Ginger Undergoes a Major Repositioning, Unveils The Brand's New look at Ginger Panjim, Goa
Mumbai, December 10, 2018: Ginger opened its first prototype hotel at Panjim, Goa after an intensive repositioning exercise. This exercise was accompanied by a complete new brand identity. Launched in 2004, The Indian Hotels Company Limited's Ginger brand was a pioneer in the economy segment in the sub-continent. The decision to reposition Ginger is in response to the evolving customer needs. Ginger will introduce the lean luxury segment, the first of its kind in India.
Puneet Chhatwal, Managing Director and Chief Executive Officer, The Indian Hotels Company Limited said, "The Indian Hotels Company Limited is delighted to debut the new Ginger. The Ginger brand journey is aligned to Aspiration 2022 that defines a brand scape that addresses diverse customer segments and price points. It will be an important growth vehicle for the company and we are looking at quickly scaling up the brand to a large number of hotels across India."
The new identity of Ginger presents a co-existence of contrasts through re-imagined spaces blurring the lines of work and play, bringing about a fusion of global and local and create experiences that are vibrant, quirky, intuitive and smart.
Deepika Rao, Managing Director and Chief Executive Officer, Ginger said, "The brand is slated to appeal to the millennials and is anchored in the idea of seamlessness, facilitating their ‘never stop' lifestyle. Ginger will now be an aspirational hotel chain that is also surprisingly affordable."
The redesigned spaces will bring together attractive public areas as well as spots designed for solitude, allowing the smooth transition from one to the other. They come alive with vivacious high energy global local music and unique artwork installations. The rooms deliver an elevated stay experience with an amalgamation of aesthetics and functionality. The all-day dinner Café Et Cetera offers a variety of global and local selections of comfort food and doubles up as a personal workstation.
The service style is designed around the on-the-go lifestyle of the target audience enabling them to do more whether it is on-the-go breakfast, express laundry service or quick munch snack bars.
The company has received overwhelming interest from the hotel development community and has signed 6 new hotels with another 8 hotels under negotiation.
About Ginger Hotels
Ginger Hotels are operated by Roots Corporation Limited which is a subsidiary of Indian Hotels Company Limited. Ginger is a revolutionary concept in hospitality for the branded economy segment in India and is also the largest. Ginger hotels with a pan India presence of 45 hotels across 32 cities with another 10 under development, energizes enterprising Indians in their journeys with a hospitality experience that provides comfort and convenience.
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