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Agritourism Advantage Rajasthan

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Agritourism Advantage Rajasthan GLOBAL RAJASTHAN AGRITECH MEET 9-11 NOV 2016 JAIPUR AGRITOURISM ADVANTAGE RAJASTHAN Agritourism Advantage Rajasthan 1 Agritourism 2 Advantage Rajasthan TITLE Agritourism: Advantage Rajasthan YEAR November, 2016 AUTHORS Strategic Government Advisory (SGA), YES BANK Ltd Special &ĞĚĞƌĂƟŽŶŽĨ/ŶĚŝĂŶŚĂŵďĞƌƐŽĨŽŵŵĞƌĐĞΘ/ŶĚƵƐƚƌLJ;&//Ϳ Acknowledgement EŽƉĂƌƚŽĨƚŚŝƐƉƵďůŝĐĂƟŽŶŵĂLJďĞƌĞƉƌŽĚƵĐĞĚŝŶĂŶLJĨŽƌŵďLJƉŚŽƚŽ͕ƉŚŽƚŽƉƌŝŶƚ͕ŵŝĐƌŽĮůŵŽƌĂŶLJŽƚŚĞƌ KWzZ/',d ŵĞĂŶƐǁŝƚŚŽƵƚƚŚĞǁƌŝƩĞŶƉĞƌŵŝƐƐŝŽŶŽĨz^E<>ƚĚ͘ dŚŝƐƌĞƉŽƌƚŝƐƚŚĞƉƵďůŝĐĂƟŽŶŽĨz^E<>ŝŵŝƚĞĚ;͞z^E<͟ͿĂŶĚ&//ƐŽz^E<ĂŶĚ&//ŚĂǀĞĞĚŝƚŽƌŝĂů ĐŽŶƚƌŽůŽǀĞƌƚŚĞĐŽŶƚĞŶƚ͕ŝŶĐůƵĚŝŶŐŽƉŝŶŝŽŶƐ͕ĂĚǀŝĐĞ͕ƐƚĂƚĞŵĞŶƚƐ͕ƐĞƌǀŝĐĞƐ͕ŽīĞƌƐĞƚĐ͘ƚŚĂƚŝƐƌĞƉƌĞƐĞŶƚĞĚŝŶ ƚŚŝƐƌĞƉŽƌƚ͘,ŽǁĞǀĞƌ͕z^E<͕&//ǁŝůůŶŽƚďĞůŝĂďůĞĨŽƌĂŶLJůŽƐƐŽƌĚĂŵĂŐĞĐĂƵƐĞĚďLJƚŚĞƌĞĂĚĞƌ͛ƐƌĞůŝĂŶĐĞ ŽŶŝŶĨŽƌŵĂƟŽŶŽďƚĂŝŶĞĚƚŚƌŽƵŐŚƚŚŝƐƌĞƉŽƌƚ͘dŚŝƐƌĞƉŽƌƚŵĂLJĐŽŶƚĂŝŶƚŚŝƌĚƉĂƌƚLJĐŽŶƚĞŶƚƐĂŶĚƚŚŝƌĚͲƉĂƌƚLJ ƌĞƐŽƵƌĐĞƐ͘ z^ E< ĂŶĚͬŽƌ &// ƚĂŬĞ ŶŽ ƌĞƐƉŽŶƐŝďŝůŝƚLJ ĨŽƌ ƚŚŝƌĚ ƉĂƌƚLJ ĐŽŶƚĞŶƚ͕ ĂĚǀĞƌƟƐĞŵĞŶƚƐ Žƌ ƚŚŝƌĚ ƉĂƌƚLJĂƉƉůŝĐĂƟŽŶƐƚŚĂƚĂƌĞƉƌŝŶƚĞĚŽŶŽƌƚŚƌŽƵŐŚƚŚŝƐƌĞƉŽƌƚ͕ŶŽƌĚŽĞƐŝƚƚĂŬĞĂŶLJƌĞƐƉŽŶƐŝďŝůŝƚLJĨŽƌƚŚĞŐŽŽĚƐ Žƌ ƐĞƌǀŝĐĞƐ ƉƌŽǀŝĚĞĚ ďLJ ŝƚƐ ĂĚǀĞƌƟƐĞƌƐ Žƌ ĨŽƌ ĂŶLJ ĞƌƌŽƌ͕ŽŵŝƐƐŝŽŶ͕ ĚĞůĞƟŽŶ͕ ĚĞĨĞĐƚ͕ ƚŚĞŌ Žƌ ĚĞƐƚƌƵĐƟŽŶ Žƌ ƵŶĂƵƚŚŽƌŝnjĞĚĂĐĐĞƐƐƚŽ͕ŽƌĂůƚĞƌĂƟŽŶŽĨ͕ĂŶLJƵƐĞƌĐŽŵŵƵŶŝĐĂƟŽŶ͘&ƵƌƚŚĞƌ͕z^E<ĂŶĚ&//ĚŽŶŽƚĂƐƐƵŵĞ ĂŶLJƌĞƐƉŽŶƐŝďŝůŝƚLJŽƌůŝĂďŝůŝƚLJĨŽƌĂŶLJůŽƐƐŽƌĚĂŵĂŐĞ͕ŝŶĐůƵĚŝŶŐƉĞƌƐŽŶĂůŝŶũƵƌLJŽƌĚĞĂƚŚ͕ƌĞƐƵůƟŶŐĨƌŽŵƵƐĞŽĨ ƚŚŝƐƌĞƉŽƌƚŽƌĨƌŽŵĂŶLJĐŽŶƚĞŶƚĨŽƌĐŽŵŵƵŶŝĐĂƟŽŶƐŽƌŵĂƚĞƌŝĂůƐĂǀĂŝůĂďůĞŽŶƚŚŝƐƌĞƉŽƌƚ͘dŚĞĐŽŶƚĞŶƚƐĂƌĞ ƉƌŽǀŝĚĞĚĨŽƌLJŽƵƌƌĞĨĞƌĞŶĐĞŽŶůLJ͘ dŚĞƌĞĂĚĞƌͬďƵLJĞƌƵŶĚĞƌƐƚĂŶĚƐƚŚĂƚĞdžĐĞƉƚĨŽƌƚŚĞŝŶĨŽƌŵĂƟŽŶ͕ƉƌŽĚƵĐƚƐĂŶĚƐĞƌǀŝĐĞƐĐůĞĂƌůLJŝĚĞŶƟĮĞĚĂƐ ďĞŝŶŐƐƵƉƉůŝĞĚďLJz^E<ĂŶĚ&//ĚŽŶŽƚŽƉĞƌĂƚĞ͕ĐŽŶƚƌŽůŽƌĞŶĚŽƌƐĞĂŶLJŽƚŚĞƌŝŶĨŽƌŵĂƟŽŶ͕ƉƌŽĚƵĐƚƐ͕Žƌ ƐĞƌǀŝĐĞƐĂƉƉĞĂƌŝŶŐŝŶƚŚĞƌĞƉŽƌƚŝŶĂŶLJǁĂLJ͘ůůŽƚŚĞƌŝŶĨŽƌŵĂƟŽŶ͕ƉƌŽĚƵĐƚƐĂŶĚƐĞƌǀŝĐĞƐŽīĞƌĞĚƚŚƌŽƵŐŚƚŚĞ ƌĞƉŽƌƚĂƌĞŽīĞƌĞĚďLJƚŚŝƌĚƉĂƌƟĞƐ͕ǁŚŝĐŚĂƌĞŶŽƚĂĸůŝĂƚĞĚŝŶĂŶLJŵĂŶŶĞƌƚŽz^E<Žƌ&//͘ /^>/DZ dŚĞƌĞĂĚĞƌͬďƵLJĞƌŚĞƌĞďLJĚŝƐĐůĂŝŵƐĂŶĚǁĂŝǀĞƐĂŶLJƌŝŐŚƚĂŶĚͬŽƌĐůĂŝŵ͕ƚŚĞLJŵĂLJŚĂǀĞĂŐĂŝŶƐƚz^E<Žƌ &//ǁŝƚŚƌĞƐƉĞĐƚƚŽƚŚŝƌĚƉĂƌƚLJƉƌŽĚƵĐƚƐĂŶĚƐĞƌǀŝĐĞƐ͘ z^E<ĂŶĚ&//ŵĂŬĞŶŽƌĞƉƌĞƐĞŶƚĂƟŽŶŽƌǁĂƌƌĂŶƚLJ͕ĞdžƉƌĞƐƐŽƌŝŵƉůŝĞĚ͕ŝŶĐůƵĚŝŶŐ͕ďƵƚŶŽƚůŝŵŝƚĞĚƚŽ͕ ǁĂƌƌĂŶƟĞƐŽĨŵĞƌĐŚĂŶƚĂďŝůŝƚLJ͕ĮƚŶĞƐƐĨŽƌĂƉĂƌƟĐƵůĂƌƉƵƌƉŽƐĞ͕ƟƚůĞŽƌŶŽŶʹŝŶĨƌŝŶŐĞŵĞŶƚ͘ƐƚŽĚŽĐƵŵĞŶƚƐ͕ ĐŽŶƚĞŶƚ͕ ŐƌĂƉŚŝĐƐ ƉƵďůŝƐŚĞĚ ŝŶ ƚŚĞ ƌĞƉŽƌƚ͕ z^ E< ĂŶĚ &// ŵĂŬĞ ŶŽ ƌĞƉƌĞƐĞŶƚĂƟŽŶ Žƌ ǁĂƌƌĂŶƚLJ ƚŚĂƚ ƚŚĞ ĐŽŶƚĞŶƚƐ ŽĨ ƐƵĐŚ ĚŽĐƵŵĞŶƚƐ͕ ĂƌƟĐůĞƐ ĂƌĞ ĨƌĞĞ ĨƌŽŵ ĞƌƌŽƌ Žƌ ƐƵŝƚĂďůĞ ĨŽƌ ĂŶLJ ƉƵƌƉŽƐĞ͖ ŶŽƌ ƚŚĂƚ ƚŚĞ ŝŵƉůĞŵĞŶƚĂƟŽŶŽĨƐƵĐŚĐŽŶƚĞŶƚƐǁŝůůŶŽƚŝŶĨƌŝŶŐĞĂŶLJƚŚŝƌĚƉĂƌƚLJƉĂƚĞŶƚƐ͕ĐŽƉLJƌŝŐŚƚƐ͕ƚƌĂĚĞŵĂƌŬƐŽƌŽƚŚĞƌ ƌŝŐŚƚƐ͘ůůŵĂƚĞƌŝĂůƐƉƌŽǀŝĚĞĚŝŶƚŚĞƌĞƉŽƌƚĂƌĞƌĞĨĞƌƌĞĚĨƌŽŵƉƵďůŝĐůLJĂǀĂŝůĂďůĞƐŽƵƌĐĞ /ŶŶŽĞǀĞŶƚƐŚĂůůz^E<ĂŶĚ&//ŽƌŝƚƐĐŽŶƚĞŶƚƉƌŽǀŝĚĞƌƐďĞůŝĂďůĞĨŽƌĂŶLJĚĂŵĂŐĞƐǁŚĂƚƐŽĞǀĞƌ͕ǁŚĞƚŚĞƌ ĚŝƌĞĐƚ͕ŝŶĚŝƌĞĐƚ͕ƐƉĞĐŝĂů͕ĐŽŶƐĞƋƵĞŶƟĂůĂŶĚͬŽƌŝŶĐŝĚĞŶƚĂů͕ŝŶĐůƵĚŝŶŐǁŝƚŚŽƵƚůŝŵŝƚĂƟŽŶ͕ĚĂŵĂŐĞƐĂƌŝƐŝŶŐĨƌŽŵ ůŽƐƐŽĨĚĂƚĂŽƌŝŶĨŽƌŵĂƟŽŶ͕ůŽƐƐŽĨƉƌŽĮƚƐ͕ďƵƐŝŶĞƐƐŝŶƚĞƌƌƵƉƟŽŶ͕ŽƌĂƌŝƐŝŶŐĨƌŽŵƚŚĞĂĐĐĞƐƐĂŶĚͬŽƌƵƐĞŽƌ ŝŶĂďŝůŝƚLJƚŽĂĐĐĞƐƐĂŶĚͬŽƌƵƐĞĐŽŶƚĞŶƚĂŶĚͬŽƌĂŶLJƐĞƌǀŝĐĞĂǀĂŝůĂďůĞŝŶƚŚŝƐƌĞƉŽƌƚ͕ĞǀĞŶŝĨz^E<ĂŶĚ&// ĂƌĞĂĚǀŝƐĞĚŽĨƚŚĞƉŽƐƐŝďŝůŝƚLJŽĨƐƵĐŚůŽƐƐ͘DĂƉƐ;ŝĨĂŶLJͿĚĞƉŝĐƚĞĚŝŶƚŚĞƌĞƉŽƌƚĂƌĞŐƌĂƉŚŝĐĂůƌĞƉƌĞƐĞŶƚĂƟŽŶŽŶůLJ ĂŶĚĚŽŶŽƚƉƵƌƉŽƌƚƚŽďĞƚŚĞƉŽůŝƟĐĂůŵĂƉŽĨĂŶLJŶĂƟŽŶŽƌƐƚĂƚĞĂŶĚĂƌĞŶŽƚĚƌĂǁŶƚŽƐĐĂůĞ͘ YES BANK Ltd. FICCI ZĞŐŝƐƚĞƌĞĚĂŶĚ,ĞĂĚKĸĐĞ Headquarters ZĂŚƵůŚĂŬƌĂǀĂƌƚLJ 9th&ůŽŽƌ͕EĞŚƌƵĞŶƚƌĞ͕ &// ƌ͘ŶŶŝĞĞƐĂŶƚZŽĂĚ͕ &ĞĚĞƌĂƟŽŶ,ŽƵƐĞ tŽƌůŝ͕DƵŵďĂŝͲϰϬϬϬϭϴ Tansen Marg, New Delhi 110001 Tel : +91 22 6669 9000 dĞů͗ϵϭͲϭϭͲϮϯϳϯϴϳϲϬͲϳϬ &Ădž ͗нϵϭϮϮϮϰϵϳϰϬϴϴ &Ădž͗ϵϭͲϭϭͲϮϯϯϮϬϳϭϰ͕ϮϯϳϮϭϱϬϰ ŵĂŝů͗ƌĂŚƵůΛĮĐĐŝ͘ĐŽŵ Nikhil Sahni tĞďƐŝƚĞ͗ǁǁǁ͘ĮĐĐŝ͘ŝŶ 'ƌŽƵƉWƌĞƐŝĚĞŶƚ KEdd^ ZĂũĂƐƚŚĂŶ^ƚĂƚĞKĸĐĞ Government Banking, ^ƚƌĂƚĞŐŝĐ'ŽǀĞƌŶŵĞŶƚĚǀŝƐŽƌLJΘ &//ͲZĂũĂƐƚŚĂŶ^ƚĂƚĞŽƵŶĐŝů EĂƟŽŶĂů,ĞĂĚͲƌĂŶĐŚĂŶŬŝŶŐ 202 Rajputana Tower EŽƌƚŚĞƌŶZĞŐŝŽŶĂůKĸĐĞ ͲϮϳͲ͕^ŚĂŶƟWĂƚŚ͕dŝůĂŬEĂŐĂƌ :ĂŝƉƵƌͲϯϬϮϬϬϰ ϰϴ͕ELJĂLJĂDĂƌŐ͕ŚĂŶĂŬLJĂƉƵƌŝ dĞů͗ϬϭϰϭͲϮϲϮϭϰϴϴ͕ϱϭϬϯϳϲϴ͕ϰϬϲϭϯϰϱ EĞǁĞůŚŝʹϭϭϬϬϮϭ &Ădž͗ϬϭϰϭͲϱϭϭϲϰϲϰ Tel ͗нϵϭͲϭϭͲϲϲϱϲϬϱϲϮ Email ͗ ŶŝŬŚŝů͘ƐĂŚŶŝΛLJĞƐďĂŶŬ͘ŝŶ Website ͗ ǁǁǁ͘LJĞƐďĂŶŬ͘ŝŶ Agritourism Advantage Rajasthan 3 Agritourism ϰ Advantage Rajasthan Foreword dŽƵƌŝƐŵƐĞĐƚŽƌŵĂŬĞƐĂƐŝŐŶŝĮĐĂŶƚŝŵƉĂĐƚŽŶƚŚĞĞĐŽŶŽŵLJŽĨŽƵƌĐŽƵŶƚƌLJ͘tŽƌůĚdƌĂǀĞůĂŶĚdŽƵƌŝƐŵ ŽƵŶĐŝů ZĞƉŽƌƚ ϮϬϭϲ ƌĞǀĞĂůƐ ƚŚĂƚ ƚŚĞ ƚƌĂǀĞů ĂŶĚ ƚŽƵƌŝƐŵ ƐĞĐƚŽƌ ĐŽŶƚƌŝďƵƚĞĚ /EZ ϴϯϬϵ͘ϰ ďŝůůŝŽŶ ƚŽ ƚŚĞ ĐŽƵŶƚƌLJ͛Ɛ'WǁŚŝĐŚƐƵƉƉŽƌƚĞĚĂƌŽƵŶĚϯϳŵŝůůŝŽŶũŽďƐŝŶϮϬϭϱ͘dŽƵƌŝƐŵŝƐƚŚƵƐĂƉƌŝŽƌŝƚLJĂƌĞĂĨŽƌƚŚĞ 'ŽǀĞƌŶŵĞŶƚĚƵĞƚŽŝƚƐŝŵƉŽƌƚĂŶƚĐŽŶƚƌŝďƵƟŽŶƚŽũŽďĐƌĞĂƟŽŶĂŶĚďƌŝŶŐŵƵĐŚŶĞĞĚĞĚĞĐŽŶŽŵŝĐƐƟŵƵůƵƐ͘ ůƚŚŽƵŐŚ/ŶĚŝĂŚĂƐĂŵLJƌŝĂĚŽĨƐƵĐĐĞƐƐĨƵůƚŽƵƌŝƐŵƉƌŽĚƵĐƚƐ͕ƚŚĞƌĞŝƐƐĐŽƉĞƚŽŝŶŶŽǀĂƚĞŶĞǁĞŵĞƌŐŝŶŐ ƐĞŐŵĞŶƚƐ͘ ŐƌŝƚŽƵƌŝƐŵ ŝƐ ŽŶĞ ŽĨ ƚŚĞŵ͘ /ƚ ŚĂƐ ĞŵĞƌŐĞĚ ĂƐ ĂŶ ŝŶŶŽǀĂƟǀĞ ƚŚĞŵĞ ƚŚĂƚ ƐƵƉƉŽƌƚƐ ŐƌŽǁƚŚ ŝŶĂŐƌŝĐƵůƚƵƌĞĂŶĚƚŚĞƌƵƌĂůĞĐŽŶŽŵLJ͘dŚŝƐƐLJŶĞƌŐLJďĞƚǁĞĞŶƚŽƵƌŝƐŵĂŶĚĂŐƌŝĐƵůƚƵƌĞĐĂƉŝƚĂůŝnjĞƐŽŶƚŚĞ ĐŽŵďŝŶĞĚďĞŶĞĮƚƐŽĨĚĞǀĞůŽƉŵĞŶƚŝŶĂŐƌŝĐƵůƚƵƌĞĂƐƉƌŝŵĂƌLJƐĞĐƚŽƌĂŶĚƚŽƵƌŝƐŵĂƐƐĞƌǀŝĐĞƐĞĐƚŽƌǁŚŝĐŚ ĨƵƌƚŚĞƌƐƚƐƌƵƌĂůĞŵƉůŽLJŵĞŶƚŐĞŶĞƌĂƟŽŶ͘ /ĂŵƉůĞĂƐĞĚƚŽƉƌĞƐĞŶƚƚŚĞ&//Ͳz^E<<ŶŽǁůĞĚŐĞZĞƉŽƌƚ͚ŐƌŝƚŽƵƌŝƐŵʹĚǀĂŶƚĂŐĞZĂũĂƐƚŚĂŶ͛͘dŚŝƐ ƌĞƉŽƌƚĂŝŵƐƚŽŚŝŐŚůŝŐŚƚŐƌŝƚŽƵƌŝƐŵĂƐĂǀŝĂďůĞǀĂůƵĞƉƌŽƉŽƐŝƟŽŶŝŶZĂũĂƐƚŚĂŶ͘/ƚƉƌŽǀŝĚĞƐĂŶĂŶĂůLJƐŝƐŽĨ ƚŚĞƉŽƚĞŶƟĂůŽĨŐƌŝƚŽƵƌŝƐŵŝŶZĂũĂƐƚŚĂŶĂŶĚĨƵƌƚŚĞƌĞŶƵŶĐŝĂƚĞƐƚŚĞŶĞĞĚĨŽƌĐŽŶĐĞƌƚĞĚĞīŽƌƚƐĨƌŽŵĂůů ƐƚĂŬĞŚŽůĚĞƌƐŝŶƚŚĞŐŽǀĞƌŶŵĞŶƚ͕ŝŶĚƵƐƚƌLJ͕ƉŽůŝĐLJŵĂŬĞƌƐ͘dŚĞƌĞƉŽƌƚĂůƐŽĂƩĞŵƉƚƐƚŽŚŝŐŚůŝŐŚƚƚŚĞŚŽůŝƐƟĐ ŶĂƚƵƌĞŽĨƚŚĞŐƌŝƚŽƵƌŝƐŵĂŶĚƚŚĞƌŽůĞŽĨŵƵůƟƉůĞƐƚĂŬĞŚŽůĚĞƌƐŝŶƚŚĞƉƌŽƉŽƐŝƟŽŶ͘ /ǁŝƐŚ'ŽǀĞƌŶŵĞŶƚŽĨZĂũĂƐƚŚĂŶƚŚĞǀĞƌLJďĞƐƚĨŽƌĂŐƌĂŶĚƐƵĐĐĞƐƐŽĨ'ůŽďĂůZĂũĂƐƚŚĂŶŐƌŝƚŚĞĐŚDĞĞƚͲ 'ZDϮϬϭϲ͘ ƌ:LJŽƚƐŶĂ^Ƶƌŝ /ŵŵĞĚŝĂƚĞWĂƐƚWƌĞƐŝĚĞŶƚ͕&// ŚĂŝƌƉĞƌƐŽŶ͕&//dŽƵƌŝƐŵŽŵŵŝƩĞĞĂŶĚ ŚĂŝƌƉĞƌƐŽŶĂŶĚDĂŶĂŐŝŶŐŝƌĞĐƚŽƌ͕dŚĞ>Ă>ŝƚ^Ƶƌŝ,ŽƐƉŝƚĂůŝƚLJ'ƌŽƵƉ Agritourism Advantage Rajasthan ϱ Agritourism 6 Advantage Rajasthan Foreword dŽƵƌŝƐŵ ŽīĞƌƐ ĞŶŽƌŵŽƵƐ ŐƌŽǁƚŚ ŽƉƉŽƌƚƵŶŝƚLJ ŝŶ /ŶĚŝĂ ďLJ ĂĐĐĞůĞƌĂƟŶŐ ďƵƐŝŶĞƐƐ͕ ƚƌĂĚĞ ĂŶĚ ĐĂƉŝƚĂů ŝŶǀĞƐƚŵĞŶƚ͕ƌĞƐƵůƟŶŐŝŶ͕ũŽďĐƌĞĂƟŽŶĂŶĚĞŶƚƌĞƉƌĞŶĞƵƌƐŚŝƉĂůŽŶŐƐŝĚĞƉƌŽŵŽƟŶŐŽƵƌƌŝĐŚŚĞƌŝƚĂŐĞĂŶĚ ĐƵůƚƵƌĂůǀĂůƵĞƐ͘tŝƚŚŝŶǀĞƐƚŵĞŶƚƐĞdžƉĞĐƚĞĚƚŽƌŝƐĞďLJϰ͘ϴйŝŶϮϬϭϲĂŶĚďLJϲ͘ϯйƉ͘Ă͘ƚŚĞƌĞĂŌĞƌƟůůϮϬϮϲ͕ ƚŚĞƚŽƵƌŝƐŵŝŶĚƵƐƚƌLJǁŝůůĐƌĞĂƚĞĂŵƵůƟƉůŝĞƌĞīĞĐƚŽŶŽƚŚĞƌƐĞĐƚŽƌƐŽĨƚŚĞĞĐŽŶŽŵLJ͘ /ŶĚŝĂ͛Ɛ ƐƚĂŶĚ ĂƐ Ă ƉƌĞĨĞƌƌĞĚ ĚĞƐƟŶĂƟŽŶ ĨŽƌ ƚŽƵƌŝƐŵ͕ ĐĂƚĞƌŝŶŐ ƚŽ Ă ĚŝǀĞƌƐŝĮĞĚ ƐĞŐŵĞŶƚ ŽĨ ƚƌĂǀĞůĞƌƐ ŝƐ ƵŶĚŝƐƉƵƚĞĚ͘dŚĞŽŶƵƐƚŽƚĂƉƚŚĞƉŽƚĞŶƟĂůŽĨƚŽƵƌŝƐŵƐĞĐƚŽƌŝŶŽƌĚĞƌƚŽĐŽŶǀĞƌƚŝƚŝŶƚŽĂƐŽĐŝŽͲĞĐŽŶŽŵŝĐ ĞŶĂďůĞƌŶĞĞĚƐƐĞƌŝŽƵƐƉůĂŶŶŝŶŐ͕ĨŽĐƵƐĂŶĚĐŚĂŶŐĞŝŶŵŝŶĚƐĞƚďĞLJŽŶĚƚŚĞƉŽůŝĐLJĨƌĂŵĞǁŽƌŬ͘ĞǀĞůŽƉŝŶŐ ŶĞǁŶŝĐŚĞƐǁŝƚŚŝŶƚŚĞƚŽƵƌŝƐŵƐĞĐƚŽƌ͕ĂƉĂƌƚĨƌŽŵƚŚĞĂůƌĞĂĚLJǁĞůůŬŶŽǁŶƐĞŐŵĞŶƚƐŽĨƌĞůŝŐŝŽƵƐ͕ŚĞƌŝƚĂŐĞ ĂŶĚD/ƚŽƵƌŝƐŵ͕ǁŝůůďĞŬĞLJŐƌŽǁƚŚĚƌŝǀĞƌƐƚŽŵĂŬĞƚŚĞƐĞĐƚŽƌƐƵƐƚĂŝŶĂďůĞŝŶŶĞĂƌĨƵƚƵƌĞ͘ Further, with 32 world heritage sites, long coastline, intensive agrarian culture, unchallenged geographical ĂĚǀĂŶƚĂŐĞĂŶĚĂĚŝǀĞƌƐĞƉŽƌƞŽůŝŽŽĨŶŝĐŚĞƚŽƵƌŝƐŵƉƌŽĚƵĐƚƐ͕/ŶĚŝĂƌĞŵĂŝŶƐƚŚĞŚŽƚƐƉŽƚĨŽƌŐůŽďĂůƚŽƵƌŝƐƚƐ͘ ,ŽǁĞǀĞƌ͕ƚŽƌĞĂůŝnjĞƚŚĞƚƌƵĞƵŶƚĂƉƉĞĚƉŽƚĞŶƟĂůŽĨƚŚĞƐĞĐƚŽƌŝŶƚŚĞŶĂƟŽŶ͕ŝƚŝƐƉŝǀŽƚĂůƚŽďƵŝůĚŽŶƉƌŽĚƵĐƚƐ such as Agritourism, which though at a nascent stage, can induce sustainable development at grassroots ůĞǀĞůĂŶĚďĞĐŽŵĞƚŚĞďĂĐŬďŽŶĞŽĨ/ŶĚŝĂ͛ƐĞĐŽŶŽŵLJ͘ /ĂŵƉůĞĂƐĞĚƚŽƉƌĞƐĞŶƚƚŚĞ&//Ͳz^E<<ŶŽǁůĞĚŐĞZĞƉŽƌƚ͚ŐƌŝƚŽƵƌŝƐŵʹĚǀĂŶƚĂŐĞZĂũĂƐƚŚĂŶ͛ ǁŚŝĐŚŚŝŐŚůŝŐŚƚƐƉŽƚĞŶƟĂůŽĨŐƌŝƚŽƵƌŝƐŵŝŶZĂũĂƐƚŚĂŶĂůŽŶŐǁŝƚŚŬĞLJƌĞĐŽŵŵĞŶĚĂƟŽŶƐĨŽƌĞƐƚĂďůŝƐŚŝŶŐ ƚŚĞ^ƚĂƚĞĂƐŵŽƐƚƉƌĞĨĞƌƌĞĚĂŐƌŝďĂƐĞĚƚŽƵƌŝƐŵĚĞƐƟŶĂƟŽŶ͘ /ĂŵĐŽŶĮĚĞŶƚƚŚĂƚƚŚĞĐŽŶƚĞŶƚƐŽĨƚŚŝƐƌĞƉŽƌƚǁŝůůďĞƵƐĞĨƵůƌĞĨĞƌĞŶĐĞĨŽƌĂůůƐƚĂŬĞŚŽůĚĞƌƐĂŶĚǁŝůůƉƌŽǀŝĚĞ ĨƵƌƚŚĞƌŝŵƉĞƚƵƐƚŽǁĂƌĚƐĚĞǀĞůŽƉŵĞŶƚŽĨƚŚĞŐƌŝƚŽƵƌŝƐŵƐĞĐƚŽƌŝŶZĂũĂƐƚŚĂŶĂŶĚĨƵƌƚŚĞƌŝŶ/ŶĚŝĂ͘ Sincerely, Rana Kapoor Managing Director & CEO Chairman Agritourism Advantage Rajasthan ϳ Agritourism ϴ Advantage Rajasthan Contents džĞĐƵƟǀĞ^ƵŵŵĂƌLJ ϭϮ I. BACKGROUNDϭϴ ϭ͘ϭ KǀĞƌǀŝĞǁͲdŽƵƌŝƐŵDĂƌŬĞƚŝŶ/ŶĚŝĂ ϭϴ ϭ͘Ϯ ŵĞƌŐŝŶŐdŽƵƌŝƐŵ^ĞŐŵĞŶƚƐ ϮϬ ϭ͘ϯ ŐƌŝƚŽƵƌŝƐŵ͗Ŷ/ŶƚƌŽĚƵĐƟŽŶ Ϯϭ ϭ͘ϰŐƌŝƚŽƵƌŝƐŵΘŝƚƐŝŵƉůŝĐĂƟŽŶƐƚŽZƵƌĂůĐŽŶŽŵLJ ϮϮ ϭ͘ϱĂƐĞ^ƚƵĚŝĞƐŽĨŐƌŝƚŽƵƌŝƐŵKƉĞƌĂƟŽŶƐ͗ŽŵĞƐƟĐΘ/ŶƚĞƌŶĂƟŽŶĂů Ϯϰ ϭ͘ϲ/ŶŝƟĂƟǀĞƐďLJ^ƚĂƚĞ'ŽǀĞƌŶŵĞŶƚƐ Ϯϵ //͘ Z:^d,EE'Z/dKhZ/^D ϯϮ Ϯ͘ϭ WŽƚĞŶƟĂůZĞŐŝŽŶƐĨŽƌĞǀĞůŽƉŵĞŶƚŽĨŐƌŝƚŽƵƌŝƐŵ^ŝƚĞƐ ϯϮ Ϯ͘Ϯ <ĞLJĂƌĞĂƐĨŽƌŝŶƚĞƌǀĞŶƟŽŶ ϯϲ Ϯ͘Ϯ͘ϭDĂƌŬĞƟŶŐĂŶĚWƌŽŵŽƟŽŶ ϯϲ Ϯ͘Ϯ͘ϮdƌĂŝŶŝŶŐĂŶĚĚƵĐĂƟŽŶ ϯϳ Ϯ͘Ϯ͘ϯ/ŶƚĞƌĂĐƟŽŶǁŝƚŚƚŚĞdŽƵƌŝƐƚ ϯϳ Ϯ͘Ϯ͘ϰĐĐĞƐƐƚŽ/ŶĨŽƌŵĂƟŽŶ ϯϳ Ϯ͘Ϯ͘ϱWŽůŝĐLJƐƵƉƉŽƌƚ ϯϳ Ϯ͘ϯ /ŵƉůŝĐĂƟŽŶƐĨŽƌZĂũĂƐƚŚĂŶ ϯϴ Ϯ͘ϯ͘ϭ ĞǀĞůŽƉŵĞŶƚŽĨZƵƌĂůĐŽŶŽŵLJ ϯϴ Ϯ͘ϯ͘Ϯ ĚǀĂŶƚĂŐĞƚŽƌƵƌĂůĐŽŵŵƵŶŝƟĞƐ ϯϴ Ϯ͘ϯ͘ϯ ŽŶƚƌŝďƵƟŽŶƚŽƚŚĞ^ƚĂƚĞ͛Ɛ'WŐƌŽǁƚŚ ϯϴ Agritourism Advantage Rajasthan 9 Contents III. RECOMMENDATIONS 40 ϯ͘ϭ /ŶĨƌĂƐƚƌƵĐƚƵƌĞĞǀĞůŽƉŵĞŶƚͲŐƌŝĐƵůƚƵƌĞĂŶĚdŽƵƌŝƐŵ ϰϬ ϯ͘ϭ͘ϭ WŚLJƐŝĐĂů/ŶĨƌĂƐƚƌƵĐƚƵƌĞ ϰϬ ϯ͘ϭ͘Ϯ ^ŽĐŝĂů/ŶĨƌĂƐƚƌƵĐƚƵƌĞ ϰϭ ϯ͘Ϯ DĂƌŬĞƟŶŐĂŶĚWƌŽŵŽƟŽŶ ϰϭ ϯ͘Ϯ͘ϭ ĞǀĞůŽƉŝŶŐĂDĂƌŬĞƟŶŐ&ƌĂŵĞǁŽƌŬ ϰϭ ϯ͘Ϯ͘Ϯ ƌŽƐƐWƌŽŵŽƟŽŶǁŝƚŚŽƚŚĞƌůŽĐĂůďƵƐŝŶĞƐƐĞƐ ϰϮ ϯ͘Ϯ͘ϯĞǀĞůŽƉŵĞŶƚŽĨůŽĐĂůŐƌŝĐƵůƚƵƌĂůWƌŽĚƵĐƚƐ ϰϮ ϯ͘Ϯ͘ϰƵŝůĚŝŶŐĂŽŵŵŽŶWůĂƞŽƌŵǁŝƚŚdŽƵƌŝƐŵKƉĞƌĂƚŽƌƐ ϰϮ ϯ͘ϯ WŽůŝĐLJ/ŶƚĞƌǀĞŶƟŽŶƐĂŶĚ'ŽǀĞƌŶŵĞŶƚ^ƵƉƉŽƌƚ ϰϮ ϯ͘ϰ ^ŬŝůůĞǀĞůŽƉŵĞŶƚΘŽŵŵƵŶŝƚLJƐƐŝƐƚĂŶĐĞ ϰϯ ϯ͘ϰ͘ϭ dĞĐŚŶŝĐĂůƐƐŝƐƚĂŶĐĞĂŶĚ^ƵƉƉŽƌƚĚƵƌŝŶŐ ϰϯ dƌĂŶƐŝƟŽŶͬdƌĂŶƐĨĞƌͬĞǀĞůŽƉŵĞŶƚ ϯ͘ϰ͘Ϯ ĚƵĐĂƟŽŶŽĨ<ĞLJWůĂLJĞƌƐĂŶĚdƌĂŝŶŝŶŐĨŽƌƚŚĞŐƌŝƚŽƵƌŝƐŵ^ĞĐƚŽƌ ϰϰ Agritourism 10 Advantage Rajasthan Ϯ͘džĞĐƵƟǀĞ^ƵŵŵĂƌLJ Agritourism Advantage Rajasthan 11 ϭdžĞĐƵƟǀĞ^ƵŵŵĂƌLJ ŐƌŝƚŽƵƌŝƐŵ͗KƉƉŽƌƚƵŶŝƟĞƐŝŶZĂũĂƐƚŚĂŶ dŽƵƌŝƐŵŝƐŽŶĞŽĨƚŚĞŵŽƐƚƉƌŽŵŝƐŝŶŐŝŶĚƵƐƚƌŝĞƐŐůŽďĂůůLJĂŶĚŚŽůĚƐŝŵŵĞŶƐĞƉŽƚĞŶƟĂůƚŽƉƌŽƉĞůŶĂƟŽŶ͛Ɛ ĞĐŽŶŽŵŝĐ ŐƌŽǁƚŚ ƐƚŽƌLJ͘ ĐĐŽƌĚŝŶŐ ƚŽ tŽƌůĚ dƌĂǀĞůΘdŽƵƌŝƐŵŽƵŶĐŝů ;tddͿ ZĞƉŽƌƚ͕ϮϬϭϱ͕ƚŚĞƚŽƚĂů ĐŽŶƚƌŝďƵƟŽŶŽĨƚƌĂǀĞůĂŶĚƚŽƵƌŝƐŵƐĞĐƚŽƌƚŽƚŚĞǁŽƌůĚ'WǁĂƐĂƉƉƌŽdžŝŵĂƚĞůLJh^ϳ͕ϭϳϬ͘ϯŝůůŝŽŶ͘/ƚ ĐŽŶƚƌŝďƵƚĞĚ ĂƌŽƵŶĚ ϵ͘ϴй ƚŽ ŐůŽďĂů 'W͕ŚŝŐŚĞƌ ƚŚĂŶ ŽƚŚĞƌ ƐŝŐŶŝĮĐĂŶƚ ƐĞĐƚŽƌƐ ůŝŬĞ ŐƌŝĐƵůƚƵƌĞ ;ϴ͘ϱйͿ͕ ĚƵĐĂƟŽŶ;ϴ͘ϰйͿ͕ƵƚŽŵŽƟǀĞDĂŶƵĨĂĐƚƵƌŝŶŐ;ϳ͘ϬйͿĂŶĚĂŶŬŝŶŐ;ϱ͘ϵйͿ͘ &ƵƌƚŚĞƌ͕ĂƐƉĞƌtŽƌůĚdƌĂǀĞůΘdŽƵƌŝƐŵŽƵŶĐŝů;tddͿZĞƉŽƌƚ͕ϮϬϭϱ͕ƚŚĞƐĞĐƚŽƌŝŶ/ŶĚŝĂĐŽŶƚƌŝďƵƚĞĚϲ͘ϯй ƚŽŶĂƟŽŶĂů'WĂŵŽƵŶƟŶŐƚŽ/EZϴ͕ϯϬϰŝůůŝŽŶ͘dŚĞƐĞĐƚŽƌĂůƐŽƉůĂLJĞĚĂŚŝŐŚůLJƉŝǀŽƚĂůƌŽůĞŝŶĞŵƉůŽLJŵĞŶƚ ŐĞŶĞƌĂƟŽŶƚŚƌŽƵŐŚƐƵƉƉŽƌƟŶŐϯϴ͘ϰŵŝůůŝŽŶũŽďƐŝŶϮϬϭϲǁŚŝĐŚŝƐĨŽƌĞĐĂƐƚĞĚƚŽƌŝƐĞĨƵƌƚŚĞƌƚŽϰϲ͘ϰŵŝůůŝŽŶ ũŽďƐďLJϮϬϮϲ͘ /ŶŽƌĚĞƌƚŽŬĞĞƉƚŚĞŵŽŵĞŶƚƵŵƌŽůůŝŶŐĨŽƌƚŽƵƌŝƐŵŝŶ/ŶĚŝĂ͕ƚŚĞƌĞŝƐĂŶŝŵŵŝŶĞŶƚŶĞĞĚƚŽĨŽĐƵƐŽŶ͚ŶŝĐŚĞ ƚŽƵƌŝƐŵ͛ƐĞŐŵĞŶƚƐĂŶĚĂĚŽƉƚŶĞǁĞƌŵŽĚĞůƐŽĨĚĞǀĞůŽƉŵĞŶƚĚƌŝǀĞŶďLJŝŶŶŽǀĂƟŽŶ͘dŚĞĚĞŵĂŶĚŝŶƚŚĞ ƉƌĞƐĞŶƚƐĐĞŶĂƌŝŽŝƐĨŽƌĂŶŝŶĐůƵƐŝǀĞĂŶĚƐƵƐƚĂŝŶĂďůĞĚĞǀĞůŽƉŵĞŶƚĂŶĚŝƐƚŚĞƌĞĨŽƌĞƐƚƌŽŶŐůLJůŝŶŬĞĚƚŽƚŚĞ ŐƌŽǁƚŚ ŝŶ ĂŐƌŝĐƵůƚƵƌĞ ĂŶĚ ƚŚĞ ƌƵƌĂů ĞĐŽŶŽŵLJ͘ ŐƌŝƚŽƵƌŝƐŵ ŚĂƐ ĞŵĞƌŐĞĚ ĂƐ ĂŶ ŝŶŶŽǀĂƟǀĞ ƚŚĞŵĞ ƚŚĂƚ ŚĂƐƚŚĞƉŽƚĞŶƟĂůƚŽƐƵƉƉŽƌƚĚĞƉĞŶĚĂŶƚĂŐƌĂƌŝĂŶƉŽƉƵůĂƟŽŶ͘/ƚĐĂƉŝƚĂůŝnjĞƐŽŶƚŚĞĐŽŵďŝŶĞĚďĞŶĞĮƚƐŽĨ ĚĞǀĞůŽƉŵĞŶƚŝŶďŽƚŚĂŐƌŝĐƵůƚƵƌĞĂŶĚƚŽƵƌŝƐŵ͘dŚĞĚŝƐƟŶŐƵŝƐŚĞĚŽƵƚĐŽŵĞƐƚŽǁĂƌĚƐƚŚĞƐĂŵĞƌĞƋƵŝƌĞƚŚĞ
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