From Fashionista To Travel Guardian: The Inspiring Journey Of India Assist's Founder

In the competitive world of travel apps, India Assist stands out for its unique focus on real-time, on-ground assistance for travellers. But the story behind this innovative platform is just as compelling as the service it provides. We recently sat down with Harish Khatri, the visionary entrepreneur who took a leap from fashion and sports to revolutionise travel safety in India, and soon, the world. Join us as we delve into her inspiring journey, the challenges of building a real-time support network, and her ambitious plans for global expansion.

Q1. Can you share your career story, from working in fashion and sports to starting India Assist?

Ans. My career journey has been diverse, spanning industries like fashion, sports, and ultimately, entrepreneurship with India Assist. I started in the fashion industry, where I learned the importance of customer service, attention to detail, and managing complex logistics. Transitioning to the sports sector, I gained experience in high-pressure environments, working with teams and handling dynamic situations where quick decision-making was crucial.

These experiences laid the foundation for India Assist. I realised that, much like fashion and sports, the travel industry needed real-time support and efficient problem-solving. I saw the challenges travellers face—language barriers, safety concerns, and unexpected emergencies—and knew there was a gap in providing real-time assistance. This inspired me to launch India Assist, a platform designed to offer 24x7, on-ground travel support, ensuring travellers feel safe and guided, no matter where they are. My varied career taught me how to navigate different industries, build strong teams, and solve problems efficiently—skills that have been instrumental in creating India Assist.

Q2. What problem did you see in the tourism industry that made you want to start India Assist?

Ans. I observed several challenges in the tourism industry, particularly the lack of real-time support for travellers facing unexpected issues. Whether it's dealing with emergencies, language barriers, losing personal belongings, or simply needing reliable local information, travellers often feel helpless and disconnected in unfamiliar environments. This gap in immediate, on-ground assistance inspired me to create India Assist—a platform designed to offer 24x7 travel support, ensuring that tourists have access to timely help and guidance, enhancing their overall travel experience.

Q3. India Assist helps travellers in real-time. Can you explain how the app works and how it's different from other travel apps?

Ans. India Assist is a unique travel assistance app that provides real-time support to travellers, setting it apart from other travel apps. Here’s how it works and what makes it different:

• 24x7 Real-Time Assistance: Unlike most travel apps that focus on bookings or itineraries, India Assist offers live support through a dedicated helpline available around the clock. Travellers can connect with real people for immediate help, whether it’s handling emergencies, coordinating with local authorities, or offering guidance on transportation.

• On-Ground Support: The app goes beyond virtual assistance by deploying on-ground personnel when needed. For example, if a traveller loses a passport or needs medical assistance, India Assist sends a representative to physically help resolve the issue.

• Personalised Solutions: India Assist provides customised support based on the traveller’s situation. This could include translating languages, navigating local customs, or finding quick solutions to unexpected challenges, offering a personal touch that other apps lack.

• Multi-Channel Communication: The app offers multiple communication channels, including voice, chat, and video calls, ensuring that travellers can connect in their preferred way.

• Emergency Coordination: India Assist acts as a bridge between travellers and local authorities, such as police or hospitals, which is a critical service not typically offered by standard travel apps.

This combination of personalised, real-time, and on-ground support makes India Assist stand out as a comprehensive travel companion, ensuring a safer and smoother experience for travellers.

Q4. What are the biggest problems tourists face in India, and how does India Assist help them?

Ans: Tourists in India often face challenges such as:

• Language Barriers: Many tourists struggle with communication in regions where English or their native language isn't widely spoken.

o How India Assist Helps: We provide multilingual support to bridge the communication gap, offering real-time translation and local guidance.

• Safety Concerns: Navigating unfamiliar areas, especially during emergencies or scams, can make tourists feel vulnerable.

o How India Assist Helps: We offer 24x7 real-time support, acting as a safety net by coordinating with local authorities, offering emergency assistance, and providing on-ground help.

• Cultural Differences: Tourists often struggle with understanding local customs and practices, leading to confusion or discomfort.

o How India Assist Helps: Our team offers cultural guidance, helping tourists navigate local customs with ease and avoid misunderstandings.

• Health and Medical Emergencies: Finding reliable medical assistance in unfamiliar regions can be difficult.

o How India Assist Helps: We coordinate with local healthcare providers and offer immediate assistance during medical emergencies.

• Lost Documents and Belongings: Losing important items like passports or luggage can derail a trip.

o How India Assist Helps: We assist in recovering lost items, coordinating with authorities, and providing on-ground support to resolve such issues quickly.

India Assist helps tourists tackle these common challenges by providing personalised, real-time support, ensuring a safe and enjoyable experience in India.

Q5. How does working with the government’s "Incredible India 2.0" campaign make your service better?

Ans. Partnering with the government’s “Incredible India 2.0” campaign significantly enhances India Assist’s service by aligning our mission with national tourism goals and leveraging government support. Here’s how this collaboration makes our service better:

• Credibility and Trust: Government endorsement enhances our credibility, building traveller trust and encouraging app adoption.

• Wider Reach: The campaign’s visibility helps us connect with more travellers, including international tourists, increasing user engagement.

• Access to Resources: Collaboration provides valuable government information and support, allowing us to offer accurate guidance, including real-time safety updates.

• Promoting Safe Tourism: Aligning with the campaign supports the shared goal of enhancing tourist experiences and ensuring safer travel in India.

• Quality and Innovation: The partnership drives continuous improvement and innovation, ensuring we meet high standards and provide top-notch assistance for travellers.

This collaboration not only amplifies our impact but also helps us contribute to positioning India as a world-class travel destination with dependable, real-time support for all travellers.

Q6. What challenges did you face when starting India Assist, especially in setting up teams to help travellers on the ground?

Ans. Starting India Assist came with several key challenges, especially in setting up on-ground teams:

• Recruiting the Right Talent: Finding people with local knowledge, problem-solving skills, and customer service expertise was tough.

Solution: We hired a diverse team with backgrounds in tourism, hospitality, and emergency services.

• Training and Standardization: Ensuring consistent service across all regions required strong training in crisis management and cultural sensitivity.

Solution: We developed a standardised training program for all team members.

• Regional Coordination: India’s vast geography and cultural diversity made it hard to establish uniform services.

Solution: We created a network of local experts familiar with regional customs and authorities.

• Building Local Partnerships: Establishing trust with local authorities and service providers was essential for effective traveller assistance.

Solution: We built partnerships with law enforcement, healthcare providers, and tourism bodies.

• Tech Integration: Ensuring seamless communication between the app and on-ground teams was technically complex.

Solution: We developed an intuitive app for real-time interaction and assistance.

By overcoming these challenges, we built a reliable, responsive network to support travellers across India.

Q7. Do you plan to expand India Assist to other countries? How do you see that happening?

Ans. Yes, we plan to expand India Assist to other countries, and we envision this happening in strategic phases. Here’s how we plan to approach the expansion:

• Identify Key Markets: Focus on countries with high inbound tourism and a need for real-time assistance, especially those popular among Indian travellers.

• Local Partnerships: Collaborate with local travel agencies, governments, and tourism boards to navigate regulations and integrate into local markets.

• Customise Services: Tailor assistance for each market, including multilingual support and adapting app features to meet regional needs.

• Leverage Technology: Use AI and data analytics to scale operations quickly, offering proactive and valuable support.

• Pilot Programs: Start with pilot launches in select cities to refine our service based on feedback before expanding further.

• Marketing Campaigns: Use targeted marketing with local influencers and platforms to introduce India Assist and build user awareness.

Our goal is to replicate the success of India Assist globally, creating a network of trusted, real-time travel support that transforms the way people explore new destinations.

Q8. What is your long-term goal for India Assist? Where do you see the company in 5 years?

Ans. Our long-term goal for India Assist is to become the go-to platform for real-time, on-ground travel assistance globally. In the next 5 years, we aim to expand our services beyond India, offering seamless support to travellers in key international markets. We envision India Assist as a trusted companion for tourists worldwide, known for its reliability in providing safety, emergency help, and personalised travel guidance.

We also plan to leverage AI and data analytics to enhance our proactive support, predicting and addressing traveller needs before issues arise. Our goal is to continue building partnerships with governments and local tourism bodies, ensuring India Assist is integrated into global travel ecosystems. Ultimately, we want to redefine the travel experience by offering real-time assistance that makes exploring new destinations safer and stress-free.

Q9. What’s your strategy for standing out in a crowded travel app market?

Ans. India Assist’s strategy for standing out in the crowded travel app market revolves around providing a unique, highly personalised travel support experience that goes beyond the typical features of other apps. Here’s our approach:

• Real-Time Human Assistance: Unlike typical travel apps, we provide 24x7, personal support, ensuring travellers feel supported in any situation.

• On-Ground Support: Our representatives offer physical assistance during emergencies, a unique feature that sets us apart.

• Safety Coordination: We effectively manage crises, acting as a bridge between travellers and local authorities for immediate help.

• Customised Multilingual Support: Our services are tailored to individual traveller needs, including language assistance and local insights.

• Proactive Technology Use: We leverage AI and data analytics to identify potential issues and send timely alerts, enhancing the travel experience.

• Building Trust: Collaborations with government campaigns and local tourism bodies enhance our credibility and position us as a trusted companion.

• Comprehensive Companion: By integrating real-time assistance with local information and emergency support, we offer a holistic travel experience that goes beyond mere bookings.

Our strategy is to remain focused on the traveller’s experience, ensuring that they always have access to reliable, real-time help, no matter where they are. This commitment to personalised service is what truly makes India Assist stand out.

Q10. How do you manage public perception and media coverage for India Assist?

Ans. Managing public perception and media coverage for India Assist involves several key strategies:

• Building Trust through Transparency: We maintain open communication about our services, goals, and improvements, ensuring transparency with both customers and the media. This helps build trust and credibility.

• Highlighting Success Stories: We regularly share real-life examples of how India Assist has helped travellers during emergencies or provided crucial support, showing the impact of our services.

• Strategic Media Partnerships: We collaborate with media outlets and influencers in the travel and tourism space to boost positive coverage and increase awareness of our unique offerings.

• Crisis Management: In case of any negative feedback or incidents, we address issues swiftly and professionally, ensuring that our response is clear, honest, and focused on resolving concerns.

• Leveraging Digital Platforms: We actively manage our presence on social media and other digital platforms, engaging directly with travellers and sharing updates, testimonials, and safety tips, which helps shape a positive public image.

By staying proactive and consistent in our communication, we ensure that India Assist is perceived as a reliable and trusted travel companion.

Q11. What success stories do you use to create a strong brand image?

Ans. To create a strong brand image for India Assist, we highlight the following types of success stories:

• Emergency Response: We showcase instances where India Assist helped travellers in medical emergencies or crisis situations, coordinating quick on-ground support and medical assistance, which reassures potential users of our reliability in critical moments.

• Lost Items Recovery: Sharing stories of how we assisted travellers in recovering lost passports, luggage, or valuables emphasises our efficiency and personalised service, setting us apart from typical travel apps.

• Language and Cultural Assistance: Highlighting how we helped tourists navigate language barriers or cultural challenges, such as arranging local guides or translators, shows our commitment to making travel smoother and more enjoyable.

• Safety Interventions: We focus on stories where our team stepped in to assist travellers facing scams, safety threats, or legal issues, underscoring our role in providing security and peace of mind.

• Proactive Support: Success stories of how India Assist sent real-time alerts about weather changes, travel advisories, or other crucial updates showcase our proactive approach in enhancing the overall travel experience.

By sharing these success stories, we build a brand image that reflects trust, safety, and personalised support, positioning India Assist as a reliable and essential travel companion.

Q12. If you could give advice to your younger self when you were starting out, what would it be?

Ans. If I could give advice to my younger self, I’d say: Embrace failures as learning opportunities and stay focused on solving the core problem. Build a strong team that shares your vision, and be patient yet persistent because success takes time. Listen closely to your customers—they are your best source of feedback. Plan for scalability early on, manage your resources wisely, and never underestimate the power of networking. Be true to your vision but flexible in your approach, adapting when necessary. Finally, celebrate the small wins; they’ll keep you motivated through the ups and downs of the journey.