Calling for a more nuanced and diversified promotional strategy, Dr Shashi Tharoor, Member of Parliament, has urged India’s tourism sector to move beyond the singular “Incredible India” campaign and adopt a more segmented approach to marketing the country’s vast and varied offerings. He emphasised the need to highlight niche sectors such as wildlife, beaches, heritage, and culture, arguing that a one-size-fits-all campaign is insufficient to reflect India’s diversity. “One ‘Incredible India’ campaign is not enough,” Tharoor said. “We need to showcase the many different aspects of India that exist within our borders.”

Speaking at the Skål India National Congress 2025 in Mumbai, he also pointed to the glaring absence of Chinese tourists in the country, despite their growing presence in global tourism. “The Chinese are travelling across the world except India. Let’s bring some Chinese money into our country,” he remarked.

Adding a touch of humour to his address, Tharoor quipped, “Perhaps we could even attract some British tourists for a colonial heritage tour—though there aren’t many monuments left; they took more than they left.”

His remarks added both insight and levity to a serious discussion on revitalising Indian tourism, offering clear and actionable ideas to industry leaders and policymakers alike.

Tharoor also called for urgent structural reforms in the tourism sector, highlighting the need to enhance women’s safety and strengthen hospitality infrastructure across the board. “Our nation carries the perception that India is not safe for women. We must change this image. It’s time for action. Increasing the presence of women police officers in tourist areas would be a step in the right direction,” he stated.

He emphasised tourism’s role as a key driver of economic growth, citing its potential to create employment and generate significant revenue. “We have a lot to do. Tourism is a vital sector—it generates jobs and enhances government income. Infrastructure development must be prioritised.”

Pointing to gaps in the current hospitality ecosystem, he added, “We either have high-end five-star hotels or substandard facilities—there’s virtually nothing in the middle. We need to build a lot more to fill this gap.”

Tharoor’s address reflected a mix of strategic insight and wit, resonating with tourism professionals, investors, and policymakers seeking to position India as a more attractive and accessible global destination.

Jaipur has long seduced travelers with its warren of old bazaars, royal palaces, and glittering treasures. But behind one of the city’s pink façades lies a rarer find: Royal Gems & Arts, a jewelry business housed inside Saras Sadan, an 18th-century haveli, or mansion, a short walk from the iconic Hawa Mahal palace.

Run by ninth-generation jeweler Santi Choudhary with his wife, Shobha, and son, Krishna, the atelier feels like a museum and is open by appointment only. The Choudharys, descendants of the city’s founding families, supply exquisite pieces to royalty and collectors around the world.

Today, Santi oversees a trove of Mughal- and Rajput-inspired pieces, some of which have been loaned to the world’s top museums. Krishna joined the family business while studying Islamic and Indian art in London. In 2019, he started his own label, Santi, with an atelier in London’s Mayfair district showcasing bold, contemporary designs with rare stones set in gold, titanium, or platinum.

Together, the Choudharys’ shops offer a glimpse into India’s past and present—one rooted in Jaipur’s traditions, the other reinterpreting them for a new generation. While the haveli in Jaipur focuses on heritage designs, Santi in London crafts one-of-a-kind pieces, like a rare 18th-century, pyramid-shaped Colombian emerald set in 18-karat white gold with reverse-set diamonds. “Every antique stone we work with brings a mystery with it, and we add something to it for the future,” Krishna says.

Run by ninth-generation jeweler Santi Choudhary with his wife, Shobha, and son, Krishna, the atelier feels like a museum and is open by appointment only. The Choudharys, descendants of the city’s founding families, supply exquisite pieces to royalty and collectors around the world.

Today, Santi oversees a trove of Mughal- and Rajput-inspired pieces, some of which have been loaned to the world’s top museums. Krishna joined the family business while studying Islamic and Indian art in London. In 2019, he started his own label, Santi, with an atelier in London’s Mayfair district showcasing bold, contemporary designs with rare stones set in gold, titanium, or platinum.

Together, the Choudharys’ shops offer a glimpse into India’s past and present—one rooted in Jaipur’s traditions, the other reinterpreting them for a new generation. While the haveli in Jaipur focuses on heritage designs, Santi in London crafts one-of-a-kind pieces, like a rare 18th-century, pyramid-shaped Colombian emerald set in 18-karat white gold with reverse-set diamonds. “Every antique stone we work with brings a mystery with it, and we add something to it for the future,” Krishna says.

More Must-visit Jewelers in Jaipur

Tallin Jewels

Founded by Akshat Ghiya—a second-generation jeweler who was raised in India and Italy—this store has made a name for itself with its unconventional, contemporary pieces. Ghiya uses stones like pink and purple sapphire, onyx, citrine, and tourmaline to create wearable confections. 

Gyan Jaipur

This shop, which features striking geometric styles, is attached to a museum that holds more than 2,500 objects—textiles, coins, daggers, and jewelry—collected by the owners’ late father. 

The Gem Palace

Established in 1852, this store is a celebrity favorite. Princess Diana, Oprah, and Gwyneth Paltrow have all ogled the traditional Indian craftsmanship blended with contemporary design. After the eighth-generation jeweler Munnu Kasliwal died in 2012, his son Siddharth took over, and today runs the business alongside his brother, cousins, and uncle.

A version of this story appeared in the October 2025 issue of Travel + Leisure under the headline “Jaipur’s Crown Jewel.”