This article was originally published in the Brand Finance India 100 2025 report
Taj has reinforced its position as India’s most iconic hospitality brand with a timeless legacy built on cultural heritage, sustainability, and a deep commitment to genuine service, strengthening its standing in the Brand Finance India 100 2025 ranking.
Puneet Chhatwal, MD & CEO, IHCL, shares how the brand’s enduring ethos of Tajness, responsible growth under its ESG+ framework Paathya, and unwavering focus on people and purpose continue to drive Taj’s journey as a symbol of modern, purpose-driven luxury hospitality in India and around the world.
Interview with Puneet Chhatwal
MD & CEO,
IHCL
How does the Taj brand build trust among its stakeholders?
Founded by Jamsetji Tata in 1903, IHCL is the oldest operating company of the Tata Group and is guided by his belief that "in a free enterprise, the community is not just another stakeholder, but is, in fact, the very purpose of its existence".
Today, IHCL’s iconic brand Taj has a unique portfolio of Grand Palaces, Iconic City Hotels, Safaris, Spa Resorts and Service Residences which is now over 130 hotels across 14 countries. Taj celebrates India’s cultural heritage, creating unforgettable experiences and shares a distinct emotional connect with its guests for over generations. In its 121st year, Taj is a symbol of pride not just for us, but also for the country.
With a legacy of pioneering destinations, Taj has played a key role in boosting India’s tourism in regions like Rajasthan, Goa, Kerala, Andamans, North East as well as Lakshadweep — elevating India’s position on the global travel and tourism map while driving economic growth and supporting local livelihoods.
IHCL’s purpose remains pioneering responsible change, creating value and shaping the future for all its stakeholders.
What future plans and strategies does Taj have in place to further strengthen its brand and continue the growth of its brand value?
Taj’s portfolio across the globe includes presence in India, North America, United Kingdom, Africa, Middle East, Malaysia, Sri Lanka, Maldives, Bhutan and Nepal. The brand will continue to build its presence in the Indian Sub-Continent and selectively grow in key gateway cities globally through a combination of strategic investments and management contracts.
Upcoming hotels like Taj Bandstand in Mumbai and two island resorts in the Lakshadweep Island group will further add to the brand’s iconic stature while creating landmarks for the future.
Taj, under IHCL’s ESG+ framework Paathya, is strategically enhancing its brand by embedding sustainability at the core of its operations. With a strong commitment to environmental stewardship, IHCL is setting new benchmarks in the hospitality sector. The 77 EarthCheck-certified hotels including 57 Platinum—underscore this dedication.
Furthermore, integrating local sourcing, renewable energy, waste reduction and water conservation reflects a holistic approach to sustainability. Extending its social impact, Taj is committed to preserving and promoting India’s cultural heritage of craftsmanship, music, dance, art, theatre and others in collaboration with UNESCO and bridging the employment gap in the industry with over 50
skilling centres across the country.
Taj’s ethos of eco-conscious luxury and dedication to advancing social equity deeply resonate with the evolving consumer, reinforcing the brand’s position as a beacon of modern, purpose-driven luxury.
How do employees help demonstrate Tajness across all touchpoints, aligning with the brand's values and goals?
For over a century Taj is renowned for its world-class service of genuine warmth and sincere care. Deeply embedded in our ethos and demonstrated through our culture of Tajness, it has remained resilient and relevant through times.
Tajness is the soul of our culture and is led by our values of Trust, Awareness & Joy. It is an implicit trust in people to forge invaluable relationships by creating an emotional connect with our various stakeholders and subtly guides all our behaviours. Tajness is the way we do what we do.
It is a unifying force that drives employee behaviours of responsiveness, empathy, ownership and authenticity emanating from the deep sense of collective pride in the institution which creates the million moments of truth across the guest journey.
Well, regarded for its dedicated and committed 40,000+ workforce, IHCL has a strong ‘people always’ culture reflected in its industry leading people practices creating an eco-system that empowers them to lead the future of hospitality.
What are the key trends you envisage being the flagbearer of the luxury Hotels industry over the next three years, and how can brands navigate or capitalise on those?
The hospitality industry has undergone a significant transformative evolution fuelled by changing consumer preferences, the shift to digitalisation, and a renewed focus on sustainable and wellness-centric experiences.
The pandemic changed the way we do our business. It accelerated the shift to digital and the hotels embraced technology sooner than they had planned. From contactless check-ins to smart room controls and other innovations, hotels are integrating and
leveraging technology to enhance guest experiences, streamline operations, and ensure a seamless and personalised stay.
The wellness tourism market has been growing steadily in recent years. The convergence of health and hospitality is pronounced in its present form as an increasing number of travellers are seeking immersive wellness experiences that go beyond traditional spa treatments and detox programs.
Inspired by traditional Indian healing wisdom and based on principles of Ayurveda and Yoga, IHCL’s J Wellness Circle is specifically designed to offer guests retreats including stays, spa therapies, immersive experiences and nourishing cuisines.
In line with the global call to action on climate change, the Environmental, Social and Governance (ESG) framework plays a significant role in the hospitality industry taking up sustainability on a larger scale, thus transforming a business to becoming a responsible enterprise that attracts conscious travellers.
