ITC Hotels Limited (ITCHL) has launched a new brand, ‘Epiq Collection’, to enhance its ‘Asset-Right’ growth strategy. The initial hotels will be located in Odisha and Andhra Pradesh, with the first two projects in Puri and Tirupati. The ‘Epiq Collection’ Puri will be a company-owned hotel featuring 118 rooms, while ‘Epiq Collection’ Tirupati will be a managed hotel with 201 rooms, both set to open within the next two years and join the CLUB ITC rewards programme. This new brand aims to add approximately 1,000 keys over the medium term, emphasizing ITC Hotels’ dedication to delivering elevated hospitality experiences across India.
The initiative underlines ITC Hotels’ ongoing commitment to expanding its hospitality presence while providing distinctive, locally inspired stays within a unified premium brand identity. Anil Chadha, Managing Director of ITC Hotels Limited, stated that the launch of ‘Epiq Collection’ represents a significant milestone in the evolution of ITC Hotels’ brand structure. It builds on the company’s sustainability legacy while presenting a unique expression of premium Indian hospitality, combining culinary innovation, service excellence, and design sophistication. With hotels in Puri and Tirupati leading this initiative, ITC aims to create guest experiences that are contemporary yet deeply connected to their locations.
Additionally, ‘Epiq Collection’ will facilitate the thoughtful conversion and repositioning of existing premium hotels to join the ITCHL network, reflecting the progressive evolution of ITC Hotels’ tradition of exceptional guest experiences. The brand is conceived as a collection of premium hotels and resorts, each with its own identity, design, character, and the warm essence of authentic Indian hospitality. Designed to complement the company’s brand architecture, ‘Epiq Collection’ will focus on uniting premium properties that exemplify a sophisticated blend of social vitality and service excellence. With a strong foundation in ITC Hotels’ culinary leadership, ‘Epiq Collection’ properties will showcase regional cuisines and locally inspired dining concepts, reimagined through modern techniques.