Beyond the brochure: The slow travel revolution of Breakaway

Often at night, seven-year-old Sritala would stare out the window, weaving colourful dreams. Born into a conservative family in Rajasthan, she knew her brother would always receive more education and opportunities than her. When she wanted to paint, her father vehemently protested, insisting she focus on marriage and settling down. However, a small organisation changed her life. Now, the second floor of her house proudly hosts a studio dedicated to her—a space her father now showcases with pride.

Breakaway, a company of travellers who have broken away from the clichés of travel, is dedicated to curating rare and immersive experiences that go beyond the typical tourist paths. Founded by Shilpa Sharma, Breakaway specialises in arts, crafts, and textiles experiences, ranging from day-long workshops to weeks-long trials. Their mission is to help guests discover the length and breadth of India like never before.  

Sharma's love for travel began in childhood, shaped by frequent family vacations. After a 12-year career with FabIndia, where she explored India's diverse landscapes while expanding its retail presence, her passion for uncovering hidden cultural gems deepened. In 2010, she launched a retail advisory practice and later co-founded Jaypore, an online platform for Indian crafts. But her true calling lay in travel.  

Determined to go beyond mainstream itineraries, she founded Breakaway in 2011, offering immersive experiences in arts, crafts, and textiles. From day-long workshops to week-long trails, plantation tours, and solo sabbaticals, Breakaway curates journeys that uncover the unseen. Rooted in authenticity, it’s a venture that redefines exploration beyond the brochure.

In a recent interview, Sharma shared insights into Breakaway's unique approach to slow and immersive travel. She emphasised that while many travel companies offer 'offbeat' experiences, Breakaway's focus is on deep cultural immersion and genuine connections with local communities. This approach not only enriches the traveller's experience but also ensures that tourism benefits the communities involved.

One of the ways Breakaway ensures meaningful and lasting benefits for local communities is by collaborating directly with artisans, homestays, and local experts. Sharma highlighted that they select partners based on their commitment to authenticity, quality, and a shared vision for responsible tourism. This careful selection process ensures that travellers engage with genuine cultural practices, and local partners receive fair compensation and recognition for their work.

Building a business around slow travel comes with its challenges. Sharma noted that one significant hurdle was changing the mindset of travellers accustomed to fast-paced tourism. Educating clients about the value of slowing down and truly engaging with a destination was crucial. Overcoming this challenge involved storytelling, sharing success stories like Sritala's, and showcasing the profound impact of immersive travel on both guests and hosts.

Maintaining high quality and uniqueness as Breakaway scales is a priority. Sharma believes in sustainable growth, ensuring that each experience remains personalised and true to its roots. This involves continuous engagement with local communities, regular feedback loops, and adapting offerings based on both traveller interests and community needs.

Environmental responsibility is also integral to Breakaway's philosophy. The company has implemented measures to minimise its environmental footprint, especially in ecologically sensitive areas. This includes promoting eco-friendly accommodations, reducing waste, and educating travellers on sustainable practices.

Sharma has observed a positive shift in travellers' perceptions of sustainability. More individuals are now seeking ethical and eco-conscious experiences, even if it means paying a premium. She recounted instances where travellers, after participating in Breakaway's programmes, became advocates for responsible tourism, influencing their communities back home.

Digital transformation has played a significant role in Breakaway's growth. Leveraging online platforms has allowed the company to reach global audiences, share compelling stories, and connect with like-minded travellers. This digital presence has been instrumental in building a community passionate about immersive and responsible travel.

Fostering long-term relationships with SMEs, artisans, and local businesses is at the heart of Breakaway's operations. Sharma emphasised the importance of mutual respect, transparent communication, and shared goals. These relationships have led to inspiring success stories, such as artisans expanding their businesses and gaining international recognition through their collaboration with Breakaway.

Looking ahead, Sharma envisions a future where experiential and sustainable travel becomes the norm in India. She advocates for policy changes that support responsible tourism and believes that collaboration between niche travel companies and larger stakeholders can amplify positive impacts. Her advice to aspiring entrepreneurs in the responsible travel sector is to stay authentic, prioritise community well-being, and be adaptable to the evolving landscape of tourism.

Breakaway's journey exemplifies how travel can be a force for good, transforming lives like Sritala's and enriching the experiences of travellers seeking deeper connections with the world around them.

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