Asmita Mukherjee | Hyderabad
The Indian hospitality sector is broadening beyond established metros; Eastern India is beginning to draw sharper investor and developer attention, driven by rising domestic travel and a widening demand-supply gap. Emerging leisure and eco-tourism destinations are seeing increased traction, even as the region remains relatively underpenetrated compared to other parts of the country.
Soumya Sengupta, Founder of Wormwood Hotels, is building a regionally focused brand to capture early-mover advantage in these evolving markets. Launched in 2025, the company is positioning itself to tap into what it sees as a structural growth opportunity in the East.
“Eastern India today represents one of the most under-penetrated yet high-potential hospitality markets in the country with increasing destinations like Shantiniketan, Digha, Siliguri, and even eco-tourism hubs like the Sundarbans are witnessing a steady demand-supply gap,” Sengupta says.
He says the strategy is to combine professional management with affordability, while tailoring offerings to local demand patterns. “Wormwood Synergy Hotels is positioning itself as a professionally managed yet affordable brand, focused on delivering consistent quality in emerging destinations. Our strategy is to enter markets early, build strong local relevance and offer a balanced mix of comfort, service and curated experiences that appeal to the modern Indian traveller.”
Building for scale
As the brand expands, Sengupta emphasises that long-term scalability will hinge on operational discipline rather than rapid, unstructured growth.
“Scalability in hospitality is fundamentally driven by strong systems and processes. My focus will be on building robust SOPs, structured operational frameworks and measurable performance benchmarks across all properties,” he explains.
The aim is to create a standardised yet flexible model that can be replicated across geographies. “We aim to create a replicable and scalable operating model, where every new property aligns seamlessly with brand standards.”
Talent challenge
Like much of the hospitality industry, talent availability remains a key constraint, particularly in emerging markets. Sengupta points to structured training and academic partnerships as central to addressing this gap.
“Talent is the backbone of hospitality, leveraging my background in hospitality education. We will focus on creating a structured talent pipeline through partnerships with leading hotel management institutes,” he says.
Alongside this, the company is investing in internal capability-building. “Simultaneously we are working on developing in-house training modules and continuous learning platforms to upskill teams. The objective is to ensure our ethos of service translates through all locations.”
Targeting underserved markets
Wormwood’s expansion strategy is closely tied to identifying locations at an inflexion point of growth, where demand is emerging but supply remains limited.
“Location selection is based on tourism potential and long-term growth prospects. We are looking at areas that are at the cusp of growth but lack hospitality infrastructure,” Sengupta notes.
This approach aligns with a broader industry shift towards asset-light expansion and partnerships, particularly in non-metro markets where capital efficiency and local collaboration are critical.
Reviving investment momentum
Eastern India has historically lagged in attracting large-scale hospitality investments, but Sengupta believes the ingredients for a turnaround are falling into place—provided structural gaps are addressed.
“The region requires a combination of infrastructure development, policy support, and private sector participation,” he says.
Such enablers, industry experts note, will be crucial in unlocking sustained investor confidence and accelerating project pipelines across the region.
Differentiation in a crowded segment
In the competitive midscale and boutique segment, Sengupta positions the brand on a value-driven proposition that balances quality and pricing.
“Wormwood Hotels differentiates itself through its upscale and accessible price points,” he says, indicating a focus on bridging the gap between affordability and consistent service standards.
The case for collaboration
As the hospitality ecosystem becomes more interconnected, Sengupta underscores the importance of partnerships in driving sustainable growth.
“Collaborative growth is absolutely critical. We must collaborate with our internal and external stakeholders,” he says.
With regional travel on the rise and newer destinations gaining visibility, Eastern India’s hospitality landscape appears poised for a gradual but meaningful transformation. For emerging brands like Wormwood Hotels, the challenge and opportunity both lie in executing disciplined expansion while building relevance in markets that are only just beginning to scale.
