Branded hotel ownership and asset management platform SAMHI Hotels is set to acquire a 70% stake in experiential hospitality platform RARE India for ₹47.39 cr, marking its entry into the experiential leisure segment through an asset-light investment model.
The company’s board approved the investment on March 5, according to a regulatory filing. The acquisition will be executed in two tranches, with SAMHI making a primary capital contribution and purchasing partnership interest from existing partners.
Under the proposed structure, SAMHI will initially acquire a 55% partnership interest, which will subsequently increase to 70% after the second tranche, along with an equivalent share in profits of the firm.
The total consideration of ₹47.39 cr will comprise ₹23.39 cr as primary capital infusion and ₹24 cr towards buying out stakes from existing partners, the filing added.
Entry into experiential hospitality
SAMHI expects to sign definitive agreements by May 2026, with the first tranche likely to close on or before May 31, 2026, while the second tranche will be completed within 12 months of the first tranche’s closure.
Alongside the acquisition, SAMHI and RARE have also signed a memorandum of understanding with Marriott International to explore affiliating RARE’s portfolio with Marriott’s global distribution ecosystem.
If finalised, RARE would receive exclusive rights to operate its hotels under the ‘Outdoor Collection’ brand by Marriott Bonvoy across India, Nepal, Bhutan and Sri Lanka, enabling global distribution through Marriott’s channels.
Also read: SAMHI Hotels partners Marriott to launch two new hotels in Navi Mumbai, Thane
Founded in 2003 by Shobha Rudra, RARE India operates one of the earliest curated experiential hospitality platforms in the country. The platform currently aggregates 67 hotels with about 990 rooms across 15+ Indian states, with additional presence in Nepal and Bhutan.
The platform focuses on heritage palaces, wildlife lodges, boutique retreats and experiential stays, while promoting responsible tourism and local employment.
According to the regulatory filing, RARE’s business includes aggregating conscious luxury travel properties, running marketing and PR campaigns, designing thematic travel experiences around culture, wildlife and cuisine, and partnering with tour operators to expand distribution.
Growth plans
SAMHI said the primary capital infusion will be used to strengthen management capabilities, upgrade technology and distribution, and expand marketing reach to accelerate RARE’s next phase of growth.
The company added that the investment aligns with its strategy of identifying underappreciated platforms with strong brand equity and scaling them through operational and distribution capabilities.
Commenting on the development, Ashish Jakhanwala, Chairman and Managing Director of SAMHI Hotels, said the deal expands the company’s platform strategy without diluting its core focus.
“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,” Jakhanwala said.
He added that with the founding team, owner community and the proposed Marriott affiliation, RARE could evolve into a leading B2C brand in experience-led tourism.
RARE India founder Shobha Rudra said the partnership would allow the platform to scale while preserving its philosophy.
“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,” Rudra said.
SAMHI said the investment also enables it to participate in the fast-growing experiential travel segment through an asset-light model, while continuing to scale its core business hotel portfolio across key office and gateway markets.
Also read: Samhi Hotels Q3 Results: Swings to profit, EBITDA jumps 30%; margins expand
Post the transaction, the company’s broader platform will span around 100 hotels across owned and affiliated properties, expanding beyond traditional business hotels into experiential leisure hospitality.
