The winds of change are sweeping through India’s hospitality sector. And at the forefront of this change is Vikramjit Singh, former President of Lemon Tree Hotels, who recently transitioned into entrepreneurship with his new hospitality brand, Alivaa Hotels. With nearly two decades of experience in a leading role at Lemon Tree and a deep understanding of India’s mid-market segment, Singh’s story is one of ambition, timing and an unwavering belief in his vision. His philosophy of balancing hospitality with commercial acumen has shaped his entrepreneurial aspirations.
In a candid conversation with Hotelier India, Singh shares the journey behind his decision to leave a successful corporate career and the aspirations driving his new venture. Interspersed with insightful anecdotes and plans for the future, Singh’s narrative offers a blueprint for hospitality entrepreneurs navigating a burgeoning market.
A Journey of Learning and Growth
Singh’s journey began at Lemon Tree Hotels in 2005 when the brand was still in its infancy, operating a single property. Over the next 19 years, he was an integral part of the leadership team that scaled the company to 101 properties, transforming Lemon Tree into a dominant player in India’s mid-market hotel segment.
Reflecting on his tenure, Singh remarks, “Lemon Tree rewrote the rules of the game. It was a category creator, responsible for the rise of mid-market hotels in India. The company wasn’t just about running hotels; it was about creating a sustainable business model that delivered returns to all stakeholders.”
Timing the Leap Into Entrepreneurship
For Singh, the decision to venture into entrepreneurship was not an impulsive one. It was a carefully timed move driven by both personal and market factors.
“The next few years are going to be the golden period for the hospitality industry. If there’s any time to become an entrepreneur in this space, it’s now,” Singh explains, adding that he didn’t want to wait for another cycle and risk being too late.
Interestingly, entrepreneurship runs in Singh’s veins. His father was a hotelier in Assam, and this family background played a significant role in his decision. “The pieces just came together. It was the perfect confluence of my professional journey, market opportunity, and personal background,” he noted.
Singh also credits Patu Keswani, the visionary behind Lemon Tree Hotels, as a key inspiration. “Having worked with one of the finest hospitality professionals that this industry has seen, I witnessed first-hand how he left a high-profile job to build something transformative. That journey was deeply inspiring.”
Introducing Alivaa Hotels: A New Beginning
The name “Alivaa” means “new beginnings,” and for Singh, it reflects more than just the inception of a new venture. It symbolizes a fresh chapter for him personally and a new approach to addressing the huge demand-supply mismatch in India’s hospitality sector.
“India is hugely under-penetrated in terms of branded hotel rooms. With barely two lakh branded rooms across the country, there’s immense opportunity, especially in the mid-market segment,” Singh emphasizes.
Alivaa Hotels also aims to cater to the domestic leisure travellers who are seeking affordable yet high-quality stays. Singh elaborates, “There’s a big gap in the market for reasonably priced mid-market hotels in leisure destinations. Indians are travelling more frequently, driven by long weekends and a desire to explore. Not everyone can afford luxury hotels, and that’s where Alivaa comes in.”
A Bold Vision: 50 Hotels in Five Years
Singh’s ambition for Alivaa Hotels is nothing short of remarkable. The brand plans to open 50 hotels within the next five years, employing an asset-light model that includes leases, revenue shares, management contracts, and franchises.
“We are determined to remain asset-light,” Singh states. “This approach allows us to scale rapidly without the burden of owning physical assets, thereby reducing our time to market”
Singh’s initial projects are based in Gurgaon and have already gained traction. With his third signing in Jim Corbett, he is also aggressively scouting additional locations that resonate with the preferences of mid-market leisure travellers.
Launching a Second Brand
Singh also spoke about his new mid-scale brand, The Hoften—”hotels where you stay often”, in Gurugram, offering affordable accommodations and exceptional hospitality for business and leisure travellers.
Hoften reinvents accommodations with home-like comfort by offering warm service and a comforting ambience.
In an industry that often loses sight of genuine hospitality, he says that Hoften believes that a hotel isn’t just a place to sleep; it’s a place that should feel like home, no matter how often you stay.
The mission is to be the go-to choice for the frequent traveller who is seeking comfort, reliability, and affordability. “With Hoften, we are attempting to build a brand rooted in providing a consistently warm, high-quality experience in prime locations, all at a price that feels like a pleasant surprise.”
Leveraging Technology for Efficiency
As the hospitality industry increasingly integrates technology, Alivaa Hotels is committed to staying ahead of the curve. Singh believes technology is crucial not only for enhancing guest experiences but also for managing costs.
“In our business, manpower is the biggest cost. We are exploring how technology can optimize operations, similar to how self-check-in kiosks have revolutionized airports. These innovations could significantly improve efficiency while maintaining high service standards,” Singh explains.
Hiring for an Entrepreneurial Mindset
One of the challenges Singh acknowledges is the industry-wide talent shortage. However, he views this as an opportunity to innovate.
“The traditional pool of talent from hotel schools is drying up. It’s time for hoteliers to think outside the box and tap into alternative talent pools,” Singh says. He advocates for hiring locally in tourist destinations and looking beyond conventional industry backgrounds.
Singh adds, “At Alivaa, we want to build a team of entrepreneurial-minded individuals who can adapt and innovate. This mindset is critical for scaling a new brand successfully.”
Advice for Aspiring Entrepreneurs
Having navigated the initial challenges of launching a hospitality brand, Singh offers practical advice to those looking to follow a similar path.
“First and foremost, ensure you have sufficient capital to sustain operations for the first two years. Hospitality is a capital-intensive business, and cash flow management is critical,” he emphasizes.
He also stresses on the importance of having a clear and profitable business model from the outset. “Don’t venture into this industry without a solid plan for generating returns. Passion is essential, but profitability is non-negotiable,” Singh remarks.
The Blessing of Flexibility
However, one of the greatest perks of entrepreneurship, according to him, is the ability to decide your own working hours. “Unlike the structured schedule of an established organization, I can now choose when and how I work physically,” he shares. “Mentally, of course, you’re on the clock 24/7, but having the freedom to set your own pace is a big blessing.”
The Flip Side of Freedom
This newfound flexibility, though, has its own challenges. Singh reflects on how switching off was much easier during his tenure as an executive. “When you’re in a job, there’s a better demarcation between work and personal life. As an entrepreneur, that boundary blurs — you’re always on, and disconnecting completely is tough,” he admits.
The Road Ahead
With Alivaa Hotels, Vikramjit Singh is embarking on an ambitious journey to redefine mid-market hospitality in India. Backed by his extensive industry experience, a deep understanding of market dynamics, and a clear vision for the future, Singh is here to make a significant impact.
“Alivaa is more than just a business — it’s a new beginning for me and a chance to fill a critical gap in the hospitality sector. I believe the best is yet to come, both for the industry and for Alivaa,” Singh concludes with optimism.
As Alivaa sets its sights on scaling to 50 properties, Singh’s journey serves as a testament to the power of timing, vision, and entrepreneurial spirit in the ever-evolving world of hospitality.
