T he Indian Hotels Company, owned by Tata Sons, recently launched a new brand, Vivanta by Taj, in the upper upscale segment. The brand covers three new hotels in Bangalore, Goa and Maldives and 16 old properties in India and Sri Lanka. With this, the company now has put in place its brand architecture. Thus Taj is slotted in the luxury space, Vivanta by Taj in the upper upscale segment, Gateway in upscale and Ginger in economy. Raymond Bickson, the 55-year-old managing director and chief executive of The Indian Hotels Company, likens it to Tata Motors' portfolio: The Nano at the entry level, and then the Indigo, Safari and Jaguar or Land Rover as one moves up on the value chain. The philosophy behind the multi-brand portfolio is actually quite straightforward. Over the years, new segments have emerged within the hotel industry and one brand doesn't fit all. Within cities too, there are different markets.