The House of Rare has entered into a partnership with Zepto to make select fashion items available through quick commerce delivery. Under the collaboration, a curated range of Rare Rabbit menswear will be offered initially in Delhi, Mumbai, Bengaluru, Chennai, Hyderabad, and Pune, with delivery promised within 10 minutes.
The launch collection includes shirts, polos and T-shirts, with accessories expected to follow. The companies said the offering will later expand to womenswear under the Rareism label, boys’ clothing through Rare Ones, and Rare’Z by Rare Rabbit, the group’s footwear and streetwear line.
Pulkit Verma, Chief Business Officer, Digital at The House of Rare, said that quick commerce was “rapidly transforming how India shops” and described the tie-up as a response to consumer demand for instant availability. He added that the model could serve “last-minute wardrobe needs” and provide flexibility for urban shoppers.
Devendra Meel, Chief Business Officer at Zepto, said the collaboration was “a step towards widening the scope of quick commerce” by extending it into fashion. He stated that the partnership would give users “instant access to premium clothing” and support the platform’s goal of diversifying into lifestyle categories.
Industry reports suggest that India’s quick commerce market, currently valued at US $ 2.8 billion, could grow to more than US $ 10 billion by 2026. Analysts point to apparel and accessories as emerging areas of demand, particularly among urban millennials and Gen Z consumers who are using such platforms for impulse or occasion-driven purchases.
The House of Rare currently operates over 170 retail outlets alongside its e-commerce channels. The partnership with Zepto is expected to provide the brand with additional consumer touchpoints and insights into shifting shopping behaviour across different cities.
