Zudio: Disrupting the Affordable Fashion Space in India

Case Code: BSTR695
Case Length: 13 Pages
Period: -
Pub Date: 2025
Teaching Note: Available

Price: Rs.300
Organization : Trent Ltd
Industry : Textiles & Apparel
Countries : India
Themes: Disruption, Growth Strategy Brand Differentiation,Competitive Strategy

Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

On April 5, 2025, Trent Ltd, (Trent), the fashion and lifestyle retail arm of Tata Group (Tata), announced that the total store count of its value fashion brand Zudio had reached 763 across 190 cities in India, growing at a compounded annual growth rate (CAGR) of 61% between 2020 and 2024. With a fresh take on contemporary designs, Zudio had revolutionized the affordable fashion space in India by offering trendy, high-quality apparel, footwear, and accessories at affordable prices. It had successfully tapped into the aspirations of the youth, who were looking for identity and self-expression through fashion. By blending style with affordability and through effective market penetration and consumer engagement, Zudio had disrupted the fast fashion space in India. It attracted a large share of price-conscious shoppers operating exclusively offline. According to Venkatesalu P. (Venkatesalu), CEO of Trent, “Zudio is all about accessibility. It’s accessibility in terms of fashion, accessibility in terms of price, accessibility in terms of location.”..

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