Taj President likely to be re-branded as ‘Vivanta by Taj’

Taj President, IHCL’s (Indian Hotels Company Limited) second property under the Taj brand in South Mumbai, is set to undergo a major brand repositioning exercise. The hotel, which is currently positioned as a five-star business hotel is expected to be re-branded under the ‘Vivanta by Taj’ label within the next one year. The move will shift the hotel’s positioning from the luxury segment to the upper upscale segment.

IHCL is currently redesigning its portfolio and the hotel chain will now position its properties under four categories: luxury hotels bearing the ‘Taj’ brand, upper upscale under the ‘Vivanta by Taj’ brand, upscale category hotels under ‘The Gateway Hotel’ brand and budget hotels to be clubbed in the ‘Ginger Hotels’ category. While, the other three brands have strongly defined their brand standards and specifications, the ‘Vivanta by Taj’ brand is still in the process of determining details of the same. The company aims to position the brand for business clientele offering crisp service. Along with this property, the hotel chain plans to re-brand about 30 of its existing properties under the new brand.