Tatas go for ‘Tajness’, phase out Vivanta and Gateway brands

Tatas go for ‘Tajness’, phase out Vivanta and Gateway brands

Indian Hotels Company Limited (IHCL), a unit of Tata Group, has decided to drop the Vivanta and Gateway brands from the group and rebrand all hotels with the ‘Taj’ name. The Vivanta and Gateway names differentiated IHCL’s four-star premium hotels from the rest of its five-star luxury portfolio which carried the exclusive Taj name. By the end of 2017, the former two brands would be discontinued. The Ginger brand name will, however, continue to be used for the budget hotels of the group. The rejig has come about as a result of discussions and feedback from all stakeholders including shareholders, guests and partners, all of whom indicated a stronger connect and affinity to the Taj name. Currently, IHCL has 101 hotels in and outside India, a legacy that began with the 114-year-old Taj Mahal hotel, Mumbai.