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ITC Hotels Limited has expanded its boutique hospitality portfolio in North East India by signing its 25th property under the Storii brand. The company has entered into a definitive agreement for the development of 'Storii by ITC Hotels Guwahati', a 43-room property located within Assam's Amchong Tea Estate. The project marks another addition to the company's growing presence in the country's experiential and leisure hospitality segment. The development is expected to strengthen the supply of branded accommodation in the region, which is increasingly attracting tourism and hospitality investments. The property is being developed in partnership with Bhauram Jodhraj, whose promoters own and manage the historic tea estate.
ITC Hotels Limited has signed an agreement for a new 43-room hospitality project in Assam, taking the number of properties under its Storii brand portfolio to 25. The company announced on June 3 that it had executed a definitive agreement for 'Storii by ITC Hotels Guwahati', which will be developed within the Amchong Tea Estate near Guwahati.
The project forms part of ITC Hotels' strategy to expand its footprint in India's leisure and experiential hospitality segment through the Storii brand. Positioned within a tea estate setting, the property is expected to cater to travellers seeking destination-based stays and nature-oriented experiences in North East India.
With the signing, ITC Hotels continues to increase its presence in a region that has witnessed growing attention from tourism stakeholders and hospitality operators in recent years. The company indicated that North East India remains an important market for branded hospitality development, supported by its tourism potential and evolving travel infrastructure.
Anil Chadha, Managing Director of ITC Hotels, stated that North East India represents one of the country's most promising tourism frontiers. He said the company remains committed to contributing to the region's growth by expanding the availability of branded hospitality offerings and strengthening accommodation supply in the market.
The property is being developed in collaboration with Bhauram Jodhraj, the firm that owns the Amchong Tea Estate. According to Ananya Khemka, Partner at Bhauram Jodhraj, the tea estate has remained central to the family's legacy for four generations. She noted that partnering with ITC Hotels to introduce the Storii brand to this part of Assam was a natural progression, reflecting the estate's heritage and its potential as a hospitality destination.
The signing highlights the continuing interest of hotel operators in developing properties across emerging tourism destinations beyond traditional metropolitan and resort markets. For ITC Hotels, the agreement not only expands the Storii portfolio but also strengthens its presence in North East India, where branded hospitality supply remains relatively limited compared with other regions of the country.
Once operational, Storii by ITC Hotels Guwahati will add 43 rooms to Assam's organised hospitality inventory and become the latest addition to the company's boutique hotel network.
Source - PTI
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