India’s largest privately-owned hotel company, Bharat Hotels Ltd, on Wednesday launched a new brand identity called The Lalit. This will be the topline brand name for all hotels under the Lalit Suri Hospitality Group.
Introducing the new brand, Jyotsna Suri, chairperson and managing director of the group, said, “our new identity reflects an evolving, progressive and dynamic group, with a promise of offering limitless hospitality”
Bharat Hotels has seven hotels with 1,500 rooms and plans to invest Rs 1,200 crore in the next 3-4 years to expand to 17 hotels with a total of 3,600 rooms between them.
With a new identity, the luxury brand plans to foray into affordable mid-market hotels. Initially, six such hotels with 20 to 50 rooms have been planned. These hotels will come up in small cities.
Suri also said as the partnership with the Intercontinental brand culminated this year, the group would no longer use the brand for its luxury hotels.