The Indian Hotels-owned Taj Group has plannedto announce a new brand, to add to its current bouquet. While the name is underwraps, it is likely to be a category between their Gateway and Ginger ones. Gingeris the budget hotel grouping, with daily room rates up to Rs 2,500. Gateway isa notch above, with rates between Rs 5,000 and Rs 7,000.

Taj has opted for a gradation strategy inrecent years. Vivanta was the last such branding exercise. Meant for thework-hard and play-hard variety, it was supposed to follow the launch ofGateway hotels in 2008, but got delayed to 2010, first because of the economicslowdown and then the November 2008 terrorist attack. Internationally, hospitality chains, to tap into the various segmentsfrom luxury to premium to budget, offer a variety of hotels. Taj'sGateway has not taken off very well. The group is still in the process offine-tuning Vivanta. These are initial stages of brand development. It willtake time but that is the way, going forward. With the hospitality industrygetting fragmented, hotels want to tap every segment of the market. Vivanta hadbeen designed keeping a specific audience in mind — one young and on the go andnot wanting a typical heritage experience but something contemporary.

For instance, the Accor Group has Ibis andNovotel in the three-star and four-star category, going up to a luxury hotellike Sofitel. The Starwood group has a luxury brand like St Regis on one endand premium hotels like Meridien, Westin and Aloft on the other. Withinternational brands now foraying into India, the home-grown ones have felt theneed to ramp up products. ITC has also considered this idea and introduced abrand like Fortune for the mid-market customer.

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