"Tamara Leisure Expanding with Multiple Hotel Properties in North and South Regions"

Tamara Leisure Experiences Pvt Ltd., a well-established hospitality firm based in Bengaluru, is set to significantly expand its presence with the development of several new hotel properties, including two in Tamil Nadu, in addition to the recent inauguration of its 'O by Tamara' hotel in Coimbatore.

The newly opened 'O by Tamara' in Coimbatore, offering 141 well-appointed rooms, is the company's latest addition. Acquired last year and subsequently renovated, this property marks Tamara Leisure's foray into the realm of acquired properties. Notably, Coimbatore now boasts the second Tamara hotel in Tamil Nadu, following the success of 'Tamara Kodai,' a 5-star luxury property located in Kodaikanal, which was the first property established by the group in the state.

Shruti Shibulal, Director and Chief Executive Officer of Tamara Leisure Experiences, emphasized the strategic choice of Coimbatore, stating, "Coimbatore has been on our radar for a long time, and this city is fundamentally strong due to its well-established manufacturing industry and educational institutions. It is a hub for several businesses, and the defense corridor is also coming up in this region, with a discerning population. These are the locations we actively look to build our hospitality brands."

'O by Tamara-Coimbatore' stands out with its 15,000 square feet of banqueting space, positioning itself as an ideal venue for meetings and social events. The hotel also offers a range of amenities, including 'O Café,' an all-day dining space, and 'The Elevation Spa,' featuring a salon, steam and sauna rooms, hydrotherapy facilities, personal lockers, and a fitness center, among other offerings.

The company's expansion plans extend to religious centers, as well as tier 1 and tier 2 locations. As part of this vision, Tamara Leisure is currently developing two new greenfield properties in Tamil Nadu: a 45-room hotel in Kumbakonam and a 70-room hotel in Velankanni, both falling under its mid-market brand, 'Lilac.' The total investment in these Tamil Nadu properties is expected to exceed ₹250 crore.

Pilgrimage destinations hold a significant share of India's domestic tourism, a segment in which Tamara Hospitality has placed a strong focus. To further this mission, the company is preparing to initiate its first project in Bodh Gaya, Bihar, where land has already been acquired for hotel construction. Tamara is also expanding its 'Lilac' brand with hotels planned for Guruvayoor and Kannur in Kerala. Currently, there are no plans for fund-raising opportunities.

India's mid to upper-midscale hotel inventory remains insufficient in light of the country's expanding middle class. This discrepancy is partly due to the predominance of unbranded and non-chain affiliated hotels serving budget-conscious customers. In 2002, a report by JM Financial Institutional Securities Ltd indicated that 58 percent of India's branded hotel rooms were in the luxury/upper upscale segment, compared to just seven percent in the midscale and economy categories.

Tamara Leisure operates under multiple brand categories, including 'Tamara' for luxury resorts, 'O by Tamara' for the business and leisure segments, 'Lilac' for mid-segment properties, and 'Amal Tamara,' an Ayurvedic Hospital. The company is also considering management contracts with existing hotel owners to drive the expansion of its 'Lilac' brand, aligning with an asset-light expansion model. Shibulal added, "We are currently in the discussion stage with some owners for management contracts."

HBL