Women Entrepreners in Tourism in India
Deepa: I graduated in 1990 with an MBA from the Indian Institute of Management, Calcutta. I spent nearly two decades of my career in the corporate world, mainly in banking technology. I travelled widely due to my work, and met people from many countries. My journey in tourism only started in my late 30’s, when I realized that India has so much more to offer to tourists than just monuments and shopping. So I set up a guided tours company that offers bazaar walks, heritage walks, art walks, food walks, home-cooking, textile trails, craft trails etc.
Initially, it was just a hobby, which I did along with my corporate career. But what started as just a hobby in 2006 has now become the largest pan-Indian guided tours company in the inbound segment, offering offbeat experiences in 27 different cities. Mumbai is our flagship city, but we are not just “Mumbai Magic”; we have 27 different Magic cities! I have personally visited these cities, read a lot about them, walked and explored the lanes and bazaars, and created these tours. So we are not just tour resellers, we are an imaginative company that creates tours, and we continue to launch at least 5-6 new tours each year.
Across India, we now have a network of more than 100 guides and experts, who help tourists see the “real India”. I believe that tourism is a great area for women to work, since the work is flexi-time and part-time. We employ female guides wherever possible – in fact, we currently have the largest network of women guides in the country, and many companies approach us for providing safe travel for female tourists.
Interviewer: You are one of the pioneers in Responsible Tourism initiative in urban travel segment who have already created different aspects to Travel through our cities, especially in Mumbai. Please tell more about this journey.
Deepa: I have always wanted to make a positive impact through the tourism business. So we employ and train students from slums, in order to help them earn incomes and get work experience while they are in college. We have created two flagship tours – MUMBAI LOCAL and DELHI BY METRO – in partnership with local non-profits. These tours are run by college students from low-income neighborhoods, and they use local transport (bus, taxi, train, rickshaw, metro, etc.) to explore the city. Tourists really enjoy these experiences, because they are offbeat and interesting. The income from the tour is shared between the student guides, the non-profit, and our company, thus providing a winning combination. These tours have been running successfully for the past 10 years and have contributed significant income to the students as well as the non-profits. We have had 52 college students work with us (usually for 3 years or more), and they have all made us proud through their achievements. Some of our students have now entered full-fledged careers in tourism, some have acquired jobs in top multinationals, some are studying for MBA, some have gone to the USA for studies, and some have started their own tourism ventures. It makes me really happy to see these students doing so well.
In many of the cities where we work, we partner with local non-profits and actively canvas for donations to these non-profits. We try to bring incomes to marginalized sectors. Since many of our customers are foreign educational institutes, we create experiences for them where they can understand social issues in a sensitive way without disrespecting local communities.
In Mumbai we are ourselves working in 4 adivasi villages (around 4hrs drive from the city), building dams, wells, ponds and other rainwater harvesting structures. In addition, I myself run an education NGO in Mumbai called Abhyudaya, with 500+ children. Last year I also founded Abhyudaya Community Initiative, a women’s self-help group which creates textile craft products. I do a lot of work in promoting Indian handlooms and I am a member of the NABARD Task Force for handlooms.
Interviewer: Travel & Tourism sector is considered to be a man’s world. How did you make into this sector and what are the challenges that you faced?
Deepa: I don’t believe that any sector is “a man’s world”. When women are flying fighter jets and facing combat situations, why should we have this mindset? In fact, travel and tourism is a great area for women to work in. I can honestly say that I have never faced any challenges specifically due to my gender. Creating and growing a business is always challenging; whether for men or women. If anything, I believe being female is an asset, as you are more easily able to stand out among the crowd. Besides, a lot of foreign tourists often prefer dealing with women.
Interviewer: More women entrepreneurs are now enter into the Travel & Tourism sector today. What is the advice you give to such young women?
Deepa: An entrepreneur is one who is willing to take risk, show leadership, and bear hardships. This is not an easy thing. Anyone who enters this – whether man or woman – has to be prepared for some tough times. For new women entrepreneurs, my advice would be to develop a strong spine and a somewhat thick skin! Don’t let anyone discourage you, because many people will be very skeptical of your journey.
Interviewer: How women can enhance this industry from a woman-point of view?
Deepa: I would urge all people in the industry to provide flexi-time, flexi-location jobs. This is a real boon for women. Even for men, it helps to bring more work-life balance.
In our office, we provide opportunities for our staff to work part-time and flexi-time. The employees receive a share of the profits, thus everyone is a part of the growth journey. Due to these people-friendly policies, our team has been stable since the beginning. Stability brings deeper expertise, which benefits our tourists.
Interviewer: How you feel when you look back on your journey from an ordinary Indian girl to a respected Travel professional now? How you foresee the future of Indian Travel Industry ?
Deepa: I don’t look back very often, but when I do look back, I am happy with the value we have added to all stakeholders – employees, contractors, customers and society. There is still a lot of work ahead, so I am very occupied with the future! Although I have travelled a lot in India, there are still many new places to explore and new experiences to bring to tourists. The Indian tourism industry is still focused on specific geographies, and does not do justice to many exciting and interesting segments. I am hoping to bring more balance to this.