Tamarind Global is the new avatar of the erstwhile Tamarind Tours which was established in 2006. Its new identity as Tamarind Global was born recently on June 1, 2015. By Reema Lokesh
Established in 2006, Tamarind Tours (a subsidiary of Crest Ventures, a company listed on the BSE) has been, in the traditional sense, a Destination Management Company, providing an umbrella of travel and hospitality related services primarily to the B2B segment. Operating in source markets like the Middle East, Far East, Africa, UK, Europe, Australia and the large domestic market, Tamarind offered bespoke travel solutions within the Indian subcontinent. The new form that the company has taken, involves a change of corporate identity as well. In the last few years, Tamarind has launched independent verticals, which give high synergistic value to its existing business model.
The company has witnessed encouraging growth and with an additional focus on its new verticals, Tamarind is projecting a growth of at least 30 per cent in 2015-16 and 50 per cent in 2016-17. “Tamarind has always been recognised as a brand which delivers superior service, and our customers have motivated us to evolve and provide services in other business segments,” says Mahesh Shirodkar, managing director, Tamarind Global, adding that, “Our clients’ requirements are varied – they include tailor-made vacations, corporate off-sites, incentive programmes and destination weddings. In the last few years, Tamarind has created strategic verticals with specialised teams to provide the entire spectrum of all those services seamlessly under one roof with focused expertise.”
According to the team at Tamarind, the traveller’s demands and expectations have evolved are always asking for something extra to experience the unusual. The company also takes pride in delivering its promise and goes beyond the expected. Aarti Manocha, executive director, Tamarind Global says, “Tamarind has always believed in ‘customer first’ and we go to great lengths to ensure that our customers are extremely satisfied with our services. An eye for detail and assured high quality service is the mainstay of our business. This has resulted in customer confidence which transcends the price barrier, and more importantly our customers strongly recommend us in their business and social circles.”
With the object of defining its evolved avatar in a visual sense, a re-branding exercise was undertaken, resulting in a brand new corporate identity and logo. The newly conceived Tamarind Global now encompasses a range of services besides tour operations. The verticals now include full-fledged services for MICE, events, destination weddings and an online booking engine. “Our brand identity is now represented by a simple sphere enclosed in parentheses. The look is clean, simple and corporate,” explains Shirodkar. He added, “The actual sphere depicts completeness in its simplest form, while being a symbol of the globe that we operate in. The circle represents the infinite nature of energy, and the inclusivity of the universe. The presence of the parentheses indicates the encompassing, inclusive range of our activities across the globe, complementing the concept of wholeness that the circle brings.”
Why the colour red? “For us, the colour red, represents action, adventure, drive, energy, excitement, passion, strength and vigour, all the qualities we value at Tamarind. As for the slightly squared font, it is the stable, rooted element that complements the creativity of the sphere, indicating that from rooted stability comes the fluidity of the creative and it depicts a clean, contemporary approach to a business that is backed by modern solutions,” says Shirodkar.
With 12 offices across India and three overseas offices, Tamarind has grown to a team of over 250 employees. Looking ahead, Tamarind has plans to launch other verticals under the Tamarind Global umbrella, with an ultimate goal of becoming a complete, holistic provider of lifestyle hospitality solutions in the global context. Louis D’Souza, executive director, Tamarind Global, concludes, “Tamarind prides itself on creating win-win relationships with its hotel partners and suppliers. We work with like minded partners who understand our expectations and synergise with us to put forth a well defined and holistic product in front of our clients. Our relationships are based on transparency and trust, and are built for the long term.”