Indian Hotels Company, which runs the Taj group of hotels in India and abroad, will promote the 'Ginger' brand across the country by setting up properties targeting the mass market. Prabhat Pani, CEO of Roots Corporation, a wholly owned subsidiary of Indian Hotels, said this in Kolkata on Tuesday.

Ginger Hotels would be set up in 25 destinations across the country, with each property costing between Rs 10 crore (Rs 100 million) and Rs 12 crore (Rs 120 million).

Some of the locations where Ginger was present were Bangalore, Bhubaneswar, Hardwar, Mysore, Tiruvananthapuram and Mysore, he told reporters.

The first Ginger hotel in West Bengal would be inaugurated at Durgapur on Wednesday, he said. The company was also exploring new locations like Kolkata, Siliguri, Haldia and Kharagpur.

Pani said that Ginger hotels planned to tap the niche markets and target customers, who were looking for a branded product at a viable price. (PTI)