Apeejay Group rebrands hotel business

Apeejay Surrendra Park Hotels, owner of The Park Hotels brand which is India's first boutique hotel brand, has announced a rebranding exercise.

Together with the creation of a new look the company decided to do away with the word 'Hotel' from its branding. The brand revitalisation exercise has taken more than two years with a cost of about Rs 12 crore.

The rebranding comes at a time when the unlisted company is all set to infuse Rs 1,200 crore into operations to add four more properties to its current portfolio of 12 boutique hotels across India. The investment will be made in the next 4-5 years.

Priya Paul, Chairperson, Apeejay Surrendra Park Hotels, said, “As we continue to grow, we realised the need to communicate boldly the strength of our brand. The fresh design language strongly reflects contemporary India and our ethos. It is strikingly bold and captures our personality perfectly.”

The branding roll out starts April 1, 2013 and newly created experiences that are tagged as 'Anything But Ordinary' will be introduced throughout the year, the company stated.

The Park is present in Bangalore, Chennai, Hyderabad, Kochi, Kolkata, Navi Mumbai, New Delhi and Visakhapatnam. The Park Collection is The Park on Holiday Beach (Goa), The Park Pod (Chennai), and The Park Vembanad Lake and Apsara (Kerala).

New properties are set to come up in Kolkata, Pune, Jaipur and Cochin. Kolkata will see the maximum investment of Rs 500 crore followed by Pune with Rs 350 crore. Jaipur and and Cochin will share the balance of investment.

The Apeejay Surrendra Group is present in Tea, Hospitality, Shipping, Real Estate and Retail.