Published Online:June 2026
Product Name:The IUP Journal of Case Folio
Product Type:Article
Product Code:IJCF010626
DOI:10.71329/CaseFolio/2026.26.2.6-20
Author Name:Syeda Ikrama and Syeda Maseeha Qumer
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:6-20
The case explores India-based value fashion brand Zudio’s business model, lean supply chain, expansion strategy, and low-cost marketing strategies. Zudio operated on a 100% private label strategy, where it exercised maximum control over product quality, design, and pricing, offering high-fashion choices at a fraction of the cost. It followed a fast-fashion approach in managing the inventory while directly working with manufacturers and suppliers to source material at cheaper rates. By quickly responding to the latest fashion trends and consumer demands, Zudio consistently refreshed its in-store collection, ensuring there was a sense of freshness and relevance for its consumers. The Franchise Owned Company Operated (FOCO) model of franchising facilitated Zudio’s aggressive store expansion, allowing it to tap into its target customer segments. The retailer relied on minimal marketing and promotion spends by leveraging influencer partnerships, word-of-mouth promotions, organic social media engagement, and content marketing to expand its reach. Despite its stupendous growth in the value fashion segment, the brand faced a set of challenges. These included overcoming the intense competition in the value fashion space, addressing thin profit margins, building a loyal customer base, complexity of managing the multiple store locations, the perception of being a “low-priced” brand, and concerns over the environmental impact of its fastfashion model.
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)1 of 61% between 2020 and 2024.i With a fresh take on contemporary designs, Zudio has revolutionized the affordable fashion space in India by offering trendy, highquality apparel, footwear, and accessories at affordable prices. It had successfully tapped into the aspirations of the youth, who were looking for identity and selfexpression through fashion.