** Chalet Hotels CHAL.NS rises 2.4% to 958 rupees
** Hotels operator announces launch of ATHIVA Hotels & Resorts, debuting with more than 900 keys across six properties
** Macquarie says ATHIVA signals shift to brand ownership and self-operation, targetting millennial and Gen Z customers with refined luxury and local experiences
** Calls parent group ties a competitive edge
** Stock rated "strong buy" on average; median PT is 1,065 rupees, per data compiled by LSEG
** YTD, CHAL falls 1.6%
(Reporting by Rudra Pratap Singh in Bengaluru)
((rudrapratap.singh@thomsonreuters.com))