Transforming Eastern India's hotel landscape

Ashirbad Praharaj began his hospitality career after graduating from IHM Bhubaneswar and completing executive training at the Oberoi Centre of Learning & Development (OCLD). With over 25 years of experience across various organizations and roles, he now oversees Odisha, Jharkhand, and Bihar as the Cluster General Manager at IHCL.

He joined IHCL in 2006 as an Executive Housekeeper in Bangalore. Within two years, he transitioned back to a Front Office Manager role at Taj Mahal in Lucknow. He later managed accommodations at two major hotels in North and South India, before becoming General Manager at a Kerala resort. His seven years in Kerala provided valuable business insights and lessons in human values through crisis management, revealing that business extends beyond spreadsheets.

Returning home after 25 years, Praharaj has spent the past three years overseeing the eastern sub-market of Odisha, Jharkhand, and Bihar. His role has evolved from setting up individual properties as a General Manager to supporting the Senior Vice President in managing a diverse segment of his extensive portfolio of over 33 hotels.

The Lobby

Current Hospitality Trends in Odisha, Jharkhand and Bihar
According to Praharaj, Cluster GM at IHCL, the states of Odisha, Jharkhand, and Bihar, while geographically close, exhibit diverse socio-economic and cultural characteristics.Odisha has seen significant growth, with Bhubaneswar emerging as a regional hub for industries, ports, sports, and education. The city’s dynamic environment has created a demand-supply gap in the hospitality sector, offering opportunities for varied hotel brands and price points.

Praharaj notes, “Odisha is evolving into a vibrant destination, attracting diverse sectors with its multifaceted growth.”In Jharkhand, IHCL initially established its presence with Ginger, but the recent success of Vivanta in Jamshedpur and the anticipation surrounding the upcoming Taj property in Ranchi highlight the region’s growing potential. Praharaj observes, “The excitement around our new Taj property underscores Jharkhand’s expanding opportunities.”

Bihar remains a key part of East India’s cultural landscape with its rich historical heritage. Praharaj points out that the state’s potential is evident in the enthusiastic reception of Taj City Centre Patna and the success of Ginger properties. He adds, “Bihar’s historical significance and evolving urban landscape present promising opportunities for expanding our presence in both city and leisure destinations.”

The Banquet

Key Opportunities and Challenges
In a cluster management role, balancing diverse priorities while shifting from tactical to strategic leadership presents a unique challenge. Praharaj notes, “Representing a house of brands requires aligning each hotel with its brand promise while maintaining clear boundaries to avoid overlap.” This involves close coordination among Hotel Managers, General Managers, and revenue and sales teams to ensure seamless guest experiences and booking transitions.

Travel can be a significant hurdle in this role. Praharaj expresses a desire to be on-site more frequently, as direct engagement with guests, employees, and partners is crucial for operational success. Resource planning is both challenging and rewarding. Each location presents its own deployment complexities due to local regulations, but it also encourages teamwork and support, particularly from the Area Office in Kolkata. Managing stakeholder expectations, which vary due to socio-cultural and economic factors, adds to the complexity. Despite these challenges, Praharaj finds the role dynamic and engaging, stating, “There’s never a dull day at work.

The Poolside

IHCL Enhancing Customer Experience
Praharaj highlights IHCL’s commitment to delivering on its brand promises while honoring local cultures and traditions. “Taj Hotels exemplify the highest standards in Indian luxury, inspired by local heritage,” he says, noting that both newly opened and upcoming Taj properties reflect this dedication. He adds that Vivanta combines style and sophistication with efficiency, as seen in hotels in Jamshedpur and Bhubaneswar, which cater to modern travelers with a global touch.

At SeleQtions, such as IHCL SeleQtions - The Crown in Bhubaneswar, IHCL integrates local culture through unique experiences. “SeleQtions hotels offer a deep connection to local traditions,” Praharaj explains. Ginger maintains its strong market presence by delivering standardized, value-driven stays with a focus on simplicity and great value.

Praharaj emphasises that successful hotel launches require thorough market analysis and customised brand strategies. “As markets evolve, we adapt by expanding our portfolio across different brands, as demonstrated in Bhubaneswar, Jamshedpur, and Patna,” he says.

The Premium Suite

Attracting and Retaining Top Talent
IHCL prioritises nurturing talent from within by fostering an environment where professionals naturally thrive. Praharaj notes, “We focus on creating a setting where talent flourishes, contributing meaningfully and sustainably to our growth.”

The company also forms strategic partnerships to enhance its talent pool. Collaborations with the World Skills Centre Bhubaneswar and Tata Strive have established new recruitment and training centres in engineering, wellness, and hospitality, including a new hospitality school in Bhubaneswar with Singaporean and local government partners.

IHCL is also committed to inclusivity and rural outreach, employing persons with disabilities and partnering with NGOs. In Jamshedpur, the company’s work with Tata Steel’s CSR initiatives has successfully employed women from Tata’s Head Held High Foundation. At Vivanta Bhubaneswar, talent development programs are preparing staff for diverse locations, with future plans to launch a new training programme in kitchen stewarding and hygiene.

Regional Brand Placement
Praharaj highlights IHCL’s expertise in regional brand positioning, emphasizing, “We tailor our hotel brands to fit the specific demands of each sub-market.” This strategy has been effective across Odisha, Jharkhand, and Bihar, where Ginger hotels laid a strong foundation in Bhubaneswar, Jamshedpur, and Patna. As these markets evolved, IHCL introduced a MICE-focused Vivanta in Bhubaneswar, a downtown SeleQtions in the same city, and new Vivanta and Taj properties in Jamshedpur and Patna.

Looking ahead, IHCL plans to expand with Taj and other brands in high-demand areas, aiming to align each hotel with the optimal location and timing. The company’s extensive distribution network and Tata NEU loyalty programme further boost regional visibility, ensuring new hotel launches attract significant local attention and drive growth.

The Wink Bar

Long-Term Vision For Eastern Expansion
The Cluster GM’s focus extends across the Eastern region, including North East India and neighbouring countries like Nepal, Bangladesh, and Bhutan. “We’ve established a strong foundation of trust with stakeholders, which fuels our investment in managing a diverse range of hospitality brands,” he says. He highlights the region’s untapped potential in business, leisure, history, and wellness, hinting at exciting future opportunities. IHCL aims to grow its presence across Odisha, Jharkhand, and Bihar, confident that its hotel and F&B brands will soon make a significant impact in the region.

Navigating Bhubaneswar's Market Dynamics
Bhubaneswar, a corporate travel hub with a growing reputation as a sports and cultural destination, demands a hotel that addresses its diverse needs. Praharaj notes, “The city’s mix of corporate, leisure, and sports tourism requires a hotel that caters to various preferences.” Vivanta Bhubaneswar is strategically positioned to meet these needs, featuring 20,000 sq ft of convention space, a versatile kitchen setup, and proximity to key city locations like the business district, AIIMS, IIT, and the airport.

Elevating Business and Leisure Travel
Vivanta Bhubaneswar stands out as a modern five-star hotel that caters to both business and leisure travelers, offering exceptional service and dining. Praharaj emphasizes, “The hotel blends modern amenities with top-notch service to meet diverse needs.” Plans for expansion include increasing room and banquet capacities and introducing new F&B outlets, including potentially QMin. Sustainability remains a core focus, with Paathya initiatives integrated into hotel.