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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.
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.