Not Just Hotels: How Evoke Experiences Is Crafting India’s Next Big Destinations

From transforming the salt desert of Kutch into the vibrant Rann Utsav Tent City to creating eco-sensitive retreats in forested reserves, Evoke Experiences has redefined how India thinks about hospitality. Rather than focusing on standard hotel models, the company is known for curating cultural, ecological, and spiritual journeys through its properties. With the 4th edition of the Gandhisagar Forest Retreat in Madhya Pradesh, the 2nd edition of the Kuno Forest Retreat, and its first North India project in Ayodhya on the horizon, Evoke is stepping into a new chapter. In this conversation, Bhavik Sheth, COO of Evoke Experiences, discusses the company’s journey, its guiding philosophy, and the balance between growth and responsibility.Evoke Experiences’ journey began in the Rann of Kutch. What shaped the philosophy behind building experiences rather than hotels?The Rann Utsav tent city was our starting point, and it taught us that hospitality could be much more than accommodation. It was about letting people experience the desert, its crafts, cuisine, and folk traditions while living in comfort. That experience gave us our core philosophy: hospitality as a cultural bridge. Our role isn’t to impose a generic hotel template on a destination but to amplify what makes it unique.Recently, Evoke Experiences announced the 4th edition of Gandhisagar Forest Retreat and the 2nd edition of Kuno Forest Retreat. What do these recurring projects say about Evoke’s model?They show us that travellers are responding. Gandhisagar is entering its fourth season, Kuno its second. These aren’t new hotels but recurring immersive experiences, proving the model’s longevity. People return not just for accommodation, but for how these retreats frame a destination—with safaris, cultural evenings, and ecological awareness woven in. The repeat editions validate that seasonal, low-impact hospitality can thrive in sensitive landscapes.The Statue of Unity Tent City 1 marked your first permanent venture. How did that shape your larger strategy, and how does Dholavira build on it?Hosting dignitaries at such a globally recognised landmark gave us the confidence to expand beyond seasonal models. It proved that our experiential approach could succeed in a permanent format. With Evoke Dholavira, we’ve taken that learning further, creating 44 cottages with modern amenities around one of the world’s most important Harappan archaeological sites. For us, permanence is not about size but depth—developing destinations that endure and connect meaningfully with their landscapes.You’ve spoken about “destination creation” rather than hotel management. Can you elaborate?When we enter a place, our first question isn’t “what’s the occupancy potential?” but “what is the story here, and how do we share it?” In Kutch, it was craft and folk culture. In Dholavira, it’s archaeology. In Gandhisagar, it’s wilderness. And in Ayodhya, it’s spirituality. The retreat is only the framework; the real offering is a curated pathway into the destination’s identity.Why did Evoke choose Ayodhya for its first North India property?Ayodhya is at a cultural crossroads. With the Ram Mandir drawing lakhs of pilgrims, the city is in the global spotlight. But what’s missing is thoughtful hospitality that can channel this interest sustainably. For us, Ayodhya is both a responsibility and an opportunity—a chance to shape it as a global spiritual destination.How will Ayodhya differ in approach compared to your wilderness or archaeological destinations?The scale will be larger because of Ayodhya’s visitor inflow. But our principles remain: respect the spirit of the place, build sensitively, and go beyond the obvious. Pilgrims will come for the temple, but there’s also Ayodhya’s layered history, its storytelling traditions, its food. We want our property to reflect that richness.Ecological sensitivity has been a thread in your projects. How do you balance growth with responsibility?By remembering we’re guests in these landscapes. At Kevadia near the Statue of Unity, we integrated solar power and efficient waste management to minimise our footprint. At Kuno, we limited construction, keeping everything reversible to align with the cheetah reintroduction. At Gandhisagar, our retreats sit lightly on the forest floor. For us, growth is only meaningful if it strengthens rather than strains a destination.You mentioned exploring something in Gir. What can you share at this stage?Gir is special, not just as the home of the Asiatic lion but also for its cultural and pastoral landscapes. We are in the planning stages of something there—again, low-impact and community-focused. Gir fits perfectly into our ethos of combining ecology, heritage, and storytelling.Looking at this expansion—from Kutch to Ayodhya—how do you see Evoke positioning itself in Indian hospitality?We’re carving a niche between conventional luxury chains and budget stays. Our identity is rooted in cultural depth, ecological awareness, and experiential storytelling. Whether deserts, forests, archaeological sites, or spiritual towns, our aim is to curate journeys, not just sell rooms.As you expand, how do local resources and community hiring figure into Evoke’s model?They’re central. Our destinations cannot exist in isolation from the communities that host them. At the Rann of Kutch, for instance, a large portion of our team comes from nearby villages, whether it’s hospitality staff, folk musicians, or artisans who sell their crafts. The same approach is applied to our other projects. At Dholavira, we work with local vendors for supplies and excursions. For seasonal retreats like Gandhisagar and Kuno, local guides and performers are integral to the guest experience. On a broader level, we’re now inviting landholders and asset owners across India to partner with us under long-term agreements. This allows us to scale responsibly while ensuring that benefits flow back to local stakeholders. Whether it’s jobs, training, or partnerships, our philosophy is that the community must see value in our presence. That’s what makes our model sustainable in the long run.Ayodhya Surpasses Varanasi To Become Top Tourist Destination In UP