For years, India’s fashion narrative revolved around metro cities. But that story is changing — and fast. From bustling bazaars in Bhopal to weekend markets in Muzaffarpur, a new kind of shopper is emerging: aspirational, fashion-aware, and price-conscious. Tier II and III cities are no longer playing catch-up — they’re shaping trends on their own terms.
At the heart of this shift is a growing set of homegrown brands that truly understand what “affordable fashion” means — not just in price, but in relevance, quality, and trust.
Here are six such brands leading the charge:
1. Citykart: Making Fashion Feel Local, Affordable, and Aspirational
If you walk into a Citykart store on a weekend, chances are you’ll find a young mom picking out school clothes for her kids, a college student looking for a new kurta set, and maybe even a first-time shopper trying her luck with Indo-western styles — all under one roof. That’s the magic of Citykart.
With 120+ stores across Tier II–III cities in northern and eastern India, Citykart has become a go-to destination for families looking for style without burning a hole in their pocket. From sarees and kurtis to kidswear and household items, the brand knows its audience — and delivers every time.
- Most items priced under ₹499–₹799
- Collections are curated around local festivals, seasonal needs, and real-world wardrobes
- Backed by strong investors (₹538 crore in Series B funding) and big expansion plans
Citykart isn’t just selling clothes — it’s democratizing fashion for everyday Indians who’ve long been underserved by big brands.
2. Zudio: The Cool Kid on the Budget Block
Zudio — part of the Tata Group’s retail family — is winning over young shoppers across small towns with its fresh designs and pocket-friendly pricing. Their stores are minimal, trendy, and stocked with Instagram-worthy styles for men, women, and teens — all at prices that make impulse shopping feel guilt-free.
With new stores opening in Tier II cities every month, Zudio is fast becoming a teen and college crowd favorite outside the metros.
3. V-Mart: Old-School Trust Meets Everyday Affordability
Before “value fashion” became a buzzword, V-Mart was already doing the work. You’ll find their stores in places most big retailers skip — small districts, tier III towns, and even semi-rural belts. For families looking to stock up on everyday wear, wedding basics, school shoes, and even bedsheets — V-Mart offers trust, variety, and predictability.
It may not scream “trendy,” but V-Mart has built loyalty through value and access. And that matters.
4. Max Fashion: Where Style and Family Budgets Meet
Walk into a Max Fashion store, and you’ll see how they manage to bring department-store vibes to middle-class families. From ethnic sets for Diwali to baby rompers and college denim, Max hits the sweet spot between quality and affordability.
They’ve steadily expanded into Tier II cities, winning over shoppers who want modern fashion without the mall markup.
5. 1-India Family Mart: Fashion for First-Time Shoppers
Not every customer in small-town India is fashion-savvy — yet. But they’re getting there, and 1-India Family Mart is meeting them where they are. Think of it as a bridge between the kirana mindset and organized retail.
They offer bundled deals, discounts, and simple categories that make shopping easy — especially for those new to modern retail. It’s not just a store, it’s a gateway to upgrading lifestyle habits for many.
6. EasyBuy: Fashion for First-Time Shoppers
EasyBuy started 10 years ago as a category extension within Landmark Group’s hypermarket, Spar. It later evolved into a standalone format, mainly serving family shoppers in Tier 2 and Tier 3 cities through a franchise model.
With a sharp focus on affordability, private labels, and large-format stores, the brand has opened 40-50 company-owned stores in the last two years and expanded into metros while maintaining a strong presence in Tier 2 and Tier 3 markets. 
