Rann Utsav: A splash of colour in the white salt desert of Kutch

Kutch, Gujarat: It looks a lot like Christmas inside the Tent City in Kutch, Gujarat. The sprawling desert resort is the venue of Rann Utsav, an annual cultural extravaganza that transforms the surreal white salt desert of the Rann of Kutch into a dazzling kaleidoscope of culture, heritage and natural beauty for four months.

The mood is festive as lakhs of guests are welcomed into an expansive reception area with aarti and tilak, to resounding dhol beats. Gigantic art works and colourful puppets pepper the sprawling Tent City, its mud and mirror-encrusted walls emblazoned with tribal motifs. Folk artists add to the atmosphere with their dancing and singing skills, while artisans hold live demonstrations of handloom and handicrafts like ajrakh block printing; rogan art; zardozi; bandhani and Ori embroidery.

Indeed, it’s tough to believe that the White Rann Of Kutch, the world’s second largest salt desert after Bolivia’s  Salar de Uyuni, that was ravaged by a devastating earthquake in 2001, is the host of the world’s longest-running desert festival, registering 7.42 Lakh footfalls last year.

The event’s provenance goes back to 2005, when PM Narendra Modi, the then Chief Minister of Gujarat, chose Kutch as the festival’s venue. It started off as a three-day event at Dhordo village, 80 km from Bhuj, but has since evolved into a months-long one. With all that global acclaim, Dhordo has won the “Best Tourism Village” from the United Nations, the only one in India to receive the accolade.

Adventure & thrill

Over 400 tents inside the Tent City, set against the scenic White Desert, offer Swiss-style glamping accommodation. Different categories of tents come with a bedroom, bathroom, and a living room depending on budgets and packages. For State guests and VVIPs, there’s a two-bedroom, bullet-proof tent with a butler service. Food courts offer buffet-style authentic Gujarati and continental meals with waiters on hand to serve guests.  A wellness centre offers rejuvenating massages and treatments.

The self-contained Tent City also features an Adventure Zone offering 20 different activities, including paramotoring and ATV rides. The Children’s Activity Zone features a Fun/Knowledge Park with 10 educational and entertainment activities, such as nutrition-based games and a VR gaming zone. Thrill-seekers can book hot air ballooning experiences;  stargazing on a moonlit night, and parasailing over the gargantuan desert for a bird’s-eye view of the white salt flats.

Explore Kutch 

Eclectic travel itineraries help visitors explore destinations outside the Tent City as well. Such as Dholavira, a UNESCO World Heritage Site where one can amble through the ruins of the 120-acre archeological marvel, showcasing the advanced urban town planning, water management and architectural acumen of the Indus Valley civilization and life as it existed 4,500 years ago. A drive down “Road to Heaven”, a 35-km ribbon of tar that unfurls between Dholavira and Khavra – also one of the world’s most photographed roads -- offers breathtaking views of India’s largest salt-encrusted landscapes on its either side.

Art lovers can trot down to Nirona village to watch multigenerational families practicing the unique Rogan art. The ancient Persian art form shot to global fame after PM Modi gifted a “Tree of Life” piece to erstwhile US President Barack Obama. The nearby Wild Ass Sanctuary, home to the endangered Indian wild ass, is also worth a dekko.

Sustainability is a buzz word at this year’s Rann Utsav, with organizers minimising  the event’s environmental impact by whittling down plastic usage, introducing bicycles for eco-friendly commutes within the Tent City as well as waste segregation and disposal systems.

Economic impact of Rann Utsav

But more than anything, the Rann Utsav has become a critical driver of income for thousands of local artisans in the region, fostering employment and empowerment in a barren landscape devoid of other commercial opportunities. “The Rann Utsav has had a multiplier effect on the tourism infrastructure in Kutch, with new resorts and attractions also being added to the already existing grid. This year, a new 44-room resort in Dholavira was developed through a public-private partnership model, further expanding accommodation options for travellers,” said Bhavik Sheth, COO of Evoke Experiences, a marketing company and organiser of Rann Utsav.

Meanwhile, tourists are reveling in their immersion into Kutch’s vibrant heritage and culture. “This is my second visit to the Utsav, and for me, one of its major attractions is its immersive and inclusive nature,” said Prabal Shetty, a Bengaluru-based techie who was attending the event with his family.  “The Tent City is a world-class desert retreat with luxurious accommodation and all facilities, including a marketplace where we can shop unique handicrafts, watch live demonstrations and cultural shows, and interact with artists.”

Artisans feel the festival has become a vital marketplace for their goods and services. “I’ve come here for the third year and am quite happy with the response to my work from visitors who have bought a lot of my items. I’ve also bagged orders from boutique owners in far flung places,” said Jignesh Patel, 28, a third-generation leather artisan, ensconced amidst a whirligig of handbags, shoes, photo frames, and puppets at his stall.

Fortune India caught up with Bhavik Sheth, COO of Evoke Experiences, organisers of Rann Utsav. Edited excerpts from the conversation:

Q. How does Rann Utsav create a business ecosystem that stimulates economic growth, brand engagement, and sustainable tourism in an otherwise remote area?  

A. The Kutch region, once a relatively lesser-known tourist destination, has today transformed into a globally celebrated hub of culture and artistry, thanks to the Rann Utsav. This vibrant festival highlights the rich heritage, traditions, unique geography and craftsmanship of the region, attracting visitors from around the world. The influx of tourists has sparked a wave of economic activity, with a significant portion of the local population benefiting directly or indirectly. From setting up shops within Rann Utsav - The Tent City to working as guides and drivers, locals have found diverse opportunities to participate in this thriving tourism ecosystem.

Rann Utsav is a great example of a highly successful Public-Private Partnership model that has made the ‘white desert’ a brand in itself, and the awareness has been able to reach to a level where people across the globe wait for the festival to begin.

Beyond economic gains, the festival has placed villages like Dhordo on the global tourism map, making it a great example of responsible tourism. Rann Utsav – The Tent City also actively promotes sustainable practices including eco-friendly waste management through sewage treatment plants, battery-operated vehicles for on-site transportation and efforts to minimize plastic use. 

Q. What have been some of the other impacts of the event on the region’s tourism economy? 

A. The Rann Utsav showcases how tourism can uplift and empower local communities. During the festival's four-month run, many artisans earn enough to support themselves for the entire year. In addition to the approximately 400 tent accommodations, there are 600–700 rooms managed by various properties. These accommodations experience high occupancy rates during the festival, driving economic activity and boosting profitability for local businesses. 

Q How many tourists are expected this year? 

Overall, as per the data of Gujarat Tourism, more than 7 Lakh tourists visit Rann Utsav every year. Last year, we hosted about 50,000 guests at the Tent City. This year, we are expecting the same numbers.

Q. Please elaborate on your collaboration with the Gujarat government for the event under the public-private partnership (PPP) model. 

A. We have been involved with this festival since its inception. From 2009 to 2012, we served as contractors, assisting the government in curating the event and managing its infrastructure. In 2013, the government sought to elevate the festival to new heights, trusting us with its operation and branding. Since then, we have been managing the festival through a tender-based process, and this year marks the beginning of our third tenure. 

Q. What other services do you offer?

Evoke Experiences, the hospitality brand of the 150-year-old legacy of Lallooji & Sons, began its journey by pioneering glamping in India, redefining experiential tourism with projects like Rann Utsav – The Tent City. Over the years, the company has evolved to offer a diverse portfolio of eco-conscious, immersive luxury stays, blending sustainability with exceptional hospitality. Its hallmark lies in creating world-class properties in remote and lesser-known destinations, making tourism accessible to areas that were previously off the map, while promoting local culture and safeguarding fragile ecosystems.

Notable projects include Rann Utsav – The Tent City in Dhordo, White Rann – The Tent City in Dholavira, Evoke Dholavira, Statue of Unity Tent City-1 and  Gandhisagar Forest Retreat. While properties at Rann and Dholavira focus on seasonal glamping, year-round properties like Gandhisagar, Evoke Dholavira, and Statue of Unity Tent City-1 set benchmarks in sustainable tourism, showcasing the company’s expertise in creating transformative hospitality solutions in unconventional locations.

Building on this legacy, Evoke Experiences is now expanding to new destinations such as Sasan Gir Forest, Shivrajpur, Dwarka, Velavadar in Gujarat, Puri, Jagannath in Odisha, and Ayodhya in Uttar Pradesh. These ventures go beyond stays, offering immersive experiences that range from wildlife exploration and spiritual pilgrimages to cultural journeys and breathtaking landscapes.