For Keshod, a farming market town that doubles as an access point for visitors heading to Gir.
A market town on somebody else route
Keshod trades groundnut and serves the surrounding farms, and it also has an airstrip and sits on the way into Gir. Visitors pass through on their way to see lions.
Being on a route to somewhere famous is not the same as being a destination, and the town is aware of the distinction.
Adjacent to opportunity
Tourism money exists in the district and largely goes elsewhere - to lodges nearer the forest, to operators based in bigger cities. Locally the sense is of watching an industry pass by at close range.
Clients describe a specific frustration: not the absence of opportunity, but its visible presence just out of reach. That is harder to sit with than plain scarcity, because it invites constant recalculation of what you might have done.
What the work addresses
Turning proximity into a plan or letting it go. Some people here genuinely could build something in hospitality or services and have never seriously attempted it. Others have no interest and are simply tired of feeling they should.
Those need opposite responses, and the first useful step is working out which you are.
Sessions
Online, in Gujarati.
Frequently asked questions
- I have an idea but no experience. Is that a problem?
- No. Working out whether you actually want to pursue it is the first part.
- Do you work with farming families?
- Yes, and seasonal income is treated as a planning condition rather than an obstacle.
