Mumbai: Shoppers Stop is testing higher price points for its affordable fashion brand Intune, with products priced at ₹1,299 and ₹1,499 as the retailer looks to expand beyond the traditional ₹999 ceiling in value fashion.
Managing Director and Chief Executive Officer Kavindra Mishra said the company had received a strong response to products priced at ₹1,299 and was now developing merchandise for both the ₹1,299 and ₹1,499 price points. The move reflects the retailer’s effort to offer improved products while retaining the affordability that attracts customers to value-fashion brands.
Speaking during Shoppers Stop’s second-quarter earnings call on October 16, Mishra clarified that the company was not implementing a general price hike. Instead, it had recognised that the ₹999 limit was an artificial boundary and was exploring whether customers would pay more for products offering greater value.
The development raises a wider question for India’s affordable fashion market: are shoppers willing to spend more than ₹999 when the product offers better fabric, fit or design?
Intune moves beyond the ₹999 price ceiling
Intune was launched by Shoppers Stop to serve the value-fashion segment, targeting consumers looking for contemporary clothing at accessible prices.
The brand initially concentrated on products priced below ₹1,000, placing it in a competitive market where shoppers compare prices closely. However, management’s latest comments suggest that the retailer is exploring opportunities at slightly higher price points.
Mishra said Intune began testing products priced at ₹1,299 last year or at the beginning of 2026. The company found that these products recorded strong sell-through, prompting it to develop more merchandise for the ₹1,299 and ₹1,499 ranges.
He described the approach as offering a better product rather than simply charging more for the same merchandise.
The company has not disclosed the number of units sold at each price point or the share of revenue contributed by the higher-priced products. It has also not provided a detailed breakdown of the features that persuaded customers to purchase them.
The results of the experiment will therefore depend on whether the higher-priced products can sustain demand while maintaining Intune’s value-fashion positioning.
Stronger products could justify higher prices
For affordable fashion retailers, moving beyond a familiar price threshold requires a clear reason for customers to spend more.
A shirt priced at ₹1,299 costs ₹300 more than one priced at ₹999. Shoppers may be willing to pay the difference if they perceive improvements in fabric, fit, design or overall product quality.
However, the price increase must be supported by a visible benefit. Customers who primarily choose clothing based on affordability may switch to competing products if they do not see enough value in the more expensive option.
Intune’s strategy appears to focus on creating products that justify the additional spending rather than introducing a blanket increase across its range.
This distinction is important in the value-fashion segment, where retailers compete on price as well as the freshness and variety of merchandise.
The company’s test will help it assess whether a portion of its customer base is comfortable moving into a higher price bracket without abandoning the brand’s affordable positioning.
Intune reports ₹72 crore revenue in September quarter
Intune generated revenue of ₹72 crore in the September quarter, according to the company’s reported figures. Its festive-adjusted like-for-like growth stood at 6%, while management said the business was recording growth in the mid-teens during the early part of the festive season.
The company also reported improvements in several operating indicators.
Intune reduced inventory by ₹33 crore year-on-year through in-season clearance and improved online availability. Its inventory cover stood at 16 weeks.
The share of repeat customers increased to 49%, compared with 47% in the previous quarter. Average bill value rose 6%, and customers purchased an average of 3.5 items per transaction.
These figures provide an indication of customer activity and inventory management as the retailer prepares for the festive shopping period.
However, Shoppers Stop has not provided a separate breakdown showing how much of the revenue growth or improvement in customer metrics came from products priced above ₹999. It would therefore be premature to attribute the brand’s overall performance directly to the higher-priced range.
Frequent product launches remain central to the strategy
Intune is introducing between 100 and 150 product options or lines in its stores every week, according to Mishra.
The company is focusing on keeping merchandise fresh, launching products more frequently and improving supply-chain operations. These efforts are intended to help the brand respond to changing consumer preferences and maintain a steady flow of new choices.
Frequent product introductions can be particularly relevant in value fashion, where customers often return to stores looking for new styles and seasonal collections.
At the same time, a wider product range requires careful inventory planning. Retailers need to balance availability with the risk of unsold stock, especially when fashion trends change quickly.
Intune’s reduction in inventory and improvement in online availability indicate that inventory management is an important part of its current operating strategy.
The higher-priced range will need to fit within this broader approach, delivering sufficient customer demand without creating additional pressure on stock levels.
India’s value-fashion market faces a pricing test
Shoppers Stop’s experiment comes amid competition among organised retailers serving customers who want fashionable clothing at accessible prices.
Brands in this segment must balance affordability with changing expectations around design, product variety and quality. A strict price ceiling can help communicate value, but it may also limit the types of products retailers can offer.
Moving beyond ₹999 could give Intune more room to develop merchandise with features or designs that require a higher selling price. It could also help the retailer serve customers who are willing to spend slightly more for products they consider worthwhile.
The challenge is to avoid weakening the brand’s core appeal. Customers who associate a value-fashion label with low prices may question a higher price unless the benefits are clear.
The test is therefore not simply whether shoppers will pay ₹1,299 or ₹1,499. It is whether the retailer can consistently deliver products that justify those prices and encourage repeat purchases.
What the pricing experiment means for shoppers
For consumers, Intune’s move signals a possible expansion of its product range rather than an announced increase across all merchandise.
The company has said it is developing better products at higher price points. It has not announced a general price hike or disclosed the exact features of the products being tested.
The commercial outcome will become clearer as more products enter the ₹1,299 and ₹1,499 categories and the company reports their performance.
For now, Shoppers Stop is testing whether affordable fashion can move beyond the familiar ₹999 threshold by offering shoppers a stronger product proposition. The success of the strategy will depend on customers seeing enough additional value to justify the higher spending.