Western tourists travelling to India are often faced with a dizzying array of choices all of which look suspiciously similar. The ubiquitous Taj Mahal tour, the Kerala package, the royal tiger safari, offered by thousands of tour operators, each promising the complete package, a totally authentic experience; each claiming to be the best tour of India. In such a competitive market, how does a relatively young tour and travel consultancy survive a decade and create a loyal clientele who return to them again and again?