Indian Hotels Company Acquires Majority Stake in Brij, Strengthening Boutique Hospitality Expansion

Indian Hotels Company Strengthens Boutique Hospitality Portfolio with Majority Stake in Brij

Indian Hotels Company Limited (IHCL), India’s largest hospitality company and a part of the Tata Group, has acquired a majority stake in Brij, a boutique hospitality brand known for its experiential luxury stays. The move marks a significant milestone in IHCL’s long-term strategy to deepen its presence in India’s fast-growing heritage, resort, and lifestyle accommodation segment. The acquisition highlights IHCL’s continued focus on expanding beyond traditional hotel formats into immersive hospitality experiences that cater to evolving traveller preferences. As demand rises for intimate, destination-led stays, Brij’s positioning aligns strongly with IHCL’s vision of building a diversified portfolio across luxury, lifestyle, and experiential travel.

Brij’s Growing Appeal in Experiential and Heritage Hospitality

Brij has established itself as a distinctive player in India’s boutique hospitality space, offering curated stays that combine cultural immersion, luxury comfort, and local authenticity. The brand has built a reputation for properties that reflect regional character while delivering premium guest experiences. Brij’s portfolio includes heritage-style resorts and boutique retreats designed for travellers seeking more than just accommodation. Guests are increasingly drawn to stays that offer storytelling, local cuisine, cultural engagement, and a strong sense of place, a trend that has accelerated in the post-pandemic travel landscape. By acquiring a majority stake, IHCL gains access to a brand that resonates strongly with India’s growing base of experiential luxury travellers.

IHCL’s Expansion Strategy Beyond Traditional Hotels

IHCL has been steadily expanding its footprint across multiple hospitality formats, including luxury resorts, lifestyle hotels, homestays, and heritage properties. The acquisition of Brij strengthens this approach by adding boutique depth to its portfolio. The company has been focusing on scalable growth opportunities that complement its flagship brands such as Taj, SeleQtions, Vivanta, and Ginger. Brij’s positioning enhances IHCL’s ability to tap into a segment that is rapidly expanding boutique resorts and experiential stays that appeal to both domestic and international travellers. This acquisition reflects a broader industry shift where large hotel groups are investing in niche, high-growth brands to capture changing consumer demand.

Strengthening India’s Boutique and Resort Hospitality Market

India’s hospitality sector is witnessing increased interest in boutique resorts, wellness retreats, and heritage destinations. Travellers are prioritising privacy, authenticity, and unique experiences over conventional city hotel stays. Brij’s portfolio caters to this demand, making it an attractive strategic addition for IHCL. The acquisition is expected to accelerate Brij’s expansion potential while benefiting from IHCL’s operational expertise, distribution strength, loyalty ecosystem, and brand credibility. With IHCL’s backing, Brij could scale faster into new destinations across India, especially in culturally rich and leisure-driven markets.

Operational Synergies and Growth Opportunities

The partnership is expected to unlock operational synergies across multiple areas, including: - Enhanced distribution and booking reach through IHCL’s network - Access to IHCL’s loyalty programme and customer base - Strengthened service standards and operational frameworks - Expansion into new leisure and heritage destinations - Increased investor confidence in boutique hospitality models IHCL’s strategic investments in emerging hospitality formats demonstrate its commitment to building future-ready business verticals that align with long-term travel trends.

Rising Demand for Experiential Luxury Travel in India

The acquisition comes at a time when experiential luxury travel is gaining momentum across India. Affluent domestic travellers are increasingly exploring destinations within the country, seeking high-quality stays that deliver privacy, storytelling, and cultural engagement. Heritage properties, boutique resorts, and experiential retreats are becoming key growth drivers in the hospitality industry. IHCL’s investment in Brij positions the company strongly within this premium segment. The move also supports India’s broader tourism ambitions by expanding the availability of distinctive luxury accommodations across regional destinations.

Industry Significance of the Acquisition

IHCL’s majority stake acquisition in Brij reflects a broader consolidation trend within the hospitality sector, where established players are partnering with boutique brands to diversify offerings and accelerate growth. This deal reinforces IHCL’s role as a market leader shaping the future of Indian hospitality through strategic investments, portfolio innovation, and destination-led expansion. For Brij, the partnership provides access to capital strength, operational expertise, and a powerful brand ecosystem that can support rapid scaling while preserving boutique identity.

Conclusion

Indian Hotels Company’s acquisition of a majority stake in Brij marks an important step in strengthening its boutique and experiential hospitality presence. As traveller preferences continue shifting toward immersive luxury stays, the deal positions IHCL at the forefront of India’s evolving resort and heritage travel landscape. With Brij’s distinctive portfolio and IHCL’s scale and expertise, the partnership is set to create new growth opportunities and redefine boutique hospitality expansion in India.