What he has done, is standardize the experience in a hotel based on which category it fits (standard, premium, deluxe) and ensure you'll get a certain minimum standard of experience on your stay in any "OYO Room" across India. This is a huge problem in India especially at the lower end (sub $100). Also, what he has been very smart about is that his app/website provides the only interface with the hotel so you have to book it through OYO Rooms only, unlike other websites where you usually just discover hotels and book directly by calling/mailing the hotel itself.