By Kavita Mistry 
ITC Hotels Limited has announced the launch of its new premium brand, ‘Epiq Collection’, as part of its continued ‘Asset-Right’ expansion strategy. The inaugural hotels under the new brand will open in Puri, Odisha, and Tirupati, Andhra Pradesh, marking the brand’s debut in culturally rich destinations.
The first two projects under the ‘Epiq Collection’ banner are currently under development. ‘Epiq Collection Puri’, an owned property featuring 118 rooms, and ‘Epiq Collection Tirupati’, a 201-room managed hotel, are scheduled to open within the next two years and will be part of the CLUB ITC rewards programme. With this launch, ITC Hotels aims to add around 1,000 rooms under the ‘Epiq Collection’ brand over the medium term, reinforcing its commitment to delivering elevated, 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.”
‘Epiq Collection’ has been conceived as a portfolio of premium hotels and resorts, each with its own character, design, and sense of place, underpinned by the warmth and grace of authentic Indian hospitality. The brand will also facilitate the thoughtful conversion and repositioning of established premium properties into the ITC Hotels network, offering owners and guests access to a trusted, high-performing distribution platform.
Anchored in ITC Hotels’ legacy of culinary excellence, ‘Epiq Collection’ properties will showcase regional cuisines and locally inspired dining concepts reinterpreted through contemporary sensibilities. Designed to blend social vitality with refined service, the brand aims to set new benchmarks for premium hospitality in India’s evolving travel landscape.
