The Indian Hotels Company (IHC) announced yesterday the launch of a new hotel brand called Vivanta by Taj. The brand will occupy the high end segment of the market and launches with 19 properties under its name. According Raymond N. Bickson, Managing Director and CEO, the company will now embark on an aggressive expansion drive as it seeks to boost capacity and corner market share. The group intends to add 18 properties to the Vivanta by Taj portfolio within the next 18 months. The Hindu reports that new hotels are being developed in Yeshvantpur, Coimbatore, Hyderabad, and three locations in Delhi – Dwarka, Gurgaon and Shahdara. Three more openings are planned for Coorg, Bekal in Kerala and Srinagar, Kasmir. IHC has introduced the new brand as it looks to cement its dominance in the domestic market which they cannot achieve with the Taj brand alone. Bickson said that every niche needed to be addressed given the segmented nature of the market.
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