Monday, August 09, 2010

Brand Hilton goes to market

The five-star hotel has a certain mystique attached to it in India. It is seen as the exclusive preserve of the well-heeled and of corporate India. It is not just money but also class -- in the positive as well as pejorative senses -- that is attached to the concept. It is luxury with a tinge of snobbery. Hilton, the branded international hotel chain, has raised more than eyebrows when it has located its first property in Janakpuri in New Delhi. It lies next to Janakpuri West Metro station. You could travel in the Metro to reach the hotel. Not a bad idea anywhere else in the world, but it could send shock waves in India and in Delhi. How can you go to a five-star hotel by getting down from a Metro and walking into the hotel? The expected thing is that you should drive into a five-star hotel, or drive into a Hilton!
The architectural design of the place is surprisingly plain and functional. The lobby is spacious but it is not ornate or luxurious, and the pattern continues with the restaurants. One of them, which seems to be popular at the moment, Twenty-9, follows the same pattern. What drwas your attention is not so much the Thai food festival -- frankly there is not much to write home about it -- but the kitty party of the neighbourhood's housewives. The hotel managers are happy with it. It is hard to glimpse a kitty party in a five-star hotel anywhere in Delhi or any other metro.
The business strategy adopted by Hilton could make it to the syllabus of a business school. It is a perfect example of a branded system reaching out to the market. Throwing aside the received wisdom about what a five-star hotel should be in India, Hilton in Janakpuri is showing how to adapt to the needs of the neighbourhood -- kitty parties, marriage functions, including a traditional pandal with the sacrificial fire.
The prices of the rooms as well as that of the dishes are that of a five-star, but it is being devoured by the moneyed folk in western Delhi without too much of inhibition, if without much of panache. But the West Delhiwallahs are not bothered. They are reaching out to the five-star cornucopia with glee.

3 comments:

李振婷李振婷 said...

這是一篇來自遙遠的78星雲的留言!要開心哦!..................................................................

黃智樺黃智樺 said...

每天都是新的心情~~希望都是好心情!!!!..................................................................

佳皓佳皓佳皓 said...

Joy often comes after sorrow, like morning after night.. . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Konkona Sen Sharma's very Bengali directorial debut with "A Death in the Gunj"

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