ITC Hotels has introduced a new brand, Epiq Collection, as part of its strategy to expand in India’s growing premium hospitality segment. The brand will debut with a 118-key owned property in Puri, Odisha, followed by a 201-key managed hotel in Tirupati, Andhra Pradesh, both set to open within the next two years.
With Epiq Collection, ITC Hotels aims to add around 1,000 premium keys over the medium term, focusing on converting high-quality hotels into owned and managed assets. The launch strengthens the company’s premiumisation journey, placing it in direct competition with peers such as IHCL’s Vivanta and Lemon Tree’s Aurika.
Currently, the group operates 207 hotels (146 functional, 61 in the pipeline) and aims to exceed 220 properties and 20,000 keys by 2030. The Epiq Collection marks a significant step in ITC’s mission to deliver elevated, design-forward hospitality experiences across India.
