Among the many retail brands redefining growth in India, Zudio has been scaling fast with a bold, unconventional approach. They’re opening new stores every quarter, and they’ve already crossed 765 stores in India.
It’s become the crown jewel of Trent Limited — and honestly, a case study in itself.
Cities like Bengaluru, Hyderabad, Pune, Mumbai, Delhi, Ahmedabad, and even places like Gwalior, Latur, and Siliguri — you’ll find Zudio almost everywhere now.
In FY25 alone, they added 244 stores and crossed $1 billion in revenue. And now, they’ve even opened their first international store in Dubai.
What’s even more interesting is that Zudio doesn’t follow the typical omnichannel playbook.
Brands like Nykaa, Sugar, Lenskart, Giva, The Sleep Company, and CaratLane all started online, used marketplaces, built D2C channels, ran CRM and WhatsApp campaigns, and focused on first-party data.
Zudio does none of that. Zudio doesn’t sell online or run big digital campaigns — it simply keeps opening more stores, and that strategy is working really well.
This blog explores how Zudio’s unconventional, offline-only strategy is winning in a world obsessed with going omnichannel.
“Sometimes the best innovation is doing the simple things exceptionally well.”
Table of Contents
1. Things Omnichannel Brands Do That Zudio Doesn’t
We’ve worked with many Omnichannel brands and seen one common playbook. Whether it’s Lenskart, Nykaa, CaratLane, or The Sleep Company — they all follow a set of digital strategies to grow. These include:
1.1. Selling Online Through a Website and App
Most Omnichannel brands start with an online store. They build their own website and mobile app where customers can browse, shop, and track orders.
It’s the foundation for D2C (direct-to-consumer) growth. Nykaa, Sugar, Lenskart — all of them rely heavily on their apps to drive engagement and sales. For example, Nykaa sells through app and website both!
Zudio doesn’t sell through an app or website. There is no option to browse their products online. You have to go to the store to buy.
1.2. Selling Across Marketplaces
Brands also list their products on big marketplaces like Amazon, Flipkart, Myntra, or Tata CLiQ or even quick commerce websites. It helps them reach more customers, especially in Tier 2–3 cities. This gives people multiple ways to discover and buy.
For example, if you look for GIVA jewellery online, you will come across their products on their own websites, Myntra, Instamart, Zepto & more!
But Zudio doesn’t sell on any marketplace. There are no listings, no digital catalog as it’s a store-first brand, and everything happens offline.
1.3. Retention Marketing or First-Party Data Strategy
Most brands today try to keep customers coming back using things like email offers, WhatsApp messages, or loyalty programs. They collect customer data to send reminders and offers.
Read more – Importance of 1st Party Data and Organic Ways to Build it
But Zudio doesn’t do any of this. They do not send any follow-up messages, there is no customer database, and no rewards system. They rely on good prices, trendy clothes, and store location to make people return — not digital reminders.
1.4. Performance Marketing to Drive Online-to-Offline Sales
Most D2C brands invest heavily in digital marketing — from Google Ads to Instagram campaigns — to drive traffic to their website or store. But Zudio stands out by doing the opposite.
To our understanding, Zudio spends almost nothing on performance marketing. No Google Ads. No aggressive social media promotions. Yet, their stores see massive footfall.
Their growth is supported by location strategy, word-of-mouth, and affordability — not digital ad budgets.
1.5. Offering Endless Aisle & QR Scanning Experience
Many brands offer the “Endless Aisle” model — if something is out of stock in the store, staff can place an online order for you and get it delivered to your home. This keeps customers from walking away empty-handed.
Some brands even let customers scan QR codes in the store to explore more sizes, colors, or related products. For example, Decathlon uses QR codes to power their endless aisle — customers can check availability, place orders, and even request home delivery using their phones.
Read more – Decathlon’s Omni Channel with Endless Aisle powered by QR
Zudio doesn’t do this either. If it’s not available in the store, you just wait for the next launch. There is no digital ordering option.
1.6. Providing Click & Collect, Try At Home, and Video Consultations
BOPIS or buy online, pick in store option lets customers buy online and pick up in-store. Some brands also offer video consultations, virtual try-ons, or in-home delivery. These hybrid features are now common in Omnichannel retail.
For example, Caratlane is a well known example of click and collect in the omnichannel space.
Read more – CaratLane’s Omnichannel Journey: Redefining the Future of Jewellery Shopping
Zudio skips all of this. There’s no hybrid journey. You visit the store, try the clothes, and buy what you like — the old-school way, and it’s working for them.
1.7 ROPO Strategy (Research Online, Purchase Offline)
Most brands today use the ROPO model — customers discover products online (through websites or ads) and then buy them in-store.
Read more – Why Should Brands Pay Attention to ROPO (Research Online, Purchase Offline) Effect?
Zudio doesn’t follow this. They focus only on offline shopping. The only online part is social media discovery — where people might see someone wearing Zudio. But there’s no website to browse or check products.
Zudio wants people to walk into the store, explore, and buy — all in one offline journey
2. 3 Things That Zudio Does Exceptionally Well
Zudio might not follow the usual omnichannel playbook — but there are a few things it does really well. In fact, these areas are helping the brand scale faster than many digital-first companies.
2.1. No Online Selling
Zudio has a website, but it’s not made for online shopping. You can’t buy clothes there. The website only helps you find the nearest store, check the prices of products, and visit their social media pages. That’s all. It’s clean, easy to use, and made to send people to the store.
The only exceptional thing Zudio sells online is gift cards. This lets people give a shopping experience to their friends or family. It’s a smart and simple way to be online without managing a full e-commerce system.
2.2. Strong Organic Social Media Strategy
Zudio’s Instagram strategy is simple but very effective. Instead of posting polished brand shoots or running paid influencer campaigns, most of the content comes directly from customers.
Shoppers post their favorite outfits using the hashtag #ZudioFinds, and Zudio shares those posts on its page. This has helped build a strong and loyal community where people feel seen and valued.
It also creates a constant stream of fresh content without the brand spending much on advertising. There’s no forced marketing — just real people sharing real looks, and that makes the brand feel more authentic and relatable.
2.3. Great Products at Great Prices
At the end of the day, it all comes down to value. Zudio offers trendy products at very affordable prices, and that’s what keeps people coming back. The product and pricing speak for themselves — and they’ve built a loyal customer base around that.
3. Why Is Zudio's Offline-Only Model Actually An Advantage?
At first glance, skipping e-commerce might seem like a limitation. But for Zudio, it’s a smart, strategic choice — one that directly supports their low-cost, high-volume model. Afterall, in India, most shoppers still prefer trying clothes before buying and Zudio leans into that behavior.
Here’s how the offline-only model works in their favor:
- All sales happen in-store — which means customers pay full price. There’s no pressure to compete with online discounts or flash sales.
- No logistics headaches — no need to ship products, manage returns, or partner with delivery platforms. This saves big on operational costs.
- Lower tech costs — no app to maintain, no UI bugs to fix, no digital payments to troubleshoot.
- Complete control over experience — everything from product placement to pricing to the final bill is managed by Zudio, not a third-party platform.
And most importantly, they’re aligned with shopper behavior. In India, many consumers still want to touch, feel, and try clothes before buying. Zudio leans into that — by opening more stores, closer to where people live. For Zudio, being offline isn’t a drawback. It’s a deliberate strategy — built for scale, speed, and simplicity.
4. What Can Other Brands Learn from Zudio’s Success?
Zudio breaks a lot of modern retail rules — and thrives while doing it. Here’s what other brands can take away:
- A website isn’t always necessary: Zudio doesn’t sell anything online. But it still has over 545 stores. If your pricing is right, stores are in the right places, and you stock what people want — you can grow big without e-commerce.
- Omnichannel isn’t for everyone: Not every shopper needs a website or app. Many are happy to visit a nearby store — as long as the clothes are trendy and affordable. Being close matters more than being online.
- Keep it lean: Zudio doesn’t use loyalty points, CRM tools, or complicated tech. They save costs by keeping things simple — and spend more on products and opening new stores.
- Let customers do the marketing: People love sharing Zudio hauls, reels, and reviews. The brand doesn’t need to advertise much — because happy customers spread the word for free.
- Less can be more: By skipping extras like apps or campaigns, Zudio saves money, grows faster, and stays in control. Sometimes, simple really is smarter.
“In retail, it’s not always about being everywhere online — it’s about being exactly where your customer needs you, with the right product at the right price.”
5. Conclusion
Zudio’s strategy clearly works. Even people who don’t usually follow fashion find themselves drawn in — because the mix of affordable prices, wide variety, and a pleasant in-store experience is hard to ignore.
Also Read – Offline is the New Luxury: Zudio
It’s simple, accessible, and consistent. In many ways, Zudio shows that you don’t need to be flashy or overly digital to win. Its approach offers a fresh blueprint for modern retail in India — focus on what customers actually want, make the experience easy and enjoyable, and grow in a way that fits the Indian shopper’s mindset.
Note: These are observations and thoughts by the author and have no engagement with the brand. This is an independent assessment conducted from a research perspective, and it is not intended to be interpreted as consulting services.
Check out further our Case study on Decathlon’s Omni Channel With Endless Aisle Powered By QR
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