I live my Passion

" There is an undeniable royalty about him, one that he doesn’t even have to try to exude. That, in essence, is Abhimanyu Alsisar, luxury hotelier, co-organiser of the Magnetic Fields music festival, and part of the Alsisar royal family, who also owns and manages the Alsisar Mahal heritage hotel. Corporate Citizen had the privilege of speaking with him at the recently held Indian Heritage Hotels Association (IHHA) convention, where we enjoyed a relaxed and engaging conversation. Read on for more"

Corporate Citizen: You come from a storied royal Alsisar family, and while people know of you, we’d love to hear your story firsthand. Tell us a bit about yourself.

Abhimanyu Alsisar: I’m from this adorable little village called Alsisar, in Rajasthan’s Shekhawati region. Picture this: dusty lanes, colourful frescoes, and a whole lot of history. Yes, that’s where I was raised. I was born in Jaipur, went to Mayo College, and then decided to dive into hotel management. There is a back story to this. My father had this idea in 1994 to turn our family Haveli into a hotel. It struck a chord with me and everything worked out. Now, I’m the guy running these heritage properties, trying to keep the magic alive.

But wait, there’s more to me. I love music, and this passion led me to start this cool festival called Magnetic Fields Music Festival— think desert raves with a Rajasthani twist. Oh, and there was the Ranthambore Festival, which was all about wildlife and folk music. Sadly, we had to shut it down. I also run this little NGO called Puqaar, where we save folk music from disappearing. And, when I’m not doing all that, I’m painting, sculpting or producing documentaries.

CC: You’re famously associated with Jeep (SUVs). What’s the story there?

(Laughs) Jeep is my first love! I became their brand ambassador in India, starred in ads, and even crossed the Thar Desert in one. My obsession started at the age of 16, when my father gifted me a Jeep instead of the motorcycle, I craved. He thought it was safer. That Jeep sparked my adventures, though I’m currently obsessed with my 1948 Land Rover Series 1. But, my daily drive is a trusty Pajero Sport.

CC: You’ve lived with the label of ‘royalty’ all your life. When did you first grasp what that meant?

Royalty isn't something you put on like a costume, it's in your bones, in how you carry yourself. By God's grace, that legacy flows through our family. Royalty today isn’t about power; it’s a bubble. You can’t survive on labels alone. You need to work hard for Dal Roti. The heritage helps build a brand—our hotels thrive on that allure.

CC: That sounds like a lot of pressure. Did that legacy ever feel like a burden?

No, not pressure, rather it’s a responsibility, for sure. If you see it as a burden, you’ll crumble. I chose to embrace it as a chance to elevate my family’s name. Passion is key. I don’t ‘work’, I live my passions-running hotels is pure joy.

CC: Any standout childhood memory?

Oh, so many! But, one that’s burned into my brain—2 August, 1994, I was 16, and our family Haveli was about to become a hotel. Imagine growing up in this magical place, all frescoes and hidden courtyards, where every corner had a story. Then one day, dad decides to open the doors to strangers. At first, it was wild, like "Wait, people are going to sleep in my house now?" But then, it hit me: they weren’t just guests, they were getting to experience, the same love and history I grew up with. And get this—one of our first big-name visitors was Steve Jobs. Back then, he was just a backpacker wandering through India. We were too young to chat with him, but still, it was a great deal. My childhood home went from being our secret to this living, breathing piece of heritage. Surreal, but honestly it was kind of beautiful.

CC: People assume royalty breeds arrogance. How do you manage to stay grounded?

(Smiles) Most royals are humble—it’s a myth that we’re standoffish. We eat the same food, and wear the same clothes. The only difference? Our homes are bigger, but so is our hearts. Humility is taught early—if you throw tantrums, people won’t respect you. Today’s world doesn’t tolerate entitlement.

CC: Was entrepreneurship always in your blood?

Not at all! My father never pressured me. I trained at the Taj Palace and Oberoi hotels first. But, joining the family business felt natural. I learned everything from dad, especially humility. Treat your staff well, and they’ll love you back.

CC: What's your take on the state of India's heritage palaces?

Abhimanyu Alsisar

Look, here's the hard truth, these magnificent Havelis and palaces won't survive as just pretty postcards from the past. My dad proved it-an Army officer's salary could barely keep the lights on in our ancestral home, let alone maintain centuries-old frescoes.

The smartest thing we ever did? Opening our doors as a heritage hotel. Sure, it's strange at first, sharing your childhood home with strangers. But think about it: we're not just preserving bricks and mortar. We're keeping alive entire traditions - the craftsmen who restore the architecture, the cooks perfecting royal recipes, the musicians whose folk songs echo through courtyards again.

Why stare at history behind glass in a museum, when you can sip chai and devour a feast in the same courtyard where kings held court? These living heritage hotels create jobs, sustain communities, and let's be honest, they're way more fun than dusty exhibits. The choice is simple: adapt or watch these treasures crumble. We chose to keep our story alive.

Besides, there's something magical about watching a tourist's jaw drop when they realise they're sleeping in a 300-year old bed. That's how you make history matter today.

"These living heritage hotels create jobs, sustain communities, and let's be honest, they're way more fun than dusty exhibits. The choice is simple: adapt or watch these treasures crumble. We chose to keep our story alive"

— Abhimanyu Alsisar

CC: Any expectations from the government to support this?

Subsidies! Heritage hotels have higher costs - maintenance, staff, preserving authenticity and other costs. We’re often in rural areas, creating jobs and reviving traditions.

Classifying us as “infrastructure” would help. My father pushed for this, but progress is slow.

CC: Post-Covid pandemic, how’s business?

Surprisingly booming. We reopened Ranthambore in June 2020 and broke revenue records. People craved open spaces and heritage escapes. Every year since, we’ve grown.

CC: Magnetic Fields music festival is iconic. How did it start?

I was at the Jodhpur's Rajasthan International Folk Festival (RIFF). A friend had invited me to this intimate dinner on the ramparts of Mehrangarh Fort-one of those magical Rajasthan nights under the stars with about 20 people. There are candles, and folk musicians playing softly in the background. And then I realise, Mick Jagger, lead singer and one of the founder members of The Rolling Stones, is sitting across from me, casually sipping his drink.

We're talking, and out of nowhere, Mick turns to me and says, "You should start a festival." Just like that! Bapji Jodhpur (Maharaja of Jodhpur) jumps i, "He's right, you've got the energy for it." Bapji saw something in me and he literally said, "You're on fire right now, I believe in you." And you know what? That very moment saw the birth of the Magnetic Fields music festival. We launched that December in 2013, and now it's this annual desert explosion of music and art every 6th-8th December.

Magnetic Fields music festival— renowned as a celebration of Rajasthani folk musicians, paired with an eclectic electronic music programme, it is one of the foremost music festivals held annually in Rajasthan.

CC: What’s next for you?

Expanding! We’re launching a 100-room heritage hotel in Khetri, my father’s second estate. Three restaurants, royal treatment—it’ll be a new chapter.

CC: Your life philosophy in a line?

“Great happiness.” Do what you love, stay passionate, and never do anything half heartedly.

CC: Final and the most difficult question: Land Rover Series 1 or Pajero?

(Laughs) The Land Rover is my heart, but the Pajero’s my workhorse. Why choose?