Moustache Hospitality, one of India’s fastest-growing homegrown travel and hospitality brands, continues to widen its luxury portfolio with the addition of new premium experiences under its Luxuria by Moustache vertical. The group, which began its journey in 2013 with boutique hostels for backpackers, now operates over thirty properties across eleven states and plans to add twenty-five more by 2027.
The newly launched Moustache Luxuria Jawai marks another milestone in the brand’s evolution from youthful hostels to curated boutique retreats. Set amid the rugged wilderness of Jawai in Rajasthan, the property blends safari-inspired aesthetics with modern luxury. It reflects the group’s intention to redefine experiential travel in India by merging design-led hospitality with affordable premium experiences.
“Our vision has always been to create a spectrum of stays from community-driven hostels to exclusive boutique escapes while keeping the traveller at the centre,” said a senior spokesperson for Moustache Hospitality.
Since its inception, the group has expanded across three distinct segments Moustache Hostels catering to budget travellers, Moustache Select for the mid-segment market, and Luxuria by Moustache targeting the premium boutique category. The company has established a strong presence in destinations such as Rishikesh, Jaipur, Jodhpur, Goa, Varanasi, Pushkar, Manali, Udaipur and now Jawai. With India’s travel market shifting towards curated experiences and aesthetic boutique properties, Moustache aims to capitalise on this demand with new openings across leisure and nature-centric destinations.
Jawai: Rajasthan’s Emerging Luxury Escape
Located between Udaipur and Jodhpur, Jawai has recently emerged as one of Rajasthan’s most exclusive travel destinations. Known for its thriving leopard population, scenic granite formations and tranquil villages, it offers a rare blend of wilderness and culture. The region attracts luxury travellers seeking wildlife safaris, glamping experiences and wellness retreats away from conventional tourist trails. With its new property here, Moustache aims to position itself within the premium experiential space that blends adventure, nature and design-driven comfort.
Service Gaps Shadow Growth
However, while tracing the group’s impressive expansion, a closer review of public information and guest feedback reveals a series of recurring service issues reported across several Moustache properties. The findings indicate that even as the brand continues to grow its property count and strengthen its footprint across leisure destinations, there remain visible gaps in operations and service consistency.
Destinations such as Pushkar and Goa have been praised for their vibrant atmosphere and creative design, yet properties in Rishikesh and Manali have faced criticism for upkeep and delayed services. Similarly, mid-segment hotels in Varanasi and Jaipur have recorded mixed feedback regarding housekeeping and booking clarity. It underscores a clear reality: while Moustache Hospitality’s expansion is commendable, the brand’s next big challenge lies in improving operational efficiency and enhancing guest satisfaction to match its strong design narrative.
Balancing Scale and Standards
Moustache Hospitality’s success has been built on democratising boutique travel for India’s younger audience. Yet, as the company transitions from hostel-style stays to premium luxury experiences, maintaining uniform standards across all properties becomes critical. Industry experts suggest that for Moustache to sustain its momentum and reach its targeted ₹100-crore revenue milestone by 2027, it must focus as much on training, maintenance and guest engagement as on opening new properties.
With its expanding presence and evolving brand identity, Moustache Hospitality stands at a defining moment. Its ability to balance rapid scale with reliable service will determine whether it continues as a disruptor in India’s boutique hospitality space or risks stretching its brand promise too thin.
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