28 November 2025, Mumbai
The opening of the new Unlimited store in Tirupattur, Tamil Nadu, is a clear indicator of the aggressive expansion by India’s value fashion retail segment into smaller, high-potential markets. This move is part of a broader industry shift, where Tier-III cities, driven by rising disposable incomes and increased brand awareness via digital media, are becoming central growth drivers.
With Tier-II and Tier-III cities contributing an estimated 65% of e-commerce fashion orders in the last festive season, brick-and-mortar presence is now strategic, it enhances customer trust and facilitates the phygital (physical + digital) retail experience.
A southern strategy under V-Mart’s banner
Unlimited, a brand originally established by Arvind Lifestyle Brands, was acquired by V-Mart Retail Ltd. in 2021. This acquisition of 74 existing stores, including the network in Southern India, was V-Mart’s strategic leap to gain a quick footprint in the South and West, where it previously lacked presence.Unlimited serves as a crucial family fashion destination, offering a wide array of affordable apparel and accessories for men, women, and children, primarily through its own private labels like Excalibur and Karigiri. This model competes directly with chains like Max and FBB, leveraging lower real estate costs in markets like Tirupattur to maintain high affordability and volume.
Scaling Affordable Style: The challenge of logistics
The biggest challenge in this model is maintaining a consistent supply chain and rapid trend adaptation across a vast geographic spread of small towns. However, the move is underpinned by strong market opportunity: reports suggest that foot traffic in high-street stores across Tier-III cities has seen a remarkable increase, encouraging brands to open new outlets at a pace of up to 40-50 stores per year. The Tirupattur launch confirms the company’s intent to integrate the Unlimited stores fully into its value-focused operating model, catering to the aspirational, price-sensitive consumer base.
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