Trends

Serving up India’s rustic flavours

India is known to whip up various concoctions with culture as its main ingredient. The need to lure Indian holiday-makers led to some ingenious developers inventing a distinct concept of heritage parks. By Sayoni Bhaduri

Chokhi Dhani

Swabhumi

Chokhi Dhani

From time immemorial, it has been known that India's cultural diversity is its biggest USP. However, it's just off late that this theme has been developed as concept for profitable business venture. The discussion here takes an alternative turn. Amusement parks have resorts and hotels within them creating a complete package for visitors. But what happens when a hotel and resort incorporates within it the basic features of amusement and then blended with the rich cultural heritage of the nation.

Chokhi Dhani and Swabhumi are two different groups working on a similar unique concept developed in the country. Incidentally, both are situated in the extreme corners of the country depicting very different cultural aspects of India.

The first Chokhi Dhani is situated in Rajasthan, on the outskirts of Jaipur and Swabhumi is situated in Kolkata, West Bengal. The concept they work on was about creating an area where visitors could come and be drenched in the culture of the region at the same time enjoy the pleasure of living in a five-star accommodation, with all modern amenities. Here a guest can also enjoy shopping buying things which are authentic rural produce. The concept has been described as a heritage village. Subhash Vaswani, managing director of Chokhi Dhani, says, "A heritage village encompasses the USP of rural, ethnic and cultural ambience. It is a picturesque area with village life as its theme and cultural activities. The feel is enhanced by the food and performances which symbolise the true spirit of a village."

Swabhumi situated on the Eastern Metropolitan Bypass in Kolkata is structured with clay models, dummies and artificial rural set-ups. There is also an amphitheatre, a shopping complex, and food outlets that provide an opportunity to explore the different cuisines of India. The shopping area is divided into three - Sambhar, the urban courtyard; Shilpagram, the traditional zone; and Santushti, the food court.

Sambhar is a quintessential shopping area mixing the ethnic with urban tastes and preferences. Shilpagram gives attention to everything that is rural whether it is artwork or music. The area is further divided into four sections - Karigarer Haat (craftsmen's hub) is where all the local and rural handicrafts and artifacts can be found; Meena Bazaar is where bangles, jewellery, handicrafts, lampshades, etc are found; Music Courtyard is where one can buy musical instruments and listen to music as well. Santushti, the food court is essentially divided according to geographical directions, that is, Purab (east), Paschim (west) and Dakshini (south). Santushti also has Aangan, which is a Rajasthani specialty restaurant and Suva Group - Adda is a youth-oriented cafeteria.

Swabhumi also handles the MICE segments with its conference and banquets facilities. Rang Manch is there exhibition gallery; Sabhaghar and City Centre are the conference halls and Urban Courtyard for open air events.

Chokhi Dhani started in 1989 as a heritage village. The term itself means a fine hamlet in the local language. The one in Jaipur is situated away from the city congestion. The theme was conceptualised when Vaswani went to Jaisalmer, the desert region of Rajasthan, and saw hutments were he was provided with authentic Rajasthani hospitality cushioned on the local music and folk dances.

The five-star ethnic resort is complete with its mud and thatch huts sprawling in more than an acre of land. The resort has 65 cottages, eight suites, four conference halls, six food and beverage outlets and a spa. The rooms and their décor have also been designed keeping in mind the Rajasthani ethnicity. With four conference halls, that too maintain the theme of a typical Rajasthani village, is equipped to handle all conference needs. Vaswani informs that investment in the project has been continuous for past one and a half decades.

Another key aspect to Chokhi Dhani is its ethnic village, spread over 10 acres and is generally a night destination with live performances of local art forms. This land forms the amusement and entertainment section of the entire concept of Chokhi Dhani. It is similar yet very dissimilar to an amusement park. Vaswani describes, "The ambience of a heritage village is quite different from that of a modern set-up of an amusement park. The heritage village imbibes not only the physical beauty of a rustic rural environ but also the psyche, culture and the folk art of the same locale. Unlike an amusement park, Chokhi Dhani competes with technology. Moreover, in a regular amusement park, culture and historic value of any activity is not linked to creating experience but to create a standalone theme. Also the food is unhealthy and the service lacks human touch."

At Chokhi Dhani there is a museum displaying old locks, arms, and utensils of the era gone by. There are also boating on the manmade lake - Tal Talaiya, and a mini park with the theme of a jungle. Old fashioned and typically Indian rides of the horse carriage, the tonga, elephant and camel rides are a unique way to blend Indian folk culture into an amusement zone. The live performances of local Rajasthani performers like the Kalbeli and the puppet show make the visit as authentic as it can get. And when the traditional Rajasthani food is served at the local village dining hall - Sangri the entire experience becomes as unique and original. The village also has a shopping area called the national Haat Bazaar selling arts and crafts of various states. The area of the bazaar is in the shape of the Indian map with the shops of each state positioned according to their actual geographical location.

"The concept came about because the market had clear gaps in terms of non-availability of close-to-the-city village culture, an interactive village safari, rural employment to the artisan and performers, etc," informs Vaswani. Being situated on the highway the key target audience of this destination would be the transit and highway travellers. However, because of its wholesome family entertainment value, Chokhi Dhani also caters to city visitors, domestic and international travellers. The consolidated product is an income generator and therefore no particular segment of stays, food or entertainment can be separated. Vaswani considers this place as an Indian form of Disneyland.

Today Chokhi Dhani is also present in Pune, Indore, Mumbai, Panchkula, Surat, Haridwar and Jaisalmer. Each Chokhi Dhani is different from the other imbibing the spirit and culture of each location, and hence creating a different experience each time.