In Conversation with Vishal Kamat, Executive Director, Kamat Hotels India Ltd. (KHIL) on the new brand 'IRA'
/“‘IRA,’ derived from ‘Iravati,’ an alternate name for the goddess Saraswati. Given the cultural significance of education and knowledge in our society, this name aligned perfectly”
Can you tell us more about the inspiration behind the name 'IRA' for your new hotel chain?
When we sought to expand our portfolio with a strong upper mid-market brand that resonates with both our values and our guests, we identified a need for a name that would have broad appeal across India. This led us to 'IRA,' derived from 'Iravati,' an alternate name for the goddess Saraswati. Given the cultural significance of education and knowledge in our society, this name aligned perfectly with our desire to associate the brand with a meaningful cause. Similar to our existing brand, The Orchid, known for its environmentally-conscious hospitality, we aimed to infuse IRA with a focus on education and the betterment of society. This connects our brand not only with our guests but also with our ethos and the wider community.
IRA by Orchid Hotels aims to blend tradition with innovation. How do you envision achieving this balance in your hotel offerings?
Our goal is to embrace the traditional Indian ethos of 'Atithi Devo Bhava,' where the guest is treated as a divine entity. We believe that offering a warm welcome, comfort, and a sense of being at home forms the core of our traditional hospitality. This familial warmth sets us apart from other hotels. At the same time, we're keen on incorporating modern technology and conveniences to elevate the guest experience. By striking a balance between the warmth of traditional hospitality and the advantages of contemporary innovation, we aim to create an atmosphere where guests feel both at home and catered to.
How do you plan to establish IRA as a brand synonymous with culinary excellence and guest satisfaction?
Kamat’s as a group is synonymous with F&B right from my grandfather’s time Shri Venkatesh Kamat to Dr Vithal Kamat. The Kamat Group has a long-standing reputation for excellence in F&B, spanning generations. We intend to uphold this legacy by offering curated F&B experiences tailored to each IRA location. Rather than employing a uniform model, we focus on understanding the local preferences and needs to create unique culinary offerings.
Our emphasis on banqueting and differentiated F&B distinguishes us from others in the market who mainly concentrate on rooms. This commitment to creating interesting and regionally relevant dining experiences will help IRA become synonymous with culinary excellence, enhancing overall guest satisfaction.
The expansion plans for IRA are ambitious, with several new hotels set to open across India. Can you share more details.
Our expansion plans are indeed ambitious, with openings planned in Noida, Nasik, Aurangabad, Bhavnagar, and more. However, our approach is not to rush into openings, but to ensure that every association adds value to both the brand and the owners. We prioritize lease and revenue-sharing models over management contracts, as these models allow us to have a more profound impact on the properties. In the next five years, we envision IRA becoming a prominent player in the upper mid-market segment of hotels, focusing on value addition, rather than merely increasing the number of flags.
IRA is rooted in tradition while embracing a fresh energy. Could you provide specific examples of how this fusion will be reflected in the design and offerings of the hotels?
To infuse tradition with fresh energy, we pay attention to thoughtful details. For instance, in every IRA hotel, we provide wireless chargers not only for smartphones but also for Apple watches, earpods, and smartwatches. This level of convenience caters to our guests' dynamic needs and exemplifies our commitment to blending modernity with comfort. These small things help make the guest’s stay more comfortable. Yes there are challenges associated with it, but with that said, we are looking at the broader picture of guest convenience, guest satisfaction and that is what we mean by tradition blending with modern needs. This fusion is also reflected in the overall design of the hotels, where traditional elements are integrated seamlessly with contemporary aesthetics, creating a harmonious and inviting environment.
IRA is not just a place to stay but a platform for guests to write their own narratives. How do you intend to foster this sense of personalized experience and discovery?
While we are still refining this aspect of the brand, we envision IRA as a space where guests aren't just visitors but active participants in crafting their own narratives. We're working to create an environment that fosters unique and personalized experiences. This might involve providing opportunities for guests to engage in local activities, explore cultural nuances, and discover hidden gems within the destination. We want guests to feel that their stay at IRA goes beyond mere accommodation and becomes a part of their personal journey, leaving them with lasting memories and meaningful connections.
