SAMHI To Acquire 70% Stake In RARE India
SAMHI announces majority investment in RARE India, entering the first asset light and experiential leisure investment.
By SOH Edit Team
SAMHI Hotels Limited has approved the acquisition of a 70% majority stake in RARE India, one of India’s earliest platforms for heritage hotels, retreats and experiential stays. The company expects to sign definitive agreements by May 2026.
The investment marks SAMHI’s entry into the experiential leisure segment through an asset-light platform investment.
In parallel, SAMHI and RARE have signed a Memorandum of Understanding with Marriott International to explore an affiliation that leverages Marriott’s global distribution and loyalty ecosystem.
Under the proposed arrangement, RARE would gain exclusive rights to operate its portfolio under the Outdoor Collection brand by Marriott Bonvoy across India, Nepal, Bhutan and Sri Lanka, with distribution through Marriott’s global channels. Definitive agreements with Marriott are expected after the acquisition closes. The collaboration is expected to help RARE evolve from a representation platform to a fully integrated B2C distribution and experiential brand platform.
RARE will continue to operate independently under its founder and existing team, who will remain responsible for curating its community of heritage and experiential property owners.
For SAMHI, the partnership expands its reach beyond traditional business hotel markets and increases its network to around 100 hotels across owned and affiliated properties.
Ashish Jakhanwala, Chairman and Managing Director, SAMHI Hotels.
A Legacy Hospitality Platform
Founded in 2003, RARE India has developed one of the country’s earliest curated experiential hospitality platforms. Today, the platform includes 67 hotels and 990 rooms across more than 15 states in India, with international presence in Nepal and Bhutan.
Over two decades, RARE has built a reputation for a strong focus on responsible tourism, local employment and authentic travel experiences, a carefully curated portfolio of heritage palaces, wildlife lodges, retreats and boutique properties, and a community-driven ecosystem of hospitality entrepreneurs and discerning travellers.
In a crowded market of homestays and villa aggregators, RARE differentiates itself through its legacy, disciplined curation and philosophy-led growth model. The partnership is expected to accelerate growth while preserving its selective standards and community ethos.
Rajeev Menon, President, Asia Pacific (excluding China) at Marriott International.
Management Commentary
Ashish Jakhanwala, Chairman and Managing Director, SAMHI Hotels, said the investment represents a strategic adjacency for the company. “This investment in RARE India strengthens our platform without distracting from our core focus on business and gateway markets. With a proven founding team, a strong community of owners and the proposed Marriott affiliation, we believe RARE can evolve into a leading B2C brand in experience-led tourism. Importantly, this is a small financial investment with asymmetrical return potential.”
Shobha Rudra, Founder, RARE India, said the partnership will allow RARE to scale while staying true to its philosophy of responsible tourism and relationship-driven growth. “RARE India has always been built on trust and shared values. Partnering with SAMHI allows us to preserve and grow our community of hotel owners and travellers while strengthening the platform for the future.”
Rajeev Menon, President, Asia Pacific (excluding China) at Marriott International, said the collaboration reflects the growing demand for experiential travel. “India’s heritage-led hospitality segment represents a significant long-term opportunity. Through this collaboration, we aim to extend Marriott’s global distribution and Marriott Bonvoy ecosystem to a curated portfolio of distinctive stays.”
Shobha Rudra, Founder, RARE India.
A Strategic Asset-Light Investment
SAMHI’s investment commitment is expected to be approximately ₹470 million, including a primary capital infusion into RARE and a small secondary share purchase from existing shareholders. The primary capital will support management capability enhancement, technology and distribution upgrades, and marketing and brand expansion.
The company said the investment aligns with its strategy of identifying underappreciated platforms with strong brand equity and growth potential. The deal represents SAMHI’s first asset-light platform investment in leisure hospitality, allowing it to participate in a high-growth experiential tourism segment without altering its core balance sheet strategy.
By combining global distribution, technology integration and brand strengthening, the structure offers limited capital exposure with significant long-term upside potential, consistent with SAMHI’s investment philosophy.
