Cat II · Managed by Brands & Beyond
Investing in Made-in-India Luxury and Lifestyle Brands
Private equity, private credit and real-estate funds that don't employ leverage except for operating needs. The largest AIF category.
Brands And Beyond India Fund 1 (IN/AIF2/19-20/0673) is a SEBI-registered Category II Alternative Investment Fund registered in April 2019, managed by IndEU Capital India Private Limited (operating as Brands & Beyond). The fund is a private equity vehicle focused on investing in independent, non-ethnic, made-in-India lifestyle and luxury brands — covering beauty, accessories, gourmet F&B, and fine jewellery — with the goal of scaling them internationally. It was co-founded by Francois Arpels, heir to the Van Cleef & Arpels jewellery dynasty (sold to Richemont in 2000), who relocated to New Delhi in 2015. The fund's model is closer to that of a strategic operator than a financial investor — actively contributing to brand strategy and operations rather than purely deploying capital. The fund is headquartered at the Flatted Factory Complex, Jhandewalan, New Delhi.
Francois Arpels
Co-founder & Managing Partner
Francois Arpels is the co-founder and managing partner of Brands & Beyond (formerly IndEU Capital) and the SEBI-registered contact for this fund. The heir of the Van Cleef & Arpels jewellery family, he began his career at Van Cleef & Arpels in Paris and New York in 1988 and was a shareholder and Executive Committee member until the house was sold to Richemont in 2000. He subsequently spent over a decade in luxury goods strategy and investment banking (Head of Consumer & Luxury Goods at Bryan Garnier) before relocating to New Delhi in 2015. He is also Chairman of the Indo-French Chamber of Commerce and Industry Retail Committee, and has served as CEO of Korloff (French jewellery house) since October 2023.
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