ITC Hotels Unveils New Premium Brand ‘Epiq Collection’ as It Shifts to Asset-Light Model
Photo Credit: ITC debuted in Kerala with the opening of Fortune Airport Road Kochi in September 2025. ITC Hotels
Skift Take
ITC’s so-called “asset-right” strategy is actually a pivot to asset-light growth. By relying more on management and franchise deals, the company is looking to expand faster, reduce capital exposure, and align with the economics driving India’s hotel boom.
ITC Hotels has launched a new brand: "Epiq Collection." A new addition to the company’s brand portfolio, Epiq will operate in the premium segment in line with the broader premiumization that India’s travel is currently undergoing.
The brand will focus on conversion of high-quality hotels with new owned and managed properties. “This strategic addition to the portfolio is designed to accelerate the company’s premiumization journey,” ITC Hotels said while sharing its financial results for the July-September quarter.
Two properties under the brand are currently under development in Puri in the state of Odisha and Tirupati in Andhra Pradesh. Epiq Collection Puri will be a 118-key owned hotel, while the 201-room Epiq Collection Tirupati is coming up as a managed property. The hotels are scheduled to open and join ITC Hotels’ loyalty program Club ITC within the next two years.
ITC Hotels is targeting about 1,000 rooms under the new premium bra
