Taj Hotels Resorts & Palaces is delighted to announce the launch of a hip, modern and stylish hotel brand – Vivanta by Taj.  The new collection features 19 luxurious hotels located across India, Sri Lanka and the Maldives.

Sixteen existing Taj Hotels join the three Vivanta by Taj properties to create a brand with an inventory of nearly 2,500 rooms.  The Taj Hotels expansion programme will see the brand grow to more than 30 hotels with over 5,000 rooms over the next two years.

The rapid 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 brand will also feature in key urban areas including Bangalore (Yeshwantpur), Hyderabad (Begumpet), Coimbatore (Race Course Road) in addition to three hotels in Delhi (Dwarka, Gurgaon and Shahdara).

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.

The name ‘Vivanta’ draws inspiration from the terms vividness, vivacity and ‘bon vivant’- signifying an appreciation for the good things in life and the launch follows a series of in-depth customer based studies.  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.

The opening event was held today at the brand’s landmark hotel, Vivanta by Taj – Whitefield, Bangalore, with attendees including by Mr. Raymond N Bickson, Managing Director and C.E.O. of Indian Hotels Company Limited, Mr. Ajoy Misra, Senior Vice President of Sales and Marketing at Taj Hotels Resorts & Palaces, and Mr. Veer Vijay Singh, Chief Operating Officer of Vivanta by Taj.

Mr. 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.”