Developing future, simplistically

Impressario Entertainment & Hospitality has made a mark in the Indian F&B world with its flagship brand Mocha - coffees and conversations, creating a unique experience of its own. This is what the executive director of the creator of this brand Satyendra Sinh Dasondi has to say about the future of Indian hospitality. By Sayoni Bhaduri

Satyendra Sinh Dasondi Executive director Impressario Entertainment & Hospitality

Indian F&B is a fast growing sector in the country's hospitality sector, scattered, but with new concepts growing everyday Satyendra Sinh Dasondi, executive director of Impressario Entertainment & Hospitality says, "Globalisation is having a significant influence on the world tourism and hospitality industry." Indian F&B sector is expected to grow at a rate of 9-10 per cent by end of 2008 and touch the Rs 4,660 billion mark. However, the affects of globalisation need not necessarily be positive year on year - it could have a negative effect upsetting the industry and all involved with it. With this, there is also the country's economic, social and political situation, which plays a major role in deciding what path the industry will finally take. "But as hope is the best anti-depressant, we should all hope for the best," he says. On a positive note, he further comments that India is the second largest F&B producer after China. Together with increasing per capita income and newfound corporate interest in organised retailing of the hospitality industry, this should certainly create a platform for a major leap forward.

Focus India

But this forward movement has to be supported and appreciated by the government states Dasondi. "Government has to promote the sector with liberal policies and initiatives," he says. Apart from that he traces global socio-economic factors of changing lifestyles whereby the urge to earn more and spend that much more, structuring the allied and un-tapped forms of tourism, strategic development of talent and corporate governance as other drivers for development. Fortunately, government has taken proactive steps to promote the industry and the result is for everyone to see. "Futuristic thinking and planning to provide the necessary grass root infrastructure for the boom that is in sight is what it now needs to concentrate on. Moral policing, archaic laws/legislations and holding on to perishing ideologies is what it must endeavour to drop from its basket - having done so, the approach and accessibility to envisage the untapped areas will open up by its own," says Dasondi. In a country that has immense potential in varied categories of tourism which are just about getting featured and acknowledged globally, the benefits will spill over into the other allied arms including, the F&B sector. The companies can help in the process by creating ideal situations, getting more people and organisations to work together as a team with a single focus rather than trying to do so independently. "Having vibrant work environment and recognising importance of reorganisation; redefining the personality and structure of the hospitality industry will create new platforms for the emergence of new age entrepreneurs and let them share their knowledge in promoting India as a destination." There is also the need to create a support system to fall back on and most importantly adopt a mindset for the future.

But right now plans for the group seem to be to make a stronger presence within India, "The world is coming to India and we being here would like to establish a stronger hold in our own country; once we achieve that, we will explore the overseas market as well," elaborates Dasondi. Food too has direct connection to development of regions. "World over, food is an emotional business and positively so. The best thing to develop in urban India is to be more experimental than it is now," he adds. Accepting the blend of authentic flavours and contemporary inspirations coupled with convenient service is something that would describe an ideal guest profile for him.

Way ahead

Similar will be the profile of the consumer tomorrow, they will be more demanding in terms of quality, timelines, transparency and safety that is offered in terms of food, beverage, travel and overall hospitality. Even the product on offer has to adapt itself to the new demands of the developed consumer, but the fundamental should not change. "Hospitality is an emotional business and keeping it simple will go a long way," believes Dasondi. Simplicity also holds true for designs, gone are the days of over the top designs. Minimalism coupled with realism is the call for the future he says. Nevertheless, even though minimalism may be the thing of the future, technology will be leaving a great impact. Internet, for example, says Dasondi, is a huge cauldron and it will be instrumental in re-engineering business offerings.

With market becoming more difficult to please, understanding these fast changing patterns will also become important. Books have been written and read on customer service and they remain read - and somehow do not transfer to actions. Both sales and marketing will have to merge in an effort to make sense of the market needs. "I believe that in the zeal to provide for, we all have forgotten the two important aspects of customer service - human touch and empathy," he says. It will be a huge challenge for the marketing arm to support and demonstrate and then differentiate an idea; communicating them effectively and a lot of work needs to be done in the area.

Being an integral part of the F&B sector, there are trends, which are showing signs of coming up; natural and organic foods, use of science is playing a major role in developing techniques. Styling of food and combining scientific principles to cooking techniques, creation of convenience foods, contemporary cuisines with original recipes, global food with local inspirations are the trends to watch out for.

Dasondi believes

“It is always easier to preach than to practice, but we do hope to implement better customer services together with the right approach to the quality of our products,” says Dasondi. Getting the enthusiasm and the happiness index back to the people in the service industry is by far the biggest challenge that is staring at the hospitality industry. "We envisage to be the most preferred player in the country in the experiential dining segment and to have an enviable pool of talent to help us get there," Dasondi describes his aims. Bringing in the sense of satisfaction is crucial but the practice and percolation down the line is the difficult part. Impresario's strategy for the future should evolve keeping these factors in mind. It is important to be ready to remodel a business according to the changing needs of the consumer and added to that is preparation for future development and sustainable growth. "Strategies don't always work; but not being prepared - always doesn't work," he exclaims. Their has to be a provision for developing interfaces to engage customers directly. Identifying and growing talent internally, offering what the customer wants and finally to synergise resources and efforts will certainly be the key decision making factors.