Newstrack

Chokhi Dhani plans to expand to 38 locations

Begins first phase of expansion, looks at mall models

Sayoni Bhaduri - Jaipur

Heritage Village resort Chokhi Dhani has announced it plans to expand to 38 locations in the country. While construction of its franchise outlets have already begun in Mumbai, Jaisalmer, Chandigarh and Surat, the launches for which are scheduled for this year itself, the project in Haridwar is yet to begin. Meanwhile, it has already signed contracts for Chokhi Dhani in Vizag, Hyderabad and Ahmedabad.

Pankaj Saxena, head of franchise, Chokhi Dhani Resorts, told Express Hospitality, "As part of our strategy, Chokhi Dhani outlets in all tier-I cities of Mumbai, Chandigarh, Surat, Hyderabad and Ahmedabad properties will be franchised. Properties in tier-II cities of Jaisalmer, Vizag and Haridwar are developed wholly by the company. Such a plan of action is made keeping in mind the increasing land prices in all major metropolitan cities."

While Chokhi Dhani will maintain its rural Rajasthan theme at all its resorts, it will also adapt to the regional culture. Saxena gives the example of the Pune Chokhi Dhani resort, where the entrance is similar to the forts in the region. "This also becomes a source of pride to the local inhabitants," he adds.

Chokhi Dhani has also been looking at the Middle East region. Saxena informs that talks are on but nothing has been finalised. However, it will not look at a resort model but will opt for a mall model. A similar project is in the pipeline for an outlet in Delhi. Saxena says, "We are looking at a mall model in Indirapuram in Delhi." Scheduled to open in August, the 1,500-2,000 square feet outlet will be a fine dining restaurant which will provide an ethnic interactive experience.