Karnal in Haryana (over 125 km from the national capital and considered part of the expansive Delhi/NCR region) is undoubtedly a buzzing Tier II city in North India today. Known for its historical legacy (considered the capital of King Karna, one of the key figures in the Mahabharata), it is also notable for its vibrant economic ecosystem, comprising an agri-business component and an evolving mid-tier manufacturing base. But, despite all its strengths, this could hardly appear to be a place where a global hospitality major such as Marriott would decide to initiate one of its most admired luxury brands in a strategically important market like India. However, this is precisely what has happened, with Marriott officially announcing last month Karnal’s defining property, Noor Mahal, in its global portfolio under the iconic ‘Autograph Collection Hotels’ brand.
Globally, Marriott operates more than 30 hospitality brands and the initiation of Autograph Collection in Karnal (the punchline for the product is: ‘exactly like nothing else’) means its Indian portfolio is now inching close to 20 brands. "Autograph Collection Hotels are a product of clear vision, designed with heart, and they express a strong sense of place,” says Kiran Andicot, senior vice-president, South Asia, Marriott International. “Noor Mahal embodies all of that, making it the ideal debut for the brand in India. This launch also marks the introduction of our 19th Marriott Bonvoy brand in the country, reflecting the continued evolution and depth of our portfolio. As Indian travellers increasingly seek stays that are distinctive, design-led and rooted in cultural authenticity, Autograph Collection arrives at a moment of strong relevance for the market. Noor Mahal brings this to life beautifully, where India's regal heritage meets contemporary artistry,” he further elaborates. Marriott operates over 350 Autograph Collection units spread across 50 countries, and this is the second Autograph Collection Hotel in South Asia (the first one was launched in Nepal) and globally.
Noor Mahal is owned by renowned hotelier Manbeer Sandhu, (former president, Federation of Hotels and Restaurant Association of India) and has been in existence for the last 15 years. The 176-key ultra luxury product is considered to be an architectural marvel, reflecting Rajput and Mughal styles. The hotel boasts of housing one of the region's most extensive art and artefact collections, creating a living museum elevated by refined design. “Becoming India’s first Autograph Collection Hotel places us among an exclusive ensemble of 360 celebrated hotels worldwide – each chosen for its individuality and immersive storytelling,” remarks Choudhary. “This association is a testament to Noor Mahal’s unique character and to our unwavering commitment to authenticity and excellence”. And, according to Mahesh Singh Jasrotia, GM, Noor Mahal, the unit has particularly become popular for MICE travellers and emerged as a much-sought-after destination wedding resort for customers from Delhi, Punjab and Haryana. “We are commanding an average room rate (ARR) of about Rs25,000, which is quite commendable,” Jasrotia adds. “The association with Marriott will infuse an incremental trigger, and there will now be global visibility”.
Marriott, a leading hospitality brand on Indian turf, with over 160 units under its wings (by the end of 2025), has quite an ambitious plan for India. It is looking to build a portfolio of 500 managed properties in the country by 2030. However, its idea of expansion at a rapid pace in India does not include adding too many units under the Autograph Collection brand. “The Autograph Collection is not a regular brand; it is a byname for luxury in hospitality,” Kiran Andicot told Business India, in a brief sideline chat. “We are in no hurry to bring in too many properties under this brand, though we have plans to expand our property count at a fast pace in India in the coming years. At this stage, our immediate pipeline for the Autograph Collection includes two properties (in Mumbai and Goa), which we are expecting to unveil over the next year”.