Evoke Experiences began by transforming the barren Rann of Kutch into a thriving festival destination. What inspired you to reimagine hospitality in such unconventional terrains?
The Rann of Kutch inspired us because it represented a possibility where others saw emptiness. We wanted to prove that hospitality isn’t confined to conventional resorts or cities; it can celebrate the soul of a landscape. By creating experiences in such terrains, we aimed to bring people closer to India’s natural beauty, culture, and resilience, while ensuring that local communities benefit and the ecosystem remains protected. Our vision has always been to turn destinations into stories worth living, not just places to visit.
From tent cities in deserts to retreats in forests and archaeological sites, Evoke has built destinations rather than hotels. How did you arrive at this “experience-first” philosophy, and how do you sustain it commercially?
Our “experience-first” philosophy emerged from observing that travellers today seek meaning, not just accommodation. India’s diversity, its deserts, forests, and heritage sites, offered immense untapped potential for storytelling through hospitality. Rather than replicating urban hotel models, we chose to design stays that interpret the spirit of each destination. Commercially, this model sustains itself through adaptive formats, seasonal tent cities, eco-retreats, and long-term management partnerships, which reduce capital intensity while ensuring high experiential value. By collaborating with local communities and public bodies, we create economic ecosystems that keep these destinations self-sustaining year after year.
What would you call Evoke’s defining moment — the project that convinced you this model of glamping and immersive hospitality could reshape tourism in India?
Our defining moment was witnessing the transformation of the Rann of Kutch through Rann Utsav. Year after year, it has grown from a seasonal event into a global festival destination. Seeing how the local community benefits, thousands finding livelihoods in hospitality, crafts, logistics, and culture proved that this model could truly uplift regions. That success gave us the conviction to take the same approach elsewhere. Dholavira is a great example, an ancient site that few spoke about a few years ago is now on the tourism map, attracting travellers from across India and abroad. Moments like these reaffirm our belief that when hospitality celebrates local identity and empowers communities, it can reshape how India experiences its own destinations.
How do you identify potential locations that can evolve into signature experiences?
We look for places that have a strong story to tell, whether it’s cultural, ecological, or historical but haven’t yet been presented through the lens of hospitality. Our team studies the destination’s uniqueness, accessibility, and potential for sustainable development. We collaborate with local authorities and communities to ensure that tourism can grow responsibly without disturbing the natural or cultural balance. Ultimately, we choose locations where our presence can create value, for travellers seeking authentic experiences and for locals who become an integral part of delivering them.
A major theme across Evoke projects is community participation — from local hiring to showcasing crafts and traditions. How do you ensure this engagement translates into lasting local benefit?
Community participation is at the heart of everything we do. As I’ve shared earlier, we see locals as co-creators of our destinations. At Rann Utsav, for example, artisans, performers, guides, and vendors from nearby villages are directly involved, creating jobs and pride in their culture. In Dholavira, we’ve built local supply chains and trained residents to manage guest experiences. This approach ensures that tourism growth strengthens livelihoods and leaves a lasting impact on the community.
Luxury glamping and destination retreats sit in a niche segment between conventional hotels and eco-lodges. How has the market for experiential stays evolved in India since you started, and how do you see it changing in the next decade?
When we started, experiential stays were seen as an alternative to traditional hotels, but today they represent a growing mainstream preference among travellers seeking authenticity and connection. Improved connectivity, rising disposable incomes, and a shift toward culture- and nature-based travel have accelerated this change. Over the next decade, experiential hospitality in India will evolve into a mature, year-round segment that blends sustainability, wellness, and storytelling. The focus will move beyond tents to destination-led resorts and retreats, built through partnerships and asset-light models. Those who can balance luxury with a genuine sense of place will define the next chapter of Indian tourism.
Your upcoming property in Ayodhya marks Evoke’s foray into spiritual tourism. Tell us a bit more about it.
Evoke Rambagh, Ayodhya, is a milestone for us, a 150-key property that will bring world-class hospitality to a city of profound spiritual and cultural significance. With Ayodhya emerging as a major global pilgrimage destination, our vision is to create a space that blends spiritual energy with contemporary comfort. The design and experience will draw inspiration from the city’s heritage, architecture, and local artistry, while ensuring seamless modern luxury. Beyond accommodation, we want Evoke Rambagh to serve as a cultural gateway, celebrating Ayodhya’s timeless traditions, empowering local communities, and offering guests an immersive connection with the city’s living spirit.
Experiential and sustainable tourism have become buzzwords today. From your vantage point, how has the Indian traveller evolved since you started — and what does that mean for the future of destination-led hospitality?
The Indian traveller has evolved remarkably in the past decade. Earlier, travel was about sightseeing and comfort; today, it’s about meaning, connection, and conscious choices. Guests want to know the story behind a place, the people who shape it, and the impact their visit creates. This shift has pushed hospitality to move beyond brick-and-mortar hotels to experiences that are authentic, responsible, and locally rooted. For us, it reaffirms that the future of tourism in India lies in destination-led hospitality, where sustainability, community participation, and cultural storytelling aren’t trends but the foundation for long-term value creation.
As glamping and nature-led hospitality gain traction worldwide, where do you see India on the global experiential tourism map?
India is uniquely positioned to lead the global experiential tourism movement because of its sheer diversity, landscapes, climates, and living cultures unlike anywhere else. What sets India apart is the depth of narrative each destination holds, from deserts and forests to coastal and spiritual circuits. Internationally, travellers are seeking authenticity with purpose, and India offers both in abundance. With improved infrastructure and policy support, we’re now able to create experiences that meet global standards while retaining a distinctly Indian soul. Over the next few years, I see India emerging not just as a destination for discovery but as a benchmark for how tourism can celebrate heritage, nurture ecology, and empower local communities simultaneously.
Looking back at the journey from the salt flats of Kutch to forests and temples across India, what legacy do you hope Evoke will leave behind — for both travellers and the destinations you’ve touched?
I hope Evoke’s legacy is one of connection, that we’ve helped travellers see India differently, not just through its monuments or landscapes, but through the people and emotions that define each place. For destinations, our aim is to leave behind ecosystems that continue to thrive long after a project is built, where tourism nurtures pride, livelihoods, and preservation rather than dependency. If Evoke can inspire a new generation of travellers and developers to treat hospitality as a medium for regeneration, not consumption, that will be our most meaningful achievement.