South India emerges as key value fashion battleground

Rising income, supportive consumption patterns, favourable store economics spur growth

- Kvaeshnavi Kasthuri

Trent's Zudio has 833 stores nationwide, with 282 outlets, or 34%, across Tamil Nadu, Andhra Pradesh, Karnataka, Kerala and Telangana.

(REUTERS)

South is fast becoming the next battleground for India’s value fashion retailers, as they aim to focus on a largely untapped market with high demand for affordable and organized apparel in states with rising income, consumption patterns that support the format, and favourable store economics.

Take, for instance, India’s fastest-growing value retailer, Trent’s Zudio. The brand has 833 stores nationwide. While Maharashtra hosts the highest number, with about 118 outlets, it has around 282 stores across Tamil Nadu, Andhra Pradesh, Karnataka, Kerala, and Telangana—making up roughly 34% of its network.

Rival, Reliance Retail’s Yousta that was launched in August 2023, has 120 stores overall, with 49 in the south, or 41% of its network. The first store was launched in Hyderabad in 2023.