Citrus Check Inns, a part of the Mumbai-headquartered Mirah Group, will launch new products and ramp up its distribution network to shore up sales of its holiday membership products.

According to Somnath Pal, Chief Executive Officer, Citrus Check Inns would look at tying up with agents, including those selling financial products as well as telco retailers, to tap customers primarily in Tier-II and III towns.

The Rs 800-crore diversified business entity — Mirah — has interests in real estate, hospitality and food and beverages through the Rajdhani chain of restaurants, Manchester United café bars, Mad over Donuts (MoD) outlets and Café Mangii.

“There is a good demand for holiday membership plans in the market. This is still a nascent industry and is growing at 12-15 per cent per annum. This segment has the potential to grow if more players come into it,” Pal said at a select press briefing here on Monday.

The company, which owns the Citrus Hotels, plans to more than double its room count to 1,100 keys by the end of 2014-15. Citrus Hotels currently has 542 rooms spread across eight hotels in the country.

>shobha.roy@thehindu.co.in