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

Axis Bank, in partnership with Visa, has unveiled the ‘Primus’ credit card, an ultra-premium offering tailored exclusively for India’s ultra-high-net-worth individuals (UHNWIs). This invite-only card is designed to meet the discerning needs of the wealthy elite, offering unparalleled luxury, exclusivity, and personalized services. With a joining fee of Rs 5 lakh and an annual fee of Rs 3 lakh, the Primus card is positioned as a symbol of ultimate prestige.

Key Features and Benefits

Invitation-Only Membership

Primus is offered exclusively to select UHNWIs, reinforcing its status as a highly coveted financial product.

High Joining and Annual Fees

The card requires a steep joining fee of Rs 5 lakh and an annual fee of Rs 3 lakh, reflecting its exclusive nature and the premium services it provides.

Welcome and Renewal Perks

Cardholders can choose between substantial ITC gift vouchers or EDGE miles as welcome and renewal benefits.

Milestone Rewards

Earn additional EDGE miles based on quarterly spending, along with 1 EDGE Mile for every Rs. 100 spent, offering flexible redemption options.

Travel and Lounge Access

Primus offers zero forex markup, unlimited lounge access, complimentary companion airfare, private jet access, airport transfers, and exclusive hotel benefits worldwide.

Exclusive Golf and Membership Benefits

Enjoy complimentary green fees and access to prestigious clubs and networks, further enhancing the card’s appeal to the elite.

Luxury Experiences and Dining Privileges

Primus cardholders receive preferential access to Michelin-star restaurants, curated global events, and bespoke travel itineraries, alongside personalized concierge services for a seamless luxury experience.

Comprehensive Insurance Coverage

The card provides extensive insurance coverage, including protection against delayed baggage and lost card liability, ensuring peace of mind for its users.

Strategic Move by Axis Bank

The launch of the Primus credit card aligns with Axis Bank’s strategic focus on premiumization, building on the success of its Burgundy Private offering. By introducing a product that caters specifically to the unique needs of UHNWIs, Axis Bank aims to solidify its position in the ultra-premium segment.

Unmatched Luxury and Exclusivity

Primus is the first credit card in India to offer access to globally acclaimed bespoke privileges under the Visa Infinite Privilege offering. With a focus on luxury, exclusivity, and personalized benefits, the Primus card sets a new standard in the Indian credit card market, catering to the distinct tastes and preferences of the country’s most affluent individuals.

About Axis Bank : Key points

Founded: 1993

Type: One of India’s largest private sector banks

Services: Full spectrum covering Retail, SME, Corporate, and Agriculture

Network: 5,427 branches and 15,014 ATMs across 2,987 centers in India

Key Offerings: Axis Mutual Fund, Axis Securities, Freecharge, Axis Bank Foundation

Strategic Focus: Premiumization with products like Burgundy Private and Primus.