ZUDIO'S DIVES IN BLUE OCEAN: Creating Uncontested Market Space in India's Retail Sector with Blue Ocean Strategy

Abstract

Zudio, a value lifestyle brand owned by Trent, has made a significant impact on the Indian retail landscape, particularly by focusing solely on offline stores and avoiding e-commerce—an unconventional approach in today’s digital age. Zudio has rapidly expanded across tier-2 and tier- 3 cities, bringing modern retail experiences to underserved regions. Its strategy aligns with the Blue Ocean Strategy, which focuses on creating new market spaces and uncontested demand rather than competing in saturated markets (Red Oceans). By positioning itself between Shein’s efficiency and Zara’s trendiness, Zudio has tapped into the aspirational value-conscious customer base in emerging markets, achieving rapid scalability. This case examines Zudio’s success using a Blue Ocean framework, analyzing how its business model has disrupted the traditional retail sector by creating a new demand space in India’s smaller towns. The analysis concludes with recommendations for Zudio to continue leveraging its first-mover advantage while maintaining agility and exploring further international expansion.