Kosha and Other Startups Offer Winter Apparel Rentals in India
Indian startups, including Kosha, are piloting winter wear rental services, capitalizing on the high cost of seasonal clothing and changing consumer preferences.
Mumbai-based winter apparel brand Kosha is among Indian companies launching rental services for winter clothing, responding to increased demand and evolving consumer values. Kosha's offerings start at INR 990 for a seven-day rental period.
Other players include Bengaluru's SharePal, renting items from as low as INR 50 per day, and Mumbai's Roamwear, which includes winter wear in its travel wardrobe rentals for women. These services address the challenge of purchasing expensive winter gear for occasional use.
Unlike international rental companies often focused on tourists near ski resorts, Indian startups aim to serve a broader local population needing winter attire for sporadic trips or events. This approach taps into the growing circular economy trend and value-conscious shopping habits.
The rental model for winter wear is gaining traction by targeting items with high retail prices and low utilization frequency. This strategy aligns with the shared economy concept, offering consumers access to premium products without the commitment of ownership, particularly for items used infrequently in India's varied climate.