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SAMHI Hotels has approved the acquisition of a 70% stake in RARE India for INR 47 crore, as the company looks to expand its presence in the fast-growing experiential travel segment. As part of the transaction, RARE India will also enter into an affiliation agreement with Marriott International, allowing the platform's properties to operate under the Outdoor Collection brand by Marriott Bonvoy across India, Nepal, Bhutan and Sri Lanka. The partnership is expected to strengthen RARE India's global reach through Marriott's distribution network and loyalty ecosystem. The acquisition will expand SAMHI's portfolio to around 100 hotels across ownership and affiliation models while enabling the group to tap into the rising demand for heritage and experience-led tourism.
SAMHI Hotels on Friday announced that its board has approved the acquisition of a 70% stake in RARE India for INR 47 crore, marking the company's entry into the heritage and experiential hospitality segment. Advertisement
Alongside the acquisition, SAMHI and RARE India have entered into an agreement for an affiliation with Marriott International. Under this arrangement, RARE will receive exclusive rights to operate its portfolio of hotels under the Outdoor Collection brand by Marriott Bonvoy across India, Nepal, Bhutan and Sri Lanka. The affiliation is expected to give the platform access to Marriott's global distribution channels and the wider Marriott Bonvoy loyalty ecosystem.
SAMHI stated that its total financial commitment of INR 470 million (INR 47 crore) includes a primary capital infusion into RARE India along with a small portion allocated for the purchase of shares from existing stakeholders. The company said the fresh capital will be used to strengthen management capabilities, upgrade technology and distribution systems, and enhance marketing and brand reach to support RARE's next phase of growth.
RARE India will continue to operate independently under its existing founder and management team following the transaction.
The partnership will also expand SAMHI's hospitality portfolio to approximately 100 hotels through a combination of owned assets and affiliation-based properties.
RARE India currently manages a network of 67 hotels with around 990 rooms, spanning more than 15 states in India, along with an international presence in Nepal and Bhutan.
Commenting on the development, Ashish Jakhanwala said that with a strong founding team, a curated network of property owners and the proposed affiliation with Marriott, RARE has the potential to emerge as a leading consumer brand in experience-led tourism.
Rajeev Menon added that the collaboration would allow Marriott to extend its global distribution platform and the Marriott Bonvoy ecosystem to a carefully curated collection of distinctive stays.
Source - PTI
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