Zaahrah Hotels & Resorts Pvt Ltd
The hospitality division of MVPL, managing hotels and resorts under its own brand, “the ZZARR”, and specialising in obsolescence protection for stressed hospitality assets.
About Us
Zaahrah Hotels And Resorts Pvt Ltd (ZHR) is the hospitality division of Merchant Ventures Pvt Ltd, a multidisciplinary, turnkey project consulting company based in Mumbai. ZHR was set up in 2019 to cater to Obsolescence Protection for stressed assets in the hospitality sector pan India. ZHR brings together experts with decades of experience and knowledge in the hospitality sector, playing the key role of property managers for hospitality projects over the revival period, through its DBD model, DBD and operations model, turnaround strategy experts model, and as experienced asset managers. The company shall manage hotels/resorts under its own brand, "the ZZARR".
Objective
ZHR plays the role of Asset Managers in the Obsolescence Protection period of stressed and obsolete assets during the turnaround strategy implementation phase. The hospitality and tourism sector was the worst hit by the global pandemic since 2020 — many jobs were lost, funded projects became financially unsustainable, and business models had to be redesigned for survival and growth. Many MSME business owners lacked the expertise to handle a pandemic with financial implications of such great magnitude.
Due to the alarming growth of NPA/stressed assets in the hospitality sector, there was a need for experts to help revive businesses and resolve the liquidity problems of promoters. The ZHR team, with decades of experience in finance and hospitality, believes it can play a key role in bringing the interim expertise, liquidity, management and operations needed over the period of revival and turnaround.
The founder of ZHR, CA Alyzaa Merchant, a finance expert who has worked closely with the hospitality sector over the years, recognised the need for experts to handhold and guide owners in the hospitality sector to put industry best practices into operations and management, keep abreast of the latest technology, and create awareness in social media to succeed and make the business profitable and viable. ZHR has put together a team of experts in Finance, Sales, Marketing, HR, Design and Operations to customize and draft revival plans for obsolete and stressed assets, aiming to enhance the valuation of assets through systematic refurbishment and upgradation.
Dynamic Marketing And Media Consulting
In today's dynamic market, finding customers and building reputation is the most critical part of any business. Traditional models have been replaced by digital marketing solutions and strategies, and our team of expert global professionals helps clients take dynamic, informed decisions in marketing strategies.
What We Do — Obsolescence Protection Services
Stage 1 — Assess Viability: Is the business viable? Can it survive? Should it be saved? What are the legal implications and how would these impact the business? Are there sufficient cash resources to fuel the turnaround? The investigation acquires a wide range of information including current and historical financials, stakeholders and debtors, management capability, cause of the situation, potential solutions, and a SWOT analysis to provide clarity on options.
Stage 2 — Stabilise and Develop Strategy: Crisis stabilisation (taking control, cash management, short term financing, first step cost reduction); new or improved leadership and re-branding; stakeholder focus across financiers, creditors, employees, customers and government; strategic focus on redefining the core business, restructuring, M&A or divestment; organisational change; process improvements; and financial restructuring including tighter control of cash, equity injection and asset reduction. This includes liaison with banks/NBFCs/financial institutions for Financial Advisory, Debt Equity Hybrid models, Debt restructuring, Fresh equity infusion, and deriving and implementing a successful marketing strategy to increase sales.
Operations Management & Marketing
We manage operations, marketing & sales of the hotel/resort, implementing and practicing service policies of ZHRPL, matching international standards of hotel operations with cost control practices and guest delight. We operate the hotel/resort under your brand and assure guaranteed returns on the total investment.
Designing, Conceptualising & Branding
We conceptualize, design, analyze and strategise the financial implications and viability for setting up hotels/resorts/suites with all required facilities at FOH and BOH areas, offering branding of the property, logo design, marketing collaterals, web design, and social & digital media campaigns.
Pre-Operations & Launch
We work with you to appoint all service providers for the project, including designing & implementing MEP, HVAC, interior fit-out, kitchen equipment, plant & machinery, manpower recruitment & training, and drafting all SOPs for operations, marketing & sales.
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