SAMHI Hotels to Acquire 70% Stake in RARE India, Enter Experiential Leisure Segment

SAMHI Hotels Limited has announced that its board has approved the acquisition of a 70 percent majority stake in RARE India, marking the company’s entry into the experiential leisure hospitality segment through an asset-light investment platform.

The company said it expects to sign definitive agreements by May 2026. The move represents SAMHI’s first investment in an asset-light experiential hospitality platform as it expands beyond its core business hotel portfolio.

Alongside the acquisition plan, SAMHI and RARE have signed a Memorandum of Understanding for a potential affiliation with Marriott International. The arrangement would allow RARE to leverage Marriott’s global distribution network and loyalty ecosystem.

Under the proposed affiliation, RARE would receive exclusive rights to operate its portfolio under the Outdoor Collection brand by Marriott Bonvoy across India, Nepal, Bhutan and Sri Lanka. Distribution would take place through Marriott’s worldwide channels.

Once the acquisition is completed, SAMHI expects to enter into definitive agreements with Marriott regarding the affiliation.

Founded in 2003 by Shobha Rudra, RARE India is among the early curated experiential hospitality platforms in the country. The platform currently represents a portfolio of 67 hotels with around 990 rooms spread across more than 15 states in India, along with an international presence in Nepal and Bhutan.

RARE India focuses on heritage palaces, wildlife lodges, retreats and boutique properties, and has built a reputation around responsible tourism, local employment and authentic travel experiences.

Following the investment, RARE will continue to operate independently under its founder and existing team. The collaboration is expected to help the platform evolve from a representation model into a more integrated business-to-consumer distribution and experiential hospitality brand.

Ashish Jakhanwala, Chairman and Managing Director of SAMHI Hotels Ltd, said the investment aligns with the company’s strategy of identifying growth opportunities beyond its traditional segments.

“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,” Jakhanwala said.

He added, “With a strong founding team, a unique community of owners and the proposed affiliation with Marriott, we believe RARE can emerge as a leading B2C brand in experience-led tourism.”

The partnership will also expand SAMHI’s overall hospitality presence to around 100 hotels across owned and affiliated properties.

SAMHI claims to currently operate 31 hotels comprising 4,904 rooms across 13 cities in India, including the National Capital Region, Bengaluru, Hyderabad, Chennai and Pune, with long-term management arrangements with Marriott, IHG and Hyatt.

SAMHI’s investment commitment is expected to be around INR 470 million, which includes a primary capital infusion into RARE India along with a small secondary purchase of shares from existing investors.

The capital will be used to strengthen management capabilities, enhance technology systems, expand distribution channels and support marketing initiatives aimed at accelerating RARE’s growth.

Shobha Rudra said the collaboration would help the platform expand while maintaining its core values.

“This partnership with SAMHI allows us to remain true to our philosophy and continue to preserve and build the RARE community of hotel owners and discerning travellers,” she said. “Together, we aim to strengthen the foundation of the RARE community and scale our impact.”