SAMHI to acquire 70% stake in RARE India.
In order to take advantage of Marriott’s robust worldwide distribution network and loyalty ecosystem, both businesses have also signed a Memorandum of Understanding for affiliation with Marriott International.
The board of SAMHI Hotels Limited has approved the purchase of a 70% majority ownership in RARE India (“RARE”), a platform for heritage hotels, retreats, and immersive stays. By May 2026, SAMHI anticipates final agreements, signifying its entry into the experiential leisure market through an investment in an asset-light platform.
Simultaneously, SAMHI and RARE have signed a Memorandum of Understanding to affiliate with Marriott International in order to take use of Marriott’s robust worldwide distribution network and reward program. With distribution through Marriott’s global channels, RARE would have the sole authority to manage its portfolio of properties under the Outdoor Collection brand by Marriott Bonvoy throughout India, Nepal, Bhutan, and Sri Lanka. After the acquisition is finished, SAMHI anticipates signing final contracts with Marriott.
Together, these partnerships put RARE in a position to transform from a platform for representation into a fully integrated B2C distribution and experiential brand platform. The founder and team of RARE will continue to run the company on their own, dedicated to curating and fostering its unique community of heritage and experience property owners. Through this cooperation, SAMHI is able to grow its portfolio to include more than 100 hotels under both ownership and affiliation models.
It is anticipated that SAMHI will commit more than INR 470 million, which will include a modest portion for the purchase of shares from current holders and a principal infusion in RARE India. In order to support RARE’s next stage of expansion, the main capital commitment will be used to create value through enhancing managerial capabilities, improving technology and distribution, and increasing marketing and brand reach.
The investment is significantly different from how asset-light platform investments are valued both internationally and in India. This represents SAMHI’s first asset-light platform investment in leisure hospitality, allowing for significant involvement in a rapidly expanding sector without changing its primary balance sheet strategy of expanding its business hotel portfolio in India’s important office and gateway regions.
Ashish Jakhanwala, Chairman & Managing Director of SAMHI Hotels Ltd., commented on the news, saying, “We believe RARE can emerge as a leading B2C brand in experience-led tourism with a strong proven founding team, an irreplaceable community of owners, and the proposed affiliation with Marriott. Crucially, this is a modest financial investment with asymmetrical return potential, which aligns with our concept of finding value in situations that are undervalued.”
“This collaboration with SAMHI enables us to stay loyal to our core values and to maintain and expand the RARE community of hotel owners and discriminating tourists.” Shobha Rudra, the founder of RARE India, continued, “Together, we aim to strengthen the foundation of the RARE community and scale our impact.”
Rajeev Menon, President, Asia Pacific excluding China, Marriott International, said,”With this partnership, we look forward to expanding our global distribution platform and Marriott Bonvoy ecosystem to a highly curated collection of unique stays. We want to increase access to immersive travel experiences throughout India and the region by working with SAMHI and RARE.”
