Rohit Kumar had a passion for exploring the world. He loved the idea of road trips and travelling, but he found that many people in the middle class were unable to experience this because of the high costs or lack of time. He saw an opportunity to make travel more pocket friendly for the middle class and decided to start his own brand called Chasing Sunsets, based in Bangalore.
Rohit, along with a partner, started Chasing Sunsets, but they later separated, and Rohit decided to run the business independently. He wanted a brand name that would not be too restrictive or location-specific, so he opted for Chasing Sunsets, as he believed it conveyed the concept of discovering the world before it was too late. He created a logo featuring a range of sunset hues and natural elements like rivers, trees, and hills.
The mission was to make travel pocket friendly for the middle class. He wanted to provide the best experience for minimum money spent and to take people to places that are not easily found on Google. He conducted thorough research to select properties, provide information about food and places to see around and provide safety measures such as roadside assistance in case of breakdowns. Safety was one of his top priorities, especially for single female travellers and women with children. He wanted to make travel family-friendly.
Chasing Sunsets was open to anyone who loved to explore and travel, especially those who enjoyed experiential road trips or conceptual touring. Chasing Sunsets did not differentiate between people and believed that everyone should have the opportunity to explore. Trust was the first and foremost quality of the brand. Chasing Sunsets and its Founder, Rohit wanted to make the company trustworthy when it came to delivering any road trips or packages. He also wanted to provide happiness by taking weekend trips or trips, in general, to help people unwind and relax. The target audience was families who wanted to relax and enjoy a mix of leisure and exploring.
Mr Kumar's brand strategy was simple; to provide people with the experience that he had had in the past. He had travelled the length and breadth of India and had a good knowledge and experience. He wanted to give people something different, an experience that was not available in the market, and to promote more Indian tourism, including history, heritage, and culture. He wanted people to see the real India.
Being a new brand in the market, the Founder was happy with the stage he was at. He did not believe in numbers but in word-of-mouth marketing. He did not spend money on digital marketing because he wanted people to experience Chasing Sunsets for themselves. He relied on mouth-to-mouth marketing and believed that if a friend recommended his brand, people would check it out.
Chasing Sunsets’ brand values were different from other businesses. Rohit did not want to make it a strict business thing and was happy to offer payment plans to clients who could not pay in full upfront. He was not strict with his funds or taglines, but he was strict with his guidelines and did not practice anything illegal.
Overall, Mr Kumar's passion for exploring and travel led him to start his own brand, Chasing Sunsets. His brand values and mission focused on making travel more accessible and pocket-friendly for the middle class. He believed that everyone should have the opportunity to explore and experience the real India.
After all,
Sunsets are proof that endings can be beautiful too
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