Shoba Rudra, formerly Shoba Narayanaswamy, brings over three decades of experience in travel, hospitality and experiential tourism. A graduate in Zoology with a postgraduate degree in Journalism and Mass Communication, she initially aspired to specialise in science journalism. Her formative years on India’s eastern coast were shaped by diverse interests, including literature, cinema, music, mythology, dance, storytelling and nature conservation. The daughter of an Indian Railways officer, she travelled extensively across the country from an early age, developing a deep appreciation for India’s cultural and geographical diversity.
Her entry into the travel industry was almost accidental. A commission to write a brochure for a boutique hotel opened the door to a career that would eventually redefine her professional purpose. After gaining experience across various segments of the industry, including timeshare, conference marketing, inbound and domestic travel, sales, communications and itinerary planning, she found her calling in experiential tourism and independent hospitality.
In 2004, she established RARE India as a sales, marketing, communications and public relations initiative to promote distinctive hospitality and tourism experiences. The venture championed boutique palace hotels, owner-run lodges, retreats, luxury camps and immersive travel experiences, including cultural walks, wildlife encounters, riding programmes, adventure destinations, art and festivals. United by a commitment to people, place and purpose, these experiences celebrated nature, wellness, conservation, cuisine, history and local culture. RARE India subsequently evolved into a curated collection of independently owned properties that prioritises authentic experiences and meaningful connections with destinations.
Shoba’s professional journey reflects her wide-ranging interests and commitment to responsible tourism. While her work has expanded across the travel and hospitality sectors, writing, nature and conservation remain enduring personal passions. She actively contributes to the industry through associations such as the Responsible Tourism Society of India, PATA, TOFT and IATO. She has also served as an ambassador for the international association TTC, which promotes experiential and transformational travel, and has engaged with media as a blogger, travel adviser and sustainability advocate.
A defining aspect of Shoba’s leadership has been her determination to preserve RARE India’s founding principles while navigating commercial realities. Although scaling the business sometimes presented challenges, she remained committed to promoting small, independent hospitality enterprises without compromising their identity or purpose. Rather than dilute the vision to accommodate market pressures, she focused on finding innovative ways to support and market these distinctive properties.
This steadfast approach eventually attracted a strategic partnership and investment from SAMHI Hotels. For Shoba, the collaboration demonstrated that a business rooted in environmental responsibility, community interests and authentic hospitality could achieve commercial viability without sacrificing its values. Her journey exemplifies how entrepreneurial conviction, responsible tourism and long-term vision can work together to create a more meaningful model of travel.
Read the full story that first appeared in The Global Indian here:
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