This Article was fact checked and last updated for accuracy on July 17, 2025 by Mani Karthik
Back in December 2024, I kept seeing Times Black ads everywhere.
Full page newspaper ads. LinkedIn sponsored posts. Instagram stories.
The marketing was intense.
“India’s most exclusive credit card.”
“Crafted from the metal of Times of India’s first printing press.”
My curiosity got the better of me.
I applied. Got instant approval.
Three months later, I’m writing this review with mixed feelings. 😕
My Times Black Discovery Story 📖
The Marketing Overload
Moving back from the US in 2017 meant I missed the early credit card revolution in India.
By 2024, I had premium cards. Infinia. Diners Black. Axis Magnus.
But Times Black promised something different.
“Ultra luxury experiences.”
The marketing reminded me of premium US cards like Amex Centurion.
The Application Shock
Applied online at timesblack.com.
Instant approval within 30 seconds.
No income verification. No documents.
Just existing ICICI customer status.
That should have been my first red flag.
Premium cards aren’t supposed to be this easy.
The Reality Check Moment
Card arrived in 7 days. Beautiful metal design.
First purchase: ₹500 coffee at Bangalore airport.
Reward points earned: 10 points.
Value: ₹10.
Annual fee paid: ₹23,600 (including GST).
The math wasn’t adding up.
Times Black At A Glance ⚡
The Super Premium Positioning
Times Black ICICI Bank Credit Card is a metal card co-branded with Times Internet Ltd. Catering to the lifestyle needs of the premium segment, at an annual fee of Rs. 20,000, it offers some high-end benefits like unlimited lounge access, milestone benefits worth up to Rs. 70,000.
The Accessibility Reality
Despite being marketed to UHNIs, it lacks exclusivity. There’s no strict eligibility requirement, as anyone with an existing ICICI Bank credit card can get instant approval via the Times Black website.
This is where things get interesting (and concerning).
The Competition Face Off 🥊
| Feature | Times Black | HDFC Infinia | Axis Magnus |
|---|---|---|---|
| Annual Fee | ₹20,000 + GST | ₹12,500 + taxes | ₹12,500 + taxes |
| Base Reward Rate | 2% domestic, 2.5% intl | 3.33% | 1.2% |
| Welcome Benefits | ₹27,000 value | ₹12,500 points | 25,000 points |
| Lounge Access | Unlimited global | Unlimited global | 8 domestic + 8 intl |
| Forex Markup | 1.49% + GST (1.76%) | 2% | 2% |
| Fee Waiver | ₹25L spend | ₹10L spend | ₹1.5L spend |
| Eligibility | Any ICICI customer | Invite only | ₹15L+ income |
| Transfer Partners | None | 19 airlines/hotels | 15+ airlines |
My Take: Times Black charges premium prices for mid tier benefits.
The Reward Structure Deep Dive 💰
The Basic Earning Rate
2% Reward points on domestic transactions including Insurance, utilities, education & government payments, 2.5% Reward points on International transactions.
My Annual Spend Analysis
| Category | Annual Spend | Points Earned | Value |
|---|---|---|---|
| Domestic purchases | ₹8,00,000 | 16,000 | ₹16,000 |
| International spending | ₹2,00,000 | 5,000 | ₹5,000 |
| Capped categories | ₹3,00,000 | 6,000 | ₹6,000 |
| Total | ₹13,00,000 | 27,000 | ₹27,000 |
The Reality Check
Annual fee: ₹23,600 Rewards value: ₹27,000 Net benefit: ₹3,400
That’s 0.26% effective return on ₹13 lakh spend.
Pathetic for a “super premium” card.
The Welcome Benefits Analysis 🎁
The ₹27,000 Promise
Redeem the following joining benefits via the Times Black app up to 1 year from the date you receive the e-mail with their details: EaseMyTrip gift card for luxury stay worth Rs. 10,000, Travel Visa benefits via Atlys and OneVasco worth Rs. 10,000, Toni&Guy and Interflora lifestyle gift cards worth Rs. 4,000.
My Welcome Benefits Reality
| Benefit | Stated Value | My Experience | Actual Value |
|---|---|---|---|
| EaseMyTrip voucher | ₹10,000 | Used for Goa trip | ₹10,000 |
| Visa services | ₹10,000 | Covers only service fees | ₹3,000 |
| Toni & Guy voucher | ₹3,000 | Never used | ₹0 |
| Interflora voucher | ₹1,000 | Used once | ₹1,000 |
| Zomato Gold | ₹3,000 | Good value | ₹3,000 |
| Total | ₹27,000 | Reality | ₹17,000 |
The visa services are particularly disappointing.
The Milestone Benefits Strategy 🎯
The Spending Tiers
Milestone rewards based on annual spending: While these milestone benefits on the Times Black ICICI Bank credit card add some value, they are niche and may not appeal to everyone.
My Milestone Achievement Plan
| Spending | Milestone Benefit | My Usage | Value |
|---|---|---|---|
| ₹5L | Helicopter/cab transfer | Never used | ₹0 |
| ₹10L | Klook voucher ₹10K | Used for Singapore | ₹10,000 |
| ₹15L | Travel voucher ₹15K | Pending | ₹15,000 |
| ₹20L | Avanta resort ₹20K | Pending | ₹20,000 |
Most benefits are location restricted.
The helicopter transfer works only from Bangalore airport.
I live in Bangalore. Still never used it.
The Forex Benefits Reality Check 💱
The International Advantage
Forex Transactions: 1.49% + GST (1.76% total) markup. With 2.5% reward points, the net effective cost is reduced to 0.7%, making the Times Black ICICI Bank credit card a competitive choice for international spending.
My 2024 US Trip Calculation
- Total foreign spend: $3,000 (₹2.5L)
- Forex markup: ₹4,400 (1.76%)
- Rewards earned: 6,250 points (₹6,250)
- Net benefit: ₹1,850
This is actually decent for international spending.
Better than most premium cards.
The Lounge Access Experience 🛫
The Unlimited Promise
Times Black ICICI Cardholders can access airport lounges worldwide without paying any lounge charges. Both primary and add-on cardholders can access international airport lounges with a complimentary Priority Pass membership.
My Family’s Lounge Usage (2024)
- Domestic lounges: 18 visits
- International lounges: 6 visits
- Guest access: Not included
- Total value: ₹19,200
The guest access limitation is annoying.
My wife and kids need their own cards for lounge access.
The Quorum Club Reality 🏛️
The Exclusive Access Promise
Access to Exclusive Quorum Club Events: As a Times Black cardholder, you can attend unique events and networking opportunities at The Quorum Club, even without holding a membership.
My Quorum Club Experience
Applied for events in Bangalore.
Most events are in Delhi/Mumbai.
Attended one dining event.
₹5,000 meal with 20% discount.
Saved ₹1,000.
Not exactly “ultra exclusive.”
The CribLife Concierge Test 📞
The Lifestyle Management Promise
Experience unparalleled Lifestyle Management with CribLife, a chat-based service, thoughtfully designed to suit your busy schedule.
My CribLife Usage Attempts
- Restaurant reservation: 3 days response time
- Flight booking: “Please book directly”
- Event tickets: “Not available in Bangalore”
My American Express concierge was better.
And that was 10 years ago.
The iShop Portal Advantage 🛒
The Accelerated Rewards
iShop Portal: ICICI Bank has launched its accelerated rewards portal, iShop. You can book flights, hotels, or purchase gift vouchers on the iShop portal and get up to 24% value back.
My iShop Experience
Flight booking: 12% reward rate Hotel booking: 12% reward rate Gift vouchers: 12% reward rate
This is actually good.
But the portal selection is limited.
No Amazon vouchers. No Flipkart vouchers.
Mostly travel and premium brand vouchers.
The Application Process Shock 😲
The Instant Approval Reality
Application process is super smooth especially for existing ICICI credit card holders, just like how the ICICI Amazon Pay Credit Card application system works. It’s instant approval and you can have the card details immediately as well.
My Application Journey
- Applied: 11:30 AM
- Approved: 11:30 AM (30 seconds)
- Card details: Immediately available
- Physical card: 7 days
The Exclusivity Problem
Despite being marketed as one of the most exclusive credit cards in India, the reality is far different. Almost everyone who already has a credit card with ICICI Bank seems to be getting approved for this card on a shared limit basis.
This kills the premium positioning.
The Family Impact Analysis 👨👩👧👦
Wife’s Perspective
She got approved instantly too.
On our shared credit limit.
“This doesn’t feel premium, Mani.”
She was right.
Kids’ International Travel
For our 2024 US trip, the forex benefits were helpful.
Saved around ₹1,850 on foreign transactions.
But that’s a small fraction of the annual fee.
The Status Symbol Test
In the US, pulling out an Amex Centurion gets attention.
In India, most people don’t recognize Times Black.
The status symbol aspect is missing.
The NRI Returnee Perspective 🏠
Why This Card Doesn’t Work for Returnees
Moving back from the US means understanding value propositions.
American premium cards justify their fees.
Times Black doesn’t.
The US Credit Card Comparison
| Feature | Times Black | Chase Sapphire Reserve | Amex Platinum |
|---|---|---|---|
| Annual Fee | $280 | $550 | $695 |
| Lounge Access | Unlimited | Priority Pass | Centurion + PP |
| Travel Credits | None | $300 | $200 |
| Insurance | Basic | Comprehensive | Comprehensive |
| Concierge | Poor | Excellent | Excellent |
Times Black charges premium fees for basic benefits.
The Hidden Charges Reality 💸
The Forex Markup Truth
Stated: 1.49% Reality: 1.49% + 18% GST = 1.76%
Always factor in GST when calculating costs.
The Monthly Caps
The combined reward points earned via spends made on utilities, insurance premium, education, and government payments are capped at 5,000 reward points per month.
This means maximum ₹2.5L monthly spend in these categories earns rewards.
Above that, you get nothing.
The Customer Service Experience 📞
My Support Interactions
- Welcome benefits query: 5 days response
- Milestone clarification: 3 calls, no resolution
- Lounge access issue: 2 weeks resolution
For a ₹20,000 annual fee card, this is unacceptable.
The Alternative Cards Analysis 🔄
Better Options at Lower Fees
| Alternative | Annual Fee | Why Better | My Rating |
|---|---|---|---|
| HDFC Infinia | ₹12,500 | Higher rewards, better benefits | 9/10 |
| HDFC Diners Black | ₹10,000 | Same rewards, lower fee | 8/10 |
| Axis Magnus | ₹12,500 | Better transfer partners | 7/10 |
| ICICI Emeralde Private | ₹12,000 | Better ICICI option | 7/10 |
The ICICI Portfolio Problem
When compared to the Emeralde Private Metal Credit Card, which is available at a far lower price point, the Times Black Credit Card is noticeably inferior.
Even within ICICI’s portfolio, Times Black doesn’t make sense.
The Marketing vs Reality Gap 📊
The Positioning Promise
Times Internet spent crores on marketing.
Full page newspaper ads. Celebrity endorsements. Exclusive launch events.
The Delivery Reality
Most benefits are location restricted. Rewards are capped and limited. Concierge service is subpar. No transfer partners.
Classic case of overpromise, underdeliver.
The Target Audience Analysis 🎯
Who This Card Is Really For
Based on my analysis:
✅ ICICI Bank loyalists (ecosystem benefits)
✅ International travelers (decent forex rates)
✅ Status seekers (metal card, brand name)
✅ First time premium card users (easy approval)
Who Should Avoid This Card
❌ Reward optimizers (poor reward rates)
❌ Travel hackers (no transfer partners)
❌ Value seekers (overpriced for benefits)
❌ Premium card veterans (better options available)
The Future Outlook 📈
What’s Likely to Happen
ICICI will probably enhance benefits. Current backlash is significant. Too much negative feedback to ignore.
My Prediction Timeline
- 2025: Minor benefit enhancements
- 2026: Major overhaul or discontinuation
- 2027: Replacement with better product
The current version won’t survive long term.
The Verdict: Should You Get This Card? 🏆
My Bottom Line After 6 Months
Times Black is a marketing triumph and product failure.
Beautiful card. Terrible value proposition.
High fees. Limited benefits.
The Math Doesn’t Work
Annual cost: ₹23,600 Annual benefits: ~₹30,000 (if you use everything) Net benefit: ₹6,400
That’s 0.5% return on ₹13 lakh spend.
My HDFC Diners Black gives 3.33% return.
My Rating: 4/10
Points for metal design and decent forex rates. Massive deductions for poor value and overhyping.
The Cancellation Decision 🚫
Why I’m Keeping It (For Now)
- Research purposes (blog content)
- International travel (decent forex benefits)
- Sunk cost (already paid annual fee)
Why I’ll Cancel Next Year
The benefits don’t justify the cost.
Better options available.
ICICI hasn’t addressed the value gap.
The NRI Family Recommendation 👨👩👧👦
For New Returnees
Skip Times Black.
Start with HDFC Regalia. Upgrade to Diners Black. Apply for Infinia later.
For Established Returnees
If you already have premium cards, Times Black adds no value.
If you’re loyal to ICICI, get Emeralde Private instead.
The Bottom Line
Times Black feels like a card designed by marketers, not credit card experts.
It looks premium. Acts basic.
Sometimes the simplest advice is the best:
Your money is better spent elsewhere.
Want More Credit Card Insights? 📬
I’ll keep reviewing Indian credit cards from an NRI returnee perspective.
Because navigating Indian financial products shouldn’t require a PhD in fine print.
Coming Next:
- ICICI Bank Emeralde Private (the better ICICI option)
- HDFC Regalia Gold (the accessible premium card)
- Axis Bank Select (the rising star)
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