performance, with the pursuit of longevity becoming the new race for wealth and success.

New social marker

This new health-consciousness revolves around a lifestyle accessible to a small percentage of society, making high-end health an exclusive luxury. Tools for optimisation, like full-body MRIs and genetic sequencing, are prohibitively expensive, turning health into a status symbol.

In India, wealthy individuals find appeal in exclusive premium health clubs with personalised care that costs as much as luxury cars. Wellness retreats, gourmet meals for metabolic health, and tailored training programmes are becoming significant markers of status in elite society. Additionally, events like the Tata Mumbai Marathon highlight fitness as a social event, where participation signals not just physical ability but access to elite coaching and training facilities.

How health is replacing other symbols of wealth

As health becomes a new marker of social status, the visible cues are also changing. Public displays of wealth now include appearances at marathons, membership in exclusive health clubs, endorsements of luxury wellness brands, and sharing hyper-optimised routines on social media. The language of the rich has shifted — from conversations about vacations in Europe to discussing blood biomarkers, yoga practices, and sessions with top-tier nutritionists.

The rise of luxury healthcare brands catering exclusively to the elite — such as Thirty Nine Monte Carlo, Equinox Fitness, Lanserhof at The Arts Club, Forma Pilates — further demonstrates how health has become the newest prestige product. These services combine luxury, exclusivity, and data-driven health optimisation to cater to the demands of India’s wealthy. They represent a new space where only the top 1% can participate, and health, once considered a basic human need, has been elevated to the level of the most desirable luxury.

Future of health as a status symbol

Health will continue to grow as a social differentiator among India’s rich. This trend is underpinned by the convergence of wealth, technology, and a shifting mindset about what constitutes a good life. In a world where affluence has become commonplace in certain circles, the emphasis has now shifted to something far less replicable: optimising the human body and mind.

The exclusivity of being able to afford biohacking, engaging with cutting-edge wellness technology, and having access to the best personal trainers and nutrition experts has turned health into the new luxury. For India's wealthy, being at the forefront of this movement is about more than just physical fitness; it is about demonstrating that they are ahead of the curve in every way.

In this new era, the ultimate measure of success is not just financial capital but also the ability to thrive, perform, and remain vital and energetic well into old age. The wealthy elite of India are setting an example of how the next frontier of luxury is health, positioning it as the ultimate status symbol in a world where material wealth alone is no longer enough.

(Varun Shetty is co-founder, director and high-performance coach, Invictus Performance Lab.)

Disclaimer: The views expressed here are the author's own. They do not necessarily reflect the views of DH.