Mahindra Holidays & Resorts India Ltd (MHRIL) has unveiled a refreshed identity for its flagship vacation ownership brand, reintroducing Club Mahindra as “Club M”. The rebrand marks a strategic shift toward a more premium, experience-first positioning tailored for affluent, modern Indian families seeking flexible and personalised leisure travel.

The revamped identity is part of a broader transformation that also includes the launch of “Keystone”, an exclusive premium access programme offering elevated benefits such as concierge services, enhanced privileges, and simplified membership tiers. Together, Club M and Keystone aim to deepen member engagement and reinforce the company’s competitive edge in the fast-evolving leisure and vacation ownership market.

“For nearly three decades, Mahindra Holidays has shaped the way Indian families travel, giving us a unique advantage,” said Manoj Bhat, MD & CEO, Mahindra Holidays. “With rising affluence and a stronger desire for experiential holidays, we are embracing a two-brand strategy that reflects how families today define connection and shared experiences.”

As part of its long-term growth roadmap, MHRIL plans to expand its core vacation ownership portfolio to 10,000 room keys by FY30, supported by upgrades and premiumisation across its existing resorts.

Simultaneously, the company is making a significant push into the luxury leisure space with “Mahindra Signature Resorts”, housed under its subsidiary Mahindra Hotels and Residences India Limited. The luxury brand, designed for families seeking high-end stays and curated experiences, is expected to reach 2,000 keys by FY30, backed by an estimated ₹1,000 crore investment.

Details of the rebrand and expansion strategy were shared in a regulatory filing. As of September 30, 2025, MHRIL operates 118 resorts across India and international markets, supplemented by 33 timeshare properties managed by its Finnish subsidiary, Holiday Club Resorts Oy.