Indian Hotels Company Limited has taken a decisive step to strengthen its presence in boutique and experiential hospitality by acquiring a 51 percent stake in Brij Hospitality for ₹193 crore. The transaction brings the Brij Hotels brand under IHCL’s control while retaining the founding promoters as long-term partners to drive expansion.
The move reflects IHCL’s broader strategy to tap into the fast-growing demand for experience-led leisure travel, particularly among domestic travellers seeking culturally immersive stays beyond conventional luxury hotels. Boutique properties focused on heritage, nature, spirituality and regional narratives have seen strong traction since travel recovered post-pandemic.
Brij Hospitality operates a portfolio of 22 hotels across destinations such as Jaipur, Varanasi, Ranthambore, the northern hill regions, the North East and Goa. The brand has built a niche around personalised service and locally rooted experiences. Eleven additional properties are already under development, indicating a steady pipeline even before the IHCL investment.
With the acquisition, IHCL’s overall hotel portfolio has expanded to 610 properties, including 253 hotels under development. The company continues to follow an asset-light growth model, while selectively investing in brands that add depth to its offering across price points and travel occasions. The Brij deal fits into this approach by strengthening IHCL’s footprint in premium boutique stays without overlapping its existing Taj, SeleQtions or Vivanta brands.
Brij’s founders have also outlined plans to take the brand beyond India. An experiential property in Pokhara, Nepal is in the works, and the company is evaluating opportunities in Sri Lanka, signalling a measured international expansion focused on destination-led storytelling rather than scale alone.
For IHCL, the investment provides access to a differentiated hospitality platform aligned with evolving traveller preferences. For Brij, the partnership offers capital, operational backing and access to IHCL’s distribution and loyalty ecosystem. Together, the deal positions both companies to benefit from the continued rise of experiential tourism in India and select overseas markets.
