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What is Intune?
Intune is a value and fast-fashion brand launched by Shoppers Stop, designed to cater to India’s growing mass-premium apparel segment launched in June 2023.
The brand focuses on offering trendy, affordable fashion across apparel, accessories, and footwear, with prices typically under ₹999 - making it accessible to a wide consumer base seeking quality and style at value pricing. Intune features a broad assortment spanning men’s, women’s, kids’, and ethnic wear, reflecting a “Fresh Fashion - All Under ₹999” positioning.
Unlike Shoppers Stop’s traditional department-store format, Intune adopts a smaller, agile store footprint that enables faster expansion into high-footfall neighborhoods and malls. The format blends offline retail presence with online reach, integrating Shoppers Stop’s trusted brand equity with a strong omnichannel experience. The first Intune stores opened in June 2023 across cities such as Hyderabad and Mumbai as part of a pilot initiative for Shoppers Stop’s value-retail foray - marking the retailer’s strategic entry into the affordable fashion segment dominated by players like Zudio and Max.
Intune’s 5,000 sq. ft. stores and “Under ₹999” fashion strategy are fueling rapid growth - 8x revenue rise and 25x store expansion in two years. With an ASP of ₹450, 3.7 items per ticket, and ₹1,600 average transaction value, Intune is proving that affordable fashion can be both scalable and profitable.
Since its launch in June 2023, Intune has emerged as one of the fastest-growing value-fashion brands in India. From just 3 stores in June 2023 to 75 stores by June 2025, the brand’s quarterly revenue surged from ₹8 crore to ₹68 crore, an eight-fold increase in two years. Intune operates through compact 5,000 sq. ft. stores that enable rapid rollout and optimized unit economics. With an average selling price of ₹450, 3.7 items per ticket, and an average transaction value of ₹1,600, the brand delivers strong productivity per store while appealing to value-conscious shoppers.
What It Means
Intune’s trajectory underscores Shoppers Stop’s successful pivot toward the mass-premium and value retail segment. The smaller-format, high-turnover model allows deeper market penetration into Tier-2 and Tier-3 cities while keeping operational costs low. The brand’s “Everything Under ₹999” positioning and trend-driven assortment have resonated with India’s growing affordable-fashion base, making Intune a strategic growth driver that complements Shoppers Stop’s premium portfolio.
