The House of Rare, described by the brand as a fashion collective redefining Indian style with modernity, confidence, and individuality, has partnered with Zepto. According to the brand, the partnership aims to bring premium fashion to consumers’ doorsteps in just 10 minutes. The collaboration is starting with a curated selection of Rare Rabbit menswear styles. The brand states that the collection is initially available in Delhi, Mumbai, Bengaluru, Chennai, Hyderabad, and Pune, and features ready-to-wear pieces that reflect the brand’s signature design ethos.
The House of Rare claims that in the coming months, the offering will expand to include womenswear, kidswear, and streetwear. This includes Rareism, a collection of chic, effortless womenswear designed to celebrate individuality; Rare Ones, clothing for boys aged 4 to 14 that emphasizes style and self-expression; and Rare’Z by Rare Rabbit, a footwear and streetwear line created for design-forward consumers seeking bold expressions.
Speaking of this partnership, Pulkit Verma, Chief Business Officer, Digital, The House of Rare, said, “Q-commerce is rapidly transforming how India shops, and we see it as a powerful lever for fashion retail. Our partnership with Zepto isn’t just about being fast, it’s about being relevant in the moment our customer needs us. As a design-first brand, this is a natural progression in how we serve style-conscious consumers instantly, intuitively, and on their terms. Whether it’s a last-minute dinner plan or a wardrobe fix before a flight, 10-minute delivery opens up an entirely new playbook for fashion."
The quick commerce sector in India is reported to be expanding beyond groceries and essentials. According to a Redseer report, the market is expected to grow from $2.8 billion in 2023 to over $10 billion by 2026, with fashion emerging as a high-potential vertical. The report notes that urban millennials and Gen Z users are increasingly using Q-commerce platforms for instant gratification across categories, including apparel and accessories, particularly for impulse, occasion-based, and on-demand needs.
Zepto is described by the brand as being at the forefront of this shift, with a growing portfolio of lifestyle products. The addition of fashion from a brand like The House of Rare is said to reflect a rising consumer appetite for premium choices within rapid delivery services.
Devendra Meel, Chief Business Officer, Zepto, said, “At Zepto, we’re redefining what convenience means for the modern users. We thank our sellers for enabling this. By partnering with The House of Rare, we are giving users instant access to premium fashion making it possible to refresh their wardrobes in minutes. This collaboration is a big step in expanding the horizons of Q-commerce beyond essentials into lifestyle and fashion.”
The partnership is reported to be launching initially with apparel, with accessories planned to follow. The selection is described as thoughtfully curated to include versatile pieces suitable for day-to-night wear, including shirts, polos, tees, and more.
By bringing its premium fashion offerings to Zepto, The House of Rare is reportedly exploring an additional consumer channel while gaining real-time insights into customer preferences, geographies, and fast-moving styles—a capability the brand identifies as valuable in today’s dynamic retail environment.
With over 170 retail stores, an active e-commerce presence, and a digital strategy, the partnership is described as part of the brand’s effort to strengthen its footprint among younger, digitally-native urban audiences.
