Mustache Hospitality expands with Luxuria properties in Jawai, aims for 25 new openings by 2027, ETTravelWorld

Mustache launches premium Luxuria property in Jawai, targets 25 new openings by 2027

Jaipur-based hospitality company Mustache is all set to open a new hotel under its luxury sub-brand Luxoria in Rajasthan’s Jawai, an area that is fast emerging as a leading tourist hotspot for leopards in India. With this launch, the company joins the ranks of hospitality brands investing in authentic, sustainable and experiential tourism offerings across less-explored destinations.

The Jawai property represents the first of 25 new openings planned by 2027, as Mustache pursues an ambitious expansion strategy. The upcoming properties will be spread across key tourism markets including Rishikesh and Nainital in Uttarakhand, Bir, Dalhousie and Shimla in Himachal Pradesh, Gangtok in Sikkim, Lonavala in Maharashtra, among others. The company currently operates 33 properties in 11 states, five of which are under the premium Luxuria vertical – its highest revenue stream.

The company’s expansion is in line with the upward trajectory of India’s luxury hospitality industry, which was valued at US$72.4 billion in 2024 and is expected to reach US$123.8 billion by 2030, at a CAGR of 9.8%. This growth is supported by rising domestic demand, a growing interest in personalized experiences, and an influx of international travelers seeking immersive, culturally rich stays.

Explaining the choice of location, Abhishek Khandelwal, Co-Founder and Director, Mustache, said: “Jawai is a fascinating intersection of heritage and eco-tourism. Unlike most national parks, it is not a designated tiger reserve but a living natural area where humans and leopards coexist in harmony. The leopards have made caves in the granite hills their home, while local herders continue to live alongside them with remarkable tolerance. This unique relationship makes Jawai a world class model.” of coexistence and conservation, and we wanted Luxuria to celebrate this story through design, hospitality and experience.

Adding details about the new property, Deepak Agarwal, Co-Founder and Director, Mustache, said: “The upcoming Luxuria hotel in Gowai is designed for nine cottages, each reflecting the rustic elegance and natural beauty of the region. With the capacity to accommodate around 25 guests, the property will offer curated safaris, local culinary excursions and health-focused stays that immerse travelers in the rhythm of Gowai’s landscape. Every element, from the architecture to the service, has been designed to deliver a personal and meaningful experience.”

Founded in 2013, Mustache started as a backpacker hostel brand and has since diversified into distinct segments – Luxuria, which caters to luxury and leisure travellers, and Select, for mid-market family and business travellers. The company aims to achieve revenues of Rs 100 crore by 2027, and the Luxuria segment is expected to be a major contributor to this growth.

With its opening in Jawai and upcoming launches, Mustache strengthens its role as a homegrown hospitality brand focusing on authenticity, innovation and community-based tourism, enhancing India’s experiential and premium travel scene.

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