ITC Hotels Limited Unveils a New Era of Premium Hospitality With Epiq Collection
ITC Hotels Limited (ITCHL) announced the launch of a new brand ‘Epiq Collection’ to further strengthen the growth path for its ‘Asset-Right’ strategy.
By SOH Edit Team
ITC Hotels Limited (ITCHL) has announced the launch of a new premium brand, ‘Epiq Collection’, designed to accelerate the company’s growth under its ‘Asset-Right’ strategy. The inaugural hotels under the brand are being developed in Odisha and Andhra Pradesh, marking the beginning of this new chapter in the group’s premium hospitality portfolio.
The first two projects—‘Epiq Collection Puri’, a company-owned 118-room hotel, and ‘Epiq Collection Tirupati’, a 201-room managed property—are set to open within the next two years. Both will join the CLUB ITC rewards programme. Through this new brand, ITC Hotels aims to add around 1,000 rooms under the ‘Epiq Collection’ umbrella over the medium term, further reinforcing its commitment to providing elevated, locally inspired hospitality experiences across India.
Blending Local Character with Premium Hospitality
Conceived as a curated collection of premium hotels and resorts, ‘Epiq Collection’ will bring together properties that reflect distinctive design, character, and authentic Indian warmth. The brand will also facilitate the conversion and repositioning of existing premium hotels into the ITC Hotels distribution network—expanding reach while maintaining design individuality.
Anchored in ITC Hotels’ legacy of culinary leadership and sustainability, each ‘Epiq Collection’ property will offer regional cuisines and locally inspired dining reinterpreted through modern techniques, emphasizing a sophisticated balance of social vitality and service excellence.
A Distinct Expression of Indian Hospitality
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.”