Comprehensive marketing strategy for Gorukana resorts : The for-profit arm of non-profit organization Vivekananda Girijana Kalyana Kendra

Abstract

VGKK was founded by Dr. Sudarshan in October 1981 with G.S. Jayadev as treasurer and eight representatives from the Soliga community to work for the welfare and upliftment of the Soliga tribes. The Soliga are a tribal community inhabiting the Biligiri Rangana (B.R) and associated hill ranges in Southern Karnataka, mostly in Chamarajanagar District, bordering the Erode district of Tamil Nadu. Dr. Sudarshan found the ground realities and issues in B.R Hills and his spiritual values led him to found an organization which will be wholly devoted to welfare of tribal community. In the initial years, VGKK operations were totally dependent on generosity of its well-wishers as there was no government grants and international interest. In 1983, VGKK hospital was built. Dr. Sudarshan’s friends from abroad and V. Krishnamoorthy from Bangalore were the first donors to the hospital. Later on more donations followed from Humanist Institute for Cooperation with Developing Countries (HIVOS) from Holland, EZE from Germany who donated for tribal housing and the school building project and the Christian Children’s Fund, which helped in education and community heath. But now, the Kendra gets regular grants from Government of India ministries of health, education and rural development programmes and works with specialist organization in different areas.