Today’s is a tech led disruptive age and the best part is that the disruptors love to carry on rapid new changes. For instance, nowhere during the industrial revolution economists would have witnessed a phase, where the disruptors make changes in the brands that had seen a runaway success unless it had started facing diminishing marginal utility.
In 21st venture Automobile makers, Mobile Manufacturers, or other service providers are not hesitant to play with brands that have seen success, perhaps because the growth curve that they are charting only goes vertically up!
Likewise, in the hospitality segment- the tech based aggregator- OYO, has formed a strategic partnership with Motherland Joint Ventures, to ramp up its townhouse brand appeal for the Indian millennial.
Motherland is the group that has helped build India’s best-loved global brands, including Incredible India, Royal Enfield, Make in India and IndiGo. This partnership will enable OYO and Motherland to co-develop a series of exciting new hotel formats and enhance various aspects of customer experience – including key touch points such as Interiors and ergonomics – all of which will offer guests an unprecedented combination of style, efficiency and affordability.
This category transformation process began in 2017 with the launch of OYO Townhouse, the ‘friendly neighbourhood hotel’ that is receiving rave reviews as it rapidly expands across the country. This alliance will facilitate and strengthen OYO’s mission of creating beautiful living spaces via its innovative approach to brand strategy, product definition and customer experience design. As part of this strategic partnership, OYO and Motherland will be launching a massive new retail collaboration that will feature a mix of original products specially designed for new age brands such as OYO Townhouse. These products will help guests work well, look good and feel good. Initially available exclusively at OYO Townhouses, Motherland products will soon be available at other OYO spaces, including online channels.
Commenting on the partnership, Ritesh Agarwal, Founder & CEO – OYO said: “In our pursuit of creating beautiful living spaces, the partnership with Motherland will enable us to co-develop new, exciting hotel formats and enhance guest experiences – including Interiors and ergonomics – offering guests an unprecedented mix of style, efficiency and affordability. We are confident the Motherland alliance will augment OYO’s overall value propositions through their skills in brand strategy, marketing and designing. We are thrilled to have them on-board in supporting OYO across product categories and helping us in ensuring customer delight.”
Here, Mohit Dhar Jayal, Motherland, said, “Motherland’s mission is to create globally-competitive brands of Indian origin by collaborating with like-minded organisations and individuals. With OYO, we have an unprecedented opportunity to deliver Quality at a massive Scale, both in India and abroad. Our combined forces created OYO Townhouse, demonstrating that an affordable, world-class customer experience is not only feasible – it’s highly scaleable. This partnership has many more innovations queued up for launch, and we look forward to introducing them to the world.’