IHCL Acquires Majority Stake in Brij Hospitality, Strengthening Boutique Leisure Portfolio

Indian Hotels Company Limited (IHCL) has entered into definitive agreements to acquire a 51% equity stake in Brij Hospitality, the parent company of the boutique experiential brand Brij. As part of the transaction, IHCL will assume ownership of the Brij brand, marking a strategic move to deepen its footprint in India’s fast-growing boutique and experiential leisure segment.

Under the partnership, IHCL will work alongside Brij’s founding promoters to scale the brand while retaining its emphasis on immersive, destination-led hospitality experiences that reflect local culture and heritage.

Capitalising on Experiential Travel Demand

Commenting on the acquisition, Puneet Chhatwal, Managing Director & Chief Executive Officer of IHCL, highlighted the sustained growth in India’s hospitality sector. He attributed this momentum to rising disposable incomes, higher discretionary spending, and a strong consumer shift toward experiential travel. He further noted that the transaction builds on IHCL’s existing association with the Clarks Group, transitioning the relationship from a marketing and distribution partnership to a majority ownership in Brij Hotels.

Strengthening Presence in Leisure and Offbeat Destinations

The addition of Brij Hotels enhances IHCL’s leadership in the leisure hospitality space, particularly across cultural, spiritual, wildlife, and emerging offbeat destinations. Brij’s portfolio spans locations such as Jaipur, Varanasi, Ranthambore, northern hill regions, the North East, Goa, and other niche markets, adding depth and diversity to IHCL’s brand portfolio.

Post-acquisition, IHCL’s consolidated portfolio will reach 610 hotels, including 253 properties under development. This growth trajectory supports the company’s long-term vision of achieving 700 hotels as part of its Accelerate 2030 strategy.

Brij Hospitality on the Strategic Partnership

Udit Kumar and Anant Apurv Kumar, Co-Founders of Brij Hospitality, welcomed the collaboration, stating that IHCL’s history of presenting Indian hospitality on a global stage closely aligns with Brij’s philosophy of offering design-forward, culturally immersive stays. The partnership aims to combine IHCL’s operational scale and brand strength with Brij’s boutique sensibility to create a globally recognised Indian experiential hospitality brand.

Current Portfolio and Expansion Plans

Brij Hotels currently operates 22 boutique properties, with an additional 11 hotels in the development pipeline. Known for personalised service, distinctive locations, and experiential storytelling, the brand is expected to benefit significantly from IHCL’s distribution network, operational expertise, and brand ecosystem as it enters its next phase of growth.