Orientalism is at its most insidious once it takes over the thoughts and behaviour, through intellectual control tools honed over generations, even of those who are at the receiving end of this particular form of prejudice with pretences to refinement. Unfortunately, its prevalence remains so high, even if on a long-term decline, that one does not have to wait for intelligence reports to spot it in such harmless places as the field of business. Vigilance was needed in the past, and is needed still. This is why it is hugely reassuring that Indian Hotels? RK Krishna Kumar has raised a strongly worded objection to the reasons cited by Orient Express Hotels? Paul White for his cavalier rebuffing of its offer to strengthen its business relationship with the UK-based hospitality firm.
Though Indian Hotels is the single-largest shareholder in Orient Express, with an 11.5% stake, the latter had seen it fit to voice worries about a dilution of its own brand value, and presumably prestige, in the event of a closer alliance between the two companies. The problem pinpointed was the former?s Indian origins as a hospitality group. While White may have sought to couch this ?reasoning? in a suggestion that the largely domestic operations of Indian Hotels, which runs the Taj chain, make it difficult for it to command brand equity across the world, the snub is obvious. In response, Krishna Kumar has objected to Orient Hotels? attempts to portray Indian Hotels as an unworthy ally. Not only does this Tata group chain have a presence across the world with several high-end properties aimed at the international luxury traveller, its north American operations are outperforming those of Orient?s. In fact, Krishna Kumar has made clear, it is the prestige commanded by Indian Hotels? properties in New York and London that could potentially have had a positive ruboff on Orient?s brand equity, and that too, without the need to rebrand the latter?s properties as Taj. Any observer can vouch for the fact that on issues of brand identity, Indian Hotels has always adopted a pragmatic strategy, adapting to market imperatives and doing what?s best for the business without letting petty egos come in the way. ?Those with a fossilised frame of mind risk being marginalised,? concludes Krishna Kumar. It couldn?t have been said better.
