ITC Hotels Expands Brand Portfolio with Launch of Epiq Collection
ITC Hotels Limited (ITCHL) has unveiled its latest premium brand, ‘Epiq Collection’, marking a strategic step forward in the company’s ‘Asset-Right’ growth strategy. This new brand is designed to strengthen ITC Hotels’ presence in India’s premium hospitality segment by curating distinctive, culturally inspired properties that embody the group’s hallmark of sustainable luxury.
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Inaugural Properties in Puri and Tirupati
The first two projects under the Epiq Collection banner are currently under development in Puri, Odisha, and Tirupati, Andhra Pradesh—both destinations known for their deep cultural and spiritual heritage.
‘Epiq Collection Puri’, an owned property with 118 rooms, and ‘Epiq Collection Tirupati’, a managed hotel with 201 rooms, are expected to open within the next two years. Both properties will become part of the CLUB ITC rewards programme, offering guests a seamless and rewarding stay experience.
Strategic Expansion Under the Asset-Right Model
Through the launch of this new brand, ITC Hotels plans to add approximately 1,000 keys under the Epiq Collection umbrella in the medium term. This initiative reinforces the company’s commitment to expanding its premium footprint across India while maintaining a focus on sustainability, regional storytelling, and guest-centric innovation. The new brand will also facilitate the conversion and repositioning of existing premium hotels, allowing them to integrate into the ITC Hotels distribution network under a unified yet flexible brand identity.
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Anil Chadha on the Vision Behind Epiq Collection
Commenting on the announcement, 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.”
A Distinctive Expression of Premium Indian Hospitality
Conceptualized as a collection of premium hotels and resorts, each Epiq property will carry its own unique identity, design, and character, while reflecting the warm, gracious spirit of authentic Indian hospitality. The brand will highlight regional cuisines and locally inspired dining experiences—reinterpreted with modern culinary techniques—anchored in ITC Hotels’ longstanding legacy of culinary excellence and sustainable luxury.
Epiq Collection: Redefining Premium Hospitality in India
With Epiq Collection, ITC Hotels continues its mission to create experiences that merge cultural authenticity, design sophistication, and operational excellence. This launch represents not just a brand expansion but a defining evolution in how ITC Hotels brings together India’s rich heritage and modern hospitality sensibilities under one refined identity.
