India’s Reliance Retail is set to enter rural and small towns with the launch of value apparel retail stores under the banner of Fashion World by Trends, according to industry insiders. The move marks Reliance Retail’s first major foray into these markets and will be primarily driven by the franchisee model. With plans to establish over 500 stores, the company aims to compete directly with targeted chains like V-Mart Retail.
While Reliance Retail already has a presence in smaller towns through various formats, including apparel, grocery, electronics, and telecom connectivity, this marks the first dedicated format for small markets and further expansion into rural areas. Five Fashion World by Trends stores have already been opened in cities such as Siliguri, Dhule, and Aurangabad. These stores, covering around 5,000 square feet, will offer a custom merchandise mix tailored to each market, featuring more affordable options to attract first-time branded and ready-made apparel buyers.
Reliance Retail intends to open 20 Fashion World by Trends stores by the end of this month and over 100 stores within a year. The expansion will focus on towns without existing Trends stores, with some cities potentially accommodating multiple outlets. The stores will offer a range of ethnic wear, kids wear, and men’s and women’s apparel from national value brands, as well as Reliance-owned apparel brands.
Reliance Retail is already India’s largest apparel retailer, with over 4,000 stores across multiple brands. The expansion into fashion retail chains like Fashion World by Trends supports its strategy of establishing a strong presence in the branded apparel sector. The franchisee model will also enable Reliance to expand its business-to-business operations in this segment. Reliance Retail has yet to respond to queries regarding this development.
