New Delhi, Oct. 21 -- Brand collaborations are not new, but companies are increasingly partnering with businesses outside their own categories to reach new audiences and generate buzz. Recent examples include a limited-edition apparel collection by Bengaluru-based restaurant PHURR and fashion brand SNITCH; a tiramisu-inspired protein bar by Subko Coffee and The Whole Truth; and a tie-up between quick-service restaurant chain Mad Over Donuts and Korean beauty brand Laneige.

Unlike traditional partnerships between brands in the same industry, these cross-category collaborations bring together businesses with different products and consumer bases. They offer a way to reach new customers, share marketing costs and create novel products. But ...