Seclude Transforms Indian Hospitality with Boutique Stays in Offbeat Locations

What happens when a chartered accountant with generations of legal heritage decides to trade balance sheets for boutique resorts? For Rohit Sati, it meant transforming India's hospitality landscape by creating Seclude – a chain of distinctive properties in locations so remote they're practically invisible to traditional tourism.

Today, Seclude operates 20 properties with 150 rooms across Kerala, Uttarakhand, and Goa, employing 150 people and serving the growing demand for affordable luxury experiences in India's most beautiful but overlooked destinations. This isn't just another hospitality success story – it's a masterclass in building a sustainable business by embracing the very remoteness that others avoid.

This is the story of how a bored CA found his calling in the mountains, and in the process, created a new category of Indian hospitality.

The Accidental Hospitality Entrepreneur

Rohit Sati's journey into hospitality wasn't planned – it was born from the universal North Indian dream of owning a house in the mountains. As a chartered accountant who found his profession "very boring", he began acquiring properties in some of India's most beautiful but inaccessible locations.

"I had gone on holiday right and I saw a beautiful piece of land and I bought it and I built a house. Such a good idea. You know all North Indians want to have a house in the mountains," Sati recalls with characteristic humor.

What started as personal investments in Palampur, Ramgarh, and Goa quickly became a logistical nightmare. This was the pre-Google Maps era, when finding these properties required instructions like: "There's an old tree. You take a right from the tree. There is a dog sitting there. You take a left from the dog and that's the house."

The Financial Awakening

The turning point came when Sati realized the harsh economics of maintaining multiple vacation homes. "It was really good fun to go you know it's good to go take your family take your friends and I'm talking of the year I think the year 200 10 approximately around that time... but it was nice but not nice. I realized that this is too much money going out of my pocket."

The decision to convert personal properties into homestays marked the birth of Seclude – named precisely because these were places "you couldn't find as and when you know" without proper directions or digital navigation.

The Part-Time Problem

What followed was a classic entrepreneurial journey of learning by doing. Sati gradually expanded from 3 properties to 6, then 7, then 8, hiring 15-20 people along the way. But there was one persistent problem: he wasn't making money.

"But I was not making money because running 78 houses from different locations was not easy. There's spill freight the staff does whatever they do guests come they complain it is not properly managed because for me it was only a part-time work because I was still practicing as a CA."

This struggle led to a crucial partnership that would transform Seclude from a collection of properties into a real company.

The Transformation: From Properties to Company

The turning point came when Sati approached his friend Ramit Sati (not related, despite the similar name), a seasoned chartered accountant who had been a partner at KPMG and worked with industry giants like Infosys. Ramit's advice was both simple and profound:

"You need to stop building houses. You need to start building a company."

This conversation marked the birth of Seclude as we know it today. The partnership brought together Sati's vision and property expertise with Ramit's corporate experience and operational discipline. Together, they embarked on building not just more properties, but a sustainable, scalable business.

The Asset-Light Revolution

One of their most strategic decisions was shifting from an asset-heavy to an asset-light model. Instead of buying properties, they began taking them on revenue share from owners.

"The way we work out, we figured out on what is called an asset light model. That means we don't buy properties. We now take them on revenue share from owners," Sati explains.

This model allowed Seclude to expand rapidly without the crushing capital costs that typically plague the hospitality industry. Instead of spending money on real estate, they could invest in what truly matters: people, processes, and experiences.

Positioning in the New Travel Economy

Seclude's timing couldn't have been better. The company grew alongside India's travel boom, particularly accelerated by the COVID-19 pandemic, which fundamentally changed how Indians think about travel and leisure.

"The travel culture has kind of boomed in India and uh people in their uh spare time or vacation time they want to go to these secluded spaces to places to you know sort of you know get that quiet time with their family or whoever they want to visit with."

The Middle Ground Advantage

Seclude strategically positioned itself in a sweet spot between traditional homestays and large hotels. As Sati explains, "We are not a home stay company anymore because we have grown into slightly bigger spaces. That means anything over six rooms and less than about 20 rooms."

This positioning allows Seclude to serve markets that neither traditional homestays nor large hotels can effectively address:

• Corporate retreats (6-20 people) that are too large for homestays but too small for hotels
• Family celebrations wanting privacy and personal attention
• Couples seeking intimate getaways with premium amenities
• Experience seekers wanting authentic local connections

The Three Pillars Strategy

Seclude's success rests on three fundamental pillars: Food, Design, and Experiences. This focus allows them to standardize quality across diverse locations while maintaining each property's unique character.

"So we are in the process of building a brand brand seclude where wherever whether you come to Nahan Kasoli Masuri Shimla Palampur wherever you come there's a certain standard that you expect a certain price point that you play with and you'll be assured of great fruit very very beautiful designs and a wonderful experience."

The Technology Edge in Remote Hospitality

Running properties in remote locations presents unique challenges, but Seclude has embraced technology as a crucial enabler. Sati acknowledges that "we are we are living in technology, man" when describing their approach to operations.

The company uses sophisticated third-party software solutions for:

• Booking management across multiple platforms (MakeMyTrip, Airbnb, Goibibo)
• 3D virtual tours of all properties on their website
• Accounting and financial management
• Inventory and operations management
• CCTV surveillance across all properties
• High-speed internet (minimum 50-100 Mbps) even in remote locations

What's remarkable is their commitment to connectivity. "We ensure a minimum of 50 Mbps at least 100 to each other and even remote places we made sure that you have great Wi-Fi," Sati emphasizes. This investment in infrastructure serves dual purposes: operational efficiency and guest satisfaction.

The Direct Booking Advantage

Despite the rise of OTAs (Online Travel Agencies), Seclude has maintained a healthy balance between direct and platform bookings. Approximately 50% of their occupancy comes from direct bookings through phone calls or their website, while the other half comes through OTAs and travel agents.

This balanced approach reduces dependency on any single channel while maximizing visibility. Their strong word-of-mouth reputation and social media presence (particularly Instagram) help drive direct bookings.

The Human Element: People Management in Remote Locations

Perhaps the most challenging aspect of Seclude's business is managing people across remote locations. Sati has developed some innovative approaches to human resource management that ensure both efficiency and employee development.

The 1:1 Staffing Philosophy

After years of experimentation, Seclude settled on a simple but effective staffing ratio: "we have kind of a 1 is to 1 ratio. So if there are 15 room we'll have 15 staff there four room we'll have four staff and it's a 1 is to 1 ratio works well."

This ratio includes all roles: managers, housekeeping, chefs, service staff, and maintenance. The key is hiring managers from local areas who understand the community and can effectively recruit and manage local staff.

The Cross-Location Learning Model

One of Seclude's most innovative HR practices is staff rotation between properties. Sati shares the inspiring story of Himanshu, a young man from a tiny village in Uttarakhand who had never left his home region.

"Now Himanshu had never been out of Uttarakhand. He has never been out of his home. But he learned how to cook and he became a great. So we needed during season because Kerala is season is winter and Delhi season north season and summer. So we sent Himanshu in a train from Ramgarh Uttarakhand to Kerala and he stayed there for 3 months during season and he learned how to cook all that Kerala food and he taught the Kerala cooks how to make great butter chicken."

This cross-pollination of skills creates a more versatile workforce while providing employees with valuable exposure to different cultures and cuisines.

The Financial Discipline of Hospitality

As a chartered accountant, Sati brings a unique financial discipline to the hospitality business. He understands that "the hotel industry spending money is the easiest thing to do... It's very difficult to earn the money. So you have to play a game where you reduce your expenses and increase your revenues."

Seclude's profitability comes from meticulous attention to both revenue enhancement and cost control. They focus on:

• Pilferage prevention through technology and systems
• Efficient staff utilization through cross-location deployment
• Seasonal optimization by moving staff between regions
• Standardized procurement to achieve economies of scale

The Market Evolution and Future Challenges

The Indian hospitality landscape has evolved dramatically since Seclude's early days. The advent of Airbnb revolutionized the homestay concept, while COVID-19 fundamentally changed travel preferences. However, this evolution has also brought new challenges.

The Quality Standardization Challenge

As Sati observes, the homestay boom has led to market fragmentation: "there are individual home stays with various levels, various prices even people even rent out a room in their house on Airbnb and we don't know what the security or the safety or the licensing or the you know or the features etc going to be."

This focus on standardization while maintaining each property's unique character is Seclude's response to market fragmentation. They're building a trusted brand that customers can rely on for consistent quality, regardless of location.

The Infrastructure Gap

One of the biggest challenges facing India's tourism sector, according to Sati, is the lack of governmental support and infrastructure development. "We have unfortunately very little support from the government. You know we're an industry the tourism is an industry which generates a lot of revenue in terms of GST in terms of employment etc etc."

The infrastructure constraints – roads, electricity, water, and labor laws – make operating in remote locations particularly challenging. Sati notes that "everything else which is attached to the tourism industry is in the hands of the government. Whether it is roads which will get people there, whether it is electricity which should be flowing, whether it is water which should be made available, whether it is labor laws which should be conducive both to the employer and the employee."

The Entrepreneur's Philosophy: Execution Over Perfection

After 15 years in business, Sati has developed a clear philosophy that guides Seclude's operations and his advice to fellow entrepreneurs. His company motto, "Karlo" (meaning "just do it" in Hindi), encapsulates this approach.

"So our answer to him is great advice was just go and get it done. Go and hire the guy, go and make the pizza. Just go and do it. Don't give us advice. Just so that's my my message to everybody who is listening out there. What it means is that the more you think of a thing, the less chances are you that you will end up doing it."

This philosophy has served Seclude well. Instead of waiting for perfect conditions or comprehensive plans, they focus on getting things done and learning through execution. It's a mindset that has allowed them to build a successful business despite the challenges of remote operations and market fragmentation.

The Financial Prudence Principle

Sati's background as a chartered accountant shines through in his advice to entrepreneurs. He emphasizes the importance of keeping financial discipline while pursuing ambitious goals.

"My advice to anybody who wants to do this business is just follow your dream man. Just do it. You know problems are there in anything you do... Just keep one eye on the money and the other eye on your dream. Use both your eyes. Don't overspend money. Something that you think you cannot earn back."

Key Takeaways: Building Hospitality in Remote India

Seclude's journey offers valuable insights for entrepreneurs looking to build businesses in India's hospitality sector, particularly in remote and offbeat locations.

1. Embrace Remote as an Advantage

The Insight: Remote locations aren't just challenges – they're unique selling propositions that create authentic experiences.

The Reality: Urban travelers increasingly seek authentic, disconnected experiences that remote properties naturally provide.

Your Action: Instead of fighting remoteness, market it as a feature. Highlight the unique access to nature, culture, and tranquility.

2. Build Systems, Not Just Properties

The Insight: The difference between a collection of properties and a business is systems and processes.

The Reality: Seclude only became profitable when they stopped building houses and started building a company.

Your Action: Invest in operational systems, staff training, and brand standards before expanding to multiple locations.

3. Think Asset-Light for Scalability

The Insight: Ownership isn't necessary for control or profitability.

The Reality: Revenue-share models allow faster expansion with lower capital requirements and risk.

Your Action: Explore partnership models that allow you to scale without massive capital investment.

4. Standardize While Preserving Uniqueness

The Insight: Customers want both consistency and unique experiences.

The Reality: Seclude's three pillars (Food, Design, Experiences) provide consistency while each property maintains its character.

Your Action: Define your non-negotiable standards while allowing local flavor and uniqueness to shine through.

5. Technology Enables Remote Operations

The Insight: Remote doesn't mean disconnected when you have the right technology.

The Reality: Seclude manages 20 properties effectively through centralized systems and high-speed connectivity.

Your Action: Invest in technology that enables monitoring, management, and guest experience enhancement across locations.

6. People Are Your Differentiator

The Insight: In hospitality, people matter more than physical assets.

The Reality: Seclude's staff rotation and development programs create a more versatile, motivated workforce.

Your Action: Invest in people development, cross-training, and career progression opportunities.

About the Guest

Rohit Sati is the founder of Seclude, a chain of boutique homestays and resorts across India. A chartered accountant by profession, Sati transitioned from a successful practice in accounting and taxation to hospitality entrepreneurship. Coming from a family of legal professionals – his father was a practicing lawyer and grandfather was an income tax lawyer – Sati inherited the family business but found his true calling in creating unique hospitality experiences in India's offbeat locations.

Under his leadership, Seclude has grown from a collection of personal vacation homes to a professional hospitality company with 20 properties, 150 rooms, and 150 employees. Sati's background in finance has been instrumental in creating an asset-light, profitable business model that prioritizes operational efficiency and financial discipline.

Seclude specializes in boutique properties in remote locations, offering affordable luxury experiences with a focus on three core pillars: Food, Design, and Experiences. The company operates primarily in Kerala, Uttarakhand, and Goa, serving the growing market of travelers seeking authentic, high-quality experiences beyond traditional tourist destinations.