What happens when two people realise India isn’t lacking luxury, but starving for togetherness?
They walked away from stable careers and built a ₹120 CR hospitality brand that proves ‘luxury’ isn’t always required to succeed!
In this episode of The Barbershop, Shantanu sits down with Deven Parulekar (Founder of SaffronStays), who built his brand on one simple belief: where families bond. From a honeymoon dream many years ago to a reality in 2015, this vision has expanded into a network of 425 villas, each designed to bring people closer.
But here’s the part that sets this story apart: SaffronStays refuses the ‘luxury’ tag. Its heart lies in homes that feel welcoming, with villas kept ready for every moment without anyone stepping in uninvited.
An unexpected call about a 130-year-old heritage home changed everything, opening the door to a vision that would one day aim to become the Taj of homestays in India. And through the years, the brand has quietly reshaped how India thinks about travel, belonging, and human connection.
What you’ll discover:
- Why the brand refuses to be ‘the largest’, but strives to be ‘the finest’, with a mission to combat loneliness.
- How human bonds spark real business growth
- How hardships during COVID-19 opened the door to unexpected success
- How one historic villa changed the company’s direction
- The three values that build lasting brands.
If you’ve ever experienced the joy of bonding with your people, watch how a villa brand reimagined Indian hospitality by focusing on bonds, over luxury.
Navigate your way through the chapters
00:00 Coming Up
01:44 Introduction
03:28 How Deven Built SaffronStays
05:42 How Hospitality Has Changed
08:27 What Makes Villa Stays Special
12:27 Growing and Understanding Guests
16:00 How SaffronStays Stands Out
19:05 How Travel Trends Affect Hotels
26:14 What SaffronStays Promises Guests
31:18 Villas Today and Why “Luxury” Feels Overused
35:26 The First Home and Brand Journey
39:44 Where Most Bookings Come From
41:48 Meeting Post-COVID Guest Needs
47:57 The Philosophy Behind Caretaking
50:25 Using Instagram to Connect
53:11 “Where Families Bond” in Action
55:19 Favourite Villas and Top Picks
59:22 Do Guests Come Back?
1:03:25 Making Marketing Meaningful
1:08:27 Advice from Shantanu
1:14:02 Why They Chose the Blue Ocean
1:20:40 Understanding Valuation
1:24:53 How Travel Is Changing
1:26:45 Closing Thoughts
