Mumbai-based Siyaram’s is venturing into value fashion retail with a new format. The company is launching a Gen-Z focused fashion brand called ‘Zecode’. The first four stores will open in Bengaluru, with more to follow.
Zecode to offer fast-fashion in INR 1000
According to Indian Retailing, Gaurav Poddar, executive director of Siyaram’s released a statement, saying, “We are targeting a highly modern Gen-Z consumer in which India’s demographic landscape is currently tilting towards. At Zecode stores, we will be offering a fast-fashion value retail format with all products priced under INR 1,000.”
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“We are starting with Bengaluru for offline expansion because it is a city with a high concentration of educational hubs and abundant job opportunities in industries like IT and other emerging sectors, making it a vibrant centre for the youth population ,” stated Gaurav Poddar.
Zecode offers 5000+ items across various categories
The new stores opening this week will offer over 5,000 items across different categories. The ground floor will focus on youth fashion, while the other floors will have fusion wear and clothing for kids aged 2 to 14. Zecode will restock daily and release a new collection every week. They will outsource production, keeping the business light on assets. The first stores will be on high streets, ranging in size from 4,000 to 6,000 sq. ft.
“We will operate both small and big box format stores,” explained Jayakar Shettigar, chief executive officer of Zecode. “The small box format, covering 5,000 sq. ft., is ideal for high-potential locations with a large customer base. The big box format, at 10,000 sq. ft., will include a full range of categories—men’s, women’s, kids’ wear, accessories, and footwear.”
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By the end of FY2025, Zecode aims to open 20-25 stores in Bengaluru and nearby areas in Karnataka, focusing on this region first. The company is investing around Rs 40 crores to open these stores by March.
“Initially, we will focus on tier-1 cities, but we also plan to explore tier-2 cities in the future. We have stores planned for Davangere, Hubli, Mysore, and Mangalore,” commented Shettigar.
Zecode will soon launch its own online direct-to-consumer (D2C) website as well. “In today’s market, a single channel cannot fully meet the needs of Gen Z consumers, so we need to operate in an omnichannel ecosystem,” added Poddar.
For now, Siyaram’s offers products under brands like J.Hampstead, Oxemberg, Mozzo, Inspiro, and Tessio. Fabric sales make up 80% of its revenue, garments account for 15%, and the remaining 5% comes from yarn and other sales.
