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Harsh Varma, Dusit Bird's man in charge of Indian growth

Thai hospitality major Dusit is all poised to open its first Indian property by mid-year. Harsh Varma gets down to brass tacks in this exclusive interview with Punam Mohandas.

While the renowned Thai chain, the Dusit Group, is all set to mark its entry into India, for Harsh Varma it’s a homecoming as he has lived away from the country for nigh on twenty years. “This is my first interview in India - it’s great to be back,” says an elated Varma.

As the newly appointed regional vice president, India, for Dusit Bird Hotels, Varma says one hears of so many good things happening in Indian hospitality. “It’s terrific to be back in India and see the changes. A lot has changed, no question, but in the environment, not the fundamentals; those still remain the same – service, service, service.”

The Dusit has chosen difficult climes for its India expansion, however, Varma feels the decision is not really related to the economic slowdown, and that this was a natural progression of growth for the group; the Dusit chain has just entered China, and there are plans for the Americas and Europe shortly.

“The market is so big that any point in time was an opportune time here. If you look at the economy at large and the affluence of the Indian consumer, I think this is the perfect time to enter India, as several other brands too are doing. I think one can ill afford to ignore a huge market like India,” he says.

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Dusit Thai Public Company Ltd Thailand, and Bird Hospitality Services Pvt Ltd, have formed a joint venture company in India - Dusit Bird Hotels - which will not only manage all properties that Bird constructs, but will also actively source other partners to whom they can offer management expertise, thereby expanding the Dusit brand in India.

Says Varma: “We will use this company as a vehicle to manage hotels or serviced apartments. The nature of our relationship is such that Dusit will provide the management expertise and Bird will build the hotels – that is the initial thinking at least, and applies to the first six hotels. Is it correct to make this investment in this economic downturn? I think it is. India as a country is enjoying its own economic upsurge.”

On the subject of why Dusit is only managing all its Indian properties rather than going for outright ownership, he clarifies: “We are more than willing to make the investments, but here, we find Bird as an entity is keen to do that and diversify into the hotel business.

If you leave the monetary issues aside, and you see the Bird Group’s desire to expand into hospitality and the desire from the Dusit Group to expand into India, the partnership that has been formed between us is of perfect harmony; there is so much of commonality of vision and mission. I see nothing but success ahead to be honest.”

The group will be establishing its footprints in diverse locations such as New Delhi, Gurgaon, Jaipur, Rishikesh, and Goa, with the Dusit Devarana New Delhi slated to open first, in July this year (it will initially open with 50-keys, going up to 70-80 later).

Varma thinks one has to look at different options for the international and domestic tourist; “India has so much depth, it goes beyond the Gateway of India or India Gate,” he says emotionally. “In spite of being a multi-curry society, it still has a certain romance and allure, which is very beckoning when you look at India from outside.”

Incidentally, the first Dusit Devarana outside Thailand was originally conceptualised in Dubai, but: “Because of whatever cycles the country went through, it is now not on the horizon,” says Varma candidly.