Indian Hotels Company (IHCL), India’s largest hospitality company, has signed definitive agreements to acquire a 51% controlling stake in Brij Hospitality, the owning company of the boutique experiential brand Brij Hotels. With this acquisition, IHCL will assume ownership of the Brij brand and, in collaboration with the founding promoters, accelerate the development of India’s growing boutique leisure hospitality segment.
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Strengthening Experiential Leisure Tourism
The acquisition reflects IHCL’s strategic focus on experiential and destination-led leisure travel, a segment witnessing sustained growth driven by rising disposable incomes and evolving travel preferences. Brij Hotels’ emphasis on immersive, locally rooted experiences complements IHCL’s established brand portfolio, adding depth and diversity to its leisure offerings.
Speaking on the development, Puneet Chhatwal, Managing Director & Chief Executive Officer, IHCL, said,
“India’s hospitality sector is witnessing sustained demand growth led by rising disposable income and discretionary spends with a growing preference for experiential leisure. We are delighted to extend our partnership with the Clarks Group by furthering the marketing and distribution alliance to a majority shareholding in Brij Hotels, one of the country’s early entrants in the boutique leisure segment.”
Expanding IHCL’s Leisure Footprint
With this transaction, IHCL further consolidates its leadership position in India’s leisure tourism landscape, particularly across cultural, spiritual, and wildlife destinations. Brij Hotels’ presence in offbeat and high-potential locations adds heterogeneity to IHCL’s portfolio, expanding its reach across destinations such as Jaipur, Varanasi, Ranthambore, the northern hills, the North East region, and Goa.
Elaborating on the strategic impact, Chhatwal added,
“With this acquisition, IHCL through its diverse brandscape consolidates its position as a frontrunner in India’s leisure tourism with market leadership in key cultural, spiritual and wildlife destinations. Brij’s presence in offbeat locations offers heterogeneity to IHCL’s portfolio in places such as Jaipur, Varanasi, Ranthambore, northern hills, the north east region and Goa among others. This takes IHCL’s portfolio to 610 hotels with 253 in the pipeline, well on course to meet our guidance of 700 hotels under Accelerate 2030.”
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Brij Hotels: Boutique, Heritage and Design-Led
Brij Hotels is a curated collection of boutique luxury hotels and resorts across India, recognised for distinctive settings and deeply immersive experiences. Its portfolio includes properties in destinations such as Varanasi, Jawai, Dalhousie, and Jaipur. The brand’s flagship property, BrijRama Palace, Varanasi, is a celebrated heritage landmark that reflects the city’s rich cultural and architectural legacy.
Currently, Brij Hotels operates 22 hotels, with 11 additional properties in the pipeline, offering personalised service, heritage-led design, and unique destination narratives.
Founders’ Perspective on the Partnership
Commenting on the collaboration, Udit Kumar and Anant Apurv Kumar, Co-Founders of Brij Hospitality, said,
“We are excited to partner with IHCL to shape the future of boutique hospitality. Brij Hotels, one of India’s leading boutique hotel chain, is recognised for creating immersive, locally rooted experiences that celebrate the country’s cultural diversity. IHCL’s enduring legacy of presenting Indian hospitality to the world aligns deeply with our purpose at Brij. Together, we will bring IHCL’s tradition of excellence with Brij’s experiential, design-led approach to craft meaningful journeys and build the first truly global Indian boutique hospitality brand.”
A Strategic Step Under Accelerate 2030
The acquisition aligns with IHCL’s long-term Accelerate 2030 growth strategy, reinforcing its commitment to asset-light expansion, brand diversification, and leadership across high-growth leisure segments. With Brij Hotels now part of its portfolio, IHCL is poised to further strengthen India’s boutique hospitality narrative while scaling globally relevant, experience-driven luxury rooted in Indian culture.
