The House of Rare, known for its modern and design-forward fashion brands, has entered the quick commerce space by partnering with Zepto, India’s fastest-growing Q-commerce platform. With this move, premium fashion will now reach consumers’ doorsteps in just 10 minutes.
The partnership begins with Rare Rabbit menswear, available in Delhi, Mumbai, Bengaluru, Chennai, Hyderabad, and Pune, featuring ready-to-wear styles that embody the brand’s ethos. The range will soon expand to include Rareism (womenswear), Rare Ones (boys’ apparel), and Rare’Z (footwear and streetwear).
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.”
The Q-commerce market in India is projected to grow from $2.8 billion in 2023 to $10 billion by 2026, with fashion expected to become a strong vertical. Millennials and Gen Z are driving this demand, especially for impulse and occasion-based purchases.
Zepto has been expanding its lifestyle portfolio, and the addition of The House of Rare marks a significant step into premium fashion. Commenting on the partnership, Devendra Meel, Chief Business Officer, Zepto, stated, “At Zepto, we’re redefining what convenience means for the 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.”
The offering will begin with apparel such as shirts, polos, and tees, with accessories to follow. For The House of Rare, this partnership not only opens a new consumer channel but also provides real-time insights into fast-moving trends, customer geographies, and preferences. With over 170 stores and a robust e-commerce presence, this marks the brand’s next step in deepening its connection with young, digital-first urban consumers.
