Explaining the group’s diversification strategy, Shruti says, “We are aiming to be a diversified player with a presence in luxury, mid-segment and the upscale business hotels. We are hoping for a larger role in the mid-segment, particularly in the South. As religious travel and tourism constitute 80% of domestic travel, to start with, we are developing a property in Guruvayur. The other segment in which The Tamara operates is Lilac, a premier service apartment. Other projects in the pipeline are Lilac Hotels in Bangalore and Palma Laguna, a boutique Ayurveda resort in the backwaters of Alappuzha which will be re-launched over the next two years. “We currently have about five new properties in the pipeline and by 2025 we are aiming to have 1000 keys,” added Shruti.
Speaking about her pet project, Shruti says, “We will be launching a 150-room business hotel in Thiruvananthapuram by the end of 2018. This project is close to my heart and I have ensured that the construction is carried out so as to maximise energy efficiency and reduce wastage, instead of the heat-trapping glass facades that are prevalent nowadays. This hotel is expected to receive a green rating from GRIHA( Green Rating for Integrated Habitat Assessment).