Chalet Hotels , on Wednesday, launched its maiden hotel brand ‘ATHIVA’ to tap growing demand from affluent Indians and millennials.

In the first phase Dukes Retreat in Khandala will transition to the new brand on Thursday. This will be followed by two functioning properties in Mumbai and Navi Mumbai plus three under-construction hotels in Goa and Thiruvananthapuram.

Together these comprise 900 keys. The company plans to double capacity under ATHIVA brand in three years.

Chalet Hotel executives at the launch of new brand Athiva in Mumbai on Wednesday

The move markets a strategic shift for the Mumbai based hotel developer. Chalet owns eleven hotels and resorts with 3351 keys but it operates only two of those in Khandala and Navi Mumbai while the rest are managed by global chains such

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