WONDER PEDICABS: LEISURE RICKSHAW RIDE

ABSTRACT

When in India (WII) is a tour company serving the niche segment of Heritage tourism. WII was
incorporated in 2011 with the aim to enable the foreign and domestic tourists to experience the
deeply embedded cultural ethos and heritage of Old Delhi. Their unique tourism product, ‘the
Wonder Pedicabs’ provides leisure rickshaw rides through the Old Delhi lanes.

This teaching case focuses on various managerial dimensions of operations of WII. The case can
be used in courses on Marketing as well as Economics. The case discusses the macro and micro
environmental forces operating on WII. It deliberates on the economics of various tours offered
by WII. It also educates the participants about the process of decision making that goes in the
selection of a tour operator and a tourism product. Hence, it appreciates the significance of need
recognition, search for information, evaluation of alternatives and purchase decision as pillars in
the process of decision making process.

The case also attempts to educate the participants about Indian Tourism Sector. The phenomenon
called “Wonder Pedicabs” was studied within its real-life context by using multiple sources of
evidence. The authors have followed an empirical inquiry as well as secondary sources based
investigation into the topic. Data for the case has been collected from the promoters of the
company, their public deliberations, website of the company, topic related websites and interviews
of the stakeholders. Data obtained from the above mentioned sources is incorporated in the case.
An attempt was made to investigate the concept of leisure rickshaw ride amongst the stake holders.
Reviews of foreign tourist were available on the website of firm. The factual information related
to Wonder Pedicabs has been picked up from their website and authenticated by the
promoters. The case addresses way forward and suggests strategic steps which may be undertaken
by WII to ensure sustainable growth in future.

KEYWORDS: Tourism product, Economic impact analysis, Consumer decision making, Indian
Tourism Sector, Environmental forces, Foreign Tourist Arrivals.

1
INTRODUCTION

Vivek and Garima had been staying in Sydney for almost 10 years now. They were born and
brought up in India but had shifted to Australia because of professional reasons. Since the last five
years they have been visiting India every year to meet their friends and relatives. Recently, Vivek,
advertising head in East West Link, a prominent media company in the continent was invited for
a program in Opera House. The program was organized on 18th April, 2017 being “The
International Day for Monuments and Sites – The World Heritage Day” by International Council
of Monuments and Sites (ICOMOS), whose establishment was approved by 22nd UNESCO
(United Nations Educational, Scientific and Cultural Organization) General Conference in 1983.
To celebrate the 44th anniversary of the World Heritage Convention, the program was
appropriately themed as “Heritage Tourism”. The one day event included conference on the theme
and photography competition of World Heritage Sites. Out of 1031 World Heritage sites, 32 were
in India (UNESCO). This made Vivek nostalgic and he was considering taking his kids- Krys and
Siyona for a trip to Indian World heritage sites.

Vivek, a globetrotter has seen most of the popular destinations worldwide with his family (Exhibit
1). But had never taken kids to India as a tourist. That evening, on reaching home, he shared his
feelings with his family. Everyone supported the idea unequivocally. From that day onwards
Garima also focused her attention to the information related the Indian tourism sector. She zeroed
on local tour operators and Indian government initiatives for a cost effective proposition. She
couldn’t consider on individual tour operator because they were too costly and were not offering
heritage trips that she was looking for.

In the meanwhile, and for the first time in more than 80 years of Australian cricket broadcasting,
international cricket in Australia was heard via the local Hindi broadcast channel, East West Link.
Vivek was asked to represent East West Link in Indo Australian Cultural Exchange Program in
Delhi, organized by Ministry of Tourism, Government of India, which was scheduled for 10-13
September 2017. His stay arrangements were made in hotel Oberoi. During his stay in the hotel,
he came across, When in India tours as the most recommended tour package by Oberoi for their
guests. He found it so interesting that without finding out further details, he immediately booked
tickets for his family to join him on 14th September for visiting the heritage sites.

2
The family arrived in India. Vivek and Garima were happy at the hospitality and services offered
by When in India. The last leg of the tour was scheduled to be in an Old Haveli with delicacies of
Purani Dilli. On the way back to hotel, Garima asked him for the next day’s plan. Vivek said, that
he shall be visiting his friends and relatives in Delhi and spend time with them.

WHEN IN INDIA: AN OVERVIEW

When in India is a creative venture initiated by two young Delhi girls, Ritu and Taruna. Being
Delhites’ they were very familiar with every nook and corner of Delhi. Both of them shared their
passion for Delhi and offered a tour which is unique and helped visitors discover the real culture
of Delhi that one can’t find in the guide books. The duo wanted tourists to experience the warmth,
hospitality, spirituality, unique rituals, beliefs, vibrant colors, finger licking delicacies and beauty
of this extra ordinary land.

Ritu was born and brought up in Delhi. A member of the Institute of Chartered Accountants of
India, she had served as the financial head in some of the top corporate houses of India. Prior to
initiating her entrepreneurial venture, she was associated with Fortis healthcare, one of the biggest
healthcare providers in India as Finance Controller. In all these years, she had realized that she
wanted to do something beyond than following the Key Result Areas (KRAs), annual appraisals,
and the career path that was laid down by others. She mentioned in a public forum “I have the
clarity that I want to do something more.” Optimistic, energetic and focused are the traits that
define her. A travel freak, who has widely travelled across the globe, she loves interacting with
people. She vividly recalls that her best holidays have been in India.

“You can take an Indian out of India but cannot take India out of an Indian” is what Taruna
believes in. A full time MBA from University of Notre Dame, she worked in a top healthcare
organization in the United States and thereafter moved to Delhi in 2010. Taruna is an ardent reader,
who loves to explore new places, practice yoga, meditate and is an avid member of the Art of
Living Foundation. She also manages an NGO aimed towards the cause of women empowerment
and welfare children.

3
The duo was once accompanying their friend to Chandni Chowk for his wedding shopping. While
lunching at Paranthe-wali-gali, they felt that many people were not aware of the rich cultural
heritage of Delhi. Old Delhi has some of the splendid monuments. Qutab Minar, Red Fort and
Humayun Tomb are the listed monuments in Delhi as per the United Nations World Heritage Sites
(Exhibit 4). The history of city of Delhi is by itself quite interesting with the city been built and
destroyed eight times. India was declared an independent state from Red fort, situated in Old Delhi
by Pt Jawahar Lal Nehru. Diwan-i-Khas in Red Fort has an inscription on one of its walls a couplet
by the legendary poet-historian-composer Amir Khusroe that reads –
"Agar Firdaus bar rue-i-Zamin ast, Hamin ast, Hamin ast, Hamin ast” (“If there be heaven on
earth, it is here, it is here, it is here”)
Narrow lanes and by lanes of Old Delhi have beautifully decorated shops and each galli has a story
to tell. According to Mir Taqi Mir, a leading Urdu poet of 18th century, streets of Old Delhi are not
just the streets, they are colourful like an album of the painter. It also has Asia’s biggest electronic
market. It has many religious shrines and unlimited food options.

Driven by their liking for the city and for creating awareness about the deep embedded cultural
ethos, they planned to initiate a venture of familiarizing people with the heritage in a way which
would be exciting and satiating. During their further discussions, they settled down to starting their
venture from Chandni Chowk. Mughal Emperor Shah Jahan’s (1592-1666) beloved daughter
Jahanara designed, Chandni Chowk (Moonlit Square), in front of Red Fort, with a canal running
down the center and pools at major intersections reflecting the moonlight. Considering the location
specific challenges, they planned multiple visits for a better understanding of the business
proposition. Finally, they visualized a venture of extensive coverage of Chandni Chowk inclusive
of havelis (historical structures), shopping and wide variety of food to be covered in one visit over
the rickshaw. They initiated their company When in India tours in 2011 right after leaving their
well-paying jobs. They extensively interacted with historians, academicians and local residents;
referred books and researched before designing their tours. They targeted the niche segment of
Heritage tourism, catering to foreign and domestic tourists. They proposed offering a) Tour of
religious places, a Muslim mosque, a Hindu temple, a Jain temple, a Sikh Gurudwara and a
Christian church b) Kids tour- visit to kite factory c) Food tour d) Spices and scents tour and e)
Shopping tour f) hidden gems tour (Exhibit 5).

4
In their subsequent visits, they understood that it was virtually impossible for anyone new to the
place to visit the area on foot because of the narrow, crowded, not so clean and far stretched streets
of Chandni Chowk. Rickshaws were the perfect mode of transport for travelling in the area. Cars/
buses/ auto-rickshaws and goods movement lead to traffic congestion and jams, making navigation
difficult. Rickshaws can avert the lack of parking space in the area famous for traffic jams. Most
of the existing roads are too small and usage of other vehicles would make sight-seeing difficult.
Rickshaw also helped them with proximity to cultural heritage showcased in the shops of Chandni
Chowk. They believed that nothing better than leisurely rickshaws ride can help one witness the
charm of Old Delhi. Rickshaws, the pollution free vehicles would easily navigate and provide an
uninterrupted sightseeing experience. Though a few Old Delhi walking tours were available, this
was a unique concept, probably the first to conduct organized rickshaw tours in India. They wanted
to launch this venture at the earliest, lest anyone else even gets a hint of their idea (Exhibit 6).
Generally, pedicabs are not found in western countries, therefore there is craze among foreign
tourists to ride one. They calculated that a guest will be on a tour for approximately three hours,
so rickshaws ought to be comfortable. They spent adequate time in choosing the design for
rickshaw and it was done under the guidance of Municipal Corporation of Delhi (MCD). They
planned for their special rickshaws which were a) mechanically sound – better suspension and
balance b) very attractive – bright and colorful with Branding c) Comfortable - Cushioned Seats,
Spacious d) Safe - Improved Breaks, Seat Belts, holding bars, first aid kit e) tourist friendly -
transparent roof/collapsible to facilitate upper view of monuments f) convenient – Bottle /Camera
Holder (Exhibit 7). Rickshaw drivers also trained to be properly uniformed and well groomed.

They worked at the financials and organizing of staff for their venture. Since it was a service
oriented start up so initial capital requirement was low, with both the partners contributing Rs 5
lakhs each. They started with five rickshaws and subsequently, five rickshaw were added every
year. With their business acumen, they understood that to get foreign and domestic tourists
onboard, their pedicabs needed branding and marketing in the launch and growth phase. A tie up
with few famous hotels of the city would be a step in right direction. These hotels would
recommend their tourism product, “The Wonder Pedicabs”. Wonder Pedicabs, enabling leisure
rickshaw ride through the old Delhi lanes would cover major attractions, Red Fort, Digamber Jain

5
Temple, Gauri Shankar Temple, Jama Masjid, Sunehri Masjid, Gurudwara Sis Ganj, Fountain
Chowk, Chawri Bazaar, Town Hall, Kinari Bazaar, Fatehpuri Maszid, Spice market, Lal Kuan,
Chunnamal Haveli, Haveli Lounge, Ghantewala Sweet shop, G.B. Road, Ajmeri Gate, Christian
Baptist Church and Nau Ghera. The entrepreneurs were able to tie up with Hotel Taj Mahal, a 5
star service provider and this acted as a breakthrough. Later they got associated with Hotel Oberoi
and then there was no looking back. Within a short time span of six months they found their venture
featuring in “Outlook Traveller”, one of the most prestigious and widely circulated magazines in
India. Outlook Traveller quoted Wonder Pedicabs as part of “50 trips you’ve never taken”. The
editor mentioned the list contains “obscure, the unheard, the unvisited and truly interesting places
around the World”. Times of India, a national daily cited Wonder Pedicabs as “Tourists’ off beaten
track”. Indian Journey, Indian Inbound publication with domestic and international circulation
mentions the ride as “Leisure Rickshaw Ride of a Lifetime”. Sita- Art of Travel, magazine, in the
section- out of ordinary tours for everyone talked about “A day in the life of Aagam (rickshaw
puller)”. Deccan Herald quoted the rickshaw ride as “Reliving the Golden Era”. First City,
magazine highlighted this as “WII-When in India Pedicab Tours”. Outlook Lounge, a premium
lifestyle and travel magazine, launched by DIAL (Delhi International Airport Pvt Ltd), portrayed
the tours as “Heritage Rickshaw Tours of Shahjehanabad - The talk of the town this month”.
Sunday standard insisted its readers to “Take a Tour of Old Delhi on Designer Rickshaws”. Travel
Daily, Amar Ujala , Navbharat Times and Sunday times also talked about the leisure ride as “Delhi
company offers Rickshaw tours”; “Now explore old Delhi – 3 hours of fun ride”, “Journey of
Chandni Chowk on Royal Rickshaws”, and “Chandni Chowk on Special Rickshaws”. Eventually,
they could rope in American and French ambassadors for a trip on wonder pedicab and received
positive feedback for dressing, mannerisms of rickshaw pullers and the associated services like
headphone with real-time guidance along the path that pedicab was taking. They knew they had
taken the right path when they received “Certificate of Excellence from Trip Advisor” for five
consecutive years (Appendix 1).

6
INDIAN TOURISM SECTOR

Current Scenario

Tourism Industry in India is evolving rapidly. During August 2016-17, the growth rate in foreign
tourist arrivals (FTAs) has been around 11 per cent as compared to the growth rate of 8.8 per cent
during August 2015-16 (Ministry of Tourism, Government of India). According to the latest
UNWTO Barometer for March 2017, India’s rank in international tourist arrivals (ITA) is 24 in
2017 as against 41 and 40 in the years 2014 and 2015. Also the share of India in ITA has increased
from 0.68 per cent in the year 2015(based on foreign tourist arrivals) to 1.12 per cent in 2017.
India’s rank in the Travel & Tourism Competitiveness Index (TTCI), 2017 has also shown
considerable improvement. It has jumped up by 12 places from 52nd in 2015 to 40th in 2017. The
report ranked India high on parameters like price competitiveness, intangible heritage, cultural and
natural resources. The lagging areas have been tourism specific infrastructure, health and hygiene,
ICT readiness, safety and security situation and environmental sustainability.

This dramatic growth in FTA is attributable to several factors. Liberalization and recent years of
high economic growth have brought about a profound change in India’s image as tourist
destination. Government of India’s “Incredible India” campaign; tourists’ search for newer
destinations; improvement in infrastructure have also played positive role. Assigning of the World
Heritage Tag on a few of the monuments has also been a significant contributor to the setting up
of big hotels and subsequent employment generation in related sectors. This has also led to an
increase in the earnings of licensed tour operators (Exhibit 3). India has 32 UNESCO declared
World Heritage Sites (Exhibit 3). Further, because of a decline in the average age of an
international tourist, there is an increasing sentiment among young tourists to take a break from
their stressful professional lives and travel.

Significance of Tourism

The economic importance of tourism extends beyond core hospitality and transportation sectors.
It has been found to have strong backward and forward linkages. Backward linkages would
constitute basic infrastructural services like energy, telecommunications, agricultural,
manufacturing and construction services. Forward linkages would comprise of sectors providing

7
services to consumers like financial, telecommunications, retail, recreational, hospitality, security,
health services. Thus tourism exhibits multiplier effect on various socio-economic variables,
namely employment, foreign exchange, gross domestic product (GDP) and poverty eradication.

Tourism is regarded as the main source of foreign exchange for about 30 percent of the developing
countries and about 50 per cent of the least developed countries (LDCs), thus inducing significant
income-multiplier effects and growth in national income. For the LDCs, it accounts for about 40
per cent of their GDP. Further, being a highly labour intensive activity, it creates employment
opportunities for low and semi-skilled workers and can thus reduce poverty in the society
(UNCTAD, 2010).

The G-20 Declaration (2012) recognized travel and tourism as a vehicle for job creation, economic
growth and development. In the Indian context, tourism contributes around 9.26 per cent to total
employment and 9.55 per cent of GDP (Exhibit 2). These figures are based on the Tourism Satellite
Account of India (TSAI). TSA provide an internationally acceptable accounting framework for
estimating the size and role of tourism in the economy. Being a labour intensive sector, there are
78 jobs created for every Rs. 10 lakh of investment in travel and tourism sector as against 45 jobs
in agriculture and 18 in Manufacturing for similar investment (e-book, Ministry of Tourism). Apart
from providing employment opportunities to the unskilled work force, benefits to tourism also
accrue to women.

Tourism generate significant foreign exchange earnings (FEEs). The FEEs from tourism in India
during 2016 were INR 1, 55,650 crores with a growth rate of 15.1 per cent as compared to INR 1,
35,193 crores during 2015 with a growth of 9.6 per cent over 2014. Thus, Tourism has acquired
an unprecedented important economic dimension and is now being recognized as an important
contributor to economic growth. The approach paper of the 12th Five year plan (2012-17)
highlighted the need to adopt pro-poor tourism such that the benefits of faster, sustainable and
inclusive economic growth trickle down to the poor and thereby ensuring that tourism growth leads
to poverty reduction. The 12th FYP has projected that this sector would generate additional 2.5
crore jobs during 2010-16 (Baken and Bhargavatula, 2010).

8
Initiatives Undertaken

With a vision of making India a preferred tourist destination in the World, the Ministry of Tourism
aims to project India as a 365 day tourism destination. The mission is to achieve 1 per cent of
International tourist arrivals (ITA) and 1450 million domestic tourist visits by the end of year
2016-17. The Ministry aims to achieve this mission by enhancing the competitiveness of Indian
tourism Industry, promoting sustainable tourism, improving tourism products, enabling provision
of world class tourism infrastructure and greater visibility for tourists’ facilities. The value system
of Ministry is driven by “Safe and Honorable Tourism”.

In order to attract tourists with special interests and needs and also to showcase the comparative
advantage of India in certain categories, the Ministry for development and promotion of tourism
identified and promoted certain niche products, like, Cruise, Adventure, Medical, Wellness, Golf,
Polo, Eco tourism, film tourism, sustainable tourism and MICE(Meetings Incentives Conferences
and Exhibitions). According to Mr. Mahesh Sharma, Union tourism minister, “India’s share in the
global cruise tourism market is just 0.68%, while only 0.40% Indians opt for cruise shipping. We
plan to take up these numbers to 1% by 2020 and 2% in the coming years.” In order to achieve this
target and also to take the strategic locational advantage of cruise tourism between Middle East
and South East Asian countries, the government is considering introducing cruise travel on luxury
ships in its Leave travel Concession (LTA) Scheme.

The Ministry recently organized road shows in tourist generating markets overseas like in Australia
(Sydney and Melbourne), New Zealand (Auchkand), USA (New York, Boston, San Francisco,
Los Angeles), China (Shanghai, Beijing), France (Lyon, Toulouse), South America (Santiago,
Lima). Service providers in Indian states like Jammu and Kashmir and North Eastern states were
provided with financial assistance by the Central and/ or State Tourism departments for
undertaking promotional activities abroad. In addition to these, the Ministry produced five tourist
guide books; brought out brouchers, leaflets and posters on various themes like Incredible India,
Timeless India, Rural Tourism, Gourmet Tourism, Festival Tourism, to name a few; organized
tourism conclaves and marts; produced creatives for Athithi Devo Bhava Campaign, revamped
its promotional website; released television commercials, launched radio and online campaigns.

9
To facilitate travel with short term planning, the Government of India had launched the Tourist
Visa- on- arrival (TVoA) enabled with Electronic Travel Authorization (ETA) Scheme in 2014.
The scheme was renamed as e-Tourist Visa (eTV) in April, 2015. Foreign Tourist arrivals to India
were 7.68 million, 8.03 million and 8.90 million (provisional) during 2014, 2015 and 2016
respectively. The numbers of arrivals on e-Visa were 0.39 lakhs, 4.45 lakhs and 10.80 lakhs for
these three years. With a view to promote ease of business, encourage economic growth and
increase foreign exchange earnings, further liberalization, rationalization and simplification of visa
regime has taken place. E-visa is now granted to tourist, business, medical and employment,
interns and film categories

It is the constant endeavor of the Ministry of Tourism to generate manpower in accordance with
the need of tourism Industry- both quantitatively as well as qualitatively. It ensures this by
providing training and professional education coupled with necessary infrastructure support. In
one such initiative pertaining to skill development, namely, “Hunar se Rozgartak Tak”, youth are
trained in courses on food production, food and beverage service, baking, housekeeping, driving
tourist vehicles, escorting guests to heritage sites, providing skin and spa therapies, acting as event
facilitators, tour assistants and office assistants.

Mike Ellis, president and managing director, Motion Picture Association (MPA), Asia Pacific said
in an interview that India has a huge potential to transform itself into a film-friendly destination.
Andhra Pradesh is taking all the steps to promote Vizag as health tourism destination to attract
foreign patients. Considering the dynamic nature of such products, regular revision may be
required. The ministry keeps formulating / revising guidelines and provides technical and financial
assistance and incentives and conducts promotional events and activities.

Bottlenecks faced by When in India Tours and future plans

In a public forum Ritu admitted that the road to establish When in India tours has been bumpy.
Initially the duo faced lots of criticism from family and friends with people tagging them “crazy”.
Chandni Chowk, being a male dominated area made operations difficult. Uneducated rickshaw
pullers resisted working under a woman. Majority of them were habituated to drinking and

10
chewing tobacco while on duty. Ritu and Taruna commenced their operations with 10 rickshaw
pullers, while coping with the challenge to train them in English language and mannerisms.
The authors attempted to understand the mindset of rickshaw pullers. Ram Kishore, who has been
pulling a rickshaw in Delhi for last seven years, was enquired for his willingness to join When in
India tours. The entire concept was alien to him. He said, “Isme kaun baat hai, hum to roz hi
rickshaw chalate hain, hum kisi aur ke liye kaam kyon karein, who bhi bandh ke, humein nahin
manzoor hai.” (What is different does it make, I have been pulling rickshaw everyday. Why should
I work for someone else, that too with boudaries? This is not acceptable to me). Primafacie he did
not see see the value addition in the concept. He interpreted it as losing his freedom after joining
the venture.

Obtaining relevant licenses from Municipal Corporation of Delhi (MCD) and meeting the pre-
requisites of local police was also not an easy task for the promoters. Since it was a new
phenomenon with no precedence, insurance companies were not clear under which head to put
rickshaws and how to treat them. Adequate garage space for parking rickshaws had to be identified.
A mechanic to repair rickshaws during break down and for routine check- up had to be arranged.
Convincing hotel and travel agents for Old Delhi visit to interiors of Old Delhi was another
challenge as till date Old Delhi sightseeing was confined to Jama Masjid and Red Fort. Hotels
discouraged foreign visitors to visit Old Delhi as roads would be filthy and surrounded by beggars.
They also advised them not to eat anything there. “It was difficult for us” says Ritu.

Despite all these challenges, the duo shares that it has been a satisfying and rewarding journey.
Wonder Pedicabs enabled rickshaw pullers a secured and respectful employment with additional
tips from tourists. The promoters have made provision for a special fund for rickshaw pullers from
where they can withdraw money in times of need. A glance at the testimonials reveal that Wonder
Pedicabs have received great applause from foreign tourists.

When the authors contacted domestic tourists, many of them were not aware about the tour
company in general and the product offered in particular. Some of the people who were aware
indicated apprehensions. A middle aged couple was enquired in Delhi about Wonder Pedicabs.
They replied- “We don’t know about this tour company.” When briefed about the services of the

11
firm, they showed interest but their enthusiasm mellowed down on hearing the price of the product.
Two children aged ten and twelve from middle income family who were roaming in Chandni
Chowk were asked about their interest in taking a rickshaw ride by Wonder Pedicabs. They said
“how it is different, we came here by rickshaw only”. This implies that awareness amongst
domestic tourist is almost nil and the price is at the premium end only.

When in India Tours offers private and customized tours to Agra and India's most popular travel
circuit, often referred to as The Golden Triangle. Comprising of the city of Delhi, Agra and Jaipur.
These cities offer a magnificent and inspiring introduction to the history, culture and diversity of
Northern India and provide an unforgettable experience of the country and its charms. As part of
their future plans the duo has explored tours in Haus Khas Village, Mehrauli archaeological park
and New Delhi areas. They have also initiated walking tours and full day tour of New Delhi too.
They also plan to offer similar experiences in historical cities of Varanasi, Mathura and Vrindavan.
“Big travel firms are willing to have a tie up with us in Varanasi- River Ganga” Ritu mentioned.
They were also invited by Delhi Tourism to work on a module focusing on Jama Masjid and Red
fort Corridors.

12
EXHIBITS

Exhibit 1: Reasons for choosing a travel destination

Getting away from stress
Enjoying beach and sea
To get new strength
Enjoying the sun
To have time to do what you please
To swim in the sea
Having time for family
Avoiding stress concerning the transfer
To let the kids have a good time
To get away from noise and pollution
Being romantic
Swimming in the pool
Learning about another-country and
culture
Visiting known places and attractions
Experiencing the nature and
surroundings
Having cultural experiences
To learn something new
Travel around
Experience the atmosphere
Go on organized sight -seeing trips
Practicing language skills
To keep in touch with friends
Getting to know more people
To demonstrate what you can do
To keep in contact with the family
To use your capabilities
To develop your personality/hobby
Not being lonely at holiday
Changing your lifestyle
To eat and drink in good company
Having fun
To get exercise
To get new energy
Taking care of your health
To work out hard- get tired
Source: Adapted from Prebensen, N.K.(2006), Tourist satisfaction with a destination: antecedents and consequences, Finnmark
college, Department of Hospitality and Tourism, Norway

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Exhibit 2: Economic Impact of Tourism, India
2013 2014 2015 2016
Direct contribution to INR billion 2178.1 2478.2 2668.3 4809.8
GDP (per cent share of GDP) 2.0 2.2 2.0 3.3
Total contribution to INR billion 6631.6 7642.5 8309.4 14018.5
GDP (% of GDP) (per cent share of GDP) 6.2 6.7 6.3 9.6
‘000 jobs 22320 23024 23454 25394
Direct contribution to (per cent share of total
employment employment) 4.9 55 5.5 5.8
‘000 jobs 35438 36695 37315 40343
Total contribution to (per cent share of total
Employment employment) 7.7 8.7 8.7 9.3
INR billion 1938.7 2107.2 2264.1 2284.9
Capital investment (per cent of exports) 6.2 6.2 6 5.7
Visitor Exports INR billion 1110.9 1224.4 1249.3 1529.3
(per cent of exports) 4.1 4.1 4.2 5.4
Source: Compiled from WTTC, Travel and Tourism Economic Impact, India, Various years

Exhibit 3: Number of Operators recognized by the Ministry of Tourism, India (as on 31 December
2016)
Operator Number of approved Approvals issued during
service providers (as on 1 January 2016-16
31 December 2016 ) December 2016)
Travel Agent 172 37
Inbound Tour Operator 420 87
Tourist Transport Operator 89 26
Adventure Tour Operator 37 8
Domestic Tour Operator 105 17
Total 823 175
Source: (i) India Tourism statistics at a glance, 2017, Ministry Ministry of Tourism, Government
of India
(ii) Annual Report, 2016-17, Ministry of Tourism, Government of India

14
Exhibit 4: List of Cultural Heritage Sites in India as declared by UNESCO
Heritage Site Year
Agra Fort 1983
Ajanta Caves 1983
TajMahal 1983
Ellora Caves 1983
Group of Monuments at Mahabalipuram 1984
Sun Temple, Konârak 1984
Churches and Convents of Goa 1986
FatehpurSikri 1986
Khajuraho Group of Monuments 1986
Group of Monuments at Hampi 1986
Elephanta Caves 1987
Great Living Chola Temples 1987
Group of Monuments at Pattadakal 1987
Buddhist monuments, Sanchi 1989
Humayun’s Tomb, Delhi (1993) 1993
QutbMinar and its Monuments, Delhi 1993
Mountain Railways of India 1999
Mahabodhi Temple Complex at Bodh Gaya 2002
Rock Shelters of Bhimbetka 2003
ChhatrapatiShivaji terminus 2004
Champaner-Pavagadh archaeological Park 2004
Red Fort Complex 2007
The JantarMantar, Jaipur 2010
Hill Forts of Rajasthan 2013
Rani-ki-Vav (the Queen’s Stepwell) at Patan, 2014
Gujarat
The Architectural Work of Le Corbusier, an 2016
Outstanding Contribution to the Modern
Movement
Archaeological Site of 2016
Nalanda Mahavihara (Nalanda University) at
Nalanda, Bihar
Source: http://whc.unesco.org/en/statesparties/in/ accessed on September 28, 2016

15
 Exhibit5: When in India: Tour Categories
S.N Tour Du Pri Inclusions
o. rat ce
io ($)
n
(H
ou
rs)
Engli Train Min Aera Sho Umbr Souv Fo Shopp Tea/
sh ed ral ted e ella enir od ing Coff
speak ricksh Wat drink cov bookl Bag ee
ing aw er s ers et
tour puller bottl
guide s e
1. Group 3 50 ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺
2. Private 3 75 ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺
3. Short 1. 60 ☺ ☺ ☺ ☺ ☺ ☺ ☺ × ☺ ☺
Private 5
4. Food 4 80 ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺
5. Kids 3 80 ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺
6. Hidden 3 80 ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺
gems
7. Religion 3 80 ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺
s
8. Spices 3 80 ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺
and
Scents
9. Shoppin 3 80 ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺ ☺
g
Source: Retrieved from http://www.wheninindia.com/our-tours, accessed on October 30, 2016

16
Exhibit 6: List of other tour operators
S. No. Name Address
1 A.G. tours (P) Ltd. New Delhi
2 A.T. Seasons and New Delhi
Vacations travel (P)
Ltd.
3 Aber Crombie and New Delhi
Kent India (P) Ltd.
4 Abhinandan Travels New Delhi
and tours (P) Ltd.
5 ACME Tours and New Delhi
travels (P) Ltd.
6 Active India Holidays New Delhi
(P) Ltd.
7 Adventure tours New Delhi
Source: www.iato.in/Members.aspx?type=Active&state=delhi accessed on November 24, 2016

Exhibit 7: When in India: Tour Costs

Loan for acquiring rickshaws1 100%, payable in 5 years @10% p.a.
Insurance Premium2 (annual) 2% of the 80% of the value of the rickshaw
Maintenance cost(annual) per rickshaw $250
Salary to English speaking tour guide3 $500
(monthly)
Garage Rent (monthly) $ 250
Salary, training and uniform of rickshaw $500
pullers4 (monthly)
Group transmission receiver5 $150
Umbrella6 $2
Advertising expenditure (annual) $800
Mineral bottle7 $0.2
Aerated drinks8 $0.5
Tea /coffee9 $1
Shoe cover10 $1
Shopping bag11 $1
Souvenir booklet12 $1
Food13, 14 $8
Source: Created by the author (with due consent from the company)

Note:
1: Following the demand estimation of their tours, the company decides to take 5 rickshaws. The
market price of each rickshaw was $500 (USD conversion @ 60). It is estimated that the rickshaw
will have a useful life of 5 years
2: The rickshaw immediately loses 20% of its value the moment it is driven off from the dealer.
3: The Company appoints two such guides.
4: There is one rickshaw puller on each rickshaw.

17
5: 1 audio kit per rickshaw
6: 2 umbrellas per rickshaw
7, 8, 9, 10, 11, 12, 13: one per passenger
14: Considering the duration of short private tour, food items are excluded from this trip.

Appendix 1: Testimonials

Thank you so much for a very special look at the many fascinating parts of Old Delhi.
1. It has been a wonderful way to understand the history and culture.
2. -Nancy J. Powell Ambassador, United States of America (USA)

3. Great! Thank you so much for welcoming me in this charming and historical place. You
deserve respect and recognition for your work and preservation of this valuable piece of
Delhi’s history.
4. -His Excellency Francois Richier, the French Ambassador

5. Professionally organized tour - Very good audio guides, excellent interpretation and
story of Old Delhi and connection to the history of India. Old Delhi Trip as a whole was
an experience we really enjoyed and wouldn't like to miss. Thank you!
6. -Inkeri Siekkinen, Spouse of Finnish Ambassador

7. I took this tour even though I had been to Old Delhi before. In all honestIy saw places
that I didn't know existed. The tour was conducted with a rare sincerity and infectious
enthusiasm. It was beautifully planned and professionally executed. The best part was
the absence of insistence on shopping. I would happily take all my friends and family
for a trip like this.
8. -Mona Pancholi Singh Luxury Experience, The Oberoi, New Delhi

If you want to experience the true soul of Delhi this tour is a must. On this tour, you can
deeply experience the heritage of this vibrant city. People often wrongly perceive that
Old Delhi is just Red fort and Jama Mosque but this tour show you a lot more and bring
you close to the true legacy of Delhi. It is done truly professionally and every detail on
the tour is very well taken care of.
-Anil Sareen Concierge, The Taj Mahal Hotel Member Les Clef d'Or India
9. Excellent experience of a world one rarely sees. Super intelligent commentary and good
driving, despite the challenges of the narrow street.
-Ms. Nancy Novogrod , Senior VP, Editorial Director & Editor in Chief of Travel +
Leisure at American Express Publishing Corporation. Responsible for seven global
editions of Travel + Leisure as well as Travel + Leisures website and book series. She is
also an adviser for the annual American Express Publishing Luxury Summit.
If you are into the crazy crowds that make India, India - there is no better way to immerse
in the sights, sounds and smells!The concept of the tour - rickshaws getting up close
to inaccessible areas, intelligent commentary - live over radio - is a winner. Having
a humorous lively, and genuinely warm host made it perfect.
-Dr Yap, Malaysi

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 Very interesting sights & sounds. Wonderful knowledge of the culture & history.
Beautiful end with tea, coffee & snacks

-Astrid Powels, Australia

9. Awesome guides and amazing rickshaws…Good Tour :)
-Hargun, Aged 10 years
Wonderful way to see this unique area. I could have spent another hour.

-Samantha Hagerbaumer, USA

Great concept and being done very nicely. Haveli experience was simply WOW & a
perfect end!

-Atul Gupta, Thomas Cook

Old Memories Came Alive! This is a perfect way to run a trip in Old Delhi…

- Anjali Das (Belongs to the Family that owns the Chunnamal Haveli)
The tour was really enjoyable. With gratefulness…

- Tatiana Babaeve, Russia

Fantastic Experience! Great material, perfect route, personalized touch and very
informative!

- Renata Nedzynski, USA

Excellent experience! Will recommend to friends how much we enjoyed the tour

- Nancy Hilland, England

'Very Nice Tour! Loved all the interesting sights and the narrow streets. Good
explanation of interesting places. Safe tour. Rickshaws were very comfortable.

- Patacia Cheah, Australia

An amazing adventure into parts of history!
- Dr. Ramnik Ahuja, Singapore
Felicitation by then Chief Minister Mrs. Sheila Dixit.
Oberoi Hotel listed the tour as the most recommended experience on their website
The tour is associated with prominent travel agencies like Thomas Cook, Sita World
Travels etc.
Expatriates from UNESCO, World bank, WHO, UN, UNICEF, Bill gates foundation,
Microsoft and other corporates visit the trip regularly.
Excellent rating given by trip Advisor. Out of 460 reviews, 450 are excellent and 10 are
very good
Source: Retrieved from http://www.wheninindia.com/our-tours, accessed on 30/10/2017

19
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