ITC Hotels Launches ‘Epiq Collection’: A Premium Brand Rooted In Indian Heritage

In India’s ever-evolving hospitality landscape, where heritage blends seamlessly with modernity, ITC Hotels Limited (ITCHL) is adding a new chapter to its story, namely, ‘Epiq Collection’. The launch marks a strategic expansion of the company’s portfolio under its ‘Asset-Right’ growth model, which brings together owned and managed properties to drive scale and efficiency across key destinations.Premium Hospitality With A Sense Of PlaceThe first two properties under the ‘Epiq Collection’ banner are already in the works — one in Puri, Odisha, and the other in Tirupati, Andhra Pradesh. These culturally rich destinations will serve as the debut stage for the brand, reflecting its focus on creating locally inspired, experience-driven stays.‘Epiq Collection Puri’ will be an owned hotel with 118 rooms, while ‘Epiq Collection Tirupati’ will be a managed property featuring 201 rooms. Both are expected to open within the next two years and will become part of the CLUB ITC rewards programme, the company’s signature loyalty initiative. Through this new brand, ITC Hotels aims to add around 1,000 keys over the medium term, marking a significant step in its expansion into the premium hospitality segment.Tradition Reimagined With Modern SophisticationPositioned as a collection of premium hotels and resorts, ‘Epiq Collection’ promises to offer distinctive stays defined by design sophistication, local character, and warm Indian hospitality. Each property will feature a unique identity — from architecture inspired by its surroundings to culinary concepts that reinterpret regional cuisines with a modern twist.As with ITC Hotels’ other brands, sustainability will remain at the core. The group’s Responsible Luxury philosophy, which integrates eco-conscious practices with world-class comfort, continues to guide its operations.Commenting on the launch, Anil Chadha, Managing Director of 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.”Expanding The ITC Hotels UniverseThe introduction of ‘Epiq Collection’ complements ITC Hotels’ existing brand portfolio, which spans from luxury to heritage: ITC Hotel and Mementos in the luxury segment, Welcomhotel in upper upscale, Storii in the premium boutique space, Fortune in mid-market to upscale, and WelcomHeritage in heritage leisure.Currently, ITC Hotels operates 145+ properties with over 13,600 keys across 90+ destinations in India. The group’s focus on sustainability has earned it international recognition — including multiple LEED Platinum and Zero Carbon certifications — positioning it as one of the most environmentally responsible hospitality chains in the world.FAQs1. What is ITC Hotels’ Epiq Collection? ‘Epiq Collection’ is ITC Hotels’ newly launched premium hospitality brand that blends modern design, cultural heritage, and sustainability. 2. Where will the first Epiq Collection hotels open? The first two hotels under ‘Epiq Collection’ will open in Puri (Odisha) and Tirupati (Andhra Pradesh) within the next two years. 3. How is Epiq Collection different from ITC’s other brands? While ITC’s luxury brands focus on opulence and heritage, Epiq Collection offers premium, locally inspired experiences with design sophistication and modern sensibility. 4. What is the sustainability focus of Epiq Collection? Like all ITC Hotels brands, Epiq Collection operates under the Responsible Luxury philosophy, prioritising eco-conscious design and operations. 5. Will Epiq Collection hotels be part of Club ITC Rewards? Yes, Epiq Collection properties will be integrated into the CLUB ITC loyalty programme, offering members exclusive benefits and rewards.ITC Unveils Welcomhotel In Bodh Gaya: A 98-Room Luxury Hotel & Convention Centre In Bihar