Retailers look to cash in on small towns' changing fashion needs

Riding on this change in aspirations, the value retail chain is growing close to 22 per cent year-on-year, and is aggressively looking to expand its footprint, with 60 new stores this year

Two years ago, when V-Mart opened its first retail store in Gumla — a tier-IV town in Jharkhand — locals used to enter the store barefoot. It was the biggest store the Maoist-infested region had then seen, and therefore the modern and glossy feel of the retail chain prompted buyers to leave their footwear outside the store.

Much has changed since then. Thanks to internet penetration, people now aspire to look good and, as a result, help fuel the growth of such value retail chains in tier-III and tier-IV towns. 

“While aspirations are increasing and people want to look good, they still