At Amrit Bhawan, the Ganges is not merely a backdrop; it is a way of slowing down. Through a new set of experiences that move beyond ritual and into the realm of the everyday, director Varun Bajaj is redefining how we experience Haridwar. From village visits in the hills to harvesting roses along the river, the focus is on intimacy rather than itinerary. In conversation with him, we explore the unseen layers of a destination we think we know.
These experiences feel very different from what Haridwar typically offers. How have guests responded?
At Amrit Bhawan, the Ganges is not merely a backdrop; it is a way of slowing down. Through a new set of experiences that move beyond ritual and into the realm of the everyday, director Varun Bajaj is redefining how we experience Haridwar. From village visits in the hills to harvesting roses along the river, the focus is on intimacy rather than itinerary. In conversation with him, we explore the unseen layers of a destination we think we know.
These experiences feel very different from what Haridwar typically offers. How have guests responded?
The response has been overwhelmingly positive. What has been particularly interesting is the way people have responded. It is not simply that they are enjoying these experiences; there is also a sense of surprise at what they discover.
For example, the Garhwali village experience has evoked especially strong reactions. It is difficult to believe that just an hour and a half outside Haridwar, one can arrive at a place so remote and untouched, with such a profound sense of connection to the snow peaks.
Similarly, the rose experience has brought about a kind of rediscovery. Something as seemingly mundane as rosewater begins to acquire far greater depth and meaning. The role of the Ganga in all of this is part of that larger discovery.
Do you see these experiences changing how people engage with Haridwar?
I would hesitate to call them game changers, because that implies a scale and immediacy that may not always be realistic. But I do think they expand the lens through which Haridwar can be experienced.
The city has long been perceived through a single narrative, and it is, of course, an important one. However, it is not the only one. Beyond the obvious identity of the city, there is agriculture, there are forests, there are local economies, and there are cultural practices that shape the region in equally meaningful ways.
What these experiences aim to do is bring some of those less obvious aspects to the fore. In doing so, they create the possibility of attracting a different kind of traveller — someone who may not come to Haridwar solely for pilgrimage, but for something more layered and complex. They also create the potential for people to revisit the same place with a renewed perspective.
You’ve consistently positioned Amrit Bhawan as a slower, more residential stay. Was that intentional from the beginning?
Yes, very much so. From the very beginning, the idea was to create a space that felt more like a home than a hotel. Haridwar can be an overwhelming place, particularly for first-time visitors, because of the scale and intensity of the activity around the ghats and temples. What we felt was missing was a way of experiencing the city that felt less overwhelming and more intimate.
This thinking has shaped not only the design of the property, but also the experiences we have created.
The new experiences are a natural progression of this way of thinking. They do not replace the existing narrative of the city in any way; rather, they offer an alternative way of engaging with it — one that is more gradual, more reflective, and perhaps even more intimate.
Was it difficult to build these experiences in a destination that is so strongly defined already?
The interesting thing was that the challenge was not to create something new, but to identify what already existed. These experiences were not necessarily created by us; they are already part of everyday life in the region. What takes time is identifying them, building relationships with the people involved, and creating a structure through which guests can access them.
For instance, working with farmers or villagers requires a certain level of trust and consistency. There also has to be respect and fair compensation for the time and effort they contribute. At the same time, the experience must meet a certain standard from the guests’ perspective. The process, therefore, becomes one of alignment.
Once that structure begins to take shape, the experience itself feels entirely natural.
What can returning guests expect next?
We approach the property as something that is continually evolving — subtly and with intention. For instance, the ghat is currently being renovated to expand its footprint, improve accessibility through a wheelchair-friendly design, and enhance usability, all while preserving its inherent serenity.
Across the outdoor spaces, we are introducing thoughtful interventions to ensure year-round comfort. This includes the addition of outdoor heaters during the winter months and misting systems in the summer, allowing guests to engage with the environment in every season.
On the wellness front, we are incorporating a broader range of traditional Ayurvedic treatments to deepen the authenticity of the experience. Simultaneously, the culinary offering is being refined to present a richer expression of regional flavours.
The objective is not transformation for its own sake, but a calibrated evolution, so that returning guests experience a sense of familiarity complemented by a quiet, continuous enhancement.
