Opinion · Retail
Value fashion is eating premium’s lunch
Zudio-style pricing and weekly drops are resetting what Indian shoppers will pay before the festive season.
The Desk, Editorial··4 min read
Indian retail has split. One side chases absolute volume with ruthless price caps and inventory velocity. The other side protects gross margin with curated drops and higher average selling prices. Both can grow revenue; only one is winning the next shopper cohort.
A kirana-adjacent Zudio or V-Mart box converts the same customer who once stretched for a mid-premium label. That shopper now buys two or three units instead of one, and returns next week for the fresh drop. Till density rises even if ticket size falls.
Sub-₹999 and weekly refresh now set the pace, not brand gloss.
Premium chains and department stores lose the youth and tier-2 basket first. Their response—more private label, tighter promotions, selective store growth—buys time but does not reverse the traffic math. Quick-commerce fashion experiments will only accelerate the shift.
Festive sell-through in September-October will decide the argument. If value formats keep posting double-digit same-store growth while premium SSSG stays muted, expect more chains to cut entry price points or launch their own sub-₹999 banners before Diwali.