Legacy, leadership, and innovation—these are the pillars that define Roop Partap Choudhary’s journey. As the Executive Director of Noormahal Group and Founder of Colonel Saab, London, he has not only carried forward a family legacy but has also redefined the art of blending tradition with modern vision. From curating immersive experiences rooted in India’s rich cultural heritage to expanding globally with innovative business ventures, his approach offers valuable insights into entrepreneurship, storytelling, and the evolving landscape of luxury and experiential living.
In this exclusive conversation, Choudhary delves into his early influences, the lessons he learned from his father, and how he transformed challenges into opportunities. Beyond hospitality, he speaks about the power of art and culture, the importance of staying authentic in a rapidly changing world, and what it takes to build a brand that stands the test of time. Whether you are an entrepreneur, an art enthusiast, or someone drawn to stories of perseverance and passion, his journey is one of inspiration and purpose.
You come from a distinguished family with a strong legacy. What was your upbringing like, and how did it shape your outlook on business and hospitality?
Growing up in a family deeply rooted in hospitality and business, I was surrounded by an environment emphasizing discipline, hard work, and an appreciation for heritage. My father, Colonel Manbeer Choudhary, and my mother Mrs. Binny Choudhary instilled in me the values of leadership, perseverance, and a deep respect for tradition. This upbringing naturally shaped my approach to business, where I strive to blend legacy with modern luxury, creating unique experiences that celebrate India’s rich cultural heritage.
Was there a defining moment when you realized that hospitality was your true calling?
There was a defining moment when I truly understood the power of hospitality. While traveling across India with my father, I experienced firsthand the warmth and authenticity that define Indian hospitality. A particular stay at a heritage property left a lasting impact on me—I saw how a place could tell a story, evoke emotions, and transport guests to another era. That realization sparked my vision, leading to the inception of Noormahal Palace and later, Colonel Saab in London.
My father, with his military background, instilled in me discipline, perseverance, and the belief that extraordinary guest experiences lie in the finest details. Alongside him, my mother’s deep understanding of warmth and care reinforced my belief that true luxury is not just about opulence—it’s about personalization, authenticity, and creating emotional connections. These values continue to shape my approach to hospitality, blending heritage with innovation to craft unforgettable experiences.
Your father, Colonel Manbeer Choudhary, has been a great influence on you. What are some key lessons you have learned from him that you apply in your career?
My father has been my greatest mentor and source of inspiration. His military background has taught me that success comes with dedication and consistency, instilling a strong sense of discipline and perseverance. He always emphasized the importance of attention to detail, believing that the little things create extraordinary guest experiences. Additionally, he taught me the value of respecting tradition—while innovation is essential, staying true to one's roots is what makes a brand truly unique and memorable.
Noormahal Palace has become an iconic luxury hotel under your leadership. What was the most significant challenge you faced in making it what it is today?
The biggest challenge was redefining luxury hospitality in a city like Karnal, which was not traditionally known as a luxury destination. Educating people about the value of heritage luxury and attracting high-end clientele required strategic branding and relentless efforts. We invested in creating an unparalleled experience by curating an exclusive art collection, offering impeccable service, and positioning Noormahal Palace as a premier destination for weddings and events.
What has been the proudest moment of your career so far?
The launch of Colonel Saab in London, a long-cherished dream, and the recognition of Noormahal Palace among the top five destinations for destination weddings are among my proudest moments. Watching both ventures receive international acclaim has been incredibly fulfilling.
Colonel Saab has been recognized as one of London’s top Indian restaurants by Forbes International. What was your vision behind this project?
Colonel Saab was envisioned as a love letter to India’s rich culinary and cultural heritage. More than just a restaurant, it was designed as an immersive experience where fine dining meets storytelling. Inspired by my father’s travels across India, every dish on the menu, every artifact in the space, and every design element reflects the depth and diversity of Indian culture.
Globally, Indian cuisine has often been limited to certain stereotypes, but at Colonel Saab, we wanted to showcase its true essence—regional flavors, royal traditions, and the artistry behind every dish. Similarly, Indian art and craftsmanship have always been revered, yet underrepresented in modern luxury dining. By weaving history, flavors, and artistry together, our goal was to redefine how the world experiences Indian hospitality, making it as refined, elegant, and multifaceted as the culture itself.
Colonel Saab is inspired by your father’s travel stories. Can you share a special memory or story that shaped the restaurant’s concept?
My father, Colonel Manbeer Choudhary, served in the Indian Army, earning the honorific title 'Colonel Saab.' His postings took our family across India, immersing us in the country’s diverse cultures, flavors, and traditions. We dined with royal families in Rajasthan, where age-old recipes were passed down through generations, offering a glimpse into regal culinary heritage. In the serene valleys of Kashmir, we experienced the delicate flavors of Wazwan, a feast that embodies the artistry of Kashmiri cuisine.
Our journeys took us from the spice-laden kitchens of Kerala’s backwaters to the remote Himalayan monasteries, where simple, soulful meals reflected the purity of the land. We shared meals with local communities, discovering how every region had its own story to tell through food. These experiences became the foundation of Colonel Saab—a place where every dish is a chapter, inviting guests on a journey through the tastes, traditions, and untold stories of India.
Noormahal Palace is known for its unmatched art collection and regal ambiance. How do you balance luxury with heritage authenticity?
The key is meticulous curation and storytelling. Every artifact at Noormahal Palace has been handpicked to reflect India’s rich history. We have sourced rare artworks, antiques, and architectural elements that maintain authenticity while offering guests an opulent experience.
Luxury, for me, is not just about extravagance—it’s about preserving and presenting culture in an immersive way. A significant part of this is the skilled manpower behind Noormahal Palace. We work closely with local artisans, painters, and craftsmen who bring centuries-old techniques to life, from intricate frescoes and hand-carved woodwork to elaborate Rajasthani mirror work and Mughal-inspired motifs. Their dedication ensures that every corner of the palace tells a story, seamlessly blending heritage with grandeur. By empowering local talent, we not only preserve traditional craftsmanship but also create an experience that feels truly authentic and timeless.
You’ve won multiple awards for Noormahal Palace as a destination wedding venue. What trends do you see emerging in luxury weddings?
Luxury weddings are evolving to be more personalized and experiential. Couples today seek unique themes, cultural authenticity, and a seamless blend of tradition with contemporary elegance. Sustainability is also a growing trend, with more eco-conscious wedding choices, from zero-waste decor to locally sourced gourmet menus.
Another significant shift is in the decision-making process. Earlier, weddings were largely planned by families, but today, every generation brings a fresh perspective. Young couples are more hands-on, prioritizing personalization, storytelling, and digital integration, while parents still focus on grandeur and heritage. This dynamic creates an entirely new approach to wedding planning—one that balances vision, experience, and budget in innovative ways.
At Noormahal Palace, we are constantly evolving to cater to these changing preferences, offering bespoke wedding experiences that honor tradition while embracing modern luxury. Whether it's an intimate royal affair or a grand multi-day celebration, we ensure every wedding feels exclusive, meaningful, and timeless.
You are a passionate art collector, and your properties house some of the rarest artifacts. What draws you to collecting antiques and art?
Art has always fascinated me because it carries history, culture, and emotion. I believe that a well-curated collection can transform a space, making it timeless. But for me, collecting art isn’t about the price tag—it’s about the story it tells. Every piece doesn’t have to be expensive, but it must resonate, either through its origin, craftsmanship, or the cultural narrative it represents.
I pick up artifacts that speak to me—whether it’s a Tanjore painting deeply rooted in tradition or a contemporary piece that aligns with a certain emotion or aesthetic. When you start collecting with this mindset, it sharpens your own sense of aesthetics and appreciation. You begin to understand not just where an artwork comes from, but how it connects to you personally. This philosophy shapes the collections at Noormahal Palace and Colonel Saab, ensuring that every piece contributes to an immersive story rather than just being a decorative element.
You have participated in some of the world’s top auctions, including Sotheby’s and Christie’s. What has been your most prized acquisition?
Every piece of art and artifact I acquire holds a special place in my collection, not just for its rarity but for the story it tells. One of my most prized acquisitions is prominent art by Vivek Nimonkar, a masterpiece that beautifully captures the essence of continuity, tradition, and the human connection with nature. I also treasure an exquisite work of tribal art by Anushree Chakraborty, which reflects the raw, unfiltered storytelling of indigenous communities.
Beyond paintings, I have been fortunate to acquire extraordinary pieces of heritage craftsmanship. A Cocktail Bar by Asprey, originally commissioned by the Maharaja of Patiala, is a remarkable symbol of royal indulgence and bespoke luxury. The Baccarat decanters made for the Faridkot royal family and Mappin & Webb hand-painted dinner sets, created exclusively for an erstwhile royal family, are exquisite examples of European artistry blending with Indian regal elegance.
For me, collecting art and artifacts is not just about ownership—it’s about preserving legacies, curating stories, and celebrating the confluence of heritage and design. Each piece in my collection is a testament to history, craftsmanship, and the evolving aesthetic that shapes Noormahal Palace and Colonel Saab.
You’re aggressively expanding your business into Eastern Europe and London. What’s next for the Jewel Group of Hotels?
Our vision is to bring India’s royal heritage to a global audience. After the success of Colonel Saab in London and our ventures in Europe and other international markets, we are aggressively expanding our presence. We are exploring opportunities to introduce immersive Indian hospitality experiences beyond traditional destinations, ensuring that the essence of our culture resonates worldwide.
Additionally, we have ambitious plans to expand Noormahal Palace’s brand presence by developing boutique heritage properties in select destinations. These properties will blend architectural grandeur with modern luxury, offering guests an authentic yet world-class experience.
At the same time, we are continuously upgrading Noormahal Palace to provide the latest in luxury and comfort. Our constant endeavor is to enhance guest experiences—be it through modern amenities, personalized services, or innovative dining concepts—while staying true to our heritage roots. The goal is to not only preserve history but also evolve with the ever-changing expectations of global travelers.
What advice would you give to young entrepreneurs looking to make a mark in the hospitality industry?
My advice would be to stay authentic to your vision and never compromise on quality. The hospitality industry is about experiences—so focus on crafting something unique and memorable. Patience and persistence are key because building a brand takes time.
Equally important is building the right team. Hospitality is a people-driven industry, and your team members are the backbone of your success. Invest in them, empower them, and create a culture where they feel valued and motivated. A passionate, well-trained team will not only enhance guest experiences but also bring your vision to life in ways you never imagined.
Lastly, always stay curious and open to learning, because innovation is what keeps businesses relevant in a competitive landscape. Adapt to changing guest expectations, embrace new trends, and most importantly, lead with passion and purpose.
Noormahal Palace is known for its unmatched art collection and regal ambiance. How do you balance luxury with heritage authenticity?
Noormahal Palace meticulously blends modern luxury with traditions and history, creating a truly regal experience for our guests. Our mission is to offer not just a stay, but a journey through time, where the opulence of contemporary comforts meets the rich tapestry of our heritage. Every corner of the palace is adorned with exquisite artifacts that tell stories of the historic past, reflecting our passion for preserving legacies and celebrating the artistry of craftsmanship. Each piece in our collection bridges the gap between past and present, offering an immersive experience to the guests.
This unique blend of luxury and authenticity ensures that every visit to Noormahal Palace is not just memorable, but a celebration of our rich cultural legacy, tailored for the discerning traveler of today.
With the rise of experiential travel, how do you ensure that Noormahal offers a unique and immersive experience to guests?
As mentioned earlier, at Noormahal Palace, our focus is on creating unique and immersive experiences by blending rich cultural heritage with modern hospitality. We offer personalized itineraries that allow guests to explore local traditions, antique artifacts and savour delicious cuisine. Our specially curated activities, such as guided heritage walks, cooking classes featuring traditional recipes, and local craft workshops, engage guests in meaningful ways.
Additionally, we emphasize the importance of storytelling, ensuring that every experience is tied to the history and culture of the region. Our dedicated staff is trained to share insights and tales that connect guests more deeply to the surroundings. We also take guest feedback seriously, continuously refining our offerings to enhance the overall experience. By creating an environment where guests can connect with the local community and culture, we ensure that their stay at Noormahal Palace is both memorable, comfortable and rejuvenating.
