TTT NEWS NETWORK
NEW DELHI | 3 JUNE 2026
ITC Hotels Limited announced the milestone signing of its 25th property under Brand Storii — Storii by ITC Hotels Guwahati, strengthening the brand’s status as one of India’s most compelling boutique hospitality offerings. The signing follows a definitive agreement with Bhauram Jodhraj for 43 rooms retreat within the scenic Amchong Tea Estate at the periphery of Guwahati, deepening ITCHL’s presence in East India.
Spread across hill stations, coastal retreats, wildlife corridors, heritage towns, and now tea estates; brand Storii has attracted strong developer interest from owners drawn to its philosophy of intimate, place-led hospitality. A healthy pipeline of properties under development reflects sustained confidence in both the concept and its potential.
Speaking on this 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 interesting tourism frontiers. We are committed to supporting its growth by enriching supply in the region’s branded hospitality space.”
Ananya Khemka, Partner, Bhauram Jodhraj said, “The Amchong Tea Estate has been the heart of our family’s legacy for four generations. Collaborating with ITC Hotels to introduce Storii to this part of Assam felt natural — ITC Hotels understands the importance of culture, heritage and they really honor a destination’s history by integrating stories of the region. Travellers enjoy this discovery and storytelling.”
Momentum Across India’s Leisure Map:
Over the past 24 months, Brand Storii has expanded aggressively into high-potential leisure markets. New signings during this period include properties in Dhari Gir, Karjat, Mukundgarh Fort, Mussoorie, Rani Pokhari (Rishikesh), Ranthambore, Sasan Gir, Shantiniketan, Udupi and Wayanad — each chosen for its distinct environmental or cultural identity.
About Storii by ITC Hotels:
Storii by ITC Hotels is a hand-picked collection of boutique properties designed for travellers who seek connection over convenience. Each property sits within a destination that commands attention — whether a mist-draped hillside, a centuries-old fort, a jungle threshold, or a working tea estate and translates that setting into an experience that feels both personal and profound. The brand now spans 25 properties and 1,200+ keys across operating and pipeline hotels, redefining how guests relate to the places they visit.
About ITC Hotels Limited:
| 150+ Hotels | 14,000+ Keys | 90+ Destinations |
With the enduring Namaste as the symbol of its brand experience, ITC Hotels Limited is one of India’s leading luxury hotel chains offering comprehensive hospitality solutions. Embodying Sustainability & ‘Responsible Luxury’ as its guiding premise, ITC Hotels integrates India’s fine tradition of hospitality with globally benchmarked services to reflect the culture and ethos of each destination, through a collection of hotels. Staying ahead of the sustainability curve, ITC Hotels became the largest chain in the world to have 23 LEED Platinum certified hotels. To date, ITC Hotels Limited leads in LEED Zero Water & LEED Zero Carbon certified hotels globally. ITC Hotels Limited operates under seven distinct brands; ‘ITC Hotel’ & ‘Mementos’ in the Luxury segment, ‘Epiq Collection’ in the premium ‘Welcomhotel’ in the upper upscale space, brand ‘Storii’ in the premium boutique segment, ‘Fortune’ in the mid-market to upscale space and ‘WelcomHeritage’ in the heritage leisure segment. ITC Hotels Limited is the First in India to have been honoured with the prestigious 2024 Leadership Award for Organizational Excellence by the US Green Building Council. ITC Hotels is known for its signature warmth, iconic culinary experiences, and hospitality excellence. It is listed on the BSE and NSE.
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