Taj Hotels Resorts & Palaces is seeking to widen its offering with the launch of a stylish new brand.
Entitled Vivanta by Taj, the new venture features 19 luxurious hotels located across India, Sri Lanka and the Maldives.
Sixteen existing Taj Hotels will join three Vivanta by Taj properties in the portfolio to create a brand with an inventory of nearly 2,500 rooms. Expansion plans will also see the project grow to incorporate 30 hotels with over 5,000 rooms over the next two years.
The growth plan for Vivanta by Taj includes the opening of hotels in exciting and off the beaten track destinations, including Madikeri in Coorg, Bekal in north Kerala and Srinagar in Kashmir.
The launch follows the unveiling of another key Taj Hotels brand, The Gateway Hotel, exactly two years ago.
Vivanta by Taj is positioned in the upper-upscale segment, flanked by Taj at the top-end luxury segment and The Gateway Hotel in the upscale segment.
Vivanta by Taj is targeted at the cosmopolitan global traveller who values style, contemporary design, creative experiences and luxury service.
As a member of Taj Hotels Resorts & Palaces, Vivanta by Taj also prides itself on its classic Indian warmth and friendliness, seeking to offer its guests a luxury home from home.
Indian Hotels Company chief executive Raymond Bickson said: “The launch of Vivanta by Taj heralds a new chapter in the 107 year history of the Taj.
“This brand is a testament to the dynamism and innovation that Taj is known for.”