As I stepped into the lobby and looked up from my phone, I sensed it immediately—this wasn’t just luxury; it was something more beautiful, more deeply rooted. The staff stood poised, draped in what looked like the palace’s memory, woven into Banarasi silk. I was captivated by those sarees—the gold and maroon zari catching the soft lobby light. In that moment, I was just a traveller admiring craftsmanship—nothing to do with being a former CEO at Ritu Kumar.
A senior leader and Brand Custodian, Taljinder Singh, later explained there was a deeper purpose behind those uniforms. Each saree is handwoven in Varanasi—reviving a dying craft, sustaining artisans, and honouring the environment (reflected in the tree of life motif). Then it clicked: I recalled Rajesh Pratap Singh—India’s most media-shy yet gifted designer—in Varanasi on this very project. Together, they drew from each city—Jaipur’s pink sandstone, Udaipur’s misty blues, local history, and a commitment to the environment—and wove them into six yards of silk that are both unmistakably local and inherently Taj. Each Palace hotel carried a saree unique to its city.
Global luxury houses often celebrate consistency—the same palette, the same fixtures, the same service, wherever you go. That approach has its own power, creating familiarity and a seamless experience across continents. Taj, instead, chose a different path: weaving each property’s story, rooted in local sensibilities and culture. It’s far harder to coordinate, but the result is singular. When a brand is non-binary—when each property is built differently yet must still capture the essence of “Taj”—the task becomes exponentially tougher.
This philosophy runs through IHCL’s portfolio—Taj at the pinnacle, Selections for distinctive heritage hotels, Vivanta for modern business travellers, and Gateway for value-seeking comfort. In each, every design choice—fixtures, furniture, local touches—is deliberate. The rituals may be the same, but the inspiration comes from place. For example, in Amritsar the morning ritual features Saroja from Punjab; in Delhi, the lobby fills with santoor melodies. These cultural signifiers are curated with the same care one devotes to the finest marble.
What struck me most was how Taj has institutionalized this thinking. A role called the Brand Custodian ensures that the process and the heart are both protected—so every guest not only sees beauty, but feels belonging.
Taj weaves a different story in every city—but the soul remains the same. Perhaps that’s what lingers even after you leave.
Vijay Jain, Founder Director of ORRA and former CEO of ORRA and Ritu Kumar, Vijay now works as both an operating partner and advisory board member, guiding businesses in brand building, scaling, digital growth, and consumer insights. His leadership has consistently delivered high growth and cultural transformation, earning him a reputation for building people-first, customer-centric organisations.