Premium menswear brand Rare Rabbit has partnered with quick-commerce platform Zepto to make its products available for delivery in select Indian cities. The service has been launched in Delhi, Mumbai, Bengaluru, Chennai, Hyderabad, and Pune.
Through this collaboration, curated collections from Rare Rabbit can be ordered via Zepto’s platform and delivered within minutes. The initiative marks a move to expand the scope of quick-commerce beyond groceries and daily essentials into fashion.
Product Range Expansion
The partnership between Rare Rabbit and Zepto is set to extend beyond menswear in the coming months. According to the company, the offering will soon include Rareism, the women’s wear line, Rare Ones, a collection for boys aged 4 to 14, and Rare’Z by Rare Rabbit, a footwear and streetwear range.
With these additions, The House of Rare plans to broaden its portfolio on the quick-commerce platform, providing customers with a wider variety of fashion categories available for instant delivery. Industry observers note that the move indicates a growing shift toward making premium lifestyle products accessible through rapid delivery services.
Industry Leaders Speak
Pulkit Verma, Chief Business Officer – Digital, at The House of Rare, emphasized that the shift to q-commerce is changing how Indians shop. He explained, “This partnership with Zepto is not just about speed, but about being relevant in the exact moment our customer needs us.”
For fashion, often influenced by impulse or sudden occasions, instant availability could prove game-changing. Verma added that the collaboration reflects the brand’s intent to connect more deeply with today’s digitally savvy audience.
Quick Commerce Growth
Quick commerce in India is no longer about urgent grocery runs. According to Redseer’s research, the sector is projected to grow from $2.8 billion in 2023 to more than $10 billion by 2026, with categories like apparel, accessories, and lifestyle products driving the next wave of expansion.
Urban millennials and Gen Z users, who thrive on instant gratification, are leading this change. Fashion in the q-commerce space is quickly moving from being an experiment to becoming a new-age retail strategy.
Zepto Bold Vision
For Zepto, which has already redefined convenience with essentials, the Rare Rabbit partnership reflects its vision to go beyond groceries and daily needs. Devendra Meel, Chief Business Officer at Zepto, said, “We are giving users instant access to premium fashion, making it possible to refresh their wardrobes in minutes. This is a big step in expanding q-commerce into lifestyle and fashion.”
Zepto’s ability to handle logistics at lightning speed makes it the perfect partner for brands like Rare Rabbit looking to blend luxury with immediacy.
What is Rare Rabbit
Rare Rabbit is part of The House of Rare, one of India’s most influential premium fashion houses. Known for its sophisticated menswear collections, Rare Rabbit is often celebrated for mixing timeless tailoring with modern design. The brand has expanded its influence by launching other labels like Rareism for women, Rare Ones for kids, and Rare’Z for footwear and streetwear.
Its collections combine craftsmanship, global design sensibilities, and accessibility, making it a popular choice among India’s urban and fashion-conscious consumers. With the Zepto partnership, Rare Rabbit is taking its philosophy of “fashion that fits today’s lifestyle” one step further by merging style with speed.
Fashion Retail
The Rare Rabbit-Zepto partnership demonstrates how Indian retail is evolving. From grocery deliveries to luxury shopping in under 10 minutes, quick commerce is redefining consumer expectations across categories.
As fashion enters this hyper-speed ecosystem, brands like Rare Rabbit are ensuring that premium no longer means delayed gratification. Instead, it is instant, relevant, and stylishly on time. This bold move may well set the tone for how premium fashion will be delivered in the years to come.
