Indian Hotels Company (IHCL) has signed definitive agreements to acquire a 51 percent stake in Brij Hospitality, the owning company of the boutique experiential leisure brand ‘Brij.’ Through this acquisition, IHCL will secure ownership of the Brij brand and, in collaboration with the founding promoters, aims to scale and strengthen the boutique leisure segment across India.
Speaking on the occasion, Puneet Chhatwal, Managing Director and Chief Executive Officer, IHCL, said, “India’s hospitality sector is witnessing sustained demand growth led by rising disposable income and discretionary spending 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.” He 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.”
Furthermore, Brij’s presence in offbeat destinations adds meaningful diversity to IHCL’s portfolio, with properties across Jaipur, Varanasi, Ranthambore, the northern hills, the Northeast region, and Goa, among others. Consequently, this transaction expands IHCL’s overall portfolio to 610 hotels, with 253 properties in the pipeline, keeping the company firmly on track to achieve its stated guidance of 700 hotels under the Accelerate 2030 strategy.
Meanwhile, Brij Hotels operates a curated collection of boutique luxury hotels and resorts across India, distinguished by immersive and locally inspired experiences. Currently, the brand has a presence in destinations such as Varanasi, Jawai, Dalhousie, and Jaipur, among others. Notably, the heritage BrijRama Palace, the group’s first hotel, stands as an architectural landmark in Varanasi and reflects the city’s rich cultural tapestry.
Commenting on the partnership, Udit Kumar and Anant Apurv Kumar, Co-founders of Brij Hospitality, said in a joint statement, “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.”
At present, Brij Hotels operates a portfolio of 22 hotels and has 11 additional properties in the pipeline, while continuing to offer luxury stays defined by personalised service and distinctive settings.
