SAMHI Hotels has agreed to acquire a 70% stake in RARE India, marking its foray into the experiential leisure business via an asset-light investment approach.
The two companies have also signed a memorandum of understanding (MoU) with Marriott International.
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The agreement will give Rare India the right to operate its portfolio under the Outdoor Collection brand by Marriott Bonvoy, allowing access to Marriott’s global distribution channels and loyalty ecosystem across India, Nepal, Bhutan, and Sri Lanka.
Samhi expects this partnership to expand its hotel network to about 100 properties, combining ownership and affiliation models.
The transaction involves an investment of approximately Rs470m ($5.1m) by Samhi Hotels over the next 12 months through a combination of primary capital infusion and secondary share purchase from existing Rare India shareholders.
The capital is allocated to enhance management capabilities, upgrade technology and distribution, and support brand expansion.
Samhi’s strategy focuses on leveraging underutilised platforms with growth potential while maintaining an asset-light balance sheet.
Samhi chairman and managing director Ashish Jakhanwala said: “This investment in Rare India is a strategic adjacency that strengthens our platform without distracting from our core focus on business and gateway markets.”
Founded in 2003 by Shobha Rudra, Rare India operates a curated hospitality platform of 67 hotels with 990 rooms spread across more than 15 Indian states, alongside Nepal and Bhutan.
The company’s portfolio comprises heritage palaces, wildlife lodges, retreats, and boutique accommodations managed by independent owners.
Rudra said: “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.”
Rare India will continue to be led by its founder and current team, who remain responsible for curating its community of property owners.
Following the closing of the acquisition, definitive agreements with Marriott International are expected.
Marriott International Asia Pacific (excluding China) president Rajeev Menon said: “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.”
The collaboration aims to transition Rare India from a representation platform to an integrated B2C distribution channel within Marriott’s system.
For Samhi, the move enables diversification from traditional business hotels into leisure-focused experiential stays.
Rare India has operated independently for over two decades and will maintain its selective curation model as it integrates into Marriott’s distribution network.
The deal is scheduled for completion by May 2026.
