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The future of India lies in its villages.”
– Mahatma Gandhi.
oikos Jamshedpur in association with Kalamandir (www.kala-mandir.org) organized “Manthan”, a case study competition as part of the Management Conclave, Ensemble. The competition allowed participants to work on a real-time problem related to pro“motion of rural tourism with the opportunity of taking it forward as a live-project.
Kalamandir is an organization based out of Jamshedpur and operates with a vision to foster necessity and accessibility of arts and aesthetics in our day to day social life. It is engaged in constantly supporting, nurturing and disseminating the finer aesthetic sense among individuals, communities, organizations and social groups. It runs rural tourism centres in Amadubi and Panijiya villages which offer an insight into the rich tribal culture of Jharkhand- their festivals, folk dances, handicrafts, paintings, food and lifestyle. Kalamandir aims to make these centres an attractive tourist destination, which will simultaneously aid the local population gain means of livelihood and thus help in improving their quality of life.
The participating teams had to develop a sustainable business strategy and to replicate, promote and scale the existing Amadubi-Panijiya Rural Tourism Centre in other areas. We received participation from 118 students in 36 teams of 3, from some of the top business schools of India. 6 teams were short listed for the final round & presented their innovative solutions before an expert panel of professors & social entrepreneurs. The presentations encompassed an analysis of the current scenario, examples of the best practices in rural tourism, a strategic business plan and finally, recommendations and Implementation plan. Based on the innovation quotient & practical feasibility of the solutions Team Impressionists from XLRI were declared the winners & were awarded a cash prize of Rs. 20,000 while Team Onion Union were the Runners Up & got a cash prize of Rs. 10,000.The success of the event was a shot in the arm for promoting the concept of “Rural Tourism” among the masses & would help develop a thriving tourism industry in the tribal hinterlands of India.