Fast Fashion, Delivery Apps Tap India's Next Billion Consumers

Inside the Zudio outlet on Ballapur Road in Dehradun, a stream of young shoppers drifted into the store on a recent Thursday morning, the glass storefront looming above the chai stalls and biryani counters just opening for business. Racks and hangers across three floors offered ribbed sweaters and light-wash jeans for $10, sneakers for $11 — all made in Bangladesh. Alongside its apparel, the chain sells beauty and personal-care items, much like Zara, but starting at about $1 for a hand cream.

“The same products as H&M and Zara you’ll find in Zudio,” Aditya Singh, who grew up in the small city tucked into the Himalayan foothills, said as he lingered over a puffer jacket. Zudio’s formula — fast fashion priced for India’s small cities — has helped the chain expand to more than 800 stores in under a decade. Zara’s footprint by contrast has remained confined to major metropolitan areas, with just 22 stores.