Zudio Case

Study

Group – II
HRM 1A
2023-25
 Team Members

Shreya Mary Prashant

Hritik Raj (27)
Tirkey(37) Tripathi(47)

Rahul Abhishek
Kislay Toppo(51)
Priyadarshi(48) Tirkey(55)
 About The Company
 Zudio is a retail brand owned by the Tata Group, one of India's
largest conglomerates.
 “Fashion at star prize” was floated as an idea. It became an internal
tagline and new offering.

 It was launched in 2015 with the aim of providing affordable and

trendy fashion for the masses.

 Zudio stores offer a wide range of clothing, accessories, and home

decor items at affordable prices.
Some background on Zudio:
•Founder – Anand Ramanathan
•Year Launched – 2015
•Headquarters – Mumbai, India
•Key Products – Apparel, footwear, jewelry, bags,
accessories
•Price Range – Rs. 299 – Rs. 999
•Top Categories – Tops, dresses, shoes, handbags,
jewelry
•Target Audience – Millennials, Gen Z
•Sales Channels – Mobile online store, retail outlets
With an operating model optimized for digital from
inception, Zudio designed experiences specifically
catering to younger generations of Indian consumers.
 Market
Positions

Competitive Product
Landscape Range
Zudio
Strategies
Expansion Pricing
& Growth Strategy

Marketing
&
Promotion
 Market Positioning

• Zudio positions itself as a value-for-money brand,

targeting the middle-income segment.

• The brand focuses on offering fashionable and quality

products at competitive prices.

• Zudio aims to bridge the gap between affordability and

style, catering to the needs of the price-conscious
consumers.
 Zudio Franchise Model
•Zudio offers a franchise model for entrepreneurs seeking to enter the retail industry
in India.
•Franchisees gain access to Zudio's established brand name, reputation, and
merchandise.
•The franchise cost varies based on factors such as location and store size.
•Franchisees can leverage Zudio's commitment to quality and affordability to attract
customers.
•Zudio's franchise opportunity aligns with the growing demand for stylish yet
affordable fashion in India.
 Product Range
• Clothing for All Ages and Occasions: Zudio offers a diverse selection of clothing for men, women,
and children. This includes everything from casual wear like t-shirts, jeans, and shorts to ethnic wear
such as traditional Indian attire like kurtas and sarees. Additionally, Zudio provides activewear for
those leading an active lifestyle, including sports enthusiasts and fitness enthusiasts.
• Accessories to Enhance Style: In addition to apparel, Zudio offers a range of accessories to
complete the look. This includes footwear like shoes and sandals, bags such as handbags and
backpacks, and jewelry to add flair and style to any outfit.
• Home Decor and Lifestyle Products: Zudio has expanded its product range beyond fashion to
include home decor items. Customers can find a variety of home furnishings such as bedding sets,
curtains, and cushions to decorate their living spaces. Additionally, Zudio offers kitchenware items
like cookware, dinnerware, and kitchen gadgets, as well as bath accessories including towels and
bath mats.

By diversifying its product range to include not only clothing but also accessories and home decor
items, Zudio aims to provide customers with a one-stop destination for all their lifestyle needs. This
expansion allows the brand to appeal to a wider audience and establish itself as a comprehensive
lifestyle retailer.
 • Zudio follows a competitive pricing strategy, offering
products at affordable prices without compromising on
quality.

Pricing • The brand leverages its association with the Tata Group to
access cost-effective sourcing and manufacturing.
Strategy • Zudio's pricing strategy enables it to attract price-sensitive
customers and gain a competitive advantage in the market.

• Zudio focuses on low-cost purchasing strategies to maintain affordability for

customers.
• Utilizes efficient supply chain management to minimize procurement costs.
• Engages in bulk purchasing to benefit from economies of scale and negotiate
lower prices with suppliers.
• Leverages strategic partnerships with manufacturers and wholesalers to
secure competitive pricing.
Low Cost
• Constantly evaluates sourcing options to find cost-effective suppliers without
compromising product quality. Purchase
• Implements inventory management techniques to reduce excess stock and
minimize holding costs.
• Prioritizes cost-efficiency throughout the procurement process to offer
budget-friendly fashion options to consumers.
 Marketing and Promotion

•Zudio emphasizes digital marketing channels like social media and email to connect with its target audience.
•Traditional marketing methods such as print ads and billboards complement Zudio's digital efforts.
•Collaborations with influencers and celebrities play a key role in brand awareness and product promotion.
•Zudio employs a data-driven approach for marketing and growth, utilizing:
• Audience research to identify new target segments.
• Performance tracking for spending optimization.
• Content optimization based on engagement metrics.
• Funnel and conversion analysis to enhance user experience.
• Competitive benchmarking to inform marketing strategies.
•These data-driven insights enable Zudio to capitalize on India's fashion e-commerce boom through informed
marketing decisions.
Expansion & Growth
-Tata Zudio has expanded its retail presence across India, reaching urban and

rural areas.

-Diversified product offerings to include accessories and lifestyle products.

-Embraced digital innovation for e-commerce sales and in-store operations.

-Leveraged partnerships with influencers and brands for increased visibility.

-Invested in marketing campaigns, social media engagement, and fashion

events.

-Maintained a customer-centric approach with affordable pricing and quality

products.
 Competitive Landscape

• Zudio faces competition from both online and

offline retailers in the affordable fashion segment.

• Key competitors include brands like Max Fashion,

Reliance Trends, and Pantaloons.

• Zudio differentiates itself by offering a wide range

of trendy products at competitive prices
 Strengths Weaknesses
Brand Loyalty
Less presence on social media
Customer Retention
No Advertising
Pricing Strategy

SWOT
Analysis
Opportunities Threats
Focus on Digital Marketing E-commerce Websites
Creating Presence on Online Local Stores
platform
 Conclusion
•Zudio's success stems from its focus on targeting price-conscious consumers by offering value-for-
money products.
•The brand prioritizes affordable pricing, high-quality merchandise, and enjoyable shopping
experiences to drive growth.
•Zudio remains dedicated to expansion and growth, positioning itself as a top choice for budget-
friendly yet stylish fashion options.
•Despite being a relatively new player in the Indian fashion scene, Zudio has made a significant impact
in just six years.
•Zudio has opened an impressive 352 stores across India and achieved a remarkable sales figure of
₹3200 crore, showcasing its rapid growth and widespread popularity.
Thank You