TAWI LUSH has been appointed as the Sales and PR representative for Koncept Africa in India. This appointment strengthens the African luxury travel specialist’s presence among the country’s high-net-worth and experiential travellers.
Under the new mandate, TAWI LUSH will lead sales representation, travel trade engagement, public relations, and brand positioning for the firm in the Indian market. The focus is on strengthening relationships with luxury travel advisors and building awareness around bespoke African journeys.
Personalized journeys across the continent
Koncept Africa is a specialist African wildlife tour design and consultancy company. It operates offices across the UK, USA, South Africa, and India. The firm offers expertise spanning nine African destinations.
Led by Group Managing Director Jayesh Ashar, the business specializes in personalized journeys that combine wildlife, conservation, culture, adventure, and luxury. The approach prioritizes tailor-made safari design and access to lesser-explored experiences rather than conventional mass-market itineraries.
Koncept Africa’s portfolio aims to position the continent beyond conventional wildlife safaris. Itineraries are tailored around individual interests, travel styles, and preferences.
One specific offering, “Africa’s Eden,” spans Victoria Falls in Zimbabwe and Zambia. This journey includes helicopter flights over the Zambezi Gorge, a visit to Livingstone Island, rhino encounters, a boat safari in Chobe National Park, and traditional mokoro experiences in the Okavango Delta.
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Prices for these custom trips vary significantly. “Africa’s Eden” ranges from approximately $7,500 to $25,000 per person. “A Vastness Called Namibia” offers a guided self-drive experience through Etosha, Damaraland, Swakopmund, and the Namib Desert, with prices ranging from about $5,000 to $10,000 per person.
The company also provides adventure-led itineraries in South Africa. These include paragliding, vintage sidecar tours, self-drive experiences, quad biking, ziplining, whale watching, shark-cage diving, and bungee jumping.
Other options include intimate houseboat safaris across South Africa, Zimbabwe, and Zambia, as well as luxury stays in the Kalahari Desert and tailor-made journeys through Botswana.
Bridging the market gap
The strategic shift toward these highly customized trips reflects a maturing segment of the luxury travel market.
While the destination remains constant, the customer expectation has evolved to prioritize the narrative of the journey over the mere possession of luxury goods or services. This requires agents who understand not just logistics, but the storytelling behind the itinerary.
Jayesh Ashar commented on the appointment, noting that the region is an increasingly important market. He stated that the local traveller is looking for exclusivity and experiences beyond standard safari itineraries.
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“We are delighted to appoint TAWI LUSH as our Sales and PR partner in the country,” Ashar said. “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 local travellers.”
This sentiment was echoed by Simmi Pai, founder of TAWI LUSH. She believes that luxury travel is not defined by opulence alone.
“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,” Pai said.
She added that Africa has immense potential among India’s luxury travellers. Pai believes there is room to move the conversation beyond the conventional safari. She emphasized the firm’s expertise in designing highly personalized journeys and its ability to blend adventure, conservation, and understated luxury.
Through the partnership, the companies aim to position the continent among Indian luxury travellers as a destination offering a wider spectrum of experiences. This includes private wilderness stays, conservation-led journeys, and remote luxury accommodations.