Hot Seat

On the highway to success

Started from a single table rented space in Mumbai 32 years ago, Raj Travel World has since then diversified into overseas travel solutions and created an identity for itself in the business of surface transport. Lalit Sheth, its chairman and MD, narrates his story. By Andrea Lopez

When Lalit Sheth came to Mumbai from Kolkata in 1976, he had about Rs 2,250 in his wallet. This was meant to set up his chemist's shop. "The business of a chemist always fascinated me and it is a profession that does not require bargaining with buyers," says Sheth. So the travel industry seemed like a far-fetched idea.

However, Sheth changed his mind after a careful assessment of the market and pursuing a career as a tour operator seemed like a more profitable option. So in the August of 1976, he began selling packaged tours to Kashmir, South India and Nepal from a tiny office with one computer in the Masjid Bunder area in Mumbai.

It was tough competing with established players in the industry but within the first week of operations, his company had received 39 calls and in a month, 23 people had been sent out on Raj's maiden tour.

The company finally debuted in the international space in 1979 with tours to Bangkok, Manila and Singapore. Sheth had obviously come a long way. "My mantra is very simple; I only aspire to deliver quality and at the end of the day that's what has brought us customers," he says.

Raj Travel World has since then made innovation its mantra and has been adjudged to have many 'firsts' in the country, one of which is offering Indian meals on foreign tours. The concept, says Sheth, was hit upon when he realised that fellow tour operators did not give their packages an Indian flavour. His caravan kitchen with Indian chefs arrives at designated locations much before the group and sets up base. This spelt instant success for the tour operator.

In time, Sheth reworked the entire strategy. "Travelling with a kitchen began to get very old-fashioned. So in 1996 I signed agreements with some of the leading hotels in Europe to have my chefs deputed there. We had chefs in every major city and at all major hotels in Europe," he boasts.

Pioneers in the surface transport arena as well, Raj Travel World started with Mumbai-Pune coaches in 2005. Says Sheth, "The existing coaches for point-to-point travel were far from satisfactory. Travellers needed a comfortable mode of transport."

The man behind it all

So how does it feel to have built the company that is Raj Travel World? Humble to the core, Sheth chooses to downplay his achievements. "I want to succeed but you cannot overtake competition overnight; it is a continuous process," he says. He also attributes a lot of the company's success to his wife Rekha, whom he met in Kashmir years ago. "She has brought financial discipline to the company," admits Sheth.

When he isn't bound to his desk, Sheth likes nothing better than to spend time with his family, especially his granddaughter Zara, even coming home earlier than usual. His other interests range from travelling to sampling different cuisines. "I love travelling, particularly to the south of New Zealand and the Canadian Rockies."

His tight schedule doesn't permit him to pursue his habit of reading when he would devour Arthur Hailey books. Sheth hasn't shelved reading entirely though; his day begins with eight newspapers. On a lighter note, he also happens to be an avid stamp and coin collector and has a few coins dating back to 1840. "I even have the first Indian currency note that was issued in the country," he claims. Fifty-one and still going strong, Sheth was the only Indian speaker at this year's ITB. "My motto has always been to indulge in activities that are respectable and socially right. I don't plan to hang my boots at 60," he says. Amen to that.