Behind the Splash: Jai Malpani, Managing Director at Imagicaa

A spotlight series on professionals in the entertainment industry.

As part of our initiative to bring together the water park community in the Middle East & North Africa, we are showcasing the people who work in our incredible industry. We are continuing this series by profiling one of India's leading water park professionals—Jai Malpani, Managing Director at Imagicaa.

Tell me about yourself, how did you get into the industry?

This vertical of our family business, Wet'n Joy, was established in 2005 when my father Mr. Manish Malpani & my uncle Mr. Girish Malpani saw an opportunity to bring theme and water parks to India. He built the first Wet'n Joy Park in Shirdi, which faced some initial challenges in terms of educating people about water parks and convincing them to visit. However, the park eventually became successful, and we decided to expand our operations by opening a second park in Lonavala in 2016. This park featured both wet and dry attractions and was designed with a focus on enhancing the guest experience.

In 2018, we also developed a one of its kind devotional theme park in Shirdi, which was based on the life of Sai Baba and offered families and young children something to enjoy after visiting the temple. This is truly a unique offering that is a blend of technology, devotion & entertainment. This year, we made a further expansion by acquiring Imagicaa, the largest and most visited theme park in India. This acquisition has made us one of the leading companies in the theme park industry in India.

Let’s talk more about the acquisition – what is your hope for the future?

One of our main objectives with the acquisition is to become a leading player in the themed attraction and leisure industry in India. In particular, we hope to expand our presence in the water park sector and enhance the guest experience. Additionally, we have noticed an increasing trend towards theme-based attractions rather than just rides, and we hope to capitalize on this shift in consumer preferences. As disposable incomes in India rise and the youth population grows, we expect that more and more people will be looking for memorable experiences to spend their money on, and we hope to be well-positioned to meet this demand.

I noticed you’re an avid reader. What would you say is one of your favorite books?

One of my favorite books is Dream Big by Cristiane Correa. The book tells the story of Jorge Paulo Lemann, Marcel Telles, and Beto Sicupira, three Brazilian entrepreneurs who built a successful business empire. The book covers their journey as they started their company and acquired other businesses within Brazil, eventually becoming some of the biggest brand owners in the world. What I particularly enjoyed about the book is that it provides many examples of good leadership and team-building, as well as strategies for scaling a business.

Are you pretty involved in IAAPI?

We have been a member of the IAAPI (Indian Association of Amusement Parks and Industries) for some time and recently participated in a two-day meeting program. We were thrilled to receive the Best Practices award for all of India, which recognized our innovative marketing campaigns. For example, we launched Instagram filters and created social media stickers that allowed users to share the storytelling and theming of our parks even after they left. We also made an effort to bring elements of the in-park experience online, as well as prioritize sustainability through the use of solar panels and a focus on green energy. Additionally, we are committed to hiring local staff and promoting gender equality, which also contributed to our winning the award.

What are some of the unique operating conditions in India?

In order to succeed in the theme park industry in India, it is important to take into account factors such as government policies, local paying capacity, and seasonal trends. The market can be price sensitive, so it is necessary to conduct research on the demographics of the area in which you are operating. It is also essential to have a plan in place for how to generate additional revenue during the off-season through corporate and social group bookings. The quality of theme parks in India has improved in recent years as developers aim to provide the best possible experiences for customers. As the demand for these types of attractions and experiences grows, the industry is likely to thrive in the coming decade.

Lastly, what is your favorite ride?

One of my favorite rides is the Volcano which is a crazy river, a unique and exciting water ride at Wet'n Joy. It has been a hit with guests and is a standout attraction for the team. This ride is the first of its kind in India and has played a key role in the success of the park.

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