In 2021, BeyondLife.club emerged publicly as a curated NFT platform associated with Rhiti Entertainment in partnership with GuardianLink.io. The venture’s stated motivation, voiced by Arun Pandey in contemporary press, centred on empowering artists, celebrities, and athletes while giving fans a more direct way to collect meaningful digital artefacts.
Amitabh Bachchan was widely reported as the first major celebrity to roll out a collection on the platform, with announcements around late August and early September 2021. Later that year, press coverage reported a high-profile auction window in early November 2021 for elements of his collection. We cite those as reported milestones; imagery for related posts should use existing owned assets only.
BeyondLife.club’s public positioning stressed accessibility for users who prefer familiar payment rails alongside crypto-native participants — an important design choice for broader Indian and global audiences exploring digital collectibles for the first time.
NFT markets evolve quickly. Responsible communication focuses on provenance, creator empowerment, and fan experience rather than speculative promises. That tone matches Rhiti’s wider preference for durable brand building.
Read more on the BeyondLife.club page, explore leadership context in Our Story, and contact the group for official partnership or press queries.
Editors publishing this piece should keep claims tightly scoped to verified public information. Rhiti Group was founded in 2007 in New Delhi and is led by Chairman & Managing Director Arun Pandey. Service pillars publicly listed on the corporate site include broadcast production, consulting, events, talent management, sponsorship management, and licensing — with ventures extending into lifestyle, fitness, film, and digital platforms.