ITC Hotels Signs Storii Mukundgarh Fort, Expanding Heritage Portfolio in Rajasthan

ITC Hotels has signed a new property under its Storii brand with the addition of Mukundgarh Fort in Rajasthan in March 2026, marking a strategic move to expand its presence in India’s heritage hospitality segment and tap into the growing demand for experiential tourism in culturally rich destinations.

The Mukundgarh Fort, located in the Shekhawati region of Rajasthan, is set to be developed as part of ITC’s Storii portfolio, which focuses on boutique and heritage properties offering immersive local experiences. The signing reflects ITC Hotels’ broader strategy of strengthening its footprint in high-potential leisure destinations while preserving architectural heritage.

Strengthening Presence in Rajasthan’s Heritage Tourism Market

Rajasthan remains one of India’s most prominent tourism destinations, known for its historic forts, palaces, and cultural heritage. The addition of Mukundgarh Fort to ITC’s portfolio enhances its presence in the state, complementing its existing luxury and heritage offerings.

The Shekhawati region, often referred to as an open-air art gallery due to its frescoed havelis, has been gaining attention among travelers seeking offbeat destinations. By entering this region, ITC Hotels aims to attract discerning travelers looking for authentic cultural experiences beyond traditional tourist circuits.

This expansion aligns with the increasing popularity of heritage tourism in India.

Storii Brand Focus on Experiential Hospitality

The Storii brand by ITC Hotels is positioned to deliver intimate, experience-driven stays that reflect local culture, history, and traditions. Properties under this brand typically feature unique architecture, curated experiences, and personalized services.

The Mukundgarh Fort property is expected to retain its historical character while incorporating modern amenities to meet contemporary guest expectations. The integration of heritage elements with luxury hospitality is a key differentiator for the Storii brand.

This approach caters to travelers seeking meaningful and immersive stays.

Rising Demand for Heritage and Boutique Hotels

The hospitality industry in India is witnessing a growing demand for heritage and boutique hotels, driven by changing traveler preferences. Tourists are increasingly looking for accommodations that offer a sense of place, storytelling, and cultural engagement.

Heritage properties such as forts and palaces provide a unique value proposition, combining historical significance with luxury experiences. This trend has encouraged hotel operators to invest in restoration and adaptive reuse of historic structures.

ITC’s expansion into Mukundgarh reflects this evolving demand landscape.

Strategic Expansion Through Asset-Light Model

ITC Hotels continues to adopt an asset-light expansion strategy, focusing on management contracts and partnerships rather than direct ownership. The signing of Mukundgarh Fort is part of this approach, allowing the company to scale its presence efficiently while leveraging local expertise.

Collaborations with property owners and developers play a crucial role in enabling such projects, ensuring that heritage assets are preserved while being transformed into viable hospitality ventures.

This model supports sustainable growth and capital efficiency.

Boost to Local Tourism and Economy

The development of Mukundgarh Fort as a hospitality property is expected to contribute to the local economy by generating employment opportunities and supporting tourism-related businesses. Heritage hotel projects often act as catalysts for regional development.

In addition to direct employment, the property is likely to benefit local artisans, guides, and service providers, creating a multiplier effect on the economy. Increased tourist inflow can also enhance the visibility of the Shekhawati region.

This aligns with broader efforts to promote cultural tourism in India.

Preservation of Cultural Heritage

Adaptive reuse of heritage structures for hospitality purposes plays an important role in preserving historical assets. By converting Mukundgarh Fort into a Storii property, ITC Hotels aims to maintain its architectural integrity while ensuring its long-term sustainability.

Such initiatives help protect cultural heritage from neglect and provide a platform for showcasing local traditions, art, and history to a wider audience.

Preservation efforts are becoming increasingly important in the hospitality sector.

Competitive Landscape in Heritage Hospitality

The heritage hotel segment in Rajasthan is highly competitive, with several established players operating luxury properties in historic settings. ITC Hotels’ entry into Mukundgarh strengthens its position in this segment and enhances its ability to compete with both domestic and international brands.

Operators are focusing on differentiation through unique experiences, personalized services, and cultural integration to attract guests. The Storii brand’s emphasis on storytelling and authenticity provides a competitive edge in this space.

The segment continues to evolve with increasing investments.

Future Growth Plans for ITC Hotels

ITC Hotels is expected to continue expanding its Storii portfolio across India, targeting destinations with strong cultural and tourism potential. The company’s strategy includes diversifying its offerings across luxury, premium, and boutique segments.

With the growing popularity of experiential travel, heritage properties are likely to play a significant role in ITC’s future growth. The Mukundgarh Fort signing represents another step in this direction.

The company remains focused on long-term expansion and brand development.

Conclusion

The signing of Storii Mukundgarh Fort by ITC Hotels underscores its commitment to expanding in India’s heritage hospitality segment, as the company continues to capitalize on rising demand for culturally immersive travel experiences.