CGH Earth to showcase India in Germany

KOCHI: A shell-white Amby waiting to be shipped to Swabisch Hall in southern Germany from here is part of a marketing model with few parallels in the hospitality sector in the country. Leading hotel chain CGH Earth Group (formerly the Casino Group) is setting up a cultural complex and a restaurant-cum-culinary gallery in Swabisch Hall. “The idea is to showcase Indian food and culture abroad,” Jose Dominic, MD, CGH Earth Group said.

A yoga centre, an ayurveda centre, a crafts gallery-cum-shop and a performing arts centre are the other components of the cultural complex coming up in a 200-year-old heritage building in the German town. “It is going to be a self-sustaining marketing office of the CGH Earth Group, our brand ambassador”, Mr Dominic said.

Apart from showcasing Indian art, cuisine, culture and crafts, the centre will be a window to the properties of the group spread across Lakshadweep, Kerala, Karnataka and Tamil Nadu, where its property in Karaikudi will be ready for launch in a few months.

“We want the centre to be a happening place where Indian artistes can perform and craftsmen can work”, Mr Dominic added. Chefs from CGH properties will be sent to the German centre for short stints. “They can offer Indian food and come back with better exposure,” he said. “We will recruit locally and send them to our properties back home for exposure to Indian culture,” he added.

The white Ambassador car will be parked in front of the cultural centre. The Amby, an icon of Indian auto industry, is truly a symbol of the old world charm of India, according to Mr Dominic. “The centre will tell more people about our properties,” he said. CGH Earth hopes to tie-up with commodity boards to conduct festivals of coir, spice, handicrafts or marine products in Germany.

Similar tie-ups would be made with airlines, Government of India tourism offices, state tourism offices for mutually beneficial projects. A separate company called ‘CGH Earth International’ has been formed for the project and the group will have 76% stake in it. The group’s German partner in organic pepper trade will hold the remaining portion.

Mr Dominic hopes to replicate the marketing model in countries like Japan and USA. The Rs 60-crore cgh earth group’s hotel project at Gokarana in Karnataka started functioning on March 27. The group is planning new projects in Bekal and Wynad in North Kerala.