- Storii Guwahati marks the brand's 25th property signing.
- Property to come up in Amchong Tea Estate, Guwahati.
- Storii brand now covers more than 1,200 keys across India.
The property is set within a working tea estate, bringing it close to Assam's tea culture and natural surroundings. The signing adds to ITC's growing presence in Northeast India, a region drawing more attention from both domestic and international travelers, according to PTI.
"Storii by ITC Hotels is a journey of celebrating the ethos of India's most charming destinations,”said Anil Chadha, ITC managing director. “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.”
Bhauram Jodhraj is a family-owned company that traces its roots in Assam to 1958, when it acquired the Amchong Tea Estate. Over the decades, the company grew from a plantation into a fully integrated tea business.
Ananya Khemka, Bhauram’s partner, said the Amchong Tea Estate is central to their family 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 added.
Over the past two years, Storii added properties across Dhari Gir, Karjat, Mukundgarh Fort, Mussoorie, Rani Pokhari near Rishikesh, Ranthambore, Sasan Gir, Shantiniketan, Udupi, and Wayanad. The brand now covers more than 1,200 keys across operating and pipeline properties.
Separately, ITC signed a 90-key Fortune Select in Guwahati, marking its entry into the Northeast.
