Berggreun to launch ‘Keys’ budget hotels in India

By Nehul Jagdish Kumar

Looking at the vast scope in the hospitality industry, Berggruen Hotels, a new venture of the US-based, Berggreun Holdings will launch boutique and budget hotels, brand named “Keys” in India in the coming years.

With the investment of $ 100 million, the company is expected to make inroads in the budget hotel segment. The company is planning to open 38 hotels in the next five years, spanning all over the country. The first hotel will come up by June 2008, focusing on the 20 million budget travellers.

Speaking to Nehul Jagdish Kumar, Nicolas Berggreun founder of Berggreun Holdings said, “India is a priority market and central to Berggreun’s global expansion strategy. We will develop a brand and carter to the needs of people who wants quality and service at the budget price, there is huge scope for us to grow.”

India needs this type of hotels as more emphasis is given on luxuries travellers and there is space to be filled, he stressed.

Answering to the query, whether the company is going to go for joint venture, Partha Chatterjee director of board and chief marketing officer, said: “We are in talk with many airline companies, retail giants and in the coming months the names will declared. I am confident that boutique budget hotels are a win-win equation for both customers and the company, it will give us to provide the Keys experience to many customers world wide.”

We will develop the brand in India and then go international, we are the first company to do this and this will be done in the years to come, Partha added.

Catering to the needs of business class and to provide them service that of five star class, we are focusing on the NRI states, including, Gujarat and Kerala, he explained.

Commenting on the new brand success, Sanjay Sethi founding director on the board and CEO, said, “I am confident of this brand and the Indian market is big enough to accept us, there is lot of space to grow and make your presence felt in the hospitality industry.”

One hotel will come up at Navi Mumbai and the other at the upcoming international airport near Panvel, we are in talks and finalising land in Jogeshwari-Kandivali (JVK) and Santacruz-Chembur (SCLZ) area and this will the center point of Mumbai development, said Monesh Vig general manager-business development of Berggreun Hotels.

“We look forward to invest in diversified India business including greenfeild start-up chain of full-service budget and mid-market hotels, resorts and service apartments, real estate projects, hospitality education, equipment retail business and logistics”, said Kabir Kewalramani managing director of Berggreun advisor and founding director on board.




38 hotels by 2010-11
24 sites in negotiations
First hotel by June 2008
100-170 rooms in boutique budget hotel
Room rates from 1400-2200 depending on the location
To set up Hotel management schools
One of the first American companies to invest in Indian professionals
Expecting turnover Rs 350 crore