Marketing Strategy At Jungle Lodges And Resorts Limited

Marketing Strategy At Jungle Lodges And Resorts Limited Case Study

Marketing Strategy At Jungle Lodges And Resorts Limited

Author:- Dr. Manmohan Yadav

Jungle Lodges and Resorts Ltd was established in 1980 as a joint venture between the Karnataka Tourism Development Corporation (KTTDC), the State Forest Department, and Tiger Tops India with the vision of tapping the vast potential of eco-tourism, wildlife tourism, and adventure tourism within the state of Karnataka. Later in 1987, Tiger Tops withdrew their participation completely by selling their entire stake to the Government of Karnataka. However, the withdrawal of Tiger Tops did not deter JLR management in its pursuit to become a formidable name in ecotourism industry in the country. It became profitable in the year 1990-91. The Kabini River Lodge, a flagship resort of JLR, was ranked among the top five wildlife resorts in the world by the Tatler's Travel Guide (1995). Jungle Lodges and Resorts Ltd was recognized as “The Best Ecotourism Organization" by the Ministry of Tourism, Govt. of India (1997-98) and was awarded for its Best Eco-tourism Practices (2008) by CNBC AWAAZ. JLR is considered as a pioneer in ecotourism in the country with largest chain of resorts offering ecotourism experience to both foreign and Indian tourists. It has developed considerable expertise in building and managing lodges, and resorts over the last three and half decades.

Learning Objective

After incurring losses in the initial years of operations, JLR achieved high growth and profitability from 1994 onwards. Jungle Lodges & Resorts achieved an average occupancy rate of 66%, total revenue of Rs. 260 million, and profits of Rs. 58 million in the financial year 2008-09. But the occupancy rate dropped to 43 % by 2013-14 with corresponding revenue of Rs 452 million and net profit of Rs 43 million, registering negative CAGR of 5% in profitability during the five year period. Further, while the tourism industry in general in Karnataka grew at 64


Pub Date: February 2, 2021
Discipline: Forestry
Subjects: Marketing Strategy at Jungle Lodges and Resorts Limited
Source: To get this case please email to
Product #: CS-02-MKT-20-PDF
Industry: Marketing
Geography: Bangalore
Length: 17 page(s)
Teaching Note: No