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FLEXIBLE SUPPLIER CONTRACTS and cost-effective cloud solutions provide homegrown mid-segment hotel brands in India a competitive edge over international counterparts, according to a recent study by Hotelogix, a cloud-based hospitality technology provider. The paper notes that Indian brands understand local culture and traditions better than international ones. Hotelogix's whitepaper, The Rise and Rise of India's Home-grown Mid-segment Hotel Brands, revealed that domestic mid-segment brands control about 60 percent of India's total branded rooms. These brands are leveraging management contracts and franchise models as growth strategies, gaining an edge over international chains. Also, homegrown brands with smaller inventories can expand rapidly in cities with populations between 10,000 and 99,999, where 80 to 85 percent of demand is domestic, making it difficult for international brands to establish operations.