Priyanka Saxena Ray
India Assist has made significant progress since your leadership began in 2017. What were the primary challenges you faced during the transformation, and how did you address them?
Well, taking the big leap forward with India Assist in 2017 was a defining moment, and to be honest, the road wasn’t exactly smooth. One of the primary challenges was instilling trust in a service that, at the time, was relatively new to the Indian market. Travel assistance wasn’t something people readily understood or sought out. The concept of on-ground support, especially for tourists in distress, was still in its infancy. We had to educate our potential customers while simultaneously building a robust network capable of delivering on our promises. To tackle these challenges, we focused on creating awareness through targeted campaigns that highlighted real-world scenarios where our services could be life-saving. We also concentrated on forging partnerships with local authorities, hotels, and travel agencies, which helped to build credibility. Our approach was hands-on — learning from every small win and loss, refining our processes, and always staying agile. The key was patience, consistency, and never losing sight of the big picture.
With the company’s expansion into over 100 cities and international markets, what strategies have you put in place to ensure consistent and high-quality service delivery across such a broad network?
Being there in 140+ cities and beyond our borders was no small feat. The primary strategy has been a strong focus on decentralization without compromising on our core values. We’ve set up regional hubs with dedicated teams trained extensively in our standard operating procedures. These hubs i.e. our distributor network acts as the nucleus for their respective areas, ensuring that local nuances are understood and addressed, but always within the framework of our overarching quality standards. Another key strategy has been imbibing technology. We’ve invested heavily in real-time monitoring systems that allow us to keep a pulse on operations across all locations. This means that any issue, no matter where it occurs, is flagged immediately and can be addressed swiftly. Moreover, we have a feedback loop that is critical to our operations — every incident is reviewed, and the insights gained are fed back into our training modules. This continuous improvement cycle ensures that we’re always learning, adapting, and maintaining the high standards our customers expect.
How do you uphold the core values and mission of India Assist while managing rapid growth and expansion? Can you share any specific initiatives or practices that have contributed to this?
It has been a balancing act. One practice we’ve put in place is what I like to call “value checkpoints.” At every stage of expansion — whether we’re entering a new city or rolling out a new service — we pause to ask, “Does this align with our mission of providing reliable, compassionate, and effective assistance?” If the answer is anything less than a resounding yes, we rethink our approach. Another initiative is our Induction Program, where every new team member, regardless of their role, undergoes a comprehensive orientation that focuses not just on their job functions, but on the ethos of India Assist. This program emphasizes empathy, understanding, and the importance of the human touch in all interactions. We’ve found that when everyone in the organization is aligned with our values, it naturally reflects in the service we deliver.
As a ‘Showcase Start-up of the Government of India,’ how has this recognition influenced your business operations and strategic direction? What role do you foresee government support playing in your future plans?
Well, indeed it was a significant milestone for us. It validated the hard work we’ve put in and, more importantly, brought our mission into the national spotlight. This recognition has opened doors to collaborations and partnerships that would have been much harder to achieve otherwise. For instance, it has given us a platform to engage with policymakers and contribute to discussions on improving travel safety and assistance protocols in India. Government support has been instrumental, particularly in helping us understand regulatory corridors and gain the necessary approvals to operate in various regions. Moving forward, we hope to make the most out of this relationship to expand our reach even further, possibly into underserved or more challenging areas where our services can make a real difference. We’re also exploring the possibility of collaborating on national-level initiatives that promote safe and secure travel in India.
In a competitive landscape, how does India Assist distinguish itself from other providers of on-ground assistance and distress management services? What unique value proposition do you offer to your customers?
What sets us apart is our comprehensive approach to travel assistance. Unlike many providers who specialise in just one or two areas, we offer a complete suite of services — from medical emergencies and police support to lost and found, and language assistance. Our focus is on being a one-stop solution for travellers in distress. Our unique value proposition lies in the way we deliver these services. We combine technology with the human touch. For instance, our 24/7 helpline isn’t just an automated service. Rather, it connects travellers with real people who are trained to offer empathetic, personalised assistance. This blend of efficiency and compassion is what keeps our customers coming back, and it’s something we’re incredibly proud of.
Looking ahead, what are your major goals and vision for India Assist over the next five years? Are there any new markets or services you are considering exploring?
The next few years are going to be pivotal for India Assist. Our major goal is to solidify our presence not just in India, but on a global scale. We’re looking at entering markets in Southeast Asia and the Middle East where there’s a significant influx of tourists and a growing need for reliable on-ground assistance services. We are already present in Nepal and quickly vesting into key areas.
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