Choki Dhani

Choki Dhani-The Village Fair Choki Dhani, the ethnic village resort, where the exotic colors of Rajasthan are presented to one and all in a traditional village fair format. With the traditional greeting of Ram Ram Sa beings a unique experience at Chokhi Dhani. An ambience of a typical Rajasthani village, the resort offers not only the 5 star comforts, but its also fully equipped to handle all your conference needs. A village fair is recreated every evening. Its spread over 10 acres of land, dotted with machans and platforms where various folk artists perform live before mesmerized guests, leaving no stone unturned to provide an authentic and exotic Rajasthani experience. Chokhi Dhani literally means the fine hamlet. It has 65 cottages, 8 haveli suites, 2 conference halls, chaupal, Chandi Mahal bar and Bindola, a multi cuisine restaurant. Rajasthani food is the specialty of Chokhi Dhani, which is served in the typical style of manuhar at Sangri that is a restaurant with floor seating. Although the menu is standard but it changes every evening. Guests line up in pangat on the floor and served on pattals. Chokhi Dhani is located 18 kms from the centre of Jaipur city, ad 6 km from the airport. Being away from the city offers many problems of access and logistics, but the management considers it a cost for providing its guests with a near real ethnic village experience. The inanimate details of the Servicescape come to life with cordial hosts at Chokhi Dhani. Men clad in dhotikurta, with colorful safa on the head, and women in meticulously done lehnga choli. In the village fair one can find a blacksmith, puppeteers, folk dancers, and potters spread all over. There are machans beneath the trees and in the panchayat, with fire places and hukkas for guests. There are cows, buffalos, goats and camels. Most of the employees are drawn from nearby villages, so they don’t require any formal training regarding village traditions. Free dinner and clothing is part of benefits. Interacting with guests from India and abroad is another motivation. The entire experience is led by the head chef and a handful of managers.

Discussion issues. 1. What is the service product at Chokhi Dhani? How are the challenges of service characteristics met at Chokhi Dhani? (Hint: Experience / discuss how the challenges of services are being met by Chokhi Dhani) 2. Of late, some of the guests at Chokhi Dhani have reported difficulty with the sitting arrangements for dinner. In the traditional set up, dinner is laid on the floor. Also, guests have insisted that spoons, knoves and forks be provided. The management is now considering doing just that. A group maintains that by doing this the ‘authentic ethnicity’ position will be lost. Comment. What should be done? (Hint: experience of Rajasthani culture cannot be altered) 3. Chokhi Dhani has been witnessing some problems of logistics. Being far away from the city, it often difficult for the stores to procure the inventory and for emergencies. Do you think that the decision to locate the resort far away from the city was a good one? (Hint: Time and convenience costs and what is the trade off that customers make) 4. Discuss the pricing strategy of Chokhi Dhani. (Hint: value based pricing) 5. Discuss the role of Servicescape in meeting customer expectations at Chokhi Dhani. 6. Discuss the role of employees in service delivery at Chokhi Dhani. (hint: emotional labor) 7. How customer participation is enhancing the customer satisfaction at Chokhi Dhani?