custom vs rite

custom and rite both are nouns.

Word	Noun	Adjective	Verb	Adverb
custom	Yes	Yes	No	No
rite	Yes	No	No	No

As nouns, rite is a hyponym of custom; that is, rite is a word with a more specific, narrower meaning than custom:

Other hyponyms of custom include Americanism, Anglicism, Britishism, consuetude, couvade, Germanism, habit, use, hijab, ritual.

custom (noun)	rite (noun)
accepted or habitual practice	any customary observance or practice
habitual patronage	an established ceremony prescribed by a religion
a specific practice of long standing
money collected under a tariff

custom (adjective)	rite (adjective)
made according to the specifications of an individual