NEW DELHI: Indian luxury experiences company Avélon Luxe has announced a partnership with Ferrari, becoming an Official Hypercar Partner of Ferrari – AF Corse in the FIA World Endurance Championship (WEC) and a Regional Partner of the Ferrari Challenge Trofeo Pirelli Middle East. The agreement makes Avélon Luxe the first Indian company to partner with Ferrari Endurance and Corse Clienti, marking a new connection between India’s expanding luxury market and international motorsport.
The partnership is intended to give Indian enthusiasts greater access to Ferrari’s racing heritage, including the world of endurance racing and the iconic 24 Hours of Le Mans. Avélon Luxe plans to develop exclusive motorsport experiences, premium hospitality offerings and opportunities that take its clientele beyond the conventional spectator experience.
While Ferrari’s reputation has long been built on engineering excellence and motorsport success, the collaboration focuses on bringing that heritage closer to an Indian audience increasingly interested in exclusive international experiences.
Partnership Extends Across Endurance Racing and Ferrari Challenge
The agreement covers two distinct areas of Ferrari’s international motorsport activities.
In the FIA World Endurance Championship, Avélon Luxe will serve as an Official Hypercar Partner of Ferrari – AF Corse, connecting the Indian company with Ferrari’s top-level endurance racing programme.
The association also extends to the Ferrari Challenge Trofeo Pirelli Middle East, where Avélon Luxe has been named a Regional Partner.
As part of the arrangement, the company will be associated with the Future Ferrari Champion Award, which recognises the fastest driver under 25 years of age in the Ferrari Challenge Trofeo Pirelli Middle East.
The award adds a young-driver development dimension to the partnership, alongside its commercial and hospitality objectives.
Ferrari Sees Opportunity to Strengthen Ties With India
Antonello Coletta, Global Head of Ferrari Endurance and Corse Clienti, welcomed the agreement and highlighted its significance for Ferrari’s relationship with India.
“We are proud to welcome Avélon Luxe as the first Indian partner in the history of Ferrari Endurance and Corse Clienti. This partnership offers an important opportunity to strengthen our connection with India, while also supporting young talent through the Future Ferrari Champion Award, dedicated to the fastest Under-25 driver in the Ferrari Challenge Trofeo Pirelli Middle East.”
The announcement reflects Ferrari’s efforts to deepen its connection with the Indian market through motorsport-related partnerships, extending engagement beyond its road-car business.
For Avélon Luxe, the agreement provides an opportunity to connect its clientele with one of motorsport’s most recognisable names, where performance, engineering and attention to detail remain central to the brand’s identity.
Avélon Luxe Founders Outline Plans for Motorsport Experiences
Mickey Commar, Prabhjot Commar and Arjun Malhotra, Co-founders of Avélon Luxe, described the collaboration as an important development for the company.
“Our association with Ferrari brings our philosophy to the world of international motorsport, connecting our clients with a legacy defined by the pursuit of engineering excellence, craftsmanship and an enduring passion for performance. This represents an important step for Avélon Luxe, and we look forward to bringing our clients closer to the world of Ferrari.”
The company intends to use the association to create curated experiences built around Ferrari’s motorsport activities, combining exclusive access with premium hospitality and personalised services.
However, specific details regarding customer packages, access arrangements, pricing and availability have not yet been disclosed.
Avélon Luxe has confirmed that further information about the partnership will be announced in 2027.
Who Is Behind Avélon Luxe?
Avélon Luxe operates as a platform focused on ultra-luxury products and curated experiences, aiming to represent internationally recognised luxury brands in India while developing long-term relationships with its clientele.
The company was co-founded by Mickey Commar, Prabhjot Commar and Arjun Malhotra, who bring experience across investment management, aviation, automotive retail and hospitality.
The Commar family’s business interests include institutional investment management, with operations in Singapore and India and more than two decades of experience in public markets across India and Southeast Asia.
Their investment activities also encompass direct investments in early- and growth-stage companies and funds, with a presence across Asia, Europe and Latin America.
In aviation, the family’s operations include the authorised distribution of Leonardo Helicopters in India across civil and government segments, premium charter aviation services, and fixed-base operator (FBO) and ground-handling services.
The group is also expanding its international aviation activities into helicopter distribution, maintenance, repair and overhaul (MRO), and simulator training.
Co-founder Arjun Malhotra is a third-generation entrepreneur with approximately a decade of experience in automotive retail and a brief background in banking in the United States.
Born and raised in Kuwait, Malhotra studied entrepreneurship and marketing in the United States. His family has business interests in fast-moving consumer goods and hospitality across Kuwait and Delhi.
Together, the founders aim to position Avélon Luxe as a platform that connects Indian customers with international luxury brands and experiences.
A New Connection Between Indian Luxury and Global Motorsport
The announcement comes as luxury businesses seek to engage affluent Indian consumers through experiences that extend beyond traditional product ownership.
Motorsport hospitality offers one such opportunity, combining access to major sporting events with personalised travel and exclusive experiences.
For Ferrari, the partnership introduces its endurance racing and Ferrari Challenge activities to an Indian luxury clientele through a domestic partner. For Avélon Luxe, it provides an association with a manufacturer whose sporting history includes some of the world’s most prestigious endurance racing events.
The commercial impact of the arrangement will become clearer when the company reveals its planned offerings in 2027.
Ultimately, the partnership highlights a broader shift in the luxury market, where access and experiences are increasingly becoming as important as ownership. For Indian Ferrari enthusiasts, it could open a new route into international motorsport — one that extends well beyond watching the chequered flag from the grandstands.
