Jeremy Sanders, the Coco di Mama co-founder, is to head up OYO Hotels push into the UK market.

OYO, India’s largest hotel chain, has unveiled a franchising and marketing strategy to sign up 300 independent hotels before 2020.

The group plans to invest £40m to launch in 10 British cities in the next 18 months via a smartphone-based service for franchise owners and guests.

Founder Ritesh Agarwal told Reuters the plan would see OYO select hotels from among Britain’s 35,000-40,000 independent operators, offering redesign, property management and marketing to help them compete.

Sanders will head up the UK arm of the business, which aims to have 5,000 hotel rooms by 2020.

Agarwal said OYO would launch its first two hotels in Edgware and Ilford next month.

Since its founding in 2013, OYO has become South Asia’s largest hotel chain, offering 211,000 rooms in 349 cities.