Samhi Hotels Ltd is set to enter the fast-growing experiential leisure hospitality segment through an asset-light platform investment, acquiring a 70% stake in Rare India in two tranches for a total consideration of ₹47 crore.
The acquisition will be executed through a primary investment of ₹23 crore in the company and a secondary purchase of shares worth ₹24 crore from existing shareholders.
The primary capital infusion will be deployed over the next 12 months to strengthen management capabilities, upgrade technology and distribution platforms, and expand marketing and brand reach to support Rare’s next phase of growth.
The board of Samhi Hotels approved the proposal on March 5, 2026, and the company expects to sign definitive agreements by May 2026.
Samhi is a prominent branded hotel ownership and asset management platform in India, while Rare India is among the earliest and largest platforms focused on heritage hotels, retreats and experiential stays.
In parallel with the transaction, Samhi and Rare have signed a Memorandum of Understanding with Marriott International to leverage the global hospitality group’s distribution strength and loyalty ecosystem.
Under the proposed affiliation, Rare will have exclusive rights to operate its portfolio of hotels under the Outdoor Collection brand by Marriott Bonvoy across India, Nepal, Bhutan and Sri Lanka, with distribution through Marriott’s global booking and loyalty channels. Samhi expects to sign definitive agreements with Marriott once the acquisition is completed.
Together, the partnership aims to transform Rare from a representation platform into a fully integrated B2C distribution and experiential hospitality brand.
Rare will continue to operate independently under its founder and existing leadership team, which will remain focused on curating and nurturing its community of heritage and experiential property owners.
For Samhi, the partnership expands its hospitality footprint beyond traditional business hotels. With the addition of Rare’s properties, the company’s combined platform could reach around 100 hotels through a mix of owned assets and affiliation models.
Currently, Samhi operates 31 hotels with 4,904 keys across 13 cities in India, including NCR, Bengaluru, Hyderabad, Chennai and Pune. Rare India manages a curated portfolio of 67 hotels with about 990 rooms, spread across 15 Indian states, along with an international presence in Nepal and Bhutan.
Commenting on the investment, Samhi Hotels Chairman and Managing Director Ashish Jakhanwala said the move represents a strategic adjacency that complements the company’s focus on gateway and business markets.
“This investment in Rare India strengthens our platform without distracting from our core focus. Rare represents a combination of legacy, credibility and scalable asset-light potential. With a proven founding team, a strong community of property owners and the proposed affiliation with Marriott, we believe Rare can emerge as a leading B2C brand in experience-led tourism,” he said.
Jakhanwala added that the deal represents a relatively small financial commitment with strong upside potential, aligned with Samhi’s strategy of identifying underappreciated opportunities.
Rare India Founder Shobha Rudra said the partnership would help the platform scale while remaining true to its philosophy of preserving heritage properties and offering distinctive travel experiences.
Marriott International President, Asia Pacific (excluding China) Rajeev Menon said the collaboration reflects the strong growth potential of experiential hospitality in India.
“India’s heritage and experience-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 curated collection of unique stays,” he said.