Zudio, Trends: Budget fast fashion is taking small-town India by storm
BBC World
February 23, 2026
AI-Generated Deep Dive Summary
Affordable yet stylish fast fashion is sweeping through small-town India, driven by a surge in value-conscious consumers seeking branded options. Chains like Zudio and Trends, known for their contemporary designs and budget-friendly prices, are rapidly expanding into tier-2 and tier-3 cities, offering a modern shopping experience that rival street-side bazaars. This shift reflects a broader trend of aspirational spending among Indians, who are increasingly prioritizing branded apparel over unlabelled goods.
The rise of these brands is fueled by their ability to cater to India’s growing middle class, particularly younger generations and women like Alka, a geriatric care worker in Sangli, Maharashtra. Reliance Trends and Zudio offer affordable yet stylish clothing, ranging from $4 to $15, with designs inspired by global trends. This contrasts sharply with traditional bazaars, where shoppers often relied on unbranded, low-quality goods.
Despite economic challenges—such as a weak job market and stagnant wages—Indians are shifting their spending toward branded outlets. This trend is not driven by increased disposable income but rather by a preference for quality and convenience. Budget fashion brands have successfully penetrated small towns by offering trendy, affordable options that resonate with Gen-Z and young millennials.
The success of Zudio and Trends highlights India’s evolving consumer landscape, where even modest-tier towns are becoming lucrative markets for fast fashion. This growth underscores the potential of budget retail to transform regional economies and reflects a broader global trend of “trendification” in affordable fashion. As these brands continue to expand, they are setting new standards for style and affordability in India’s apparel market.
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Originally published on BBC World on 2/23/2026