SAMHI Hotels Acquires 70% Stake in RARE India, Secures Marriott Affiliation

SAMHI Hotels Limited has approved the acquisition of a 70% stake in RARE India, marking its entry into the experiential leisure segment through an asset-light investment model.

Additionally, SAMHI and RARE have signed a Memorandum of Understanding with Marriott International to leverage its global distribution network and the Marriott Bonvoy ecosystem. The partnership is expected to help expand SAMHI’s portfolio to around 100 hotels across ownership and affiliation models.

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

Over the past two decades, the platform has built a strong reputation for responsible tourism and authentic travel experiences, supported by a carefully curated portfolio that includes heritage palaces, wildlife lodges, retreats and boutique properties.

In a crowded market of homestays and villa aggregators, RARE stands out through its legacy, disciplined curation and philosophy-driven growth, offering travellers distinctive stays and a strong community of hospitality entrepreneurs.

SAMHI will invest ~INR470mn in RARE India through a mix of primary infusion and share purchase. The asset-light investment will strengthen technology, distribution, and brand reach while enabling SAMHI to enter the fast-growing experiential hospitality segment.

Commenting on the development, Ashish Jakhanwala, Chairman & Managing Director, SAMHI Hotels Ltd., 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 proven founding team, an irreplaceable 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 - consistent with our philosophy of discovering value in underappreciated opportunities.”

Shobha Rudra, Founder, 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 and continue to preserve and build the RARE community of hotel owners and discerning travellers. Together, we aim to strengthen the foundation of the RARE community and scale our impact.”

Rajeev Menon, President, Asia Pacific excluding China, Marriott International added: “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. Together with SAMHI and RARE, we aim to unlock incremental demand and broaden access to immersive travel experiences across India and the region.”