Hurun India began curating rich lists a decade ago. Now, it has moved up ahead of ranking giants like Bloomberg and Forbes with 17 lists so far. It has a Global 500 list, similar to Bloomberg’s Billionaire Index. In fact, at this point, its safe to say that it has replaced Forbes as the most trusted choice for bankers and wealth managers.  Hurun has managed to turn showing it off into a cultural trend despite the fact that wealth is often wrapped in secrecy in a country like India. So what's really driving India's obsession with ranking the richest?

Hurun India has grown way beyond its original rich lists, creating rankings for just about everything you can think of—from self-made entrepreneurs to top art collectors. They even track billionaires by zodiac signs. 

Today we look at Hurun India beyond just these lists— a closer look at the behind the scenes relationship it has with wealth-management firms, and how it keeps the ultra-rich happy

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