About Us
Glamorizing the Farmers. Ruralizing the Urbans.
Integrated Rural Development through Enterprise
Bakri Chhap creates commercially viable businesses around the under-utilised assets of rural India — its villages, farms, homes, food, landscapes, traditions, skills, stories and, most importantly, its people.
We work at the intersection of rural tourism, community enterprise, natural products, sustainability, destination development and market access.
We do not believe rural development should depend forever on grants, projects or subsidies.
We believe villages become stronger when local people can build enterprises around what they already own, know and value.
“We don't build resorts in villages. We build the village economy around what the village already has.”
What We Believe
Our work is guided by a simple philosophy:
People Care
Create livelihoods, confidence, entrepreneurship and dignity within rural communities.
Earth Care
Work with nature, traditional wisdom and low-impact practices rather than against them.
Fair Share
Ensure that economic value reaches the people and communities who make the experience or product possible.
What We Do
Integrated execution across tourism, enterprise, consulting, products, and IP licensing.
Rural Tourism
We help villages convert existing rural assets into meaningful visitor experiences.
The objective is not to turn villages into resorts. It is to allow visitors to experience village life while creating additional income for local communities.
Rural Development & Community Enterprise
Tourism is only one part of the rural economy. Our wider work focuses on identifying and creating opportunities for farmers, women entrepreneurs, rural youth, homestay owners, local cooks, artisans, guides, traditional food makers, small producers, experience hosts and micro-entrepreneurs.
Rural Tourism & Destination Consulting
Bakri Chhap works with governments, tourism boards, institutions, NGOs, CSR programmes and private organisations to design and activate rural destinations.
Our work can include destination diagnostics, village and cluster mapping, rural tourism strategy, thematic destination development, homestay and farm-stay development, community mobilisation, host training, experience design, storytelling, destination branding, market linkage, local product development, destination promotion and long-term continuity planning.
Rural & Natural Products
Rural India produces extraordinary food, ingredients, crafts and traditional products. But many producers remain disconnected from modern markets.
Bakri Chhap works to bridge this gap by combining: Farmer + Product + Story + Packaging + Brand + Market.
The ambition is not simply to sell products. It is to build businesses around the people and places behind them.
Intellectual Property, Licensing & Franchise
Over the years, Bakri Chhap has created several distinctive destination, community, product and engagement concepts. Some projects were deliberately exited after establishing working models within communities.
Where the relevant trademarks and intellectual property are retained, these models can potentially be licensed, franchised, replicated, adapted, relaunched or operated with strategic partners.
Bakri Chhap Stays
Stay in a Village. Not in a Version of One.
Bakri Chhap Stays is our accommodation-facing platform for authentic rural stays.
A Bakri Chhap Stay may be a farmer's home, a village house, a farm stay, a community homestay, a traditional rural property or a simple nature-linked accommodation.
What matters is not luxury for the sake of luxury. What matters is authenticity, hospitality, local participation and a genuine connection with the place.
What Guests Experience
Guests may experience local food, village walks, farming, local festivals, traditional cooking, rivers and forests, crafts, conversations with villagers, rural livelihoods and slow travel.
From Farmer to Market
For many small rural producers, the challenge is not the ability to grow or make something valuable. The challenge is reaching the market.
Our product philosophy is built around local sourcing, traditional crops, regional foods, indigenous knowledge, fair market access, producer visibility, better packaging, better storytelling and responsible consumption.
Organic Ka Baap. Bakri Chhap.
A little irreverent. A little earthy. And very Bakri Chhap.
The line represents our ambition to go beyond fashionable labels and reconnect consumers with the people, places and traditional practices behind food.
Our Intellectual Property
Pioneering destination models, social engineering campaigns, and digital platforms.
The Goat Village; The Women Village; The Art Village; The Stone Village; The Boat Village; My Mom's Village
Bakri Swayamvar; Ghasiyari; women-led village formats; community events and rural engagement concepts.
Pay What You Like™
Mad House to Mud House
Bakri Chhap; rural and natural-product concepts; Kismat Ke Laddoo
Gangs of Greenpur
Individual intellectual-property assets may be registered under different proprietors, including company and founder ownership. Commercial deployment is undertaken according to the applicable ownership and rights.
Pay What You Like™
Sometimes the hardest part of building a destination is getting people to come for the first time. Pay What You Like™ was created as an unconventional way to reduce that barrier. Rather than treating it simply as a pricing mechanism, we see it as a destination-development and marketing tool.
The model can be selectively reintroduced wherever a promising rural destination needs initial visibility and visitor confidence.
From Projects to Platform
The first decade of Bakri Chhap was about building and testing rural models.
Government and institutional projects subsequently allowed us to work across additional regions, train communities and expand our understanding of rural tourism ecosystems.
But government projects are naturally time-bound. Funding ends. Consultancies end. Yet villages still need marketing, visitor acquisition, product linkages, training, storytelling, technology, distribution and business continuity.
This is where the next chapter of Bakri Chhap begins. From Projects to Platform.
“To create an independent rural network capable of connecting Villages + Stays + Farmers + Experiences + Products + Travellers + Institutions + Rural Entrepreneurs through one integrated ecosystem.”
Two Networks. One Opportunity.
Institutional Network
Created through work with governments, tourism programmes and rural development initiatives across destinations such as Chanderi, Maheshwar, Kalakund, Varanasi and other rural tourism clusters.
These projects have created relationships with homestay owners, farmers, communities and local institutions.
Grassroots Network
A second network emerged through founder Roopesh Rai's approximately 15,000-km rural cycling journey across multiple Indian states and more than a hundred village panchayats.
The journey was undertaken under the theme: To Change before the Climate Change. It was a personal founder-led journey, separate from Bakri Chhap's corporate projects.
Through the journey, Roopesh encountered farmers, young people, environmental champions, rural entrepreneurs, village leaders, local innovators, unknown destinations and grassroots communities. Many of these relationships can become part of the future Bakri Chhap ecosystem.
The Next Bakri Chhap
The future is not about owning hundreds of hotels. It is about creating a distributed rural ecosystem.
The result is a model capable of growing without converting rural India into another standard hospitality product.
Digital Future
The Bakri Chhap website is being designed as the beginning of a larger digital platform rather than a static company brochure.
Our Founder
Roopesh Rai
Roopesh Rai is the founder of Bakri Chhap and Sustainable Technologies.
His work has centred around rural development, entrepreneurship, responsible tourism, sustainability, community enterprise, destination development and environmental awareness.
His approach has evolved through years of working directly within villages rather than observing rural India from a distance.
Separately from Bakri Chhap's corporate projects, Roopesh undertook an approximately 15,000-km cycling journey across rural India under the theme: To Change before the Climate Change.
Travelling largely through lesser-known rural roads and communities, the journey became an opportunity to listen, learn and identify grassroots people who could become future environmental champions, entrepreneurs and partners.
“India does not have a shortage of rural assets. It has a shortage of systems that connect those assets with opportunity.”
The Simplest Way to Understand Bakri Chhap
India has extraordinary rural assets. But many remain disconnected from markets. Bakri Chhap helps connect them.
Our Bigger Idea
Rural development does not always require creating something new. Sometimes it requires recognising the value of what already exists.
A forgotten village home. A traditional recipe. A local farmer. A river route. A stone house. A grandmother's knowledge. A young village entrepreneur. A crop the market forgot. A landscape travellers have never heard of.
Creating Alternative Ecosystems
Not another resort. Not another packaged village. Not another development project that disappears when the funding ends.
Glamorizing the Farmers. Ruralizing the Urbans.
For decades, success has often meant leaving the village. We would like to help change that narrative.
We want rural enterprise to become aspirational. We want farmers to become visible. We want urban consumers to understand the people behind their food. We want travellers to experience real villages rather than manufactured versions of rural life.
And we want rural communities to participate in tourism without losing what made their villages worth visiting in the first place.
