Taj Group of Hotels on Tuesday rolled out 19 of its hotels under a new brand —Vivanta by Taj. Slotted in the 5-star upscale segment, Vivanta shall have 13 more hotels in the second phase. Currently, 16 erstwhile Taj hotels in India and Sri Lanka have joined the new Vivanta by Taj hotels to create a brand with an inventory of nearly 2,500 rooms. The brand aims at having more than 5,000 rooms over the next two years.
The new brand, which derives from Latin signifying life, freshness and vivacity, was inaugurated in Bangalore as its first hotel last year. But the plans to announce the rest of the hotels were put on hold due to global economic recession. This new foray by the Taj group comes two years after its last new venture, the Gateway brand of hotels, launched in 2008.
‘‘The launch of Vivanta brand is a testament to the dynamism and innovation that the Taj is known for and it supports the company’s objective of achieving growth through domestic dominance,’’ said Raymond N. Bickson, managing director & CEO, Indian Hotels Company Ltd (IHCL), while unveiling the brand. ‘‘Looking at the great opportunity and big international players coming to India, the IHCL has 47 projects worth $3 billion as a mixed portfolio underway in various phases across the globe.’’
With Vivanta, the IHCL now has a brand mix of four hotel segments — Luxury, Viavanta, Gateway and economy brand Ginger. ‘‘As far as pricing is concerned, the Vivanta can be positioned in the same segment as the Grand Hyatt, Hilton, Sheraton and Marriot brands of hotels and it's about the psychographics,’’ said Ajoy K. Misra, senior vice president, IHCL.