The delectable Dal Bukhara of ITC Hotels, the iconic Breakfast at Tiffany’s, or that ‘instragrammable’ image of a dish served fine and/or the decor done right or any experience that evokes memories of why eating at a certain place or being at a hotel is always a delight…Not all IP can be protected statutorily. Some need strategy. This is more than true for the brands in hospitality sector. In a flavourful piece for ET, Safir Anand captures the different kinds of IP that can help businesses become brands in hospitality.