How Lemon Tree is pruning itself for smart growth

On a Friday evening, when most company heads usually unwind, Patanjali Keswani, chairman of Lemon Tree Hotels, is poring over floor plans for one of India’s largest upcoming hotels. It’s the third upscale hotel, after Udaipur and Coorg, under Lemon Tree’s recently launched Aurika Hotels and Resorts brand. Going asset-light wasn’t really a post-pandemic strategy, says company president Vikramjit Singh, adding, “It was always part of the plan which is why we created the joint venture, Carnation Hotels." “But they may still have an advantage as many who live in these towns would have definitely heard of a Lemon Tree, Sarovar or a Taj," says Achin Khanna, managing partner at hospitality consulting firm Hotelivate and head of the firm’s strategic advisory practice.