IHCL Enters Sales, Marketing & Distribution Agreement with Storied ‘Clarks’ Brand

#IHCL #ClarksHotels #SeleQtions #IndianHospitality #TourismIndia #HeritageHotels #LuxuryTravel #Agra #Jaipur #Khajuraho #Lucknow #TajHotels #HotelIndustry #CulturalTourism #HospitalityNews

Chandigarh – The Indian Hotels Company (IHCL), India’s largest hospitality enterprise and the brand behind the iconic Taj, has announced a strategic sales, marketing, and distribution partnership with the Clarks Group of Hotels, one of India’s oldest hospitality brands.

As part of this alliance, four landmark Clarks hotels located in Agra, Jaipur, Khajuraho, and Lucknow will be brought under IHCL’s SeleQtions portfolio, a collection of curated hotels that celebrate distinct identities, heritage, and cultural relevance. The collaboration is also expected to facilitate future expansion of the Clarks brand, strengthening its positioning in India’s fast-growing tourism sector.

A Partnership Rooted in Legacy

The announcement marks a milestone in India’s hospitality landscape, bringing together two legacy-driven institutions that have shaped the industry for decades.

Speaking on the partnership, Mr. Puneet Chhatwal, Managing Director & Chief Executive Officer, IHCL, said:

“Furthering our strategic partnership with the illustrious Clarks family, this agreement will enhance our offering in the well-established tourist circuits of India’s historic cities. These hotels, each a landmark, embody the cultural richness of their destination. This arrangement with Clarks Group of Hotels brings together our shared purpose of showcasing the best of Indian hospitality for over a century.”

By combining IHCL’s global marketing and distribution network with the heritage and brand strength of Clarks, both groups aim to amplify their reach and enrich the experiences offered to travelers across India.

The Four Iconic Clarks Properties

The collaboration will initially cover four Clarks hotels, each a landmark in its own right:

Hotel Clarks Shiraz, Agra (236 keys): Located just minutes away from the Taj Mahal and Agra Fort, the property has been a symbol of hospitality for more than five decades. With its Mughal-inspired architecture, modern comforts, and sweeping views of India’s most famous monuments, it continues to attract both domestic and international tourists.
Clarks Amer, Jaipur (216 keys): Nestled amidst lush greenery in the Pink City, Clarks Amer blends the grandeur of Rajasthani culture with contemporary luxury. Known for its vibrant atmosphere and spacious design, it is one of Jaipur’s most iconic hotels, reflecting the region’s royal legacy.
Clarks Khajuraho (104 keys): Situated near the UNESCO World Heritage-listed Khajuraho temples, this hotel draws inspiration from the timeless elegance of the temple sculptures. It provides a serene retreat for visitors exploring the architectural and cultural marvels of Khajuraho.
Clarks Avadh, Lucknow (97 keys): Overlooking the scenic Gomti River and surrounded by the city’s landmarks including the Bara Imambara, this hotel captures the refined elegance of Awadhi culture. Known for its warm hospitality and classical design, it offers an authentic Lucknowi experience.

Voices from the Clarks Group

Highlighting the historical significance of the partnership, Mr. Apurv Kumar and Mr. Rupak Gupta, Joint Managing Directors, Clarks Group of Hotels, said:

“This is not just a partnership; it’s a commitment to creating a robust platform for the future of Indian tourism. This tie-up marks the coming together of two rich legacies. The Taj began its journey in 1903 with the iconic Taj Mahal Palace Hotel in Mumbai, setting global standards in Indian hospitality. Clarks, a heritage brand as young as independent India itself—established 79 years ago—has been at the forefront of developing tourism infrastructure across the country. As India’s tourism industry enters a phase of accelerated growth, this collaboration between IHCL and Clarks aims to create a new chapter, one that honours legacy while embracing innovation.”

Strengthening Tourist Circuits

This partnership is strategically positioned to bolster India’s established tourist circuits, particularly those centered around heritage-rich cities. Agra, Jaipur, Khajuraho, and Lucknow are among the most visited cultural destinations in the country, drawing both domestic and global travelers. By integrating these properties into its SeleQtions portfolio, IHCL aims to create unique guest experiences rooted in history and culture, while leveraging its advanced distribution systems to increase occupancy and visibility.

SeleQtions: IHCL’s Curated Collection

SeleQtions, IHCL’s brand platform under which the Clarks hotels will now be marketed, focuses on properties that offer distinctive stories and local charm. Each hotel under SeleQtions is carefully chosen for its individuality and legacy, ensuring that guests enjoy experiences that are as unique as the destinations themselves.

The Clarks hotels’ entry into this portfolio fits seamlessly with the SeleQtions ethos, given their cultural importance and iconic standing in India’s hospitality history.

Looking Ahead

The collaboration reflects the broader trajectory of India’s hospitality industry, which is undergoing rapid transformation driven by tourism growth, increasing disposable incomes, and global exposure. By aligning with Clarks, IHCL not only strengthens its footprint in key heritage cities but also reaffirms its long-standing commitment to showcasing India’s cultural and historical richness.

As the partnership progresses, both groups are expected to explore further expansion opportunities, bringing more Clarks properties under IHCL’s global sales, marketing, and distribution framework. This move signals a strong future for both brands, anchored in heritage yet forward-looking in approach.

Key Highlights of the Partnership

IHCL partners with Clarks Group of Hotels for sales, marketing, and distribution
Four iconic Clarks properties – Agra, Jaipur, Khajuraho, and Lucknow – to join IHCL’s SeleQtions portfolio
Combined legacy of over 100 years of Taj and nearly eight decades of Clarks
Focus on heritage-rich tourist circuits and expansion of the Clarks brand
Shared mission to enhance Indian hospitality while embracing innovation