TAWI LUSH has been appointed as the Sales and PR arm for Koncept Africa in the Indian market, strengthening the luxury travel specialist’s presence among India’s high-net-worth and discerning experiential travellers.
The partnership will focus on building greater awareness of bespoke African travel experiences while expanding Koncept Africa’s engagement with India’s luxury travel trade, advisors and consumers.Koncept Africa is a specialist African safari design and consultancy company with four office locations across the UK, USA, South Africa and India, and expertise spanning nine African destinations. Zambia, one of its key destination offerings, encompasses the diverse landscapes and wildlife experiences of Lower Zambezi, Kafue and South Luangwa.
Commenting on the partnership, Jayesh Ashar, Group Managing Director, Koncept Africa, said, “India is an increasingly important market for luxury African travel. Today’s discerning Indian traveller is looking for exclusivity, personalisation and experiences beyond conventional safari itineraries. We are delighted to appoint TAWI LUSH as our Sales and PR partner in India. Their strong understanding of the luxury travel market and their sales and communications expertise will help us bring the many different faces of Africa closer to Indian travellers.”
Elaborating on the partnership, Simmi Pai, Founder, TAWI LUSH, said, “We are thrilled to partner with Koncept Africa, a brand that shares our belief that luxury travel is not defined by opulence alone, but by the depth, authenticity and individuality of an experience. Africa has immense potential among India’s luxury travellers, yet there is still an opportunity to move the conversation beyond the conventional safari. Koncept Africa’s expertise in designing highly personalised journeys, its access to lesser-explored destinations and its ability to blend adventure, conservation, culture and understated luxury make it a compelling proposition for the Indian market. At TAWI LUSH, we look forward to bringing this distinctive side of Africa to our travel trade and discerning travellers, and establishing Koncept Africa as a trusted name for those seeking journeys that are truly their own.”
Through the partnership, TAWI LUSH will lead sales representation, trade engagement, PR and brand positioning for Koncept Africa in India. The mandate will focus on strengthening relationships with luxury travel advisors and partners while creating greater consumer awareness around bespoke African travel.
For the Indian luxury traveller, the partnership aims to shift the perception of Africa from a single-purpose safari destination to a continent of extraordinary possibilities from private wilderness experiences and conservation-led travel to adventure, culture, waterways, road journeys and remote luxury.
The central proposition is clear: Africa, designed around you—where deep destination knowledge, thoughtful planning and understated luxury come together to create journeys that are as individual as the travellers themselves.
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