Thomas Cook India Strengthens Travel AI Joint Venture

On March 24, 2026, Thomas Cook (India) Limited announced it has signed a supplemental agreement with Atirath Technologies Private Limited. This agreement further strengthens their joint venture, Indian Horizon Marketing Services Limited, with the primary goal of co-developing a proprietary Travel AI Platform.

The joint venture maintains a 50:50 ownership split between Thomas Cook India (TCIL) and Atirath Technologies. Its authorized capital stands at INR 9.96 crores. This supplemental deal aims to secure additional funds specifically for advancing the co-development of AI capabilities for the travel sector.

This initiative highlights TCIL's dedication to using Artificial Intelligence to improve its travel services and stay competitive. The co-developed AI platform is expected to significantly support the entire Thomas Cook Group. This push into AI development aligns with a wider trend across the Indian travel industry to enhance customer experiences, streamline operations, and offer more personalized services.

TCIL has a history of adopting technology. The initial joint venture with Atirath Technologies for AI solutions was established on September 30, 2024. Previously, TCIL launched an AI-powered platform for customized holidays in August 2024, introduced 'Dhruv', an AI platform for corporate travel, in February 2025, and unveiled TACY, an AI-generated digital avatar for marketing, in December 2025.

Key risks include the successful execution of the AI platform's development and integration into TCIL's operations. The travel technology market is highly competitive with many AI solutions. Thomas Cook India is also navigating this landscape alongside rivals like MakeMyTrip, which is investing in its AI planner 'Myra', and Ixigo, which uses AI for customer experience and efficiency. The company has previously faced penalties from the CCI for competition law non-compliance, though not directly related to this current filing.