Scenic Group has announced a strategic partnership with Assam Bengal Navigation (ABN), marking its expansion into the Brahmaputra River region. The deal aligns with Scenic’s plan to operate two ultra-luxury river ships in India by 2029-2030.
This long-term agreement is a significant step in Scenic’s growth within India. It combines ABN’s 20+ years of experience in river cruises on the Brahmaputra and Ganges with Scenic’s global expertise in all-inclusive luxury cruising.
A Natural Fit for Scenic’s India Expansion
The Brahmaputra River offers Scenic guests a unique perspective on India, showcasing its dramatic environments, wildlife, ancient traditions, and remote communities. This complements Scenic’s upcoming Hooghly River program in West Bengal, set to launch in 2027-28.
The partnership was finalized after a meeting in Delhi between key figures: Glen Moroney (Scenic Group Founder and Chairman), Ashish Phookan (ABN Founder and Managing Director), and Shri Sarbananda Sonowal (Union Minister of Ports, Shipping and Waterways).
Combining Local Expertise with Global Luxury
Glen Moroney expressed enthusiasm for the partnership, stating, “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.”
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Ashish Phookan said, “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.”
The strong response to Scenic Aura, a 44-guest boutique ship, has reinforced Scenic’s opportunity to expand in India as part of a broader strategy to introduce new luxury river cruise and land journey experiences across the region.
Scenic Aura: Leading the Charge
Scenic Aura’s 2027-28 season features a 10-night Hooghly River cruise paired with land journeys through India and Sri Lanka. Guests will explore lively cities, sacred sites, historic palaces, and artisan communities, with Scenic’s signature personalized service and inclusive offerings.
Strong Demand and Future Growth
The upcoming Hooghly River program has seen exceptionally strong demand, with limited availability remaining. This response, along with the planned Brahmaputra expansion, forms the foundation of Scenic Group’s long-term strategy to grow its presence in India and the wider region.