Crimson Hotels Ends Operational Partnership With The Aaureum in Bhilwara

Crimson Hotels India has ended its managerial and operational association with The Aaureum Resort & International Convention Centre, Bhilwara, effective 07 September 2026.

Crimson entered Bhilwara after identifying an opportunity in a market that had hospitality potential but limited large-format infrastructure. While Rajasthan’s luxury hospitality market was largely concentrated around established destinations such as Jaipur and Udaipur, the company saw scope for a destination-led property in Bhilwara.

The Aaureum was developed as a large-format hospitality property combining accommodation, convention facilities, event spaces, dining and leisure. The format was aimed at catering to business gatherings, MICE requirements, celebrations and other social events in the region.

During its association with the property, Crimson worked on establishing the resort as a broader hospitality proposition for Bhilwara, a city traditionally associated with industrial and business activity. The company said the property contributed to expanding the type of hospitality demand that the destination could cater to.

“When we entered Bhilwara, we saw a destination with strong fundamentals and significant headroom for growth. We believed that the right hospitality infrastructure could unlock that potential and Aaureum was created around that vision. We are proud of what we have built and of the role it has played in shaping Bhilwara’s hospitality proposition. As we move into the next phase, our focus remains firmly on the opportunities ahead in Bhilwara and the wider Mewar region.” said Sandeep Maitraya, founder & director, Crimson Hotels India.

Crimson said it will continue to maintain a presence in Bhilwara, with further hospitality developments planned across the wider region.