IHCL expands boutique leisure portfolio with majority stake in Brij Hotels.
In order to purchase a 51% share in Brij Hospitality, the firm that owns the boutique experience leisure brand Brij, Indian Hotels firm (IHCL) has finalised agreements. With this transaction, IHCL will become the owner of the Brij brand and work with its original founders to expand India’s boutique leisure market.
Puneet Chhatwal, Managing Director & Chief Executive Officer, IHCL, during his remarks on the occasion stated ,”India’s hospitality sector is witnessing sustained demand growth led by rising disposable income and discretionary spends with a growing preference for experiential leisure. By expanding the marketing and distribution cooperation to a controlling stake in Brij Hotels, one of the nation’s pioneers in the boutique leisure sector, we are thrilled to deepen our relationship with the Clarks Group.”
“With this acquisition, IHCL strengthens its position as a leader in India’s leisure tourism market with market leadership in important cultural, spiritual, and wildlife destinations,” he continued, highlighting the company’s diversified brandscape. IHCL’s portfolio is made more diverse by Brij’s presence in unusual places like Jaipur, Varanasi, Ranthambore, the northern hills, the northeast, and Goa, among others. With 253 hotels in the works, IHCL’s portfolio now stands at 610, putting it well on track to fulfil our Accelerate 2030 goal of 700 hotels.
Known for providing unique and immersive experiences, Brij Hotels is a chain of boutique luxury hotels and resorts in India that have properties in places like Varanasi, Jawai, Dalhousie, and Jaipur, among others. Varanasi’s architectural wonder, the heritage BrijRama Palace, the group’s first hotel, is a proud representation of the city’s diverse cultural legacy.
Brij Hospitality’s co-founders, Udit Kumar and Anant Apurv Kumar, stated, “We are thrilled to work with IHCL to influence the direction of boutique hospitality. One of the top boutique hotel chains in India, Brij Hotels, is renowned for producing immersive, locally inspired experiences that honour the nation’s cultural variety. Our mission at Brij is perfectly aligned with IHCL’s longstanding tradition of showcasing Indian hospitality to the globe. In order to create meaningful journeys and create the first genuinely international Indian boutique hospitality brand, we will combine Brij’s experiential, design-led approach with IHCL’s legacy of excellence.”
With 22 hotels already in operation and 11 more in the works, Brij Hotels offers opulent accommodations with an emphasis on individualised service and distinctive locations.
