We drive real engagement—not just traffic
Founded in 2024, Gurugram-based Zulu Club is transforming online fashion retail by fusing the discovery and human connection of mall shopping with the convenience of e-commerce. Through live video-powered personal shopping tours, curated brand partnerships, and its signature ‘Try-at-Home’ service, Zulu delivers selections from trusted stores to customers’ doors within 100 minutes. Speaking to Fibre2Fashion, Founder Adarsh Bhatia shares how the platform blends technology, smart logistics, and sustainability to make fashion discovery immersive, personalised, and fast—without losing the in-store charm.
Zulu Club promises the ‘in-store experience, online’. What inspired this hybrid retail model, and how does it replicate the mall experience digitally?
We asked ourselves: “Why do people still love shopping in malls?” It is the discovery, touch-and-feel, and human interaction. With Zulu, we wanted to reimagine that same experience for the digital age—by combining video-powered real-time shopping with hyperlocal delivery. It is not just e-commerce; it is digital window shopping with the comfort of home.
What challenges do startups face when trying to replicate the in-store shopping experience in a digital format?
Bringing the richness of in-store discovery online means rethinking how people browse and buy—not just digitising shelves. At Zulu, we have approached this by blending real human interaction with technology—whether it is a personal shopper guiding you on a video or a curated experience that feels more alive than static feeds.
Can you walk us through the Zulu Club customer journey—from browsing to checkout to the 100-minute doorstep delivery?
The journey is simple and intuitive. A user taps on the ‘Malls’ icon in the navigation bar and selects the mall or specific outlet they want to explore. They can then book a personal shopping tour directly from that outlet. Once booked, a dedicated personal shopper from the Zulu team is assigned. During the live video tour, we showcase curated products from the store in real time. The user can ask questions, explore options, and pick what they love. Once confirmed, we place the order, collect the item from the outlet, and deliver it to the customer’s doorstep within 100 minutes—all through our seamless, mobile-first experience.
What were some key challenges in building the real-time fashion logistics backbone to support such fast fulfilment?
Real-time inventory syncing, coordinating store-level pickups, and meeting the 100-minute delivery promise across diverse SKUs were huge challenges. It required rethinking last-mile fashion logistics from the ground up—blending people, process, and technology in new ways.
What role does technology—AI, mobile UX, geo-fencing, or inventory mapping—play in powering Zulu Club’s platform and delivery model?
Technology powers the entire Zulu experience—from booking personal shopping tours to trying products at home. Our platform supports virtual try-ons, smooth video tours with in-mall shoppers, and quick checkouts. It is all designed to make fashion discovery feel immersive, conversational, and mobile-first.
How do you curate and onboard your brand partners? Are you focused more on premium Indian labels, global brands, or emerging designers?
We look for brands that resonate with our core user: quality-conscious, trend-driven, and community-first. Our approach is collaborative: we treat each partnership as an extension of the brand’s retail experience, not just another sales channel.
From a brand’s perspective, what makes Zulu an attractive channel—especially when D2C, marketplaces, and offline retail already exist?
We drive real engagement—not just traffic. Brands love that Zulu acts like an extension of their in-store staff, helping convert interest into sales in real time. And unlike marketplaces, we do not commodify their presence—we elevate it through storytelling and interaction.
Which customer segment are you targeting—are you addressing a pain point for working professionals, catering to Gen Z shoppers, or appealing to fashion loyalists?
Our core users are urban millennials and Gen Z shoppers who want to explore without the hassle. They are mobile-native, value curation, and seek immediacy. We are focused on blending inspiration and convenience in a way that feels more intuitive and personal than traditional e-commerce.
What trends are you seeing among Gen Z and millennial consumers when it comes to shopping habits, brand loyalty, and delivery expectations?
They care about style, speed, and values. They want things now but also want brands that align with identity. They are discovering fashion on Instagram but want it delivered with the trust of a known store—Zulu sits perfectly at this intersection.
How important is personalisation and curation in today’s fashion e-commerce landscape, especially with so many options available to consumers?
It is everything. With unlimited choices, relevance is currency. Users expect you to know their vibe, their past orders, and their intent. Zulu’s AI and human touch bridge this beautifully—we curate with context, not just algorithms.
You have launched in Gurgaon. How are customers responding to the model so far, and what learnings have emerged from this initial rollout?
The response has been incredibly encouraging. Shoppers love the personal touch, speed, and curated experience. We have seen strong word-of-mouth and repeat usage. One key learning: people want discovery, not just convenience.
Fast fashion and instant delivery can raise sustainability concerns. How is Zulu Club addressing environmental impact across its operations?
We focus on reducing delivery emissions by batching pickups and using reusable packaging wherever possible. We also encourage mindful shopping through a more curated, assisted experience—helping customers buy better, not more.
How do you balance convenience and speed with responsible fashion practices like sustainability and ethical sourcing?
We focus on smart logistics—clubbed deliveries, store-level consolidation, and zero warehouse wastage. Sustainability is not just about materials; it is also about efficient systems and that is where Zulu brings both intelligence and impact.
What is your long-term vision for Zulu Club—pan-India expansion, multi-city warehouses, own-brand fashion, or retail partnerships?
We want to be the go-to fashion concierge in every major city—offering 100-minute delivery, personal video shopping, and eventually even AI-assisted stylists. We will expand into multi-city hubs, explore private labels, and deepen brand partnerships while maintaining our experiential DNA.
How do you see the future of online fashion retail evolving in India over the next 3–5 years?
We will move from static catalogues to experience-led commerce. Shoppable videos, AI stylists, localised availability, and instant fulfilment will become the norm. Platforms that feel more like retail destinations than warehouses will win.
