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Social entrepreneurship through tourism

By Nibha Namboodiri on 21 Comments / 5632 views

Hi, I am Nibha Namboodiri, a Post Graduate in Zoology,  who has been working for the welfare of captive elephants of Kerala, since my training as a mahout (elephant handler) in 1997-99. A documentary film on my work with elephants, by Icon films, Bristol, UK, which is being telecast since 2000, on BBC’s Channel 4,  National Geographic and Discovery Channels in the year 2000 and has helped bring international attention to the cause of elephants.

I have founded a non -profit network called ‘Smriti’, which is trying to protect and revitalise the pristine natural resources and unique traditions of the Valluvanad region in Central Kerala.

However, raising funds for the cause and finding sustainable solutions has always been a challenge and I’ve realised one has to become innovative and creative. I also believe that in the long run, social/environmental projects have to become economically independent and self sustaining, to be effective. 

‘Smriti’ is currently trying to popularise a holiday concept, particularly among entrepreneurs called ‘Do your bit’, where we invite people to take a holiday experience with us in Kerala. The money generated from the visitor fees would directly benefit our cause and various stakeholders.

I have written a bit more on the concept on an earlier post. 

You are also welcome to look at our website.

Please respond with ideas, suggestions or feedback. Feel free to ask questions if you’d like to know more about this concept.  Looking forward to your support. Thank you!

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21 Comments

  1. nibha – do u have a fb page?

  3. nibha…

    my first set of reactions after seeing your fb page and website (smriti is under construction so need not link it to your post):

    i) i think you really need to use social media to create more awareness.

    ii) perhaps it would help if you shared snippets of what you do on your fb page everyday. not long stories – just small things with attractive elephant pictures. your subject is so interesting – people would want to hear about what you do – but in simple small paras – everyday… crisp communication for better a better understanding is very important.

    iii) now i’m afraid, your website is not very reader friendly. i had to hunt to figure out what you are actually into. so pls try to refine your website in the simplest way possible.

    iv) most importantly, you need to connect with all the people in the indian travel space who promote unusual kind of trips –

    a) pls get in touch with https://indiauntravelled.com/ – shivya nath is a young entrepreneur who chucked her great job in s’pore to travel and enable other people to travel in india. write to her (ref: asha from indiadecoded).

    b) https://thealternative.in/category/travel/ 

    c) https://www.travelanotherindia.com/ 

    d) there are many others – i would request you to check out my fb page – https://www.facebook.com/indiadecoded247 – and check out ALL THE TRAVEL VENTURES I’VE LIKED – pls write to as many as you can – perhaps you could work out packages for their conducted tours….

    all the best nibha!

  4. Asha

    Sorry couldn’t get back to you sooner. Thanks for all the advise. I have got in touch with Shivya of India Untravelled and also Travel another India. Both were positive interactions and I am hopeful something good will come of it. Like you advised, I am going through all your listings at India decoded.

    I liked your guide book…In fact we need something like that for each state. There are all these subtleties about indigenous cultures, which need to be translated and interpreted – even for us Indians. Anyway, ‘Smriti’s website should be up in a week. Vasu ( Vasudevan Uppili) is helping me with it. I realise what you  say about clarity and simplicity. I will try to make it as readable as possible.  

    Thanks again…

  5. Hi Nibha,

    A really great concept I must say! I love travelling and especially off-beat concepts that give back to the environment are my favourite type of social enterprises. I completely agree that in today’s world for a venture to be effective it is necessary that the organisation becomes economically self-sufficient.

    Nibha, I work for an organisation called Ennovent that assists entrepreneurs like you to accelerate social innovations. I would urge you to join the network as we have about 4000+ members that work within this business sector so you would be able to possibly connect with mentors and other experts that can help you with your business. I would also suggest attending networking events such as Sankalp which is now Asia’s largest social entrepreneurship conference as you are sure to get some useful connections through there – I believe that they have a discounted registration offer going on right now.

    Hope this helps.

    Perzen

  6. i think the resort/holiday concept is best for raising money for this. 

    there are two points to work on –

    1. Marketing –

    I read your article, went though all the links, read your comments, and i still DONT know, how much and which city and what weather and how the rooms are and what I’ll eat –

    You need a simple website with photos and prices, etc.

    You need to list this website with all relevant portals – the most important is Tripadvisor, holidayiq, oktatabyebye, etc then listings like quikr, olx, sulekha, just dial, travel like mentioned by asha, sites like tushky

    None of this needs to be fancy, but it needs to be crisp, easy to read and understand – i want to know – price, location, weather, room quality, activities through you, activities outside

    you should also contact as many travel agents and list your place with them, they can bring in corporates, foreigners, etc

    The second thing you should do is, read up on similar resorts / safaris / concepts in Srilanka, africa, south africa, etc My friends just got back from south africa and they posted photos of sitting next to lion cubs.there is a baby elephant nursery in kandy srilanka, there is a giraffe hotel in nairobi where the giraffe pop their heads inside the hotel room for food. incorporate such activities in your setup so people start talking about them

    once you get enough people coming in, build a small store with some souvenirs to take back.

  7. Hi Nibha,

    Thanks to you I got on to Rodinhood.com 🙂

    Please do get in touch with me on email – the concept is definitely interesting to us and I would be happy to help you shape it up into a business. Believe me, I have been through every failure in the book – so can help you skip those steps.

    Cheers!

    Gouthami

    gou@travelanotherindia.com

  8. Goutami,

    Twist of fate I would say. I’m glad to introduce you to Rodinhood. Actually it was Asha Choudhary, co ordinator of ‘India decoded’ and a Rodinhooder, who introduced your work to me ! Though I’m a novice here myself, I see a lot of energy, support and good will in this group. Would appreciate your guidance.

    I hesitated to write because my web site is still under construction. Should be ready in a few days. Meantime I think I can send you a write up on ‘Smriti’.

    Will get in touch with you soon.

    Best Nibha

  9. Shitij

    Thank you for the reply.

    Hmm….about the vagueness in the details of stay, location, logistics, I understand. Though I assumed it was there, I realise it needs to be more specific.

    Website is under construction. should be functioning soon.

    Contacting travel agents etc. I understand..it is underway.

    I however have a slight disagreement with you on the last part…About pictures of travellers with lion cubs and giraffes sticking their head into rooms ! You should read this….

    https://jmcsmith.co.uk/2013/01/02/silence-is-not-an-option/.

    Shitij, you must understand that tourism is a double edged sword. While it nourishes and sustains natural resources, traditions, cultures on one hand, on the other it can also impact or destroy the whole system, if its unethical. I personally do not agree that unethical, or artificial elements should not be added to tourism, to make it attractive to the traveller – particularly wildlife tourism. The traveller must understand that wild animals are not pets and need to be watched and enjoyed from a distance. There is a lot of debate among conservationists about what is happening in S.africa, Pinnawala ( Kandy) and other such places .

     ‘Aanakaryam’ clearly is very differerent from the general wildlife tourism as it allows elephant-human interaction ( under controlled conditions). These elephants are used to human contact and are not going back into the wild. So human interaction is not an issue.

    However, I will upload some pictures of people with elephants.

    The souvenir shop is in the pipe line + products from elephant dung paper.

    I appreciate your taking the time. If you ever want to spend a holiday, consider coming over.

    Nibha

  10.  Perzen

    Hi..Thank you for the note and all the encouragement. I will check out Ennovent and possibilities of getting into Sankalp.

    You should come visit sometime.

    Thanks again.

    NIbha

  11. Dear Nibha,

    Firstly, like all others loved the concept and would like to personally experience it – down India under, over an elephant! Having said that, the interest to promote or build awareness for your concept is paramount.

    If your budget or your limited resource and skills on the internet do not allow a great functional website, lets begin with a blog! The website may be an assimilation of the blog and agenda/logistics and contact information

    A blog is free and easy to setup and build and required no additional resources. One of our blogs started 2011 – https://i2cook.wordpress.com there was no website until now (in process – i2cook.com) and selling in offline retail stores! It took Megha only her own skills to build, no extra resources!!

    Since you have several consumers from outside India who are net savvy and are writers, they can connect you to others through their blogs. Just provide links to their blogs within yours and you would have connected half way across the world with your concept!

    I think Asha has provided sufficient feedback regarding social media and the website.

    All the best!

  12. Hi Pawan. Thanks for the note. Yes, I realise the significance of blogging…and will get onto it. I haven’t looked at your blog yet but I will right away. Also am glad you appreciate the concept .

    Yes, you should come personally and visit. That would be nice.

    Thanks again for all the advise.

    Best

    Nibha

  13. Hi Nibha,

    Firstly I want to salute you for the great work you are undertaking.Being a malayalee and related  to the travel business in Kerala I am able to envision what you are trying to achieve.

    1) The website needs to be more organised for travelers to understand clearly what is being offered.I had to read through the complete site and Facebook page to get the concept and still I am not sure if I have understood correctly.Since my experience has been  people while building  itenarys in Kerala want to see the forest/hill station (typically munar,waynad etc ) backwaters and the beaches in 7~1 0 days.Most of the people want to run through Kerala with these three things in mind 

    2) Your target market is returning travelers to Kerala.I have seen an average return rate of 2 times .The first time is invariably the circuit as mentioned in post 1.The second time it is more focused Forests/Hill Stations(Munnar,Gavi,Thekady) ; Backwaters with some religious trips etc.I believe these are the folks you need to focus on 

    3) As has been mentioned by members above the Blogs,Social media component plays a big role since most of the folks visiting kerala are the middle class with internet acess and  your offering has to be present on the web being a different experience.

    Please do let me know if I can be of more help

  14. Hi Nibha,

    In addition to what others have already pointed out regarding clear information on accommodation and prices, website redesign (there is a glaring spelling mistake on Line 3 and these things do not leave the right impression), FB integration, a couple of pointers from me.

    1. I agree there is a delicate balance to be maintained while using the ecosystem for marketing purposes but you can try to connect with customers by creating a relationship with the Elephants. They already must have names, create the connection, tell their stories. You could even look at sponsoring your elephant, his health, his food, etc. It doesnt mean that the not-so-famous starve though! It is only to create a connection and set clear priorities 🙂

    2. A person from say North India coming to Kerala on a holiday might want to experience this but would not have a complete understanding of his itinerary as it might be a package travel. Create travel itineraries of say 5 day, 7 day Kerala trips with your stay as part of the package. Include the most important destinations and mention how it could complete an already awesome trip. Then go give these itineraries for various agents. Also, pushing them through your FB link might help people plan their trip accordingly!

    Hope this helps!

    Dabas

  15. Very good tips indeed Dabas and what you have stated is 100% correct on point 2.

    On point 1 your idea made me think was on factional ownership of “elephants” i.e for an X amount the donor gets their/family’s name inscribed in a bandhana/Necklace (not sure about the exact term) inscribing the donors name put around the elephants neck for the month.Getting a photgraph with an elephant wearing the family name will appeal to a lot of people 🙂 . Once the scheme takes off , make it quarterly depending on demand.Not sure of the feasibility idea just my 2 cents

  16. Hi Nibha,

    First of all let me say that you seem to be doing some great work here. I definitely think there is potential in the idea and see that it is one that is both sustainable and scalable.

    But I think you need to work on your approach and strategy. The sad reality of life is that a majority of Indians don’t seem to be as concerned and involved in sustainable lifestyle and holiday practices. It remains a topic of discussion at best with most folks but very few walk the talk. The good news is that this segment is growing. But the audience is not large enough for you to see profitable engagement in the first couple of years of your business. I am saying this from experiance. As you might know, we own a store called Eco Corner which has been created with the mission statement to make eco-friendly products more accessible to society. Previously I was working as a Sales and Marketing Manager for Club Med in India. Club Med operates an eco-resort at Cherating Beach in Malaysia among the 80 fabulous resorts that they operate worldwide.

    Here’s what I would do if I were you:

    1. Tap domestic and International markets directly through targeted online marketing and through the Travel Agent Network

    2. Focus all efforts in promoting the amazing experience and the positive attributes (freedom, nature, discovery, etc)

    3. Promote an itinerary charting out the day or so. Also nice to include nearby spots which they would access and plan their travel better. Talk about the drive, the nearest station/ airport and broadcast accessibility.

    4. Would avoid talking about negative things such as how they treating elephants in India. In your current stage of business evolution you can’t impact this. Focus on creating momentum. Achieve a certain scale. Then impact and even attack these stupid practices.

    5. Add optional premium services which would help increase yield and improve cashflows. Your customers are your best source of funding. Even better than banks or Angel Investors. Can you offer champagne picnics or provide the experiance of giving elephants a bath? These may not be your core objective of the business. But its the ancillary stuff that people are sometimes willing to pay money for. Check out what Taj sells in the name of luxury at their wildlife lodges in Kanha and other places. Not expecting you to have the budgets or operational ability to match up to the Taj brand. But might be a good idea to understand what is currently being sold as part of a luxury experiance.

    I am not sure if this helps. But here’s wishing you all the best!!

    Warm Regards.
    Amish Mody

  17. Anoop

    Thans for such detailed observations.

    1. I am making the necessary changes to the website – to make it easier to understand. As for the tourism component, we are working along the principles of responsible tourism and slow travel. You should look at the website of our partner  organosation, Travel to care . We encourage travellers and agencies which beleive in the above concepts. Since this ‘experience’ is based on certain philosophies, I think it will appeal to people with such a bent of mind.

    2. Perhaps if you look at ‘Travel to Care’s website, you will understand that we are trying to network and build several ‘types’ of experiences in various parts of Kerala.

    3. Yes I realise the significance of social media and the need to use it. I have friends an well wishers who are helping me with the same.

    4. Would be most gratefull if you could let me now of agencies and companies wishing to include the elephant experience in their itinerary.

    Best

    Nibha

  18. Dear Abhishek.

    Than you for responding.

    1. I am currently re-inventing Smriti’s website and it will have all of the above mentioned features an aspects.

    2. Yes. We are networking with several like minded individuals and organisations to develope a 3-7 day itinerary around Central and North Kerala. It should be ready in a few weeks time.

    I am glad that you are taking such interestes. Thank you again. I will keep you posted.

    Best

    Nibha

  19. Anoop

    Thanks for the idea. This is something we could consider. 😉

    Nibha

  20. Dear Amish

    Thank you for the detailed reply. Was very useful

    1. Marketing and promotion has already commenced.

    2. I understand the need for emphasis on positive aspects of the experiences.

    3. All the logistics, Itinerary etc. would be added on to the website of Smriti and Travel to Care, which are being re-designed.

    4. Yes…very sensible

    5. The elephant programme has several hands on sessions such as bathing, riding etc.

    It has been very helpful indeed. Will keep you posted.

    Nibha

  21. Hi Nibha,

    I am doing a story on elephants in Kerala. I would like to have your number so that I can contact you. Could you please give me your number here, or, please SMS me your number.

    Regards and Onam wishes,

    John Matthew

    09820456808

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