Corporate Citizen

Tete-A-Tete : “India loves theme parks"

Although, a new concept in India, theme parks are fast capturing public imagination. Adlabs Imagica, in just over two years, has become one of the most popular theme parks in the country. Positioned as India’s first and only International standard theme park, the Rs.1650 crore project is spread over 300 acres in Khopoli, off the Mumbai-Pune Expressway, and is operational since April 2013. Corporate Citizen engages Rajesh Dhaktode, Vice President – HR, at Adlabs Imagica, in a candid conversation where he speaks about Imagica, his experience in the extremely demanding service Industry, and his idea of a fun day out!

Adlabs Imagica is projected as India’s first and only international standard theme park. What do you mean by that?

When we say international standards, we mean that everything is procured from internationally certified vendors. The process which we follow adheres to the world’s highest standards. When you and your family visit Imagica, you get the same high quality experience which you would get at any international theme park anywhere in the world.

Our aim is to deliver an unparalleled experience to our customers. The excitement of Imagica should start not when they reach the park, but from the very thought of Imagica, from the point they open our website, when they book their tickets, and on the way to the park. Our intention is to leave a smile on their faces which would stay long after their day at the park is over.

There were reports that Imagica is set to expand to Delhi and Hyderabad. When is that expected to materialise?

There may be plans in that regard, but I won’t be able to comment on them at this instance.

What are your current footfalls?

Till December 2014, we had over a million footfalls (1.56 million). I do not know the exact number currently, but they are definitely increasing.

Imagica has original characters like Rajasaurus, Tuti-Futi, etc. Are there any plans to monetise them?

That will happen. We have many characters. These are part of our character parade. Our aim is to first create awareness among the people that there is this kind of entertainment available in India, which is an alternate entertainment to the traditional outlets like cinema, television, etc. In a cinema, you go and watch it and then come out and forget about it. A theme park is an inclusive experience where you see, touch, enjoy and interact with the characters. A theme park leaves you mesmerised. We have some rides which we have made in the Indian context like the Mr. India ride, which we can relate to. So yes, the character monetisation will come, but first our aim is to delight our customers and leave them with a good feeling about the park and have them come back again and again.

"When we say international standards, we mean that everything is procured from internationally certified vendors. The process which we follow adheres to the world’s highest standards”

What kind of roles do you hire for, in a theme park and how many?

When we opened up, theme parks were a relatively new concept in India. So we needed to train a lot of people specifically as regards to their roles. Firstly, the theme park is an engineering marvel, so of course we employ a lot of engineers to build and maintain the attractions. We have a lot of seasonal employees, as theme parks have peak seasons which require additional employees. We have a hotel called Novotel (of the Accor group) coming up, so we will be looking at more staff in that regard. One thing I would like to point out is that Imagica has made a lot of employment opportunities to locals in the area. We are an extensive service oriented industry. We needed to impart extensive training to the locals on the various attractions, safety, etiquette, etc., and to their credit, they have been very receptive. We also employ medical personnel who always need to be available on the ground, fire marshals who are on standby, etc. Approximately 2000 people.

You have a lot of experience in the service industry. How different is it working for a theme park, as compared to your previous experiences?

Prior to Imagica, I was working as a Chief Human Resource Officer for Thunderbird, an international casino company which operated in South East Asia. Before that I worked at a chain of airports. I have also worked at an international cruise company called Carnivals, which is again a part of the service industry. There is a unique pattern in the service industry in the sense that it extensively depends on people. It is a people business. So in that sense working for Imagica came easy to me, as I have been a part of this industry for a long time.

Historically, India has not been a big market for theme parks, due to various factors such as disposable incomes. Has that situation changed?

You will be amazed to know that cruise liners, casinos and theme parks internationally are visited in large numbers by Indians. Indians are big fans of theme parks, but there was a wrong perception that India does not have the same standard of quality as prevails internationally. That is not the reality. India is beginning to accept that we can match and even exceed international standards, but the process is usually gradual. In the beginning, there was a belief that e-commerce in India would never take off, but look at the case now.

For most of us, the idea of a fun day out would be at a theme park. However, for someone like you who work there, what is your idea of an ideal day out?

A lot of people ask me this. It feels great to work at a place which is so entertaining. I love theme parks. Just taking a stroll through the park is exciting. To answer your question, as long as you do go out, (whether it is for a picnic, a drive, etc), it is a good day out. Today, most people would rather sit at home and watch TV all day on their day off. I think that is sad. People should go out and enjoy outdoor activities. They revitalise you in a way the TV will never be able to.

How do you balance work and family?

I spend as much time with my family as I can. I love reading my children’s books, travelling with them all over India (Goa in particular), and just having a good time. After work, all my time is dedicated to my family.

By Neeraj Varty