The Hindu Business Line : Mahindra Holidays targets young pros with `Zest'

MR ARUN NANDA (left), Chairman, Mahindra Holidays & Resorts India Ltd, and Mr Ramesh Ramanathan, Managing Director, at a press conference in Chennai on Wednesday. — Bijoy Ghosh

Chennai , Nov. 15

Mahindra Holidays & Resorts India Ltd (MHRIL) has launched `Zest' a short-break time-share holiday product to cater to young professionals in the age group between 26 and 39 years.

The company is investing between Rs 350 crore and Rs 400 crore to set up 15 resorts in the next five years. Mr Ramesh Ramanathan, Managing Director, MHRIL, said that the company is following a hub and spoke model, with the resorts coming up around metros.

Rollout plans

The first two Zest hubs will be Chennai and Bangalore. The resorts have been developed in Ooty and Kodaikanal and will be operational by the end of this year. The Zest signature resort is slated to come up in Puducherry and will be ready by the end of 2007. The national rollout would be over the next three years, he said.

Research findings

Zest is a result of research findings, which pointed out that 70 per cent of Indians are below the age of 35 and that young professionals taking short-breaks more frequently.

Holidays are no longer treated as a luxury and have become a `must do thing'. The research pointed out that driving to weekend getaways has also become popular.

He said that Zest offers young professionals a work-life balance with short holidays taken closer home.

The product concept was co-developed with IDEO, a consumer design organisation, headquartered in San Francisco, Mr Arun Nanda, Chairman, MHRIL, said.

The Zest service design caters to rest and relaxation, family bonding and quality time for couples, socialising and network, outdoors and adventure activities.

The other activities at these resorts will be wine tasting, salsa dancing, barbeques, camping and campfires.

MHRIL is part of infrastructure sector of the $3-billion Mahindra Group.

MHRIL has 16 resorts and recently launched four new resorts. Its timeshare brand Club Mahindra Holidays has 45,000 members.

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