Ashok Kumar: Exploring Sustainable Tourism in the Himalayas
- Feb 17
- 4 min read
Updated: Feb 18
Rural entrepreneurship is a rapidly growing movement transforming communities across the heart of India's rural landscapes. This movement supports residents who use their skills and resources to launch enterprises that improve their communities.
A Path Shaped by Diverse Experience
Ashok Kumar’s journey from humble beginnings to pioneering rural entrepreneurship embodies resilience, passion, and a deep connection with nature.
Ashok was born and raised in the foothills of the Himalayas, so his love of the hills and their peace is deeply rooted in him. He resides in Uttarakhand's Nainital district, nestled among the serene beauty of Talla Ramgarh. He completed his education with a diploma and graduation. Before starting his business, he worked for 3 years in the automotive sector and for 2 years at an NGO.
Nurturing Tourism Amidst Unforeseen Challenges
After spending three years in the manufacturing sector, Ashok faced uncertain times when COVID-19 arrived. His job security wavered, affecting his lower-middle-class family, which relied on his support. The company also let go of many experienced employees. During this period, he dedicated two years to an NGO, coaching sports in over 50 villages. Organising competitions for 3000 students, he aimed to discover athletic talent and encouraged them to participate in events in Delhi. Amidst his love for the hills and a passion for exploration, he saw an ideal chance to establish a tourism-based business.
His interest in revealing the undiscovered beauty of the hills to tourists began during his tenure with the NGO. While guiding a group of foreign nationals through Nainital at the request of senior staff, he introduced them to the local culture, homestays, and culinary delights. This experience became the bedrock of his aspirations, guiding him to showcase the region's cultural richness.
Community-Centric Approach and Environmental Advocacy
Ashok believes in helping people who live nearby. He works with taxi drivers, guides, and families who rent their homes to tourists. This enables them to make money through his tourism business. By working together, the community has a chance to grow and earn income from the area where they live.
Ashok emphasises sustainable, conscious travel by informing visitors how to protect nature while trekking. He tells them not to use plastic and teaches them how to explore responsibly without harming the beautiful hills. He wants to keep the hills clean and safe for everyone to enjoy.
At the start, Ashok had little money and found it hard to tell people about his business since he needed to learn more about marketing. Also, others had been working in this field for a long time and had an established customer base. Since Ashok was new, it took a lot of work for tourists to trust him.
Margshala: A Catalyst for Growth
Ashok first learned about Margshala Foundation through Bhagta Bharat, the NGO he was already associated with. While several organisations support rural enterprises, he felt drawn to the Swarozgar Fellowship because of its depth and intentional approach. What stood out to him was the attention given to the finer details of building a sustainable business. The programme helped participants sharpen their ideas, develop clarity of purpose, and translate plans into structured, practical action. Through workshops conducted in rural communities, Margshala creates spaces where young people are introduced to entrepreneurship, inspired by real success stories, and encouraged to imagine new possibilities for themselves.
The Swarozgar Fellowship played a pivotal role in enabling Ashok to formally launch his enterprise. From helping him finalise his business name to guiding him through the registration process, the team provided steady mentorship at every stage. Along the way, he developed essential financial literacy skills, learned practical marketing strategies, and built the confidence needed to grow his work sustainably. The experience strengthened not only his technical understanding of business but also his belief in his own ability to lead it.
During the marketing component of the Fellowship, Ashok received his first Google review, a small yet meaningful milestone that reinforced his commitment to his work. He was also introduced to the idea of GIVC, which stands for Genuine Interest and Value Creation. The concept encouraged him to approach his clients with sincerity and to focus on creating lasting value rather than seeking short-term gains.
Applying this principle transformed the way he engaged with his customers. By going the extra mile to genuinely support someone, he strengthened relationships and began to see organic growth through referrals and expanding networks. According to Ashok, the learning he gained through the Fellowship has shaped him not only as an entrepreneur but also as a more thoughtful and capable individual.
Technological Integration and Future Aspirations
Ashok now has a website to reach more people and make it easy for them to book his services. He is also listed on the government's tourism website, so people can find him there. Ashok arranges treks in the hills, visits to temples, and shares the interesting cultural history of his hometown. Right now, he handles everything in his business by himself, but hopes to grow a team later. He wants to grow his business a lot in the next five years, and aims to quadruple his revenue.
Ashok's story shows how combining business, caring for nature, and staying determined can make a big difference, especially in rural India. His journey proves that following your dreams and caring for nature can bring positive change to India's countryside.
Written By Bhasker Koushal
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