Ashok Agarwal, Managing Director of Aradhana Builders Pvt. Ltd.(Rishikesh), began Aradhana Sthal, the first of his many apartments,there were few serious players but the trend caught on soon after. In 1998 when vast numbers of people attended the Kumbh Mela, many elders decided to spend the rest of their lives there. According to him, 'Many older people have long nursed a dream of owning a house on the Ganga; its three things they want: the river, closeness to nature and satsang. This place is ideal for them and they can find many others like themselves to interact with. Freehold cottages in varying levels of utility or luxury are also beginning to dot the landscape.