In a move to expand convenience-led fashion retail, The House of Rare, a pioneering fashion collective, has partnered with Zepto, India’s fastest-growing quick commerce platform, to bring premium fashion to doorsteps in just 10 minutes.
This alliance is starting with a curated selection of Rare Rabbit menswear styles. Initially available in Delhi, Mumbai, Bengaluru, Chennai, Hyderabad, and Pune, the collection features ready-to-wear pieces reflecting the brand’s signature design ethos. In the coming months, the offering will expand to include Rareism — womenswear celebrating individuality; Rare Ones — clothing for boys aged 4 to 14; and Rare’Z by Rare Rabbit — a footwear and streetwear line for design-forward consumers.
The quick commerce boom is no longer limited to groceries and essentials. In India, the Q-commerce sector is expected to grow from $2.8 billion in 2023 to over $10 billion by 2026, with fashion emerging as a high-potential vertical. According to a Redseer report, urban millennials and Gen Z users are increasingly turning to Q-commerce platforms for instant gratification across categories, including apparel and accessories, especially for impulse, occasion-based, and on-demand needs.
Zepto has been expanding its portfolio of lifestyle products. The addition of fashion from a design-forward brand like The House of Rare reflects a growing consumer appetite for premium choices in rapid delivery.
The partnership is launching with apparel, with accessories to follow. The selection includes versatile pieces suitable for day-to-night wear, including shirts, polos, tees, and more.
By bringing its premium fashion universe to Zepto, The House of Rare is exploring an additional consumer channel while gaining real-time insights into customer preferences, geographies, and fast-moving styles — a key advantage in today’s dynamic retail landscape.
With over 170 retail stores, a thriving e-commerce presence, and a strong digital strategy, this partnership is aimed at deepening the brand’s footprint among younger, digitally-native urban audiences.
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. 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.”
Devendra Meel, Chief Business Officer, Zepto, added, “At Zepto, we’re redefining what convenience means for modern users. 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 Q-commerce beyond essentials into lifestyle and fashion.”
