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Tag: Azorte

  • Azorte makes mid moments the new cool with Gen Z fashion campaign

    Azorte makes mid moments the new cool with Gen Z fashion campaign

    MUMBAI: In a world obsessed with extremes, Azorte is flipping the script on what it means to be “mid”. The fashion and lifestyle destination, one of India’s fastest-growing, has launched its Autumn Winter 2025 campaign, “You’re Not Mid, You’re Just in the Middle of Your Story,” starring hindi movie’s fresh faces Khushi Kapoor and Vedang Raina. The campaign’s mantra is clear: mid isn’t mediocre, it’s momentum, the stumble before the stride.

    The narrative strikes a chord with Gen Z, a generation constantly haunted by the pressure to stand out, chase virality, and curate perfection. Azorte reframes these so-called “average” moments as essential steps in the messy journey of self-discovery, confidence, and authentic style. It’s not about perfection; it’s about progress.

    Through a visually arresting brand film crafted by Famous Innovations and directed by Anish Dedhia, the campaign captures the chaos and charm of real life. From dance reels that don’t always land to late nights spent dreaming of what’s next, Khushi and Vedang embody the raw, in-between moments that shape identity. Each frame celebrates bold styling, experimentation, and unapologetic self-expression, reinforcing the brand’s message that “authentic beats perfect every time.”

    Azorte head of marketing for Dhaval Doshi explained, “Gen Zs are tired of the pressure to be perfect. They want brands that understand their raw, in-progress selves. This campaign says you don’t need to have it all figured out. With expressive capsules and a narrative that celebrates imperfection, Azorte creates a safe space for young Indians to explore, evolve, and express themselves unapologetically.”

    The campaign also taps into what Azorte calls “Self-Assured Relevance.” Today’s youth value being in sync with the world yet remain confident even if recognition doesn’t immediately follow. Being “in the middle” of their journey isn’t failure, it’s the process of becoming. This philosophy underpins the brand’s design, storytelling, and store experiences, transforming each touchpoint into a celebration of the journey, not just the destination.

    Rollout spans digital platforms, social media, OTT, OOH, and in-store experiences, with Azorte stores themselves becoming immersive hubs where customers can explore their style narratives in real-time. Fans can also experience the full world of Azorte on the go at azorte.ajio.com.

    With this campaign, Azorte positions itself not just as a fashion destination, but as a cultural companion for Gen Z, one that encourages embracing the “mid” moments, celebrating the messy, the bold, and the authentic, and finding confidence in the journey itself. After all, in the middle is where the magic happens.
     

  • Q1 FY26: Reliance Retail charges ahead with Rs 84,171 crore revenue blitz as profit surges 28 per cent

    Q1 FY26: Reliance Retail charges ahead with Rs 84,171 crore revenue blitz as profit surges 28 per cent

    MUMBAI: Reliance Retail has delivered a commanding first quarter performance, posting revenues of Rs 84,171 crore—an 11.3 per cent year-on-year surge—whilst profits catapulted 28.3 per cent to Rs 3,271 crore as the retail behemoth continued its relentless expansion across India’s consumer landscape.

    The company’s earnings before interest, taxes, depreciation and amortisation climbed 12.7 per cent to Rs 6,381 crore, with margins expanding 20 basis points to an industry-leading 8.7 per cent—cementing its position as India’s most profitable large-scale retailer.

    Reliance Retail’s physical footprint swelled with 388 new store openings during the quarter, taking the total count to 19,592 stores spanning 77.6 million square feet. The registered customer base hit 358 million, reinforcing the company’s claim as one of India’s most preferred retailers.

    The star performer was JioMart, which the company  described as “India’s fastest scaling digital grocery platform.” The hyperlocal delivery service registered explosive growth with daily orders surging 175 per cent year-on-year and 68 per cent quarter-on-quarter, now serving 4,290 pin codes through 2,200-plus stores across 1,000-plus cities.

    JioMart’s rapid-fire expansion included launching AJio Rush, a four-hour delivery service now live in six cities with 130,000-plus options. The initiative is delivering superior unit economics driven by higher average bill values and lower returns, according to the company.

    Fashion and lifestyle delivered robust growth, with emerging formats Gap, Azorte and Yousta registering 59 per cent year-on-year growth across 170 stores. Ajio’s new customer revenue share reached 18 per cent, up 150 basis points year-on-year, whilst average bill values jumped 17 per cent. The platform expanded its catalogue to 2.6 million options—44 per cent growth year-on-year.

    Consumer electronics faced headwinds from early monsoon onset impacting air conditioner sales, though average bill values surged 26 per cent with conversions up 200 basis points. The company bolstered its own-brand strategy by acquiring Kelvinator brand intellectual property for India.

    Grocery maintained its market leadership with broad-based growth across categories. Home and personal care grew 15 per cent year-on-year, as did fruits and vegetables, whilst packaged foods expanded 13 per cent. The Metro format delivered standout performance with home and personal care categories growing 25 per cent year-on-year.

    The quarter also saw strategic brand expansions including Shein crossing two million app downloads with 20,000 live options, whilst AJio Luxe grew its portfolio to 875 brands. Premium brands continued segment leadership with Hamleys expanding geographically and launching its Green Club sustainability programme.

    “Reliance Retail delivered resilient performance during this quarter driven by our relentless focus on operational excellence, geographical expansion and sharper product portfolio,” said executive director Isha M. Ambani “Our continued investments in cutting-edge technologies and differentiated product offerings have enabled us to serve our customers better and scale with agility.”

    The results underscore Reliance Retail’s dominance in India’s Rs 70 trillion retail market, with the company now processing 389 million transactions quarterly—a 16.5 per cent year-on-year increase—as it continues reshaping India’s retail landscape through aggressive digitisation and expansion.