The Perfect Pair Offers True Elegance in NorCal

True Elegance Co-owners Bobby and Deepitka Puri at Caymus Vineyards in Rutherford, Calif.

BY ROB SMENTEK

True Elegance Worldwide Co-owner/Operations Manager Bobby Puri refers to himself and his wife/business partner, Deepitka, as a “dynamic duo.” For nearly 20 years, the pair has formed a tight nucleus, working together to grow their luxury ground transportation business in California’s Bay Area/Wine Country.

“We work together. Our vacations and times off are together. Except for instances where I might be chauffeuring, we’re together the whole time,” says Puri.

The couple started True Elegance as a small shuttle and taxi company in Napa in 2007. Initially run out of their house, the company took off when the pair added a Town Car to its burgeoning fleet.

“We grew slowly; we kept looking at what the market wanted and added that Town Car. Then through the shows, we learned about what other equipment people were running,” says Puri. But the transportation world wasn’t completely unfamiliar territory to Puri. In fact, he grew up around cars as his uncles ran a successful paratransit and taxi service in the Bay Area.

True Elegance Chauffeurs Tom Staats (left) and Ray Lynskey “Since I was 12, I worked with them—washing cabs and learning to be a mechanic. Then as I got older, I learned accounting and dispatch as a summer job. I did everything: I painted cars, installed taxi meters, even did brake jobs,” he says.

Like many in our industry, Puri briefly abandoned his initial foray in ground transportation, taking a job in the corporate world. For a time, he worked for a major insurance company as a claims adjustor, and even eventually came close to becoming a deputy sheriff for Alameda County.

“At the end of the day, I felt I needed freedom to do what I wanted to do, and this industry afforded me a lifestyle that offered autonomy and independence. Now my wife and I get to work together and have that family focus,” says Puri.

Fast forward to today, True Elegance has expanded to include a diverse fleet of 25 luxury vehicles, servicing much of Northern California.

Deepitka and Bobby Puri with their bus and motorcoach fleet “We have sedans, SUVs, and a full line of Sprinters, from executive style to basic people-movers. We also have Grech cutaways and Freightliner buses,” says Puri.

Puri was also an early adopter of larger vehicles. Since 2017, True Elegance has been running full-size 56-passenger Van Hool motorcoaches in their fleet.

“They’ve been great for us. They’re comfortable, kind of like a big Cadillac that can move 55 people. Great amenities, too,” he says.

As such, though True Elegance counts runs to San Francisco, Oakland, and Sacramento airports as their “bread and butter,” Puri takes pride in their charter work.

“If I could do it all over again, I’d go right away toward charter work—skip the limousine and party bus work. I understand that it’s difficult to get insurance for charter buses, but I’d get right into it,” he admits. “Our chauffeurs are great at customer service and are well dressed, whereas traditional coach companies are not as meticulous. The level of service is different. Our drivers show up on time, making sure the coach is clean and runs well. We offer safety plus service.”

“... we kept looking at what the market wanted and added that Town Car. Then through the shows, we learned about what other equipment people were running.” – Bobby Puri Co-Owner/Operations Manager of True Elegance

Of course, you can’t be based in Napa, one of the most picturesque destinations in the US for everyone from wine connoisseurs to wedding parties, without being well informed of the area wineries—which currently tops 400. Whether it’s a quick overnight trip or corporate groups on a tasting getaway, True Elegance works closely with vintners and clients to ensure it’s the perfect match for an unforgettable experience.

“It’s beautiful here. You can come for a weekend and let us showcase the wineries based on your palette—if you like white or red wine. We work with the wineries to set up an itinerary to make the clients feel like they have a friend here who can tell them about great wine.”

In addition to daily airport work, corporate moves, and tourists in Wine Country, the company counts major schools and colleges among its biggest clients. Additionally, wedding planners and DMCs regularly approach them to run their programs transportation-wise.

Deepitka and 49ers fan Bobby Puri at True Elegance HQ Ultimately, though, Puri says that charter work is very seasonal, so they have to fill the void by finding different streams in the transportation sector. Fortunately, the couple uses creativity and insight to develop solutions.

“You have to understand, my wife isn’t just an owner. She works day and night to make sure the company runs smoothly. Deepitka’s just an amazing human being; it was her idea to start an operation under our umbrella here in Napa called Wine Country Airporter, which runs Sprinter vans and cutaways back and forth from the airport. We sell tickets for seats on the bus, instead of chartering a whole Sprinter or bus to one client,” he says.

To do the work, the pair received a special permit from California Public Utilities Commission that that allows them to sell individual seats. Clients get picked up at SFO and brought to Napa Valley for around $89—an hourlong trip.

“It’s really an Uber killer—it takes away from their predatory pricing. It also provides luxury transportation for senior citizens, who rely on a set income every month. They feel secure that they’re going to get a reliable, comfortable shuttle ride to the airport,” says Puri. “We’re also partnered with Marriott, and we provide a nonstop ride to the hotel, which tourists find convenient, especially since we are able to go to all the terminals. In fact, because of this service, we’ve actually been recognized by congressional letter by Representative Mike Thompson.”


The beauty of the Bay Area, Napa, and Sonoma makes it a perfect market for large events. Whether it’s sporting events, world-class golf, music, or, yes, more wine, True Elegance is ready to provide first-rate service to clients coming into the area.

“Recently we had Bottle Rock, which is a big music fest that happens here annually. And there are parties that happen throughout the Napa and Sonoma areas where we’re providing transportation for wineries when they’re doing their crush parties to celebrate the grape harvest. There are also events in San Francisco that we get calls for, the Moscone Center being a big hub in that area,” says Puri.

As a die-hard San Francisco 49ers fan, Puri is excited that the Super Bowl is headed to their home field, Levi’s Stadium, next year—particularly since the team has a good chance at a successful post-playoff season.

Deepitka, Bobby, and Arjun Puri “For the Super Bowl 10 years ago, we were sold out many times over. Let’s hope the Niners make it in again. We’re very familiar with Levi’s Stadium—we do lots of event transportation there. And we also handle many Giants and Golden State Warriors games as well,” says Puri.

Though respectful of confidentiality, Puri admits that True Elegance serves a number of professional athletes and their families both on and off season.

“We recently did a charity event where we picked up a major NBA player. It’s always good to do these types of trophy trips. It makes the chauffeurs feel good that they’re discreetly picking up a celebrity. It’s a feather in their cap,” he says.

Keenly aware of the value his chauffeurs bring to his service—especially as they deal with a variety of clients with a range of net worths—Puri says that it’s important that his staff feel welcome and respected as part of the team.

“My staff are like my family. I make sure that the trust is always there along with a high level of appreciation, not just compensatory. For instance, if they have a family emergency or event and they need time off, we’ll work with them to be flexible. We don’t force anyone to do a job. They’re all on the Limo Anywhere app, so if they accept a job, then good, they accept it. If not, they can get the next one. We largely let our staff pick their own schedules,” he says.

Puri and Deepitka have found that the happiest workers are the ones that are offered flexibility.

True Elegance branded Sprinter “Saturdays are usually sold out because everyone comes to Wine Country for weekend trips, so we ask that everyone be available, but sometimes chauffeurs may have family issues that they can’t get out of. Again, we never force anyone to work—but in the end, they know it’s worth it because they make great money and we make them feel valued. When I was working for a corporate insurance company, you had to work 8-5, five days a week, and would get written up for being late. We approach it differently; we’ll pay overtime if chauffeurs want to arrive early. It’s been a great approach and why we’ve been able to retain a lot of good drivers,” Puri says.

Two of those core chauffeurs are Ray Lynskey and Tom Staats, who have been with the company largely since the beginning.

“Ray’s been with us 13 years and Tom’s been with us for 12 years—which is a wonderful thing. If I need anyone, I can count on them 100%. Again, they’re not just employees, they’re family. I trust my house with them. They’ll look after things when we’re gone. They’re brilliant souls,” says Puri.

In addition to True Elegance, Puri also devotes his time to regional business associations. Recently, he was elected to the Greater California Limousine Association (GCLA) Board as a director for Northern California.

“This was a great accolade for me,” says Puri. “I’m hoping to make an impact where it improves the lives and livelihoods of our operators, so they can learn from me or someone else. At the end of the day, it’s all about servicing the industry and community. I’m pleased to have gotten that role.”

“My staff are like my family. I make sure that the trust is always there along with a high level of appreciation, not just compensatory.” – Bobby Puri

As a bus operator, California Air Resources Board (CARB) compliance—which requires multiple inspections and emissions thresholds—presents challenges. It’s Puri’s hope that his role as a GCLA director will lead to legislative changes.

“My biggest issue was CARB, which had us inspected four times a year. I was discussing it with GCLA Past-President Aaron Lesavoy, and he said suggested that I run for the board and cause some change. For him to believe in me was a big thing,” says Puri. “I’m also a Napa Chamber Ambassador for the Chamber of Commerce, and I’m looking to join other organizations that further our goals. Locally, I think being a part of these organizations can lead us to solve issues.”

Already looking ahead to their history as the thoughtful purveyors of True Elegance, Puri and Deepitka plan to pass the company to the next generation.

“We’re trying to leave True Elegance as a legacy company for my son, Arjun. I think he’ll be a better businessman than me one day, because he has great ideas. He’s 15 and a good kid; very smart and analytical, he takes after his mom. She’s logical and thinks about everything in advance, whereas me, I’m gung-ho and grab the bull by both horns. I guess that’s why we’re a good team.”   [CD0425]