Encouraging startup entrepreneurship under the 'Crown of Incredible India' project, it has planned 200 homestays planned in a year in the state

Aiming to uplift the lives of local communities and help the youths of the state become startup entrepreneurs, OYO has partnered with the Government of Jammu & Kashmir to launch a state-wide initiative – ‘Crown of Incredible India’. Under this collaborative approach, OYO will partner with the government’s ‘Mission Youth’ programme to open homestays across 75 villages to promote entrepreneurship and create self-employment opportunities.

The Mission Youth initiative of the J&K Government provides a platform to local youth under multiple schemes. It offers financial assistance, last-mile infrastructure and accessibility to promote sustainable livelihood.

This initiative includes supporting the provision of Livelihood Generation, Skill Development, Education, Counseling and Rehabilitation, Sports and Recreation etc. In its efforts to promote rural tourism, the ‘Tourist village network’ includes 75 villages identified on scenic beauty, landscape, cultural diversity, and heritage parameters. OYO will provide its tech platform to onboard homestays and boost the local economy. J&K Govt under Mission Youth will support 500 youth for establishing homestay, and INR 50,000 financial assistance per homestay will be provided for refurbishment. The venture will help build a tourist infrastructure of world standards in rural J&K.

Manoj Sinha, Honourable Lieutenant Governor of Jammu & Kashmir, inaugurated the ‘Crown of Incredible India’ project. It aims to operationalise upto 200 home stays in Udhampur, Srinagar, Jammu, Anantnag, Doda and other underpenetrated districts in the next year. The company will expand its network across 75 villages under ‘Mission Youth’. OYO will assist in the training of existing and potential homeowners on responsible hosting, hospitality standards, hygiene and basic amenities. OYO will provide a constant stream of guests to these home stays by listing and promoting them on OYO’s customer app.

In addition, the homestays will also be listed on OYO’s website and multiple Online Travel Agent (OTA) platforms. The homestays owners will also be able to use OYO’s technology to run the operations and customer service through the company’s simple to use homeowner facing Co-OYO app. This partnership is a part of OYO’s ongoing efforts to boost tourism across India and empower underserved communities in the process.

The homestay owners in Jammu & Kashmir are primarily engaged in agricultural activities, making it a key source of their income. This includes apple, saffron, corn and walnut cultivation, which are the mainstays of Jammu & Kashmir’s economy. In a background where many migrated to towns, OYO’s rural-home-stay initiative will provide a valuable opportunity for these households to generate more income with minimum additional investment.

The concerted efforts made by the government of Jammu and Kashmir have already started showing results, with many private players from India already investing in the Union Territory. The government regularly organises summer and winter festivals, exhibitions showcasing local handicrafts, handloom, cuisine, sanctions for ropeway projects,  and efforts for new cable car projects at Pahalgam, Shiv Khori and Gulmarg are supporting the local economy.

Manoj Sinha, Honourable Lieutenant Governor of Jammu & Kashmir, said, “Rural homestays in MP, Gujarat, Karnataka, Maharashtra have started to rival conventional tourism. This partnership marks the start of a new chapter. OYO has made a great start to onboard J&K’s rural homestays on their platform. Our Mission Youth department has identified 75 villages under the Tourist Village Network, each with its distinct identity. They will partner with OYO, not just to generate jobs, but to improve the local economy and infrastructure. I am announcing that for those youth in this program, who want to start their homestays, we will support them through an incentive of INR 50,000 each.”

He further added, “Under PM Narendra Modi’s guidance, J&K is today the 6th largest tourist destination in India in terms of tourist influx. It has created both jobs and revenue. In Aug-Nov 2021, the state witnessed 52 lakh tourists, growing by the day. With this project, OYO plans to start with 20 homestays, of which ten are already live. I am hoping, as committed, Ritesh will ensure that 200 of our homestays are on their platform by December. This will provide both national and international tourists with the opportunity to experience and live the culture and tradition of JK. We will be able to create the most well developed rural tourism circuit.”

Ritesh Agarwal, Founder and Group CEO, OYO, said, “We, at OYO, are thrilled to be a part of the unique tourism opportunities in Jammu & Kashmir, and are excited to welcome travellers visiting the state for unique stay experience at these homestays. We are proud to extend our partnership with the Jammu & Kashmir Government to generate economic and employment opportunities in the district. The ‘Crown of Incredible India’ will enable socio-economic development, helping people become Atmanirbhar.”

Since entering Jammu & Kashmir in 2015, OYO has hosted thousands of guests at the hotels on its platform while ensuring higher earnings for 140+ hotels and homeowners. The company has further created direct and indirect economic opportunities for 500+ people. Many such patrons have started multiple hotels since joining the OYO family. According to OYO Travelopedia, a travel trend report, in 2022, 61% of Indians would prefer to go local and explore domestic destinations surrounded by nature which is reassuring to boost rural tourism in India. With revenge travel picking up, especially among millennials and Gen Z, Jammu & Kashmir is among the favorite destinations in the North. The affordable tariffs for rooms at OYO rural homestays will cater to experiential and immersive travelers. These come with all basic room amenities, great views, and an opportunity for travelers to experience Kashmiri life in its truest form. These homestay kitchens and dining spaces are stocked with Kashmiri food, including traditional bread – Khambir, local fruits and Kahwa.