Imagicaa’s Dhimant Bakshi on how amusement park industry can scale up

India’s amusement park industry is still in its nascent stage, but holds significant growth potential. With a burgeoning middle class and a growing appetite for entertainment, there is a rising demand for world-class theme parks that offer immersive experiences for the entire family.

In this exclusive interview with Adgully, Dhimant Bakshi, CEO, Imagicaaworld Entertainment Ltd, speaks about the company’s vision, growth strategies, and the future of the Indian amusement park industry. We delve into the unique features that set Imagicaa apart, its strategic partnerships, and its commitment to sustainability and innovation.

How does Imagicaa differentiate itself from other amusement parks in India?

Imagicaa differentiates itself as India’s only international-standard theme park, meticulously designed to blend global entertainment with Indian sensibilities. It offers world-class attractions, immersive experiences, and culturally resonant themes, making it a unique destination that caters to both local and global audiences. At Imagicaa, we are committed to creating a truly unique and immersive experience for our guests, which is what sets us apart in the competitive landscape of amusement parks in India. As CEO, I believe our success lies in our ability to combine world-class attractions, diverse themes, and a commitment to innovation.

What differentiates Imagicaa?

Rich Thematic Diversity: Imagicaa is not just a park, but a destination where every corner tells a story. From the magic of Bollywood to the adventure of international-inspired themes, we offer a variety of immersive zones that cater to all tastes and interests.

Global-Standard Attractions: We prioritize creating experiences that match international safety and entertainment standards but blended with Indian sensibilities for e.g. Wrath of The Gods or I for India. Our rides and attractions are designed to provide both thrill and comfort, ensuring that guests of all ages can enjoy a premium experience.

Unique IP Characters and Themed Entertainment: Imagicaa stands out with 18 unique IP characters, each brought to life in an exciting parade. This one-of-a-kind experience immerses guests in vibrant themed entertainment, showcasing original characters that create unforgettable moments and set us apart from other parks.

Constant Innovation: We are not content with merely maintaining the status quo. Imagicaa continually evolves, whether through cutting-edge technology, seasonal events, or immersive themed celebrations, keeping our offerings fresh and exciting year after year.

Holistic Family Experience: Our focus is on creating memorable experiences for families, ensuring that whether you’re a thrill-seeker or someone looking to relax, there's something for everyone. We want our guests to leave with lasting memories, whether through a ride, a parade, or a shared moment of happiness.

At Imagicaa, our goal is to redefine what an amusement park can be by continually offering experiences that feel personal, thrilling, and globally competitive. We are passionate about creating a space where imagination and reality converge, offering our visitors something beyond the ordinary.

What strategies does Imagicaa employ to enhance the overall visitor experience?

Enhancing the overall visitor experience is at the core of everything we do. We continuously innovate and introduce new experiences that elevate our guests' time with us, ensuring they leave with lasting memories and a desire to return.

Key strategies we have employed recently to enhance the guest experience include:

Exclusive VIP Packages: We understand that many of our guests seek a premium experience. Our VIP packages offer personalized services, priority access to rides, exclusive dining options, and special seating at shows and parades. This ensures a seamless, hassle-free visit while providing a sense of exclusivity and comfort.

Introduction of New Attractions: We constantly look for ways to diversify and improve our offerings. For example, our Trampoline Park is a new addition that brings a fun, active experience for all age groups. It’s an exciting way for visitors to engage in physical activity while having a great time, adding a unique layer to our already diverse range of attractions.

Dynamic, New Parade Elements: We have enhanced our popular Grand Imagicaa parade by adding a new vibrant float and re-jigging the themed dance performance on Imagicaa jingle. These new addition has ensured that the parade has a fresh and captivating element, giving visitors something to look forward and also an incentive to revisit the park.

Seasonal and Themed Events: Offering themed experiences and unique seasonal celebrations throughout the year is what we strive for. These events, such as our upcoming Bollywood themed New Year’s Eve bash or Holi Bash, bring a sense of excitement and novelty to the park, creating opportunities for our guests to enjoy something new every season.

Focus on Family and Group Experiences: Imagicaa is designed with families and groups in mind. By offering experiences that cater to all age groups, such as dedicated kids’ zones, interactive family rides, and multi-sensory attractions, we ensure that every visitor has a tailored experience.

Our strategy revolves around creating an environment that’s both exciting and welcoming, where there’s always something new to discover, ensuring that the visitor experience is always elevated and memorable. By focusing on exclusive offerings, innovative attractions, and immersive entertainment, we continuously aim to provide an experience that’s second to none in the theme and amusement park industry.

Could you elaborate on the Malpani Group’s ambitious expansion plans to add new theme parks across India?

The Malpani Group, as the visionary force behind Imagicaaworld Parks, is deeply committed to expanding its footprint and redefining the entertainment landscape across India. Our expansion strategy is driven by a clear objective: to make world-class theme and fun-filled leisure experiences more accessible to diverse audiences, fostering a culture of creativity, family entertainment, and leisure across the country. Long Term Vision and Plan is to open one theme park every year for the next five years, targeting Tier-1 and Tier-2 cities.

New Parks in Key Locations:

We are actively working to bring the magic of Imagicaa to multiple locations across India, strategically selecting cities and regions that show significant potential for growth in the entertainment sector. We are already scheduled to open a Water Park under the Aqua Imagicaa brand umbrella in Indore early next year and a few other parks in the pipeline. The aim is simple i.e. year-on-year to provide our valued guests across India with world-class experiences but closer to home. Each new park will blend local tastes with Imagicaa's signature innovation, featuring unique attractions, themed zones, and cultural elements.

While our core focus will remain on creating extraordinary theme or water parks, we also plan to introduce complementary entertainment offerings such as themed entertainment zones in select locations, creating a more comprehensive leisure destination for families. One such example is the 4.56 hectares planned Entertainment Hub project on the Sabarmati Riverfront in Ahmedabad. The park will blend indoor and outdoor attractions including a Ferris wheel, thematic food plaza and house international franchises like KidZania, offering role-playing activities for children, and Dave & Buster’s, providing high-tech gaming experiences.

Through these expansion plans, the Malpani Group aims to establish Imagicaaworld as a leading brand in the Indian entertainment industry, offering unique, immersive experiences coupled with a focus on inclusivity, innovation, and excellence in everything we do.

What are the emerging trends in the entertainment and amusement industry, and how is Imagicaa adapting to them?

The entertainment and amusement industry is constantly evolving, driven by changing consumer preferences, technological advancements, and the growing demand for more immersive and personalized experiences. At Imagicaa, we stay ahead of these trends by embracing innovation, investing in new technologies, and continually enhancing our offerings to meet the expectations of today’s visitors. Here are some of the key emerging trends, and how we’re adapting to them:

Immersive and Interactive Experiences: Today’s visitors are seeking more than just traditional rides; they want to be a part of the story. We are focusing on creating immersive, multi-sensory experiences that engage guests on a deeper level. Whether it's through virtual reality (VR) attractions, 4D shows, or interactive themed zones, we are committed to providing cutting-edge, immersive environments that transport visitors into another world.

Embracing Sustainability and Eco-friendly Initiatives:

Sustainability is becoming a critical concern for both businesses and consumers. As we grow and expand, we are prioritizing sustainability in our development plans.

In addition to the existing water recycling plant, rainwater harvesting reservoir, STP plant at Imagicaa in Khopoli; 8MWp DC (5.5MW AC) Captive Solar Plant operations at Tuljapur has recently commenced operations to power Imagicaa Park. This photovoltaic project is a demonstration of our commitment to clean, green energy and in pursuit of a better and more sustainable future.

A pioneering model of how renewable energy can be seamlessly integrated into park operation is Wet’nJoy Lonavala largest solar-powered parking facility in India, covering 6 acres. Designed to accommodate over 440 four-wheelers, 600 two-wheelers, and a dozen buses, this state-of-the-art facility harnesses cutting-edge solar technology to convert sunlight into clean, renewable energy.

Future Imagicaaworld parks too will embrace eco-friendly practices and sustainability in our daily operations in order to align with the growing trend of responsible tourism and entertainment.

Increased Personalization: Guests increasingly expect personalized experiences tailored to their preferences. To meet this demand, we are offering more customized experiences, such as VIP packages with priority access to attractions, and personalized event experiences.

How does Imagicaa balance entertainment with environmental responsibility?

Imagicaaworld Park’s commitment to balancing entertainment with environmental responsibility is a core part of our brand. We recognize our role in shaping a sustainable future while providing exceptional experiences for our guests. Our commitment to balancing these priorities is embedded in our operations, development strategies, and long-term goals.

We’ve implemented advanced water management systems to reduce waste, such as rainwater harvesting, efficient irrigation systems, and water recycling in our attractions at Imagicaa Khopoli. Additionally 8MWp DC (5.5MW AC) Captive Solar Plant operations at Tuljapur has recently commenced operations to power Imagicaa Parks. This photovoltaic project is a demonstration of our commitment to clean, green energy and in pursuit of a better and more sustainable future.

By integrating eco-friendly practices into every aspect of our business, we aim to create a future where both entertainment and the environment can thrive together.

Are there any strategic partnerships or collaborations in the pipeline to further elevate Imagicaa's offerings?

In the past, Imagicaa has forged meaningful partnerships like Mattel for re-branding the park’s marquee ride as Hot Wheels Nitro apart and also tying up with Green Gold to bring children’s roller coasters named – Chhota Bheem the ride to life. Moreover we are always on the look-out for building strategic partnerships, synergies or brand collaborations that will enhance Imagicaaworld parks offerings; thereby ensuring we continue to lead in innovation space within the theme and amusement park industry.

What are the key growth drivers for Imagicaa in the coming years?

In the coming years, Imagicaa’s growth will be driven by strategic expansion across key regions in India, broadening our reach to new audiences. We will continue to innovate with new, immersive attractions and seasonal events, enhancing the overall guest experience. Strategic partnerships with global entertainment brands and cutting-edge technology integrations will further elevate our offerings, while our focus on sustainability will resonate with eco-conscious consumers. By offering tailored experiences, expanding our digital presence, and continuously evolving to meet market demands, Imagicaa is poised for sustainable growth and leadership in the Indian amusement industry.

Also Read: Imagicaa’s CSR Initiative - Share the Joy surpasses expectations