Marriott International will make its first direct investment in India by acquiring a significant stake in Mumbai-based Concept Hospitality. This move marks a strategic shift for the American hospitality giant as it aims to rapidly expand its footprint in India.

The investment, valued at approx. USD 15 million, will help Marriott scale up to 50,000 rooms and 250–300 hotels in India over the next three to five years, up from its current 30,000 rooms and 157 hotels.

Concept Hospitality, founded in 1996, manages about 125 hotels across 90 locations in India under six brands, including The Fern, Zinc, and Beacon. Originally backed by the Kamat Group, the company came under the majority ownership of CG Hospitality Global. CG Corp has a broad hospitality portfolio across five countries, including collaborations with IHCL’s Taj and ventures with Jetwing Hotels and Radisson. The stake acquisition is expected to be finalised within a month.