SAMHI to acquire 70% stake in RARE India; eyes experiential leisure segment
RARE X SAMHI Hotels
Both companies have also entered into a MoU for an affiliation with Marriott International to leverage Marriott’s global distribution strength and loyalty ecosystem.
SAMHI Hotels Limited announced that its board has approved the acquisition of majority stake of 70% in RARE India (“RARE”), platform of heritage hotels, retreats and experiential stays. SAMHI expects to enter into definitive agreements by May 2026, marking SAMHI’s entry into the experiential leisure segment through an asset-light platform investment.
In parallel, SAMHI and RARE have entered into a Memorandum of Understanding for an affiliation with Marriott International to leverage Marriott’s global distribution strength and loyalty ecosystem. Under this affiliation, RARE would have exclusive rights to operate its portfolio of hotels under the Outdoor Collection brand by Marriott Bonvoy across India, Nepal, Bhutan and Sri Lanka, with distribution across Marriott’s worldwide channels. SAMHI expects to enter into definitive agreements with Marriott after the acquisition is complete.
Together, this relationship positions RARE to evolve from a representation platform into a fully integrated B2C distribution and experiential brand platform. RARE will continue to be operated independently by its Founder and team, who remain committed to curate and nurture its distinctive community of heritage and experiential property owners. This partnership allows SAMHI to go beyond borders and expands its portfolio to over 100 hotels in a combination of assets under ownership and affiliation model.
SAMHI’s commitment is expected to be over INR 470 million which includes primary infusion in RARE India and a small part towards part purchase of shares from existing holders. The primary capital contribution will be deployed towards creating value through strengthening management capabilities, technology and distribution upgrades, and expanding marketing and brand reach to support RARE’s next phase of growth.
The investment represents a significant divergence from the valuation of asset-light platforms investments globally and in India. This marks SAMHI’s first asset-light platform investment in leisure hospitality enabling meaningful participation in a high-growth segment without altering its core balance sheet strategy of scaling its business hotel portfolio in India’s key office and gateway markets.
Commenting on the development, Ashish Jakhanwala, Chairman & Managing Director, SAMHI Hotels Ltd., said, “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.”
“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,” added Shobha Rudra, Founder, RARE India.
Rajeev Menon, President, Asia Pacific excluding China, Marriott International added, “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.”
