SAMHI Hotels Acquires RARE India to Enter Experiential Hospitality
SAMHI Hotels Limited has announced the acquisition of a 70% stake in RARE India, marking the company’s strategic entry into the fast-growing experiential and heritage hospitality segment.
Alongside the investment, SAMHI and RARE India have signed a memorandum of understanding with Marriott International to leverage its global distribution network and the Marriott Bonvoy ecosystem. The collaboration is expected to expand market access for experiential properties while strengthening the visibility of boutique hospitality offerings across South Asia.
The strategic partnership represents an important diversification for SAMHI, which has traditionally focused on business and gateway city hotels operating under global brands.
RARE India Platform Brings Heritage Hospitality Portfolio
Founded in 2003 by Shobha Rudra, RARE India is widely regarded as one of the country’s earliest curated experiential hospitality platforms.
The company currently represents a portfolio of 67 boutique hotels comprising around 990 rooms across more than 15 Indian states, along with properties in Nepal and Bhutan.
Over the past two decades, the platform has developed a strong identity around responsible tourism, authentic local experiences and heritage hospitality. Its portfolio includes a diverse collection of:
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Heritage palaces
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Wildlife lodges
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Boutique retreats
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Experiential resorts
Unlike many online homestay aggregators, RARE India has built its brand on a carefully curated community of independent hotel owners, focusing on distinctive stays that highlight local culture, architecture and sustainability.
Industry observers say experiential travel is rapidly emerging as one of the most attractive segments within India’s tourism economy as travellers increasingly seek immersive and culturally rooted experiences.
SAMHI Hotels Investment Strengthens Asset-Light Growth Strategy
The acquisition aligns with SAMHI Hotels’ broader strategy of pursuing asset-light expansion opportunities alongside its core hotel ownership portfolio.
Under the transaction, SAMHI will invest approximately ₹470 million in RARE India through a mix of primary capital infusion and share purchase.
The investment will be used to strengthen RARE’s technology capabilities, expand distribution channels and scale brand reach across domestic and international markets.
According to Ashish Jakhanwala, the partnership represents a strategic adjacency that complements the company’s existing focus on business travel destinations.
“This investment in RARE India is a strategic adjacency that strengthens our platform without distracting from our core focus on business and gateway markets,” Jakhanwala said.
He added that RARE combines a strong legacy with scalable asset-light potential, making it a compelling opportunity for long-term growth.
Marriott Partnership Expands Global Distribution Reach
The partnership with Marriott International is expected to significantly enhance RARE India’s global visibility by integrating its curated hotel collection with Marriott’s worldwide distribution infrastructure.
Through this collaboration, the experiential properties represented by RARE India will gain access to Marriott’s global booking channels and loyalty ecosystem, helping attract international travellers seeking authentic and culturally immersive stays.
Commenting on the collaboration, Rajeev Menon said experiential and heritage-driven hospitality represents a major long-term opportunity in the Indian market.
“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 curated collection of unique stays,” Menon said.
Industry analysts believe global distribution partnerships will play a crucial role in scaling boutique hospitality brands that otherwise rely heavily on niche traveller communities.
Experiential Hospitality Growth Gains Momentum in India
India’s tourism landscape is witnessing a growing shift toward experience-led travel, with travellers increasingly seeking heritage stays, nature retreats and culturally immersive accommodations.
RARE India’s curated portfolio reflects this trend, connecting independent boutique hotels with travellers looking for distinctive destinations rather than standardised hospitality experiences.
According to founder Shobha Rudra, the partnership with SAMHI Hotels will help the platform expand while remaining true to its founding philosophy.
“RARE India has always been built on relationships, trust and a shared commitment to responsible tourism. This partnership allows us to preserve that philosophy while strengthening the RARE community of hotel owners and travellers,” Rudra said.
SAMHI Portfolio Expansion Targets 100 Hotels
With the acquisition and Marriott collaboration, SAMHI Hotels aims to expand its overall platform to around 100 hotels across ownership and affiliation models in the coming years.
The move reflects a broader trend within the hospitality sector where large hotel owners are increasingly diversifying into experiential and boutique segments to capture the rising demand for personalised travel experiences.
For SAMHI, the RARE India investment represents a relatively small financial commitment but one with potentially significant upside as experiential tourism continues to grow across India and the wider South Asian region.
Industry observers say such collaborations between global hotel companies, local platforms and curated property networks could play a major role in shaping the next phase of hospitality growth in the region.
