A long-term partnership on the Brahmaputra
Scenic Group announced on 22 September 2026 a strategic partnership with Assam Bengal Navigation (ABN), an Indian river cruise operator. The agreement opens up the Brahmaputra to the group and comes with a firm commitment: to operate two Scenic-branded ultra-luxury river ships in India by 2029-30.
The alliance brings together ABN’s two decades of experience on the Brahmaputra and the Ganges and Scenic’s international expertise in all-inclusive ultra-luxury cruising. The Australian-founded group, parent company of the Scenic and Emerald Cruises brands, also contributes its international operations and immersive shore experiences.
The Brahmaputra is set to offer access to another side of the subcontinent: dramatic landscapes, wildlife, ancient cultural traditions and remote riverside communities. It will complement Scenic’s inaugural 2027-28 programme on the Hooghly, in West Bengal.
An agreement sealed in Delhi
The partnership was confirmed following a meeting in Delhi. It was attended by Australian Glen Moroney, founder and chairman of Scenic Group, Ashish Phookan, founder and managing director of ABN, and Sarbananda Sonowal, India’s Union Minister of Ports, Shipping and Waterways.
“India offers extraordinary potential for luxury river cruising. Our partnership with Assam Bengal Navigation gives us the benefit of deep local expertise and an established operating platform, while allowing Scenic to bring its international experience in luxury cruising to the market. Scenic Aura is the first step in what we expect will be a long-term commitment to India,” said Glen Moroney.
“ABN has spent more than two decades developing river cruising on the Brahmaputra and Ganges. This partnership brings together our operating experience and knowledge of India’s rivers with Scenic’s global luxury cruise expertise, brand and international distribution. We believe it can significantly expand India’s position on the global river-cruise map,” added Ashish Phookan.
According to specialist publication Porthole, ABN currently operates three luxury river ships: the ABN Charaidew II, the ABN Rajmahal and the ABN Sukapha. It also runs Diphlu River Lodge, near Kaziranga National Park, and is considering further hotel projects in Manas, Gangtok and Jorhat.
Scenic Aura, a bridgehead on the Hooghly
The Brahmaputra announcement builds on the launch of Scenic Aura, which will sail the Hooghly from October 2027. Designed for just 44 guests, the boutique ship will offer an inaugural collection of all-inclusive ultra-luxury river cruises and land journeys in India and Sri Lanka.
The 2027-28 season combines a 10-night cruise on the Hooghly, through West Bengal, with curated land journeys across India and Sri Lanka. On the itinerary: major cities, sacred sites, historic palaces and artisan communities.
According to the group, demand for this inaugural programme has been exceptionally strong and limited availability remains. This commercial success has reinforced Scenic Group’s determination to strengthen its presence in India. With the Brahmaputra, it is laying the foundations of a long-term strategy: new river cruises and new luxury land journeys in India and across the region. Pre-registration for the future Brahmaputra programme is already open through Scenic’s reservations team and preferred travel advisors.
Our analysis • Luxury river cruising moves beyond Europe
By teaming up with a local operator rather than going it alone, Scenic Group secures operational know-how on demanding rivers. At the same time, it retains control of the brand and international distribution. The model echoes that of other luxury players investing in river cruising outside the historic European market, such as Mandarin Oriental and its first luxury Nile cruise.
The move also comes as upscale brands multiply in the Indian market. Accor has announced Fairmont Rishikesh Himalayas on the banks of the Ganges, and Minor Hotels Anantara Jadcherla Hyderabad Resort. Meanwhile, on Europe’s rivers, market leaders such as Viking continue to expand their fleets.
At a glance by The Hospitality Tribune
Scenic Group partners with Assam Bengal Navigation in India
Partnership: long-term agreement with ABN, which has 20+ years of river cruising on the Brahmaputra and Ganges
Fleet: two ultra-luxury Scenic river ships planned in India by 2029-30
New river: Brahmaputra programme to come, with pre-registration now open
Launch: 44-guest Scenic Aura sets sail on the Hooghly from October 2027
Inaugural season: 10-night Hooghly cruise combined with land journeys across India and Sri Lanka
