|
|
Bharat Hotels has decided to undergo major re-branding exercise by launching its 'Lalit' brand. The new brand name has been given after Lalit Suri, late Founder Chairman and Managing Director of the group. According to the re-branding exercise, properties in New Delhi and Srinagar will be renamed as Lalit. The Bharat Hotels group said it planned to launch the new brand through out the whole country eventually.
According to Farhat Jamal, the President & COO of Bharat Hotels, the re-branding exercise will be implemented in New Delhi and Srinagar properties initially. The New Delhi and Srinagar properties reportedly have been separated from the Intercontinental brand. The Bharat Hotels is believed to have finished its work on every detail of the new brand. The Lalit brand is supposed to be launched in the next few months, informed an official of the group.
Meanwhile the Bharat Hotels have decided not to renew its franchise agreement with Intercontinental Hotels Group (IHG) for the Delhi and Srinagar properties. The decision to re-brand its properties might be taken after the split between the two giant hotel chains.
