SAMHI Hotels Announces Majority Investment in RARE India, Marks Entry into Experiential Leisure Segment

SAMHI Hotels Announces Majority Investment in RARE India, Marks Entry into Experiential Leisure Segment

Gurugram, Mar 6: SAMHI Hotels Limited, a prominent branded hotel ownership and asset management platform in India, today announced that its Board has approved the acquisition of a 70% majority stake in RARE India, one of India’s earliest and largest platforms for heritage hotels, retreats, and experiential stays. With this move, SAMHI marks its entry into the experiential leisure segment through an asset-light platform investment.

 The company expects to enter into definitive agreements by May 2026 to formalize the acquisition.

In parallel, SAMHI and RARE India have entered into a Memorandum of Understanding (MoU) with Marriott International to explore an affiliation that would leverage Marriott’s global distribution network 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, while benefitting from Marriott’s global distribution channels. Definitive agreements with Marriott are expected after the acquisition process is completed.

Following the investment, RARE will continue to be operated independently by its founder and team, ensuring that its distinctive philosophy and community of heritage and experiential property owners remain central to its operations. The partnership will enable SAMHI to expand its portfolio to approximately 100 hotels, combining owned assets and affiliated properties.

A Legacy Platform with Differentiation and Scale

Founded in 2003 by Shobha Rudra, RARE India is one of the country’s earliest curated experiential hospitality platforms. The company currently represents a portfolio of 67 hotels with 990 rooms across 15+ states in India, along with an international presence in Nepal and Bhutan.

Over the past two decades, RARE India has built a strong reputation for:

• Promoting responsible tourism and local employment

• Curating heritage palaces, wildlife lodges, retreats, and boutique properties

• Building a loyal community of hospitality entrepreneurs and experiential travellers

In a marketplace increasingly crowded with homestay and villa aggregators, RARE stands apart through its curated approach, legacy, and philosophy-driven growth model.

Strategic Asset-Light Expansion for SAMHI

SAMHI’s total commitment for the transaction is expected to be approximately ₹470 million, including a primary capital infusion into RARE India and a smaller portion allocated toward the purchase of shares from existing stakeholders.

The primary capital will support:

• Strengthening management capabilities

• Upgrading technology and distribution platforms

• Expanding marketing and brand reach

This investment aligns with SAMHI’s long-term strategy of identifying high-value operating platforms with strong brand equity and growth potential. The move represents SAMHI’s first asset-light platform investment in leisure hospitality, allowing it to participate in a rapidly growing segment without altering its core strategy of scaling business hotels in key office and gateway markets.

Management Commentary

Commenting on the development, Ashish Jakhanwala, Chairman & Managing Director, SAMHI Hotels Limited, said:

“This investment in RARE India is a strategic adjacency that strengthens our platform without distracting from our core focus on business and gateway markets. RARE represents a combination of legacy, credibility, and scalable asset-light potential. With a strong founding team, a trusted community of owners, and the proposed affiliation with Marriott, we believe RARE can emerge as a leading B2C brand in experience-led tourism. Importantly, this is a small financial investment but with asymmetrical return potential.”

Shobha Rudra, Founder of RARE India, added:

“RARE India has always been built on relationships, trust, and a shared commitment to responsible tourism. This partnership with SAMHI allows us to remain true to our philosophy while strengthening and expanding the RARE community of hotel owners and discerning travellers.”

Rajeev Menon, President, Asia Pacific (excluding China), Marriott International, said:

“India’s experiential and heritage-led hospitality segment represents a significant long-term opportunity. RARE has built a distinctive portfolio rooted in authenticity and responsible tourism. Through this collaboration, we look forward to extending our global distribution platform and Marriott Bonvoy ecosystem to a highly curated collection of unique stays.”