Reliance Retail is revamping its fashion business to woo Gen Z

Business Mar 03, 2026

Reliance Retail is shaking up its fashion game to win over India's Gen Z.
The company is reshaping its fashion business to speed product cycles and create more tech-driven, interactive stores at brands like Azorte, while Zivame is focusing its technology on fit tools and data-led, cohort-based personalization—perfect for young shoppers who love digital trends and influencer styles.

AZ and loungewear: What's in the pipeline?

To keep things fresh, Reliance is putting the spotlight on private labels.
Azorte is preparing to launch 'AZ' this month—a line aimed at teenagers and first-time fashion buyers—while Zivame is branching out from lingerie into kids' innerwear and comfy loungewear.
It's all about giving Gen Z more affordable, on-trend options that feel made for them.