From exclusivity to community

For a luxury category accustomed to selling privacy and exclusivity, Indulge Homes is putting community at the centre. Gentry is therefore by invitation and reference, with the brand looking to bring together families with similar lifestyles and demographics. The thinking is that the value of a second home extends beyond the four walls of the villa to the community around it.

At Indulge Homes, the home is only one part of the proposition. Outdoor living and what Vikram describes as “new age wellness” are intended to shape the experience, with nature and shared experiences forming an important part of life beyond the residence.

For Vikram, this is slow living without giving up the comforts of modern life. At The Farmery Commune, that could mean a morning walk through the forest followed by pickleball and breakfast outdoors, an afternoon at the Forest Café or community restaurants, and evenings at the Tavern, around a firepit or under the stars.

The idea is to make the life outside the home as considered as the home itself.

Making farm living easier

Karan describes the concept as “the Decathlon of farm living”. The ambition is to simplify what can otherwise be a complicated undertaking by bringing land, homes, plants, cattle, solar, water, farming and ongoing management into one ecosystem.

The proposition is straightforward: weekdays in the city, weekends on the farm.

It also speaks to what Indulge sees as a changing definition of luxury. Material comforts are increasingly accessible to affluent consumers, while time, access to nature and meaningful social connection are harder to manufacture.

Indulge Homes is attempting to bring those elements into the second-home experience, without asking its residents to give up the conveniences they are accustomed to.