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. SAMHI and RARE have also signed an MoU with Marriott International to leverage its global distribution and Marriott Bonvoy ecosystem. The partnership will help expand SAMHI’s portfolio to around 100 hotels across ownership and affiliation models.
A Legacy Platform with Differentiation and Scale
Founded in 2003 by Shobha Rudra, RARE India is one of India’s earliest curated experiential hospitality platforms, with a portfolio of 67 hotels and 990 rooms across 15+ states, along with a presence in Nepal and Bhutan.
Over two decades, it has built a strong reputation for responsible tourism, authentic experiences, and a carefully curated portfolio of 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.
A Strategic, Asset-Light Adjacency for SAMHI
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.
Management Commentary
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.”
