Restaurant India News: ITC Hotels Launches ‘Epiq Collection’ to Strengthen Its Asset-Right Growth Strategy

ITC Hotels Limited (ITCHL) has announced the launch of a new brand, Epiq Collection, as part of its strategy to accelerate the ‘Asset-Right’ growth model. The new brand aims to expand ITC’s presence in India’s premium hospitality segment, with its first two projects currently under development in Odisha and Andhra Pradesh.

The inaugural hotels — Epiq Collection Puri and Epiq Collection Tirupati — will mark the brand’s debut in culturally significant destinations. The Puri property, owned by the company, will feature 118 rooms, while the Tirupati property, a managed hotel, will offer 201 rooms. Both hotels are expected to open within the next two years and will be part of the CLUB ITC rewards programme. Through Epiq Collection, ITC Hotels plans to add approximately 1,000 rooms across various locations over the medium term, strengthening its focus on delivering premium, locally inspired hospitality experiences.

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.”

Epiq Collection is designed as a curated portfolio of premium hotels and resorts, each with a distinct identity, character, and design philosophy. The brand will enable the strategic conversion and repositioning of existing premium properties to align with the ITC Hotels network, reflecting the company’s ongoing evolution in the hospitality industry.

The new brand integrates ITC Hotels’ long-standing strengths — particularly in sustainability, service, and culinary leadership — into a unified premium offering. Each Epiq Collection property will focus on regional cuisines and locally inspired dining experiences, presented through a modern lens. By blending social vitality with service excellence, Epiq Collection aims to set a new standard in India’s premium hospitality segment while supporting ITC Hotels’ broader vision of responsible and scalable growth.