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.

Ori embroidery

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