Coca-Cola India — Transforming a Global Campaign into a National Phenomenon
The Challenge: The Crossroads of Identity
The client had created a masterpiece: a high-end luxury resort, Giovanni Village, poised to become a landmark. But with the physical asset complete, they faced a fundamental and defining strategic dilemma. The safe, conventional path was to hand the keys to an established global hospitality brand, becoming a landlord to a Marriott or a Hyatt. This offered predictable returns but sacrificed control, identity, and the potential for a greater legacy.
The alternative was a far more audacious and demanding path: to build their own hospitality brand from the ground up. This was not merely a question of profitability but of ambition. Did they want to own a building, or did they want to own a brand? The mandate was to look beyond the balance sheet and provide counsel on which path would deliver the most profound long-term value.
The Unconventional Move: Betting on a Bespoke Vision
Our process began not with market data, but with a deep analysis of the client’s own character, risk appetite, and long-term aspirations. True strategic counsel must align with the nature of the leader. We determined they possessed the will to build, not just to own.
This internal insight was then fused with rigorous market analysis. We sensed a clear opportunity in the market’s “pulse”—a growing desire among discerning travelers for authentic, bespoke luxury experiences that global chains, with their standardized processes, could not replicate. The recommendation was therefore unequivocal: take the tougher, more rewarding path. Build your own brand.
This was a commitment to architecting an entire ecosystem. We worked on every facet of the new venture: designing the internal systems and operational processes, crafting the brand’s unique mythology and guest experience, and engineering a marketing strategy to launch a new name into a highly competitive market. We chose to build an institution, not just open a hotel.
The Result: A Profitable Legacy and a Platform for Growth
Today, Giovanni Village is not just another luxury resort; it is the most loved and sought-after destination for high-end getaways and events in Central India. The business model is highly profitable, validating the initial strategic risk.
More significantly, the client now owns a powerful, scalable asset that goes far beyond real estate. They own a brand. With a proven concept and a fiercely loyal clientele, Giovanni Village is no longer just a single property but a successful hospitality platform, perfectly positioned and ready for a strategic national expansion. The decision to build rather than lease did not just generate profit; it created autonomy, legacy, and boundless future potential.