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Go Zero founder blames ‘downfall’ of Zudio on rapid expansion, low quality: ‘Fabric pochha ban jata hai’

Дата публикации: 12-08-2026 07:53:54

Kiran Shah, the founder and CEO of Go Zero Ice Creams, has offered his opinion on the “Shocking Downfall of Zudio” in an Instagram video.

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Kiran Shah, the founder and CEO of Go Zero Ice Creams, has offered his opinion on the “Shocking Downfall of Zudio” in an Instagram video.

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Kiran Shah, the founder and CEO of Go Zero Ice Creams, has offered his opinion on the “Shocking Downfall of Zudio” in an Instagram video. In the clip, Shah claimed that Zudio’s rapid growth is becoming its own biggest obstacle, outlining two main problems resulting from Tata's aggressive expansion to nearly 1,000 stores.

FILE PHOTO: A woman passes in front of the Indian fashion retailer Trent's flagship brand Zudio showroom in New Delhi, India, April 8, 2025. REUTERS/Priyanshu Singh/File Photo (REUTERS)
FILE PHOTO: A woman passes in front of the Indian fashion retailer Trent's flagship brand Zudio showroom in New Delhi, India, April 8, 2025. REUTERS/Priyanshu Singh/File Photo (REUTERS)

Zudio ka sabse bada dushman aur koi nahi hai, khud Zudio ki hi growth hai. Tata ne aggressive expansion karke lagbhag 1,000 Zudio stores open toh kar diye. Aur yeh sunne mein ek success story bhi lagti hai, par exactly yahi se shuru hoti hai inki do sabse badi problems,” he said, claiming that Tata Group’s rapid expansion of its low-cost fashion brand has resulted in declining sales.

Brand fatigue

Shah claimed that Zudio’s rapid expansion across Tier 1 and Tier 2 Indian cities has resulted in brand fatigue and loss of exclusivity. Every other person, he said, can be seen wearing the same 500 t-shirt from Zudio.

Since Gen Z highly values individuality and exclusivity, seeing identical designs everywhere makes the brand lose its trendiness and feel "uncool."

Low quality clothes

Secondly, he blamed the low quality of clothes being sold at Zudio for the brand losing its customer base.

Audience ko ab samajh aa chuka hai ki teen ya char wash ke baad inka fabric pochha ban jata hai (The audience has understood that Zudio fabric becomes a rag after just three to four washes),” he said.

Competitors like Reliance's Yousta and Shoppers Stop's Intune are capitalizing on this flaw by offering fresh designs at similar, affordable price points, said the founder of Go Zero.

Declining metrics

Shah concluded that due to these challenges, Zudio's same-store growth and per-square-foot revenue are beginning to drop. Having saturated metro cities, Zudio is now expanding into Tier 3 and Tier 4 cities, where the Tata brand name still holds significant trust and high status.

Tata Group's retail division, Trent Limited, launched Zudio in 2016. It began with its first standalone store on Commercial Street in Bengaluru after earlier concept testing in select Star Bazaar outlets.

Driven by Zudio's aggressive retail footprint expansion and strong earnings growth, Trent stock surged dramatically, reaching an all-time high of approximately 5,500 in 2024. Today, it trades at around 3,000 per share.

(Also read: Trent loses $20-billion market cap since 2024 peak as ‘Zudio’ rally wears off)

  • Sanya Jain

    Sanya Jain is an Assistant Editor with Hindustan Times Digital. She has nearly a decade of experience in covering offbeat stories that speak to the everyday experience - from viral videos to human interest copies that spark conversation. Her interests stretch across business, pop culture, social media trends, entertainment and global affairs. Before joining Hindustan Times, Sanya spent two years with Moneycontrol and five years with NDTV. She holds an undergraduate degree in English literature from St Stephen’s College, Delhi, and a master’s in journalism from the Xavier Institute of Communications, Mumbai. Sanya has a sharp eye for spotting emerging trends and looking for newsworthy angles to elevate viral posts into meaningful narratives. She was the first one, for example, to cover Narayana Murthy’s remark on 70-hour work weeks that sparked a national conversation. She is equally at ease writing about business leaders as about the common man, about issues of national importance and memes that amuse social media. Sanya enjoys speaking with content creators, newsmakers and entrepreneurs to transform everyday moments into engaging, slice-of-life stories that resonate with readers. When she is not working, Sanya can be found curled up with a good book. Born and raised in Lucknow, she has spent the last several years in Delhi. She is deeply interested in animal welfare and now spends a lot of her time running after her destructive orange cat.Read More

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