In 2005, outbound leisure business from India was getting noticed for volume and value but still relatively small, most probably in the range of four million international leisure travellers annually. The choice of a holiday or honeymoon destination abroad was much influenced by the flamboyant film industry. Many hundreds of beautiful Bollywood movies were shot in Switzerland – the dream destination and first international country to visit for thousands of Indian travellers. I recall in 2000 – when still based in Hong Kong with Amanresorts, to drive business and media visibility in Asia Pacific including India for Rafael Hotels, its sister company, a fine collection of hotels in Europe and America – the Switzerland Tourism office was one of the very few National Tourism Offices in the country. A small and enthusiastic team worked closely with the national carrier promoting the Swiss mountain peaks, the snow, cheese, chocolate and quaint towns with great success and we readily partnered and joined in many promotions for our hotel in Geneva. Soon Indiva Marketing joined efforts, promoting a prestigious mountain destination and some of Switzerland’s most thought after flagship hotels.
Very few destinations were top of mind for Indian travellers, Paris, London, New York led of course by the VFR segment which was thriving with more than 15 million Indians living abroad already 20 years ago. Many millions enjoyed their summer holidays mainly exploring India. But adventurous travellers always explored the world, yet in smaller numbers. And the student segment drove travel, with again relatively small numbers of a few thousand students studying mainly in the UK and USA, some in France, Germany and also Russia. Visa regulations had been relatively easy and manageable by countries with much fewer requests for international travel. In the 1970th and 1980th no visa was required for Indian travellers in many countries. Only in 1995, the Schengen agreements were implemented, initially involving seven countries in the European Union promoting free movement.
Affluent Indian travellers followed the latest touristic developments, the launch of beautiful new hotels and restaurants, international art exhibitions and global fairs, mainly through multiple travel magazines and word of mouth. A few of these well researched travel magazines have disappeared or been replaced by online media platforms – and much word of mouth and other strong influencer personalities play a very impactful role. A destination which was raved about by friends and within families quickly saw a following of others who found what they heard truly enticing.
Journalists were invited to explore and report. An invitation to a familiarisation trip as valued a great recognition and special privilege to personally experience a new city and country with all its cultural and historic assets. Journalists penned down their impressions with much pride. Responsible reporting was taken very seriously and words and some photography, often provided by the hotel or destination client, enjoyed a much longer shelve life. Travel magazines were kept for years and travel guides and coffee table books were very popular.
Before moving from New York to Bombay in 2002 to join Taj Hotels Resorts and Palaces as VP Marketing, I had worked with the Indian market for some years to meet with trade and media partners. Many wonderful business and media professionals assisted in shaping my understanding of the Indian business culture and hospitality and tourism industry.
Taj was Indiva Marketing’s first client and for me a way to continue with some projects, then closely followed by One & Only Reethi Rah in the Maldives, the prestigious Mandarin Oriental Hotel Group, my earlier employer at The Oriental, Bangkok and of course the majestic Atlantis, The Palm in Dubai, Indiva’s client since pre-opening in 2008. MTDC Maharashtra Tourism Development Corporation with fascinating projects to position Ajanta and Ellora and the Deccan Odyssey train, a relaunch of InterContinental Hotel Marine Drive in Mumbai, followed by so many more hotels and destinations. Indiva Marketing proudly enjoys one of the longest industry relationships in the Indian market.
Most business opportunities developed through my professional network and word of mouth. There were very few companies acting professionally in a similar business segment of strategic trade sales and impactful PR/ communications on behalf of multiple international and domestic brands in the hospitality, tourism, retail and art business. One of Indiva Marketing’s key USPs has been its very structured, professional approach, outstanding quality of work by a knowledgeable and well-trained team leading to strong results and in-depth local expertise and wide global insights and professional network. The emphasis was always on an empowered team and to convert a client’s branding and positioning requirements into business. And a strong commitment and focus on India – initially proposals to open an office in neighbouring contraries seemed tempting but India clearly presents much greater mid and long term growth opportunities based on our young and dynamic population, economic growth and political stability.
Today, there are many more opportunities available and many more, and certainly diverse players in the field of marketing and media representation. I strongly believe that there is room for many professional organisations to drive global brands and business interest in India. Yet, people and organisations have different skill sets and training and empowerment isn’t necessarily viewed in the same way. In India, like anywhere else in the world, professional work is to be taken seriously, and needs to be recognised with manpower compensated adequately.
Commitment is based on a mutual understanding and short dips in our complex and fragmented Indian market simply cannot lead to meaningful results. There is no short cut to hard work and sincerity. Technology helps to analyse and strategise based on product clarity and knowledge.
From Indiva’s very beginning in 2005 with a small, yet enthusiastic and dedicated sales and PR team, to today, it is the quality of our work in trade sales, marketing and PR/ communications which is noticed. And, the unique global knowledge and experience and in-depth understanding of the Indian market and network we been developed which speaks for itself. We present market realities transparently and work in partnership with clients to achieve – and often surpass – set goals, to guide and support. And adapt – in the media/PR field, the approach has drastically changed and whilst print is valid, social media platforms and influencers play an important role.
Long term business contracts are a reflection of meaningful and reliable partnerships. Every member of team Indiva enjoyed broad local and global exposure and professional learning experiences, including digital marketing courses and language programmes which all add tremendous value to client communications and brand perceptions. We have been fortunate to work with hotel and tourism industry clients who value deep knowledge and professionalism to grow organically.
Whether in 2005 or twenty years later, Indiva Marketing’s strength is based on solid pillars of wonderful team members, their deep and ever-growing knowledge and passion, professionalism and empathy to work together for a clearly defined goal. Indiva Marketing has been very fortunate in finding and nurturing outstanding fine human beings who contribute every day to the success of the organisation. And many, for more than a decade which deserves a very special thanks.