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Trent Ltd., the retail arm of the Tata Group behind Westside and Zudio, has expanded its youth-centric fashion brand Burnt Toast into Pune. The brand’s first store in the city opened at Amanora Mall.
Burnt Toast is aimed at younger shoppers, particularly Gen Z, who want affordable but stylish everyday clothing. The stores are set up with bright and visually distinctive interiors that connect with youth culture and create an engaging shopping environment.
In positioning, Burnt Toast sits between Trent’s own Zudio and international fast-fashion brands like Zara and H&M - more trend-driven than Zudio, but at a lower price point and more accessible than global labels. It also complements Westside, which has a broader family and lifestyle focus, by giving Trent a clear youth-oriented offering.
Burnt Toast opened its first store in Bengaluru on 21 August 2025, located in Banashankari. The store spans around 2,500 sq. ft., designed as a compact but visually distinctive format to appeal to Gen Z shoppers.
Pune is a natural choice for Burnt Toast after Bengaluru because it combines the right demographics with strong retail infrastructure. The city has one of the youngest consumer bases in India, with large student and IT populations that fit the brand’s Gen Z focus. Pune also ranks among the higher per-capita income cities, which supports discretionary spending on fashion and lifestyle. On the retail side, malls like Amanora, The Pavilion, Phoenix Mall of the Millennium, and KOPA Mall provide the kind of modern, high-footfall spaces that youth fashion brands need. Add to this Pune’s urban lifestyle culture and proximity to Mumbai, and it becomes a strategic market where a youth-centric brand like Burnt Toast can build visibility and scale quickly.
The Amanora Mall Burnt Toast store is about 2,500 sq. ft., consistent with its first Bengaluru outlet.
Why it Matters
Trent’s portfolio today is anchored by Westside (mid-premium lifestyle), Zudio (mass value), and its JV with Zara/Massimo Dutti (international premium).
Burnt Toast fills the gap between Zudio and Zara - a compact, youth-focused fast fashion format aimed at Gen Z. It gives Trent a sharper play against H&M/Zara and helps retain younger shoppers.
Next for Trent: Scale Burnt Toast across Tier-1 and youth-heavy Tier-2 cities, integrate digital channels (Tata Neu, Myntra), and build it into a third pillar alongside Zudio and Westside.
