Shoba Mohan is the Founder Partner of RARE India (www.rareindia.com), a company that has been promoting conservation and community based tourism with sustainability as a keystone value for tourism and hospitality. She sits on board associations like RTSOI, TTC, IAHRC etc and promotes the idea that sustainable travel is future ready and luxury has to be redefined around parameters that believe in protection and preservation of the Planet. In an exclusive dialogue with The Organic Magazine, Shoba elucidates on what makes RARE hotels ‘rare’ and how a change of attitude towards true sustainability is the need of the hour.
What was the vision behind RARE India?
We began as the voice and marketing arm for small owner-run boutique hotels in 2004. As we grew organically, our vision was to promote hotels, retreats and lodges which have great stories, quality of service and hospitality, promise of experience (POM ) to inspire travellers to discover these places. Discovery till a few years had largely been through references and tour operators who took time and initiative to explore and learn about small and boutique hotels which are out of the usual tourist circuits.
How are RARE properties different from the usual? How do you choose them? How do they benefit local communities?
One of the key differentiators for the community of RARE India Hotels is their owner engagement, often they are owned and hosted by the owners themselves. We have been lucky as when we set out the blueprint of the initial hotels like Churhat Kothi (now Mahua Kothi by the Taj Safaris), Chhatra Sagar (now RAAS Chhatrasagar), Shahpura Bagh, Ramathra Fort and Shreyas Yoga Retreat, literally laid the foundation of what a RARE Hotel should look like – small, great story and concept, exceptional service, created by the owner, offbeat locations and true green values in place. Till date, these attributes form the core of our audit for the RARE Community of hotels.
Almost every hotel of the community employs people from local villages and draws them into the hospitality project – this is direct engagement through skills training and also using their inherent skills like floor art, the mud plastering, open fire cooking, tending to the wildlife around, etc. The skills training also involves hospitality training like housekeeping, kitchen work even teaching them to be naturalists, walk guides etc. Buying local farm produce, involving local crafts, textiles and other initiatives like pottery are used in the hotels for décor, amenities etc.
Do RARE properties use organic produce?
Many of our RARE India hotels in the rural areas like Ramathra Fort. Raas Chhatrasagar, Chanoudgarh as also many of the central India lodges like Kipling Camp, Sarai at Toria, grow a lot of their produce organically and also source from the local farmers. I must admit that some may not be sourcing organic products efficiently but definitely local sourcing is an important aspect and many of the RARE hoteliers work towards ensuring that supplies are as close to the property as possible.
Sustainability in the Indian hospitality Industry?
There is a growing awareness in the industry and many associations and companies are diving in deep to understand what could be ‘true sustainability’ is an industry like tourism and hospitality which by definition is carbon intensive. There has also been a lack of coding to understand the basics of sustainability so that it ties in beautifully with budget, mid-range and luxury travellers. Media, organisations and associations like RTSOI (Responsible Tourism Society of India) and TOFTigers are doing a great job to focus on responsible travel. That travel and hospitality is seen as a People and Planet friendly industry and future secure, is a growing sentiment which will drive a huge change of attitude.
Government’s role in building eco-friendly destinations?
The ministry has been developing guidelines and has a comprehensive 44 page document called the STCI (Sustainable Tourism Criteria for India) which is also mentioned in the draft National Tourism Policy. Implementation, audits and support will be key and how this will be accomplished will decide the fate of STCI which has been ready for close to ten years, with some pathbreaking ideas like carrying capacity indicators, preserving intangible cultural heritage, polluter pays, social equity and local prosperity that have been proposed.
Tell us about the Beautiful Planet project?
The idea came from my colleague’s daughter Ahilya who during lockdown used to watch all our sessions intently and take copious notes, often writing to me with her thoughts and ideas. I have worked with children before and am always amazed at their clarity of thought and their love for the environment, almost like a little Greta Thunberg in each of them. The idea was to talk to them and how they are inspired in initiatives they are a part of in their homes or school projects, their awareness and their actions. Beautiful Planet is an endeavour to tell these stories straight from them; there have been amazing stories and I continue to be stunned in humility at what these children have achieved at such a young age.
How can the corporate sector influence conscious sustainable travel?
They can be efficient change drivers. One of the biggest issues in conservation of heritage or wildlife and nature is funding and finding people who will encourage and use these places. If corporates come forward and endorse ‘true green’ and conservation oriented lodges or heritage hotels, there is so much that can be achieved. The synergy will be fantastic as the corporates can take back authenticity, knowledge and transformations.
Also read: Makes Scence to be sustainable
