South Strategy

The lion roars

G Chakravarthy Raju, CMD of Leonia Holistic Resorts, believes a recession is a time to consolidate and expand operations. By Neeti Mehra

The larger than life Leonia Holistic Resorts has completed nearly half a year since its soft launch in December, a time period in which it has received tremendous response. "Compared to the industry average we have done very well," says G Chakravarthy Raju, CMD of Leonia Holistic Resorts, though he is reticent to reveal figures.

A new kid on the block, the brand has just kick-started its sales and marketing efforts, with the promotional strategy hinged on the fact that Leonia is a destination resort with a lot to offer. "Through this we will let people know that whatever we do, we do the best," says Raju. He is optimistic about the prospects, owing to the one-of-its-kind Leo Juventa spa. He says, "We do not expect further rate of rationalisation in the family leisure and health segments."

The Leonia way

To counter the downturn Raju is keenly controlling costs in terms of manpower and equipment. "This, in turn, has helped in maximising revenues," he says. Also, the company is taking a practical route to pricing without being over- ambitious in its market expectations. Another key tool that the company plans to use is technology to promote the brand as well as reinforce its brand image.

Raju sees immense potential in the MICE market. "The potential for MICE this year is very high since the benchmark for MICE venues has increased tremendously and very few venues have the capability to cater to such events." The company has in fact stepped up its recruitment efforts. Says Raju, "In these difficult times, our motto has been to recruit due to the availability of skilled people at lesser salaries, plus the amount of dedication and hard work put in is more due to high unemployment."

The way ahead

As a destination resort, alternate revenue streams is key for Raju and the company is coming up with several interesting initiatives such as paint ball, a media center, theater, night club, water sports, an outdoor spa, a sports bar, etc. Apart from these, Raju adds, "We are currently looking into luxury service suites with a new concept."

Speaking of the markets it will reach out to, Raju says, "Domestically we are planning to target tier I and II cities. Internationally, we are planning to target the European and North American market by this year-end." Right product with the right price is the way ahead.

He has an interesting take on future developments. "Places closer to nature and far from the crowds are the next emerging markets for the hospitality industry in India," he emphasises, and concludes by saying that the intention is to promote the company in a way that stays true to its identity as a destination resort.