In Nepal, and beyond

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In Nepal, and beyond Powered By Docstoc
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 PERSPECTIVES, SUNDAY, MAY 27, 2007                                                                   BRAND EQUITY                                                                                                                              3


Photos: Courtesy Tiger Mountain
                                                                                                                         stones unturned to pro-      and adjacent communi-
                                                                 Elephant Safari
  Boat Safari
                                                                                                                         vide valuable training to
                                                                                                                         their staff by Nepali and
                                                                                                                                                      ties are favoured in its
                                                                                                                                                      staff recruitment, espe-
                                                                                                                                                                                         In Nepal, and beyond
                                                                                                                         foreign experts.             cially the disadvantaged       The Tiger Mountain Group of   • Mountain Travel (Moun-
                                                                                                                                                                                     Companies includes              taineering and Trekking): All
                                                                                                                                                      groups and women. Sev-                                         Nepal, India and Tibet
                                                                                                                         ROLE IN                      eral have been freed of        • Tiger Tops Jungle Lodge
                                                                                                                         CONSERVATION                 bonded labour and are of-        and Tented Camp: Chitwan    • Himalayan River Explo-
                                                                                                                                                                                     • Tiger Tops Karnali Jungle     ration: All Nepal
                                                                                                                           The Group has also         ten sent abroad.
                                                                                                                         been noted for its conser-     Tiger Mountain also            Lodge and Tented Camp:      • Adventure Travel: All Nepal,
                                                                                                                         vation ethics as it strives  prefers using quality            Karnali (West Nepal)          India, Bhutan and Tibet
                                                                                                                         to implement alternative     Nepal-made supplies for        • Tiger Mountain Tharu        • Tiger Karts: Kathmandu
                                                                                                                         technologies to reduce       all its operations. With         Lodge: Chitwan
                                                                                                                         impact on the environ-       the help of the Swiss Air      • Tiger Mountain Pokhara
                                                                                                                         ment. They do their best     Employees Association,           Lodge: Pokhara
                                                                                                                         to recycle and use respon-   Tiger Tops built a school
           Manu Bhandari          Tiger Mountain Group.         ing, lodging, camping, “During the early days we         sible disposal systems. It   near its Tharu Lodge op-
            Kathmandu                “The most difficult part   and go-karting.             marketed Nepal with its      is not surprising that one   erations in Nawalparasi,
                                  of establishing a tourism                                 products — the majestic      of their undertakings,       for children of the under-
   THE one name that              company in Nepal was          THE TIGER IN THEM           mountains, jungles teem-     Tiger Mountain Pokhara       privileged. Tiger Moun-
   stands above the rest in       convincing the govern-          In line with the Group’s ing with wildlife, cultural   Lodge, has won several       tain also assists other
   the Nepali tourism indus-      ment that it was good for     fascination with the inde- aspects, and people. We       awards for standard of       schools in the area when-
   try is that of the Tiger       the country’s future,” re-    pendent and sophisticat- followed a shotgun ap-          service and conservation.    ever needed.
   Mountain Group. Offi-          calls Jim Edwards, who is     ed tiger, the colour Tiger proach — we targeted a          The Group also encour-       Several free medical
   cially formed with the         the Group’s chairman to-      Mountain has chosen for specific group of people         ages their suppliers and     clinics have also been es-
   merger of three different      day. His eldest son, Krist-   itself is yellow and black. with deep pockets one at a   partners to follow an eco-   tablished in the area,
   ventures      —      Nepal     jan B Edwards, is the pre-    The name of the compa- time through agents.”             friendly approach. It has    along with the Tharu
   Wildlife      Adventures,      sent CEO.                     ny also suggests the          And they still maintain    also collaborated with       Lodge, in Megauli area in      Pokhara Lodge                  Tharu Lodge
   Tiger Tops and Mountain           However, they were         Group’s passion for the similar marketing ap-            various conservation or-     Chitwan. They have also
   Travel — in the mid-           able to convince the          mountains, wildlife, and proach, he informs.             ganisations to endorse       contributed a number of
   1970s, the Group’s compa-      government and were           culture.                                                 their sustainable tourism    other social and charity
   nies have been blazing a       successful in building a                                  QUALITY COUNTS               policy and approaches,       organisations.
   path for others to follow      towering brand in the         MARKETING NEPAL               “No short-cuts with        and also raises awareness
   since mid-1960s. Still         Nepali tourism history,         But how did the me,” says Edwards.                     on it among all employ-       As a pioneer in adven-
   going strong with a num-       often introducing many        founders market their         And to this day, the       ees, suppliers, local com- ture      tourism,      Tiger
   ber of ventures in more        ‘firsts’ in Nepal.            product to the outside Group has been charac-            munity and guests.          Mountain has not only
   than four countries,                                         world?                      terised by consistent high                               set the standard for oth-
   the Group shows every TRAILBLAZING                             Answers         Edwards, quality service leaving no    TIGER’S CSR                 ers to follow, but it is also
   sign of promise for the fu- IN NEPAL                                                                                    Tiger Mountain takes a benchmark that is very
   ture as well.                  Tiger Mountain’s Hi-                                                                   social responsibilities se- difficult to reach.             Jungle Lodge                   Tented Camp
                                malayan River Explo-                                                                             .
                                                                                                                         riously People from local
   GOING BACK TO                ration was the pioneer of
   THE ROOTS                    river rafting in Nepal. Be-
      The Group’s origin can sides, the Group has often
   be traced to the founda- been called upon to give
   tion of Nepal Wildlife Ad- advice to private compa-
   ventures by an adventure nies and local govern-
   lover Briton Jim Ed- ments, for example in In-
   wards, and an American dia and Malaysia, on how
   Dr Chuck McDougal in to set up organisations
   1964, and also to the estab- where eco-tourism played
   lishment of a trekking or- a significant role.
   ganisation       Mountain      Presently, the trailblaz-
   Travel around the same ing Group provides major
   time by retired British service in elephant and
   Gurkha Lt Colonel Jim- jeep safari, elephant polo,
   my Roberts.                  trekking, mountaineer-
      Nepal Wildlife Adven- ing, cultural tours, raft-
   tures, the first wildlife
   tourist    company        of




                                                                                                                                                                               Spirit
   Nepal, operated treks, or-
   ganised fishing, and
   hunting       expeditions.
   Then Edwards together
   with McDougal happened
   to undertake, what till
   then was a small jungle
   lodge, the much success-
   ful Tiger Tops in Chit-
   wan. And in 1974, Ed-
   wards and Col Roberts
   joined hands to form the                                                                                                                                      of adventure