Skift Take
As Cox & Kings re-enters a competitive, technology-driven market, the brand faces the challenge of regaining customer trust while appealing to a new generation of travelers. The big question: Can Wilson & Hughes breathe new life into a legacy brand?
Singapore-based venture capital firm Wilson & Hughes on Tuesday said it is bringing back tour operator brand Cox & Kings in India, which it had acquired earlier this year through insolvency proceedings for an undisclosed amount.
This acquisition of the 260-year-old-Cox & Kings brand name marks a fresh start for the brand that has in the past struggled with financial liabilities. Wilson & Hughes, known for its experience in finance, hospitality, and fast-moving consumer goods sectors, now owns the Cox & Kings brand in India, along with its over 200 associated sub-brands like “Duniya Dekho,” “Luxury Escapades,” and “Bhakti Yatra.”
However, the acquisition made through Wilson & Hughes' Indian subsidiary is distinct from the erstwhile Cox & Kings company in India, which remains under liquidation the Singapore investment firm said. "Wilson & Hughes has no involvement with this previous entity or its unresolved obligat