The Hindu Business Line : Dhani do

The rapid urbanisation that the country is witnessing has created an unusual need for the `genuine village experience' in cities. So, like for a film set, the rustic look and feel is trans-rooted — right from the mud-plastered dwellings and the cultural nuances to the most important aspect, the cuisine.

Cashing in on this trend are original promoters of the concept — the Jaipur-based owners of the Chokhi Dhani (which translates into `Fine Hamlet') brand that brings the colours and the smell of rural Rajasthan to partakers across the country. In fact, 17 years after the first resort under this name came into being at Jaipur, cities as far-flung as Surat, Kolkata, Mumbai and Udaipur are set to have their very own Chokhi Dhanis.

Says Subhash Vaswani, Managing Director, Chokhi Dhani, "We have begun work on setting up such villages at Mumbai (on the Thane-Bhiwandi highway), Surat, Jaisalmer and Panchkula, which will be operational in the next two-three months. Others at Kolkata and Udaipur will get off the ground in six months." Of these, three new ones will be owned by the company, calling for an investment of Rs 30-35 crore, while they are taking the franchise route for the others, he says. With three resorts already operational at Indore, Jaipur and Pune, and three more at Shirdi, Nagpur and Goa in the pipeline, the brand seems set to flourish.

The Pune resort recently celebrated its first birthday with a weeklong Rajasthani festival that was inaugurated by the Rajasthan Minister for Industries, Narpat Singh Rajvi. Artistes and performers had been specially flown in from Rajasthan for the occasion.

In addition to the ornamented dwellings and ambience, an integral part of the Chokhi Dhani appeal is the pure vegetarian, authentic cuisine. At Pune, says franchisee Atul Goel, 130 artisans, cooks and a troupe of performers are stationed permanently. One is told that they are guarded jealously, lest other entrepreneurs indulge in some unscrupulous poaching. No wonder then that it is perhaps the only place outside of Rajasthan where you can get a taste of some scrumptious Rajasthani goodies: pakodi, chana garam, and pani puri, which are the prelude to the main meal. The main meal could be daal-baati, gatte ki sabzi, sangri ka achar and crisp malpuas, or other delicacies which vary from day to day, from a choice of 22 preparations. All served on leaf platters, and to be washed down with unlimited glasses of jal jeera or chhaas, spiced just so.

To add to the experience, there is the lac bangle-maker, the magician, the fortune-teller and the masseur (the head massage looks most inviting), while the whirling ghumar dancers and the mandatory bullock-cart ride make it a wholesome one.

The offer of an eat all you want, see all you will and experience all you can for a flat cover charge makes it more than just village appeal!

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