Evolve Back Resorts: Premium strategy that works wonders

“Everyone in India focuses on the bottom of the pyramid, while we focus on the top of the pyramid,” says Jose T Ramapuram, Executive Director of Evolve Back Resorts, revealing the success mantra of one of the finest luxury resorts in India.

Owned and operated by Orange County Resorts & Hotels Limited, Evolve Back Resorts is promoted by Ramapuram Holdings, with a history of being in the business for over 100 years.

‘Evolve Back’ runs experiential resorts at Coorg, Kabini and Hampi in Karnataka and in the Central Kalahari, Botswana.  

“We were successful in a place where there was no competition. Then we expanded and upgraded our resorts,” he told the Dhanam Business Media’s MSME summit recently, adding, “Then came competition. Taj, Tamara and Marriot set up resorts in the same locality.”  

“What to do? There is a limit to competitive pricing. So, we went for premium pricing. We made it 30 percent more competitive,” the Executive Director said.

The pricing was justified by offering the best of luxury to the guests.

“We have 58 villas with an equal number of private pools in Coorg. All are heated pools, which is not there anywhere else in India,” he said.

“A lot of players are there now where there were no players before,” he said, with a smile.

Philosophy behind the success

Evolve Back Resorts emphasises a unique approach to hospitality rooted in heritage, spirituality, and unity.

The family business, founded by Thomas E Ramapuram, is chaired by one of his seven sons, Emmanuel Ramapuram, and is headquartered in Bengaluru.

“We are a ‘small’ family comprising 11 children,” Jose Ramapuram quipped, adding, “I am the youngest of the seven boys and four girls.”

A family business with large members has its own advantages where communication plays an important role.

The family holds fun-filled meetings on Saturdays in which all members participate, if they have time. 

The agenda for the family meeting is cast in stone. “Just share jokes. No negativity, no religion, no politics, no business.”

Jose Ramapuram advocates strict delineation between family and business. 

“Management is not the most important factor in a family business. It is ‘the’ family.  If there is a bickering between siblings, the family council won’t be of much help. It will spill over to the board meetings. Boardroom will become a war room. No senior management will remain with the company,” he warned the entrepreneurs attending the MSME summit.

Not just bonhomie, but spirituality also counts. “The world has become too materialistic. A bit of spirituality is needed. We always begin our Saturday meetings with a prayer,” Jose Ramapuram shared.

Family unity is emphasised as the cornerstone of the business, with regular gatherings and open communication fostering harmony, avoiding internal conflict that could disrupt the business. “Success is not measured by profit but by happiness and legacy,” he added.

The business thrives on a collective mindset where the focus is on "us" rather than "I," promoting growth from individual to family and ultimately benefiting society.

Looking ahead

The way the Evolve Back resorts are run makes a lasting impression on the guests. 

Karthik. S, a family traveller who stayed at a Coorg property in August comments on the portal magicbricks.com, a travel provider: "Exceptional experience, one of the best resorts I have stayed in, where everything was taken care of so well. It was perfect."

What makes the promoters motivated? Just profits?

“If anyone thinks that the family business is run, just to make profit, they are wrong,” Jose Ramapuram said, pointing out that the family’s intent is to carry forward the happiness that the family business gave them.

“We want to carry forward what we received, and we want to share this with our next generation. Six of the younger generation has joined the business, making the leadership 13-people-strong,” Jose Ramapuram rounded off.