The communication between the guests and hosts in facilitated by trained guides from Lalibela who are skilled mediators that avoid any control of the process.

Visit the palace and final resting-place of Ethiopia's last emperor, Haile Selassie, then head north to Lalibela (a two-day bus journey), to see its ancient churches carved into solid rock.

Mr Birla says it would have been very hard to imagine buying Novelis five years ago.