Sterling Holiday Resorts has entered the Chhattisgarh hospitality market with the launch of Sterling Naman Bastar, Jagdalpur, taking its resort portfolio to 80 properties across India. The 45-key resort, located on Chitrakote Road, marks the company’s entry into Bastar and adds to its focus on developing a presence in emerging leisure destinations.
Spread across approximately 3.21 acres, Sterling Naman Bastar comprises 45 rooms across five categories, including garden-facing rooms, suites and a private pool villa. The property also features an indoor swimming pool, spa and recreation facilities, along with lawns and banquet spaces designed to cater to leisure groups, celebrations and events.
The Jagdalpur opening comes as Sterling continues to pursue a destination-led growth strategy, with the company looking to expand beyond established tourism markets and build hospitality infrastructure in locations with emerging tourism potential.
Bastar offers a mix of natural and cultural attractions, including Chitrakote and Tirathgarh waterfalls, Kanger Valley National Park, limestone caves, tribal haats and Dhokra craft traditions. The region’s food culture, centred on rice, forest produce and indigenous ingredients, is also emerging as part of its tourism proposition.
Sterling is positioning the Jagdalpur resort as a base for travellers visiting attractions across Bastar rather than as a standalone resort destination. The property’s location provides access to key attractions in and around Jagdalpur, while the resort’s hospitality facilities are aimed at providing an organised accommodation base for leisure travellers and groups.
The property also incorporates the destination into its food and beverage offering. Its multi-cuisine vegetarian restaurant, Amravan, and café, Little Bites, serve regional preparations including Baasta, Angakar Roti, Chaur Bhaja, Farra and Tikhur.
Vikram Lalvani, Managing Director & CEO, Sterling Holiday Resorts, said the company sees Bastar as a destination with significant potential to attract travellers seeking nature, culture and discovery.
“Some destinations are already on everyone’s travel list. Others are waiting to be discovered. We believe Bastar belongs firmly in the second category.”
Lalvani said Sterling’s role as a “Destination Architect” extends beyond establishing a hotel and includes making emerging destinations more accessible and easier for travellers to experience.
The company’s entry into Bastar is being supported by Jagdalpur’s air connectivity with Hyderabad and Raipur, improving access to the region from key urban markets.
According to Jayesh Sangani and Rachit Sangani, owners of Sterling Naman Bastar Jagdalpur, a unit of Dishi Resort Pvt. Ltd., the partnership combines local knowledge of the region with Sterling’s distribution network and hospitality capabilities.
The owners said the resort aims to become a base for travellers exploring Jagdalpur and the wider Bastar region, which they believe has significant potential due to its natural landscapes and cultural heritage.
Expanding into emerging destinations
The Bastar launch forms part of Sterling’s broader strategy of expanding its footprint through destination-led hospitality development. While the company is building greater depth in established markets by connecting properties into regional travel circuits, its approach in emerging destinations is focused on establishing an early hospitality presence and creating greater accessibility for travellers.
The addition of Sterling Naman Bastar takes the company’s portfolio to 80 resorts, while strengthening its presence in destinations outside the conventional Indian leisure circuit.
For Bastar, the entry of a national hospitality brand also adds organised branded accommodation capacity to a destination that remains relatively underpenetrated in mainstream leisure travel.
