Rare Rabbit, founded by Manish Poddar and Akshika Poddar in 2015, has built a fashion empire by doing what most brands fear - staying away from discounts. With a staggering ₹650 Cr revenue and a 69% growth rate, the brand has proven that premium pricing, rapid innovation, and a strong brand identity can outperform traditional retail strategies.

From Unsold Stock to Market Dominance

Rare Rabbit's journey started unconventionally. The founder had 25,000 unsold clothing pieces at home, a problem that many brands would tackle with heavy discounts. Instead, Rare Rabbit transformed this challenge into an opportunity, launching a premium brand that focuses on storytelling, exclusivity, and unmatched customer experience.

The Formula for Success

1. No Discounts, Only Branding: While most brands attract customers with price cuts, Rare Rabbit invests in brand storytelling, making its products aspirational.

2. Fast-Paced Design Cycle: The brand introduces new collections every 2.5 to 3 months - much faster than the industry average - keeping customers engaged and excited.

3. A Curated Shopping Experience: From store layouts to controlled scents, Rare Rabbit ensures that every aspect of its retail presence reflects luxury and exclusivity.

4. Smart Scaling Over Fast Scaling: With a 2.3x profit surge in just a year, the brand prioritizes sustainable growth over aggressive expansion.

Selling an Identity, Not Just Clothes

Customers don't just buy clothes - they buy into a brand's philosophy. Rare Rabbit's premium pricing strategy works because it sells an identity. The brand has crafted an emotional connection with its audience, making price a secondary consideration.

Speed: A Competitive Advantage

Fashion trends change rapidly, and Rare Rabbit adapts even faster:

1. Frequent Design Drops: New styles are released every 2.5 to 3 months, keeping them ahead of competitors.

2. Proactive Innovation: Instead of following trends, Rare Rabbit anticipates and sets them.

The Numbers Speak for Themselves

1. ₹650 Cr Revenue: Up from ₹376 Cr in FY23.

2. 69% Growth Rate: A testament to its successful strategy.

3. EBITDA Margin: Increased from 14.7% to 19%, showing profitability alongside expansion.

4. High Advertising Spend: Visibility fuels demand, and Rare Rabbit ensures it stays top of mind.

By focusing on premium positioning, rapid innovation, and brand loyalty, Rare Rabbit has disrupted the fashion industry—proving that connection, not just clothing, drives true success.