This means the three year-old marketing and branding alliance between the two would come to an end by March next year with 'Trident Hilton' brand being replaced by Trident.

"The reason for termination is that the strategy Hilton wanted to pursue will result in dilution of our Trident brand," EIH vice-chairman S S Mukherji told PTI.

He said the US company's strategy in India was to develop Hilton hotels and Hilton Garden Inn in India.

"A notice to Hilton had been served regarding its decision on termination that would take effect from March 31, 2008," he said.

Subsequently, the 'Trident Hilton' hotels in Gurgaon, Agra, Jaipur, Udaipur, Bhubaneshwar, Chennai and Cochin would be rebranded as 'Trident' with effect from April 1, 2008.

"The company wished to independently pursue the development of its Trident brand in the country and could not do so and maintain the Hilton alliance at the same time," EIH Ltd Chairman P R S Oberoi said in a statement.

Hilton officials could not be contacted for comments. The two firms tied up in 2004 to explore hospitality possibilities, where the EIH was responsible for management, domestic marketing, promotion and reservations in India, while Hilton took care of the same in international markets.

EIH would rebrand the 'Hilton Towers' in Mumbai as 'Trident Towers' from the next year, it said.