Published on 1st February 2025

Siân Williams runs an independent tour company from her home in Horsham. South Asia Uncovered specialises in immersive journeys to India, offering small group tours and private, tailor-made itineraries. Here, Siân shares her passion for India before heading off on her latest tour to Gujarat…

What triggered your interest in India?

While studying criminology at the University of Portsmouth, I watched Slumdog Millionaire at the cinema. I hadn’t been backpacking before or harboured much desire to travel, but after seeing the film, something about the country spoke to me and I had a strong desire to visit India. My parents were having kittens about it, but I booked a trip to the pink city of Jaipur. 

What are your memories of the trip?

I flew into Delhi, before they modernised the airport for the 2010 Commonwealth Games. I had a 10-hour wait before a connecting flight to the Rajasthan region. When I arrived in Jaipur, it was dark, wet and I endured a long drive through chaotic traffic to a small village, where I stayed with a local family. My room was in a windowless basement with only basic amenities. On the first night, I called my parents, begging to come home, but my dad told me to sleep on it. That was the best advice I’ve ever received. Three weeks later, I cried when I had to return home!

What did you do in Jaipur?

The family I stayed with looked after elephants and I did voluntary work, helping to care for the animals. By staying with this family-of-five in their humble home, I really got to know them and their community. I fell in love with India through its people and learned that the most cherished memories come through our interactions with others, not through visiting tourist attractions. One family invited me over for tea and having noticed that I drank Coca-Cola, bought me a can, which would have been expensive for them. That gesture made a big impression on me. As soon as I finished my degree, I returned to India – this time with my brother in tow – and travelled across the whole country.   

When did you start organising trips for others?

After returning from my travels, I saw a job advert in Wanderlust magazine for an India specialist at Audley Travel. That’s how my journey in the industry began. Audley specialise in luxury, tailor-made trips, so my job was to test hotels and restaurants and meet tour guides before they were offered to clients. For someone fresh out of university, who had previously worked part-time at a pet store, it was an amazing experience and took me to every corner of India. I later worked for Greaves India and broadened my knowledge further, planning trips for famous faces and journalists writing for national publications.

When did you launch your own business?

During the pandemic, I was placed on furlough, but later made redundant during tough times for the travel industry. I was eight months pregnant at the time, but it turned out to be a blessing, as it gave me the chance to evaluate my life and career. The job has never been solely about paying the bills, as India is part of who I am, so I wanted to share my passion for its people and culture. I decided to start my own business, South Asia Uncovered. As well as India, I tailor trips to Sri Lanka and have a dream to add Bangladesh in future, as it’s a country largely untouched by tourism. 

What makes India special?

The country is so vast that it has more than 20 official languages, each with its own culture and traditions. The north and south are entirely different landscapes, while eastern regions are ethnically diverse, with cultures inspired by Myanmar and Tibet. They say it takes a lifetime to explore India and that’s true. Sri Lanka is an easier country to explore, especially for those restricted to only a couple of weeks. It has a mix of Buddhist, Tamil and Hindu culture and a short trip can include everything from beautiful beaches to wildlife safaris. 

How do you plan a trip?

It always begins with a conversation, so I can gauge what the client is looking to get out of the trip. For those wanting a quintessential experience, I might suggest Rajasthan in northern India. A trip here can incorporate stunning forts and palaces in incredible cities such as Jodhpur, the blue city. You can stay in historic havelis and experience the hustle and bustle of markets. There are also national parks with a chance to see tigers and leopards.  

What do you do differently to other tour operators?

A trip to India shouldn’t be a tick box exercise that solely takes in major attractions. I help people explore the country in a deeper way by working with independent accommodation where people can engage with their hosts and communities, and seek out experienced guides who provide insights into day-to-day life. English is not widely spoken, so it’s prudent to plan to make sure experiences are authentic. Recently, I arranged for a couple to take a guided trip to a flower market, where locals gather each morning to buy fresh marigolds. They also visited a temple for Krishna devotees and enjoyed a ride with the Pink Rickshaw Company, which employs lady drivers from low-income communities. I promote sustainable and responsible tourism, with other partnerships that support Indian NGOs including the Rescue Foundation in Mumbai, which helps young girls trafficked across India. 

Do you still visit India yourself?

There are two parts to my business. There are the tailor-made trips that I organise for clients, based on their own budget and interests. These trips can include their own driver and guides, as well as flights, accommodation, restaurants and experiences. Customers are fully supported throughout the trip and have a contact number for our Delhi office. I also organise group trips three times a year, leading groups of less than 10 people, often visiting Indian communities off the beaten track. 

Do you have a favourite place?

For my next trip, I’ll be taking a group of knitting and sewing enthusiasts to Gujarat, where some of the finest handicrafts are made. Gujarat is often overlooked by travellers, yet it is renowned for textiles and crafts. On the trip, we’ll visit a bustling spice market, where we’ll probably be the only tourists. We’ll also travel to salt flats near the border with Pakistan, a largely barren area that gives visitors opportunities to connect with communities. In the UK, many of us are privileged to be in a position to travel. What I offer is a chance for people to have meaningful interactions and learn much more about Indian culture.  

WORDS: Ben Morris / PHOTOS: Alan Wright 

Further information: Visit the website at www.southasiauncovered.com