ITC Hotels Limited announces 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.
