July 20: Prime Minister Narendra Modi lauded TVS Motor Company for its unique initiative to highlight the cultural and natural beauty of Kutch, Gujarat, while also encouraging motorcycle tourism in the region. The appreciation came after Shri Venu Srinivasan, Chairman Emeritus of TVS Motor Company, and Shri Sudarshan Venu, Managing Director, met the Prime Minister in New Delhi on Friday.
During the meeting, the representatives from TVS presented the Prime Minister with the TVSM x Rann Utsav 2025 Coffee Table Book, a visually rich chronicle of the landscape, traditions, and spirit of Kutch, captured through the lens of motorcycle exploration.
Prime Minister Modi, known for his deep connection to Gujarat and emphasis on tourism and sustainability, responded to a post by TVS Motor Company on social media platform X (formerly Twitter), expressing his appreciation.
“Glad to have met Shri Venu Srinivasan Ji and Mr. Sudarshan Venu. I commend them for the effort to chronicle the beauty of Kutch and also encourage motorcyclists to go there,” Shri Modi posted.
This endorsement by the Prime Minister not only acknowledges the growing trend of adventure tourism in India but also underscores the potential of motorcycle travel to bring lesser-known regions like Kutch into the national and international spotlight.
A Journey Through the White Desert
The TVSM x Rann Utsav initiative was launched in February 2025 in collaboration with Gujarat Tourism. The event brought together a curated group of passionate motorcyclists, influencers, and storytellers to experience the Rann of Kutch during its most iconic celebration — the Rann Utsav. This annual desert festival is known for its vibrant displays of Gujarati folk culture, handicrafts, cuisine, and the surreal beauty of the salt marsh during the winter months.
The motorcycle journey combined adventure with cultural immersion, offering participants not only the thrill of riding through the vast white desert but also opportunities to interact with local artisans, explore historical sites, and witness traditional performances.
The newly released Coffee Table Book, presented to the Prime Minister, captures these experiences through stunning photographs and personal narratives. It aims to inspire a new generation of travelers to explore the region responsibly and respectfully.
Promoting Sustainable and Experiential Travel
By embracing motorcycling as a medium of exploration, TVS Motor Company has aligned itself with broader goals of sustainable tourism and rural economic development. The initiative encourages travelers to go beyond conventional tourist destinations and discover the hidden gems of India’s heartland.
Speaking about the project, Sudarshan Venu said, “We believe motorcycles are not just vehicles, but enablers of freedom, exploration, and connection. Through this project, we wanted to showcase how motorcycling can lead to a deeper experience of India’s incredible diversity.”
The partnership with Gujarat Tourism further reflects a model for public-private collaboration in tourism development. Government authorities provided logistical and cultural support, while TVS leveraged its brand, community, and reach to drive participation and awareness.
Looking Ahead
With the Prime Minister’s support, the initiative is expected to gain further momentum. Travel bloggers, motorcycling groups, and eco-tourism advocates have hailed the project as a fresh approach to storytelling and exploration.
As India looks to expand its tourism footprint post-pandemic, initiatives like these not only support local economies but also redefine how modern travelers connect with heritage, culture, and nature.
For TVS Motor Company, this project marks another step in reinforcing its image as a brand committed not just to mobility, but to community and country.
