Axis Bank and Visa Launch Exclusive Credit Card ‘PRIMUS’ For India’s Elite

Axis Bank has partnered with Visa to launch the ‘PRIMUS’ credit card. The new super-premium card will be offered by invitation only, to select, ultra-high-net-worth, Axis Bank customers.

Customers will have access to globally acclaimed, bespoke privileges and benefits curated under the Visa Infinite Privilege offering, Visa said in a press statement.

India’s GDP has surged to approximately $3.5 trillion, positioning it among the world’s largest economies. This economic growth has fostered substantial wealth accumulation, with a record 200 Indians making it to Forbes 2024 World’s Billionaire’s list and India is set to have approximately 16.3 lakh millionaires by 2026.

According to a recent report, India’s ultra-high-net-worth individuals (UHNWI) with net worth over $30 million will rise by over half (58.4%) in the next five years.

Objective of ‘PRIMUS’ Credit Card

Ultra-high net-worth individuals have distinct and complex banking needs that require specialised services beyond those provided to other clients. The PRIMUS credit card is thus designed to appeal to India’s wealthy elite and their distinct tastes for style, exclusivity and access, Visa added in the statement.

‘PRIMUS’ was introduced to select clients in New Delhi and Mumbai at ‘Axis Bank PRIMUSSoiree’.

The allure of ‘PRIMUS’ credit card is rooted in its bespoke benefits specifically tailored for Ultra High Net Worth (UHNW) individuals making it the ultimate experiential card for India’s elite.

Cardholders will be privy to a host of exclusive benefits, some of which are:

• Preferential access to over 10,000 global restaurants, including coveted tables and last-minute reservations at Michelin-star establishments and the world’s top 50 restaurants.
• Invitations to private art gallery tours, global sporting events to restaurant takeovers, exclusive menus and access to limited edition fashion experiences hosted by personal shoppers.
• Curated travel itineraries such as flying safaris, ski vacations, with exclusive access to private jets.
• Access to the best global hotels at preferential rates and other value-adds, routed through a world-class concierge service with complimentary perks for bookings.

Arjun Chowdhry, group executive & head of affluent banking, retail assets, cards & payments, Axis Bank, said, “One of the key focus areas in our strategy is the premiumisation of our client portfolio to accelerate the Bank’s growth. With the launch of the first-of-its-kind credit card, PRIMUS, with unparalleled access, personalised concierge, luxury rewards, and private and curated experiences, we will be able to meet and exceed the bespoke needs and expectations of the most discerning of India’s elite.”

Sandeep Ghosh, group country manager, Visa India and South Asia, said, “We are delighted to introduce our uber-premium credit card proposition for the most discerning and sophisticated consumers in India. Axis Bank is our first partner on the Visa Infinite Privilege proposition. The Axis PRIMUS Card offers unique privileges and unparalleled experiences, backed by the promise, trust and global acceptance of the Visa brand.”