Moustache Group Rebrands to Reflect Multi-Format Hospitality Strategy
Moustache Group of Hotels has announced a rebranding after ten years in the hospitality sector, transforming from a backpacker hostel brand into a diverse hospitality organization. Founded in 2016, Moustache originally centered on social spaces for travelers within a hostel-focused model. Over time, it has expanded to offer a variety of accommodation options. Currently, the company oversees 20 hostels, 10 mid-range hotels, and eight boutique luxury properties, with an ambitious plan to add 100 more properties by 2030.
The rebrand is intended to align the company’s identity with the way the business operates today. Over the past decade, more than 1.5 million travellers have stayed at Moustache properties. During this period, India’s travel landscape has evolved, with hostel travel continuing to grow alongside rising demand for mid-scale hotels, short-stay travel and experience-led luxury accommodation. The Indian hostel and backpacker market was estimated at ₹1,413 crore in 2024, driven largely by millennials, Gen Z and solo travellers.
As domestic leisure and business travel expanded across urban and emerging destinations, Moustache broadened its portfolio beyond hostels. However, the company identified a gap between market perception and its current business model, with many travellers still viewing Moustache as a hostel-only operator. The rebrand was undertaken to address this mismatch and bring greater clarity to its positioning.
Deepak Agarwal, Founder-Director of Moustache Group of Hotels, said the refreshed brand structure is designed to reduce confusion for travellers and provide clearer differentiation across offerings. He noted that a defined brand architecture helps both consumers and the business navigate an increasingly crowded hospitality market.
Under the updated structure, Moustache Hostels will continue to focus on social and community-driven stays. Moustache Select will cater to comfort-focused mid-market travellers, including families and professionals, while Luxuria by Moustache will focus on boutique, experience-led luxury properties. The company has set a revenue target of ₹100 crore by FY 2027, with growth expected to be driven primarily by the Select and Luxuria verticals. It plans to add up to 50 new properties by 2028, with emphasis on mid-market and boutique luxury formats.
Aditya Singh Ranawat, Assistant Vice President – Marketing, said the rebrand was aimed at addressing long-standing perception challenges and making the company’s expanded portfolio clearer to travellers.
The rebrand positions Moustache as a structured hospitality platform serving multiple traveller segments while maintaining distinct identities across its three verticals.
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