IHCL has signed definitive agreements to acquire 51% stake in Brij Hospitality, the owning company of the brand ‘Brij’, a boutique experiential leisure offering
Through this acquisition IHCL will gain ownership of the Brij brand and in collaboration with its founding promoter’s aims to develop the boutique leisure segment in India.
Speaking on the occasion, Puneet Chhatwal, Managing Director & Chief Executive Officer, Indian Hotels Company Limited, said, “India’s hospitality sector is witnessing sustained demand growth led by rising disposable income and discretionary spends with a growing preference for experiential leisure. We are delighted to extend our partnership with the Clarks Group by furthering the marketing and distribution alliance to a majority shareholding in Brij Hotels, one of the country’s early entrants in the boutique leisure segment.”
He added, “With this acquisition, IHCL through its diverse brandscape, consolidates its position as a frontrunner in India’s leisure tourism with market leadership in key cultural, spiritual and wildlife destinations. Brij’s presence in offbeat locations offers heterogeneity to IHCL’s portfolio in places such as Jaipur, Varanasi, Ranthambore, northern hills, the north east region and Goa among others. This takes IHCL’s portfolio to 610 hotels with 253 in the pipeline, well on course to meet our guidance of 700 hotels under Accelerate 2030.”
Brij Hotels is a collection of boutique luxury hotels and resorts in India, known for offering distinctive and immersive experiences with hotels in various locations, including Varanasi, Jawai, Dalhousie, Jaipur, among others. The heritage BrijRama Palace, group’s first hotel is an architectural marvel of Varanasi and a proud testament to the city’s rich cultural tapestry.
Udit Kumar and Anant Apurv Kumar, Co- Founders of Brij Hospitality, said, “We are excited to partner with IHCL to shape the future of boutique hospitality. Brij Hotels, one of India’s leading boutique hotel chain, is recognised for creating immersive, locally rooted experiences that celebrate the country’s cultural diversity. IHCL’s enduring legacy of presenting Indian hospitality to the world aligns deeply with our purpose at Brij. Together, we will bring IHCL’s tradition of excellence with Brij’s experiential, design- led approach to craft meaningful journeys and build the first truly global Indian boutique hospitality brand.”
Brij Hotels today is a portfolio of 22 hotels with 11 in the pipeline providing luxurious stays with a focus on personalised service and unique settings.
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