- SAMHI Hotels to acquire 70 percent stake in RARE India.
- It marked SAMHI’s entry into experiential leisure.
- SAMHI and RARE also signed MoU to affiliate with Marriott.
SAMHI HOTELS LTD is acquiring a 70 percent stake in RARE India, a platform for heritage hotels, retreats and experiential stays. The company expects to sign definitive agreements by May marking SAMHI’s entry into the experiential leisure segment through an asset-light platform investment.
The structure limits capital exposure while offering return potential through distribution expansion, technology integration and brand development, SAMHI said in a statement. Meanwhile, SAMHI and RARE also signed a memorandum of understanding for an affiliation with Marriott International to access Marriott’s global distribution and loyalty network.
“This investment in RARE India is a strategic adjacency that strengthens our platform without distracting from our core focus on business and gateway markets,” said Ashish Jakhanwala, SAMHI’s chairman and managing director. “RARE represents a combination of legacy, credibility and scalable asset-light potential. With a proven founding team, an established 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 with asymmetrical return potential—consistent with our philosophy of discovering value in underappreciated opportunities.”
The partnership allows SAMHI to expand its portfolio to about 100 hotels under ownership and affiliation.
Experiential hospitality platform
RARE India, founded by Shobha Rudra in 2003, is an experiential hospitality platform, the statement said. It has a portfolio of 67 hotels with 990 rooms across 15 states in India and a presence in Nepal and Bhutan. The partnership positions RARE to evolve from a representation platform into an integrated B2C distribution and experiential brand. RARE will continue to operate independently under its founder and team, who remain committed to its community of heritage and experiential property owners.
Rudra said RARE India has been built on relationships, trust and a 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 travelers,” she said. “Together, we aim to strengthen the foundation of the RARE community and scale our impact.”
SAMHI’s commitment is expected to exceed $5 million, including a primary infusion into RARE India and a portion for purchasing shares from existing holders. The capital will be used to enhance management, technology and distribution and to expand marketing and brand reach for RARE’s next growth phase.
The Marriott MOU
Under the Marriott affiliation, RARE will have exclusive rights to operate its hotels under the Outdoor Collection brand by Marriott Bonvoy in India, Nepal, Bhutan and Sri Lanka, with access to Marriott’s worldwide channels. SAMHI expects to finalize agreements with Marriott after the acquisition.
“India’s experiential and heritage-led hospitality segment represents a significant long-term opportunity,” said Rajeev Menon, Marriott’s president, Asia Pacific excluding China. “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.”
Separately, Jaipur-based Fine Acers Group plans five new properties in tourist destinations over the next three years, using a sale-and-leaseback model that lets investors participate directly in hospitality.
