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Last Updated : Feb 10, 2017 06:32 PM IST | Source: CNBC-TV18

Aim to move towards mono-branding: Taj Hotels

Chinmai Sharma, Chief Revenue Officer, Taj Hotels Resorts and Palaces told CNBC-TV18 that the restructuring exercise is basically a move towards ‘mono-branding‘ from ‘house of brands‘. It means we will basically be putting ‘Taj‘ in front of everything that we do


Chinmai Sharma, Chief Revenue Officer, Taj Hotels Resorts and Palaces told CNBC-TV18 that the restructuring exercise is basically a move towards ‘mono-branding’ from ‘house of brands’. It means we will basically be putting ‘Taj’ in front of everything that we do.

In a major brand restructuring exercise, Indian Hotels has decided to do away with Vivanta and Gateway brands and migrate them into the Taj brand.  

Also read: Indian Hotels plans to phase out Gateway, Vivanta brands

The restructuring also means we will be upgrading all our products and services across all hotels. Although pricing will always remain subjective to supply and demand, we feel that for the kind of product and services we offer, we could command higher price, said Sharma.

However, the budget hotel brand ‘Ginger’ will continue to operate independently, said Sharma.


With regards to investments and capex, he said most hotels have incorporated the initiatives in opex and capex cycles so there would be no major hit on profit and loss account.
Moreover, the top level changes at the Tata Group are delinked with this new brand structuring.

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First Published on Feb 10, 2017 06:32 pm
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