The Indian Hotels Company has unveiled its new brand architecture, where it will move its 58 hotels under Vivanta and Gateway to the Taj umbrella.
It has also added Taj Safaris to its corporate logo, and will now be called Taj Hotels Palaces Resorts Safaris.
Its Ginger brand has however been excluded from this transition.
“With this new brand architecture, Taj is going back to its roots. It was a tough decision to move our other brands, but we took a bold step as a master-branding strategy was needed at this stage with global competition catching up,” says Rakesh Sarna, the chief executive officer of The Indian Hotels Company.
Taj Hotels Palaces Resorts Safaris will open a new 70-room resort in the Andaman islands, which will see a soft launch this June-July.
Taj Hotels Palaces Resorts Safaris is the luxury subsidiary of The Indian Hotels Company, while Gateway and Vivanta are positioned as premium and upscale.