On this page
Zepto and ITC launch limited-edition Diwali matchbox collectible, Zepto's first brand-exclusive
Our read
Zepto will more likely than not follow the ITC matchbox with at least one more brand-exclusive collectible drop before Diwali.
For operators
Zepto has put ITC's Dazzle Vibe Matches: LIT Parivar Edition on sale in select markets ahead of Diwali, its first brand-exclusive collectible, so rival quick-commerce platforms face a Zepto-only festive item.
Watch
A second Zepto brand-exclusive collectible announced before Diwali would mean drops are a repeatable format, giving FMCG brands a paid-exclusive slot beyond ads.
The report
Zepto and ITC launch Dazzle Vibe Matches: LIT Parivar Edition, a limited-edition Diwali matchbox collection, on Zepto in select markets from October 21, 2026. It is Zepto's first exclusive collectible with a brand, and more drops are planned.
One email each morning: the day’s top moves in Indian retail, why each matters and what to watch. Free. Stop any time.
Why it matters for the brand
ITC is Zepto's first brand partner for an exclusive collectible, the Diwali Dazzle Vibe Matches: LIT Parivar Edition, and more drops are planned, so the later Zepto drops are where other brands could partner with it.
What to track next
- Zepto or ITC sharing sell-through or order numbers for the matchbox collection
- Zepto adding cities beyond the select markets for the LIT Parivar Edition
- Blinkit or Swiggy Instamart launching a brand-exclusive collectible of their own
- Names of the next brand partner or format in Zepto's drop pipeline
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Zepto is likely to announce at least one more brand-exclusive collectible drop, since it has said more are planned.
- Zepto will probably push the matchbox heavily through in-app placement and social channels so the limited run sells out quickly in its select markets.
- ITC may extend the collectible approach to other festive packs or brands if the LIT Parivar Edition draws attention.
- Blinkit and Swiggy Instamart may answer with their own limited-edition or exclusive brand tie-ups to avoid ceding the festive novelty angle to Zepto.
- Other FMCG brands are likely to approach Zepto about exclusive drops once the ITC pilot shows how it performs.