SAMHI Hotels Limited to Acquire Majority Stake in RARE India; Announces Strategic Partnership with Marriott International

Gurugram, March 6, 2026: SAMHI Hotels Limited, a branded hotel ownership and asset management platform in India, announced today that its board has approved the acquisition of a 70% majority stake in RARE India (“RARE”). This move marks SAMHI’s inaugural entry into the experiential leisure segment through an asset-light investment, it said in a press statement.

The company expects to finalize definitive agreements by May 2026, integrating RARE’s extensive portfolio of heritage hotels, retreats, and experiential stays into its broader platform.

In a simultaneous strategic development, SAMHI and RARE have signed a Memorandum of Understanding for an affiliation with Marriott International. This collaboration is designed to leverage Marriott’s global distribution network and the Marriott Bonvoy loyalty ecosystem. Under the terms of this affiliation, RARE will hold exclusive rights to operate its portfolio under the “Outdoor Collection by Marriott Bonvoy” brand across India, Nepal, Bhutan, and Sri Lanka. SAMHI plans to enter into formal agreements with Marriott following the completion of the RARE acquisition.

The partnership is set to transform RARE from a representation platform into a fully integrated B2C distribution and experiential brand. Despite the change in ownership, RARE will continue to operate independently under its original founder and team to maintain the curation of its distinctive community. This acquisition expands SAMHI’s reach across borders, bringing its total portfolio to approximately 100 hotels through a mix of owned assets and affiliation models.

Founded in 2003 by Shobha Rudra, RARE India currently oversees 67 hotels totaling 990 rooms across more than 15 Indian states, Nepal, and Bhutan. The platform has distinguished itself through a commitment to responsible tourism and authentic heritage experiences. By partnering with SAMHI, RARE aims to accelerate its growth while preserving its selective standards. Industry experts note that in a market saturated with villa aggregators, RARE’s philosophy-driven model offers a unique value proposition for travelers willing to pay a premium for “away from the ordinary” experiences.

SAMHI’s financial commitment is expected to be approximately INR 470 million, involving a primary capital infusion to upgrade management capabilities, technology, and distribution. This investment aligns with SAMHI’s strategy of identifying underappreciated platforms with high brand equity. The company emphasized that this asset-light approach allows for meaningful participation in the high-growth leisure segment without deviating from its core balance sheet strategy of scaling business hotels in key gateway markets.

Ashish Jakhanwala, Chairman & Managing Director of SAMHI Hotels Ltd., highlighted the strategic nature of the deal, stating: “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 of RARE India, expressed her commitment to the platform’s original mission during this transition, noting: “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.”

The global hospitality sector has also signaled strong support for the move. 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.”