How does Solene embody Isprava’s broader philosophy and approach to hospitality and experiential living?

Solene is, in many ways, the natural evolution of the Isprava ethos. For years, our homes have been more than just physical spaces—they’ve been a canvas for meaningful experiences, rooted in design, community, and a deep sense of place. With Solene, we’ve distilled that philosophy into a members-only setting where every detail—from architecture to programming—reflects our belief that true luxury is personal, intentional and emotionally resonant. It’s about creating a sanctuary where people feel both inspired and at home.

How does it align with contemporary hospitality trends such as experiential travel, boutique luxury, and wellness?

Here, we prioritise experiences that bring our community together in thoughtful, enriching ways. Every visit is designed to feel like a one-off: a seasonal tasting menu, a sound therapy session in the garden, a morning cycling route curated by a member, a design talk in Clementia's Garden. The goal is always the same—to craft immersive moments that are rooted in Goa’s cultural fabric while remaining global in sensibility. The common thread is intimacy, depth, and detail. We’re not trying to impress—we’re trying to create experiences that resonate, that stay with guests long after they’re over.

In what ways does this club differentiate itself from other luxury hospitality clubs—both in membership and experience?

The membership is curated around shared values—curiosity, creativity, and cultural engagement—rather than just professional titles or social circles. The experience is immersive and place-specific: a 10,000 sq. ft. heritage property in Moira, restored with sensitivity and a design-forward lens. Our calendar is hyperlocal and bespoke—chef’s tables with regional produce, intimate performances, wellness residencies and artist-led workshops. Globally, it aligns with the new wave of smaller, community-focused clubs that feel like an extension of one’s own living room, but with the energy of a cultural salon.

What is your business model like—is it based solely on membership, or are there additional revenue streams?

Our core is a membership model—carefully limited in number to preserve intimacy. Alongside annual memberships, we’ve built in curated event partnerships, private hire for select gatherings, and collaborations with like-minded brands. These aren’t additional revenue streams so much as extensions of our ethos—they allow us to bring fresh experiences to members while opening the door for carefully vetted non-members to get a taste of Solene in specific contexts. For us, the growth in Solene is not about P&L, it’s about ensuring that it grows in a systematic, scalable and value-driven manner.

What key growth milestones and expansion plans do you envision over the next 3-5 years?

We see Solene as a brand with the potential to grow not just across India, but globally. At its heart, it’s about community—crafted, intimate spaces that feel deeply personal. We believe the time is right for something truly unique and community-driven. For us, micro-hospitality isn’t just a niche; it’s the future. And we intend to be right at the centre of it. There are plans to open a larger version of Solene in Goa in terms of space, another in Alibaug, with each one rooted in its local narrative.

How do you foresee the evolution of private membership groups within India’s hospitality landscape?

The next decade will see a shift from large, impersonal luxury to intimate, value-aligned circles—spaces that cater to identity, not just income. Private membership groups will become sanctuaries—spaces that offer familiarity and intimacy in a fast world. Solene is designed to lead that movement. Invite-only membership models allow for depth, nuance, and a shared ethos that’s hard to find in mainstream hospitality.

What is the story behind the transformative restoration of your first club Solene Moira—a multi-generational Goan home turned lifestyle destination?

It took us a while to find the perfect space for our first club and when we saw the De Souza family home in Moira, we knew that their legacy of togetherness and shared memories would be the ideal setting. Built in 1910 and layered with over a century of memories, it offered a beautiful architectural soul to work with. We were deeply intentional about preserving the essence of that legacy—retaining original architectural elements like the grand doors, distinctive roofing, intricate woodwork, and historic artifacts—while seamlessly integrating spaces with modern comforts, contemporary art, and layered textures. The result is a space that feels timeless yet current. Every design decision was made to bridge the past with the present. For example, the dining room, once the heart of family gatherings, was reimagined as a fitness center—still a space for connection, but aligned with contemporary wellness values. Clementina’s Garden, formerly a cowshed, now flourishes as an outdoor dining space, and the bike garage transformed into a Toddlers’ Outhouse brings joy to new generations.

How have you integrated sustainability into the brand’s ethos and operations?

Sustainability starts with the building itself—a restored Goan home rather than a new build, preserving the architecture. We work with local craftsmen, source ingredients from nearby farms, and keep our supply chain short and transparent.

Did you encounter any primary challenges while launching it as a private member group in today’s market?

One of our biggest challenges was maintaining the 115-year old family home’s original soul while modernising it to meet the needs of a private club. Balancing historical preservation with contemporary comforts required meticulous attention to detail, especially in preserving architectural elements like the ornate woodwork, grill work and grand ceilings. Seeing the space transform into a vibrant, welcoming sanctuary, where history and modernity coexist seamlessly, was incredibly rewarding. Curating the right membership base was an interesting challenge—balancing exclusivity with diversity, and ensuring shared values without creating an echo chamber. In today’s attention economy, we had to create not just a place worth visiting, but also returning to again and again.

Looking ahead, what’s next for the Isprava Group in 2025 and beyond?

We have plans for new micro locations for Isprava and The Chapter, thereby expanding on our footprint pan India and taking the experience to more homeowners.