Gouthami

Updated March 2010

Ask almost any Indian villager if they would be willing to welcome tourists to their home and they will probably ask you why any tourists would want to come! ‘They see the beauty around them every day,’ says Gouthami, founder of Travel Another India, which promotes rural destinations to increasingly large numbers of frazzled Indian city-dwellers, ‘they don’t realise that urban dwellers are longing to rediscover the peace and quiet of the country breaks they used to have when they were kids.’

Responsible rural development

Migration in recent years means fewer people have family in the country than in the days when Gouthami grew up, and are pining for that taste of simplicity. After a degree in rural management and 17 years working with NGOs in rural communities throughout India, Gouthami felt compelled to conclude that the decisive way to durably alleviate poverty is through business, not aid. She set up Travel Another India after being inspired by an NGO venture that created a rural venture for which TAI now deals with marketing, in a village called Hodka. ‘Initially we provide training, support and marketing for the first three years to get the venture up and running, then hand full management and control over to the village and stick to marketing.’ Despite the seasonal nature of tourism, the jobs created are paid year-round to ensure the freshly trained recruits do not migrate to cities. This social development is key for her. ‘My starting point is the village community,’ she explains, ‘whereas other travel ventures think first about the customers!’

Buffalo days

She has had no trouble drumming up interest among the latter and is only targeting the home market as yet. With 570 million Indians travelling at home each year, foreign holidays still a luxury for most, and little reliable accommodation available outside prime tourist spots, these rural staycations are a growing market. TAI is stringent about quality and hygiene standards and will organise outings and activities for visitors. ‘Funnily enough,’ comments Gouthami, ‘they often just want to watch the buffalos being milked or go out and work with the villagers in the paddy field!’ Much to the latter’s amusement…

The meeting between these two worlds is a source of both cultural and economic enrichment. The gulf between the two Indias, rich and poor, has deepened since the 1990s and Gouthami is determined to ensure that the poorest people in village communities also find employment, regardless of class or caste. To do so, she has some artful solutions up her sleeve: ‘Once I explain that the room manager has to clean the toilets, the village elite are automatically not going to want the job!’ Other employment opportunities cover aspects such as cooking, transport, craft workshops, interpreters and guides.

Wanderlust

In terms of expansion, the incredible wealth of India’s heritage, cuisine and hospitality is a source of limitless possibilities. ‘Everywhere you go there’s a beautiful ancient temple or some delicious local food,’ Gouthami enthuses. She wants her responsible tourism ventures to be long-term and has developed a permanent commission system for the first three years to fund the extensive support, rather than trying to recoup through marketing alone.

Travel Another India currently backs three destinations and markets another four, with eight more in the offing. Last year it catered to over 100 guests in its first villages. For those beset with wanderlust, soon there will be more and more opportunities to discover that other India.