ITC Hotels Marks 25th Storii Signing with Tea Estate Retreat in Assam
Storii by ITC Hotels enters Assam’s scenic Amchong Tea Estate near Guwahati, marking the brand’s 25th signing and reinforcing its growing presence across India’s high-potential leisure destinations.
By SOH Edit Team
ITC Hotels Limited announces the signing of its 25th property under the Storii by ITC Hotels brand, marking a significant milestone in the growth of its boutique hospitality portfolio. The latest addition, Storii by ITC Hotels Guwahati, will be developed under a definitive agreement with Bhauram Jodhraj and will feature a 43-key retreat set within the picturesque Amchong Tea Estate on the outskirts of Guwahati.
The signing further strengthens ITCHL’s presence in East India while expanding Storii’s footprint into one of the region’s most distinctive tourism landscapes.
Built Around Destination-Led Experiences
From hill stations and coastal escapes to wildlife destinations, heritage towns and now tea estates, Storii by ITC Hotels has carved a niche in India’s boutique hospitality segment through its focus on immersive, place-inspired experiences.
The brand’s philosophy of intimate hospitality rooted in local culture and storytelling has resonated strongly with developers and asset owners seeking differentiated hospitality offerings. A robust pipeline of properties currently under development underscores growing confidence in the brand’s positioning and long-term potential.
Anil Chadha, Managing Director, ITC Hotels Limited.
Strengthening Hospitality in Emerging Markets
Commenting on the milestone, Anil Chadha, Managing Director, ITC Hotels Limited, said: "Storii by ITC Hotels has been a journey of celebrating the ethos of India’s most charming destinations. North East India represents one of the country’s most exciting tourism frontiers. We are committed to supporting its growth by enriching the supply of branded hospitality offerings in the region."
For Bhauram Jodhraj, the partnership also reflects a commitment to preserving and sharing the cultural legacy of the destination.
Ananya Khemka, Partner, Bhauram Jodhraj, said: “The Amchong Tea Estate has been at the heart of our family’s legacy for four generations. Collaborating with ITC Hotels to introduce Storii to this part of Assam felt like a natural fit. ITC Hotels understands the importance of culture and heritage, and thoughtfully integrates local stories into the guest experience. Travellers today increasingly value this sense of discovery and connection."
Momentum Across Leisure Landscape
The Guwahati signing is the latest chapter in Storii’s rapid expansion across India’s leisure destinations. Over the past two years, the brand has secured new signings in several high-potential markets, including Dhari Gir, Karjat, Mukundgarh Fort, Mussoorie, Rani Pokhari (Rishikesh), Ranthambore, Sasan Gir, Shantiniketan, Udupi and Wayanad.
Each destination has been selected for its unique environmental, cultural or heritage appeal, reinforcing Storii’s strategy of creating authentic hospitality experiences that celebrate the character of place while catering to the growing demand for experiential travel.
Key Offerings:
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