BE­SPOKE EX­PE­RI­ENCES

Rad­hika Bhup­tani

India Today - - SIMPLY GUJARATT -

FROM AN EL­E­GANT SIT-down pop-up din­ner in the mid­dle of a golf course to hav­ing the Maserati roll in for a close look, Rad­hika Bhup­tani’s Con­cept Inc, cu­rates events that spell lux­ury. “Gu­jarat is re­cently wak­ing up to the con­cept of brand con­sult­ing. Ev­ery­one as­pires for lux­ury but you need to cre­ate an ex­pe­ri­ence to build loy­alty for a brand,” says the 29-year-old mar­ket­ing pro­fes­sional who “cre­ates an ex­pe­ri­ence for peo­ple to take back” at ev­ery event. When a fash­ion store launched in the city, Bhup­tani ar­ranged a show where lead­ing de­sign­ers show­cased their creations against art works and in­stal­la­tions. At a pop-up restau­rant, she took the party right into the mid­dle of a golf course and served food on hand­crafted server plates made from logs of wood. Last year, she roped in a Mumbai-based cheese con­nois­seur for a work­shop and brought in cel­e­brated chef Vicky Rat­nani for a cook-out. “I want to build brand loy­alty through the ex­cite­ment of such ex­pe­ri­ences and proper pack­ag­ing,” she says.

In­spired by her years in Mumbai “where peo­ple ex­changed mu­sic”, Bhup­tani now wants to cre­ate prop­er­ties that fo­cus on mu­sic and food events and well­ness ex­pe­ri­ences. “Lux­ury is about the good life,” she says. TEL 7874867090

Rad­hika Bhup­tani, founder, Con­cept Inc

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