SAMHI Hotels Ltd. announced the approval of a 70% majority stake acquisition in RARE India, an established platform specializing in heritage and experiential leisure stays. This move marks SAMHI’s strategic entry into the asset-light segment. The deal, expected to close by May 2026, involves an expected commitment of ~INR470 million. Furthermore, SAMHI will affiliate RARE with Marriott International to leverage its global distribution network.
SAMHI Enters Asset-Light Leisure Segment with RARE India Acquisition
SAMHI Hotels Limited confirmed that its Board of Directors has approved the acquisition of a majority stake of 70% in RARE India, recognized as one of India’s leading platforms for curated heritage hotels and experiential stays. This transaction signifies SAMHI’s strategic diversification into the asset-light platform investment model within the burgeoning experiential leisure segment.
Definitive agreements are anticipated to be finalized by May 2026. The primary capital contribution from SAMHI is expected to be approximately INR470 million, which will fund capital infusion into RARE, enhance technology and distribution capabilities, and support brand expansion.
Strategic Affiliation with Marriott International
In parallel with the acquisition, SAMHI and RARE have entered into a Memorandum of Understanding for an affiliation with Marriott International. This partnership will enable RARE to operate its portfolio of hotels under the Outdoor Collection brand by Marriott Bonvoy across India, Nepal, Bhutan, and Sri Lanka, utilizing Marriott’s worldwide distribution channels.
This relationship is intended to evolve RARE from a representation platform into a fully integrated B2C distribution and experiential brand platform. RARE, founded in 2003 by Shobha Rudra, currently manages a portfolio of 67 hotels with 990 rooms across 15+ Indian states, plus international presence in Nepal and Bhutan.
Management Commentary and Strategic Rationale
Ashish Jakhanwala, Chairman & Managing Director of SAMHI Hotels Ltd., commented that the investment is a strategic adjacency that strengthens the platform without distracting from the core focus on business and gateway markets. He highlighted RARE’s combination of legacy, credibility, and scalable asset-light potential, expecting it to emerge as a leading B2C brand in experience-led tourism.
Ms. Shobha Rudra, Founder of RARE India, stated that the partnership with SAMHI allows RARE to preserve its philosophy built on relationships, trust, and responsible tourism while scaling its impact.
Rajeev Menon, President, Asia Pacific excluding China, Marriott International, noted that India’s experiential segment presents a significant long-term opportunity, and the collaboration aims to unlock incremental demand by extending the Marriott Bonvoy ecosystem to RARE’s curated collection.
About SAMHI Hotels Ltd.
SAMHI Hotels Ltd. is established as a branded hotel ownership and asset management platform in India. The company currently operates 31 hotels comprising 4,904 rooms, managing assets through long-term arrangements with global operators including Marriott, IHG, and Hyatt, with a presence in 13 major Indian cities.
Source: BSE
