Axis Bank & Visa launch ‘PRIMUS’ India’s Ultra High Net Worth Individuals

By Gloria Mathias

Axis Bank has partnered with Visa to launch Primus, an ultra-premium credit card designed to redefine luxury. The new card will be an invitation-only offering to select ultra-high-net-worth Axis Bank customers.

Ultra-high net-worth individuals have distinct and complex banking needs that require specialized 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 in style, exclusivity and access.

The new proposition from Axis Bank and Visa marks an entry into an exclusive segment of ultra-high-net-worth consumers, setting a new standard in experiences. The proposition, among other things, offers carefully curated luxury experiences for this set of discerning, sophisticated consumers, such as select culinary journeys and custom-made travel itineraries, private jet access, companion tickets and invitations to exclusive events such as exclusive product launches, music concerts and private art exhibitions.

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 premiumization of our client portfolio to accelerate the bank’s growth. We have created a distinct value proposition with ‘Burgundy Private and have a suite of premium credit card products to cater to the needs of our affluent clients. Now, with the launch of the credit card, PRIMUS, with unparalleled access, personalized 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. We believe this offering will elevate and exceed the expectations of our cardholders at every turn.”