Disinvestments have allowed ITDC to focus towards tourism development, the purpose for which it was set up. Basically, there had been a lull in our marketing activity because we didn’t know what to market while the disinvestment process was on. But now we are moving very aggressively into marketing. Since the sector is highly competitive, it requires a pro-active approach.
We need to guess, and guess ahead of private competitors to survive. And the basic focus has to be total development. It can’t be hotels. We are not a hotel corporation, we are a tourism corporation. Our latest ad says: We also run hotels.
As things stand today, we will be left with (hotels) Ashok, Samrat in Delhi, one in Mysore and a small one in Bharatpur. Now that we have fewer numbers, it is easier to set ITDC right. The spread is now smaller and hence the focus is on the organisation. Earlier, the focus was on hotels which were spread all over the country, and everything else was like sab chalta hai. I have already told our outfits to go out, earn business and expand. From this financial year, each one of them has been turned into a profit centre.
Regarding hotels, the objective is to improve them with prime focus on Ashok as it is our flagship. Their environs have to change. For some of these changes, investment is required, while some changes merely require effort. Our cuisine is still the best, and it is only the surroundings such as decor and service that need to be upgraded. We are trying to set very high standards, maintain discipline and change the attitude of the staff. And it is changing.
As for investment, we are not looking at large amounts right now but we need to improve on the existing facilities and add new ones. We will be improving upon our existing restaurants and opening four new ones—Korean, Kashmiri, Lebanese and South Indian—by September. We are also opening an Ayurveda centre and a discotheque by November.
Since half the year would have elapsed before the upgradation takes place, whatever actions we are trying to do now will only show up in the next financial year. I expect ITDC to make profits from 2003-04.