ITC Hotels Limited has marked a significant milestone in its boutique hospitality journey with the signing of Storii by ITC Hotels Guwahati, the 25th property under its fast-growing Storii brand portfolio.
The new 43-room retreat will be developed in partnership with Bhauram Jodhraj and is located within the scenic Amchong Tea Estate on the outskirts of Guwahati, further strengthening ITC Hotels’ presence in Northeast India—one of the country’s emerging tourism markets.
The signing underscores the growing momentum behind the Storii brand, which has carved a niche in India’s boutique hospitality segment through its focus on immersive, destination-led experiences. With properties spanning heritage towns, wildlife destinations, hill stations, coastal retreats and culturally rich locations, the brand continues to attract strong interest from hospitality developers and asset owners.
Commenting on the 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 exciting tourism frontiers, and we are committed to supporting its growth by enriching the region’s branded hospitality landscape.”
Located amid a working tea estate, Storii Guwahati is expected to offer guests an experience deeply rooted in Assam’s tea heritage, natural beauty and local culture. The project aligns with the brand’s philosophy of creating intimate hospitality experiences that reflect the unique character of each destination.
Ananya Khemka, Partner, Bhauram Jodhraj, said the collaboration reflects a shared commitment to preserving and showcasing regional heritage. “The Amchong Tea Estate has been part of our family’s legacy for four generations. Partnering with ITC Hotels to introduce Storii in this part of Assam felt like a natural fit, given the brand’s ability to celebrate culture, history and storytelling through hospitality,” she said.
The latest signing comes amid a period of rapid expansion for Storii by ITC Hotels. Over the last two years, the brand has added properties across key leisure destinations including Dhari Gir, Karjat, Mukundgarh Fort, Mussoorie, Rani Pokhari near Rishikesh, Ranthambore, Sasan Gir, Shantiniketan, Udupi and Wayanad.
Industry observers note that the continued growth of boutique and experiential hospitality brands reflects changing traveller preferences, with guests increasingly seeking authentic, localised experiences over conventional hotel stays. The trend has also encouraged developers to partner with established brands that can combine operational expertise with destination-focused storytelling.
For ITC Hotels, the 25-property milestone highlights the growing relevance of the boutique hospitality segment within India’s evolving travel landscape. As leisure tourism, experiential travel and regional destination development continue to gain traction, Storii is expected to play an increasingly important role in the company’s expansion strategy across high-potential tourism markets.
With Northeast India attracting greater attention from both domestic and international travellers, the signing of Storii Guwahati further reinforces confidence in the region’s long-term tourism and hospitality growth prospects.
