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Without e-commerce or hype, Zudio is winning India's fashion race

The brand’s rise has not been driven by celebrity endorsements or digital virality, but by a deep understanding of how India’s middle-class shops. Zudio’s success is rooted less in fashion foresight and more in its insight into Indian buying behaviour.

It functions as a tightly cost-managed retail model designed to capture mass aspiration at scale, focusing on simple, accessible everyday fashion rather than lifestyle branding or premium positioning, and has been delivering strong, volume-led growth over the past few years.