Tamara Leisure Experiences has unveiled Rae by Tamara, India’s first faith-intelligent hospitality brand, in Kumbakonam, marking a new chapter for faith hospitality in Tamil Nadu. With this launch, the brand has entered the Temple Town with a hospitality experience designed around the needs, rhythms, and expectations of the modern pilgrim, rather than adapting a conventional hotel model to a religious destination.
Commenting on the occasion, Samir MC, CEO, Tamara Leisure Experiences, said, “Tamil Nadu holds a distinctive place in India’s faith travel landscape, home to some of the country’s most significant temples and sacred traditions that have shaped our spiritual and cultural heritage over centuries. The Temple Town of Kumbakonam is a remarkable expression of this legacy, with its magnificent temples, enduring rituals, and vibrant traditions drawing pilgrims throughout the year. For Tamara, bringing Rae to Kumbakonam is an opportunity to bring a more intuitive, place-sensitive approach to the town’s faith travel. Our endeavour is to make the pilgrim’s experience authentic and attuned to Kumbakonam’s culture, communities, and traditions so that the hotel becomes a meaningful part of the pilgrimage, rather than simply a place to stay.”
Meanwhile, Rae by Tamara has entered the market at a time when India’s faith tourism economy is witnessing a new phase of growth and accounts for over 60% of domestic travel. Pilgrimage is no longer defined solely by the destination, as travellers increasingly focus on the experiences surrounding their journeys.
As travellers seek more experiential and immersive hospitality, Kumbakonam offers a natural destination for the brand. The town carries centuries of Chola-era heritage and holds an important place in South India’s cultural landscape through its historic temples, architecture, and artistic traditions.
Furthermore, Kumbakonam is closely associated with the Mahamaham festival, which attracts pilgrims from across the country. Its deep spiritual heritage and evolving visitor profile, therefore, make the destination a significant addition to Rae by Tamara’s growing network of faith-intelligent hospitality destinations.
The Kumbakonam property previously operated under the Lilac Hotels portfolio and has now been reimagined as Rae by Tamara. The transformation reflects a new hospitality philosophy rather than simply a change in brand identity.
At the core of the brand lies the belief that no two pilgrimages are alike, just as no two pilgrims experience a sacred destination in the same way. Rae by Tamara caters to families introducing children to the stories and traditions of sacred destinations, elderly pilgrims seeking comfort and accessibility, solo spiritual seekers, groups, and guests attending temple weddings and religious celebrations.
Consequently, the brand has built its approach around an intuitive understanding of the modern faith traveller and the different ways people experience places of worship. This faith-intelligent model goes beyond standardised services by considering the rituals, rhythms, cultural context, and practical requirements that shape every journey.
From shrine-aligned service design and faith-conscious dining to personalised pre-arrival guidance, locally rooted ‘Mitra’ companions, and carefully curated cultural experiences within the hotel, Rae by Tamara has designed every touchpoint to complement rather than interrupt the purpose of the visit. As a result, the hotel aims to become an extension of the spiritual journey rather than simply operating beside a sacred destination.
“As we build the Rae portfolio, we are actively exploring opportunities across India’s key pilgrimage destinations, alongside upcoming destinations including Velankanni, Tirupati, Palani, and Tiruvannamalai. Our vision is to create a network of hotels that thoughtfully serve faith travellers while reflecting the distinct cultural identity of each destination,” added Samir MC, CEO, Tamara Leisure Experiences.
As the brand expands across India’s pilgrimage circuit, it aims to establish a trusted network of more than 25 properties by 2030. Through this expansion, Rae by Tamara seeks to enrich pilgrim travel while celebrating the distinctive identity of every sacred destination.
Founded by entrepreneur Shruti Shibulal, Tamara Leisure Experiences (TLE) operates with its philosophy of “Responsible and Memorable Hospitality.” The organisation integrates Profit, People and Planet through its signature ‘touch-the-earth-lightly’ architectural philosophy, which aims to ensure that each destination respects its natural surroundings while supporting community empowerment.
The company began with Tamara Coorg, a property located within an organic coffee plantation, and has since grown into a multi-brand hospitality group with a portfolio exceeding 1,000 keys.
Today, TLE’s portfolio spans several hospitality segments. Tamara Resorts offers immersive luxury nature retreats, while O by Tamara serves business and leisure travellers. Lilac Hotels focuses on high-value urban stays, whereas Amal Tamara provides holistic, clinical-grade Ayurvedic wellness experiences.
Additionally, Tamara Leisure Experiences has emerged as one of the few hospitality groups in India to hold Global Sustainable Tourism Council (GSTC) certification. The certification reflects the company’s focus on environmental stewardship and authentic cultural storytelling.
As Tamara Leisure Experiences continues its strategic expansion across Indian and international markets, the group remains focused on combining responsible business practices with high-end hospitality.
