Debut properties to open in Puri and Tirupati under its ‘Asset-Right’ growth strategy
In a strategic move to strengthen its premium hospitality portfolio, ITC Hotels Limited (ITCHL) has announced the launch of its new brand — ‘Epiq Collection’. The initiative marks a key milestone in the company’s ongoing ‘Asset-Right’ expansion strategy, aimed at combining ownership and management models to scale growth efficiently.
The first two hotels under the ‘Epiq Collection’ banner will open in Puri (Odisha) and Tirupati (Andhra Pradesh) — two destinations rich in culture and spiritual heritage. The Epiq Collection Puri, an owned property with 118 rooms, and Epiq Collection Tirupati, a managed hotel with 201 rooms, are both slated to open within the next two years. These hotels will also be a part of the CLUB ITC rewards programme, offering guests enhanced loyalty benefits.
With the launch of ‘Epiq Collection’, ITC Hotels aims to add about 1,000 rooms under this premium segment over the medium term, reinforcing its commitment to deliver elevated and locally inspired hospitality experiences across India.
Commenting on the launch, Anil Chadha, Managing Director, ITC Hotels Limited, said,
“The launch of ‘Epiq Collection’ marks an important milestone in the evolution of ITC Hotels’ brand architecture. It builds on our legacy of sustainability while offering a distinct expression of premium Indian hospitality, one that brings together culinary innovation, service excellence, and design sophistication. With the hotels in Puri and Tirupati leading this journey, we are curating guest experiences that are contemporary in sensibility and timeless in their connection to the place.”
The ‘Epiq Collection’ brand is designed to reposition and convert existing premium hotels into the ITC Hotels network, thereby broadening the brand’s reach and flexibility. Each property under the collection will retain a unique identity, character, and design, while maintaining the hallmark warmth and graciousness of authentic Indian hospitality.
Anchored in ITC Hotels’ renowned culinary excellence, ‘Epiq Collection’ will showcase regional cuisines and locally inspired dining experiences, interpreted through contemporary techniques. The brand aims to blend social vitality, design sophistication, and service excellence, presenting travellers with a seamless balance between modern comfort and cultural connection.
With this new launch, ITC Hotels continues to redefine Indian hospitality through innovation, sustainability, and a strong sense of place — reflecting the evolving aspirations of discerning travellers.
