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Sahara India Pariwar enters into global luxury holiday segment with ‘Paradiso’

13-September-2007
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Sahara India Pariwar enters into global luxury holiday segment with ‘Paradiso’

Sahara India Pariwar has forayed into the global luxury holiday segment with its new company ‘Paradiso’, and has roped in former Miss World Diana Hayden to be its brand ambassador. Sahara India Pariwar claims to be the first to be into the luxury travel business that inspires to indulge into luxury travel.

With the tagline ‘Inspirations to Indulgence’, Paradiso has tied up with 165 exclusive properties world over which include countries like the UK, Ireland, Scotland, France, Italy Finland, the US, Mexico, New Zealand, Australia and South Africa, among others.

The services offered include a Red Ferrari Tour through Italy, South Africa’s luxurious Blue Train journey, a stay at Blancaneaux Lodge, which is a most sought-after luxury resort owned by American filmmaker Francis Ford Coppola, and a stay in Adam and Eve Hotels on the Mediterranean coastal plains in the Belek Antalya region of Turkey.

The services are targetted at the top-notch section of the society who have an annual income of over Rs 50 lakhs. According to Romi Datta, CEO-Paradiso and International Business Development, Sahara India Pariwar, “The target segment is divided into those who are ‘inborn rich’, ‘the nouveau rich’ and the ‘aspiring rich’. As for the marketing strategy of the company, we are not looking for a full-page ad, but would rely on specialised database. We would depend on high-end advertisements in lifestyle magazines to make the brand visible to a lot of people.”

Commenting on choosing Diana Hayden as the brand ambassador, Datta said, “Luxury and glamour are two sides of the coins, and Diana has done India proud. She has travelled the world and it was very natural for us to choose her as the face of the company.”

Paradiso has offices in all the metros and expects to have a turnover of Rs 100 crore over the next three years. The company would market the luxury travel solutions through relationship managers who would conduct sales calls on CEOs and Presidents of multinational and Indian companies. It also has plans to go for a one-to-one selling proposition based on personal relationships. The selling of properties would be based on high-end customisation.

“To cater to the need of the Indian millionaires, Paradiso is poised to usher in a new era in the Indian luxury travel sector. Our expertise and enriched experience in the travel segment will further enhance the growing niche luxury holiday segment. We will be offering complete travel solutions at our patrons’ doorstep with high level of alacrity and dedication,” added Datta.

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