Sita Shines and Sparkles, Celebrates Its Diamond Jubilee — 60 years in the Business!

We raise our glasses to Sita India to commemorate a memorable milestone, six decades of exploration, adventure, and unparalleled service.

Ever since the company began its Indian journey in 1963, it has been a beacon of excellence in the travel industry, and has grown to become an industry byword, completing 60 years in March 2023.

With a spirit that transcends borders, Sita has not just weathered the changes of time, but has evolved into a testament of enduring commitment to the art of travel, despite challenges over the years.

“We do not just sell destinations; we curate experiences that linger in the hearts of our clients,”  is what we believe.

And what a journey it has been. SITA has now been the largest inbound travel company for over a decade, and the largest charter-handling DMC in Goa for the past fifteen years. While these numbers speak volumes, it is service excellence and innovation that are at the heart of our culture, and which have helped create ‘perfect moments’ for millions of happy customers. A fact that has consistently been recognized, by both the government and our industry peers, over the years, and has resulted in SITA becoming the most awarded DMC in South Asia!

Some fun facts and interesting bits of trivia about Sita and its journey through the years!

  • Did you know Sita’s first office was set up in New Delhi in 1963?
  • And that in 1965 Sita set up an office at Imperial Hotel in New Delhi and operated out of there till 1970?
  • We now have 27 offices across India, Nepal, Sri Lanka and Bhutan.
  • Did you know Sita opened its first overseas office in Paris in 1972?
  •  Sita was originally called Students International Travel Association! 
  • The children of the first three employees of Sita also joined the company in later years.
  •  Did you know Sita is a signatory to The ‘Women’s Empowerment Principles’ – A UN Women Initiative?
  • Isn’t it interesting that the Sita logo is inspired by the Taj Mahal!
  • We are proud that our newsletter Art of Travel has been felicitated with the PATA Gold Award.
  •  Sita is a signatory of the Glasgow Declaration on climate change in Tourism.
  • We are sure you didn’t know that Sita  won the Gold Award for Sustaining Employees and Communities through the Pandemic in 2021 at WTM London. 
  •  Sita supports underprivileged women through a sustainable livelihood project where they make recycled handmade paper bags for our clients.






To celebrate the occasion, the office was beautifully decorated with blue-and-white Sita-branded balloons. All our employees were strapped with a wrist band as they entered the office to be a part of the celebrations. Following an address by Dipak Deva, Managing Director, Sita, and Madhavan Menon, Executive Chairman, Thomas Cook (India) Limited, a cake cutting ceremony was organized for all employees at the workplace.

The cake, shaped like the Sita logo, was backed by our friends from the Taj Hotels. The same celebration was replicated across all branch offices of Sita in India on that day.  A 360-degree photo booth was set up at the Gurgaon office against a Sita branded wall-graphic for our staff to have some fun, and carry memories back with them, by taking moving images at the booth along with their colleagues. The day rounded off with a surprise treat! Ice cream stations placed on the ground floor for employees to enjoy.  Cool!


The day was also marked by the soft launch of Travart. Everyone got a Travart branded T-shirt to wear on the special day, along with a lapel pin designed with the Sita logo. Everyone was delighted, and wore them with a sense of  pride and belonging.

We are humbled and encouraged by this recognition of our work and promise to build an even better, more experiential, stronger SITA tomorrow,  and look forward to our next decade!