How menswear brands are tapping tier 2 & 3 cities with localised marketing beyond metros

As global fashion trends filter into India—with Gen Z embracing styles like baggy jeans, oversized shirts, and tailored trousers—brands can no longer afford to limit themselves to metros such as Mumbai, Delhi or Bengaluru.

While these cities continue to shape brand identity and visibility, the real momentum is coming from Tier 2 and Tier 3 markets, the heart of aspirational India.

In these cities, a new generation of young, style-conscious consumers is rewriting the rules. No longer content with budget basics, they are actively seeking fashion-forward choices, especially in menswear, where trendy options remain limited and largely confined to a few key players. This audience isn’t just consuming trends; they’re demanding access, variety, and relevance.

And brands? They’re beginning to respond. To capture this rising demand, they are expanding into non-metro markets, investing in omnichannel retail, collaborating with regional influencers, and designing collections that resonate culturally.

For instance, nearly 25 percent of bugatti shoes’ online sales now come from emerging markets, reflecting the strength of purposeful presence. Sandip Baksi, CEO of nuvora Retail, explained that from hyper-local content to regionally relevant merchandise and seamless shopping experiences, the focus is on building lasting relationships, not just transactions.

This shift is also being driven by changing consumer preferences in these towns. Consumers here are becoming more style-conscious and increasingly open to experimentation.

As Pulkit Verma, Chief Business Officer at the House of Rare, noted, “There’s also a big shift in style. Western wear is becoming everyday fashion in these towns, while ethnic clothing is slowly becoming more event-specific, which used to be a metro trend. And unlike metro buyers who often stick to brands they know, shoppers in these smaller cities are more open to experimenting as long as the price feels right and the product feels aspirational.”

Verma further added that offline retail is booming again in these regions. People actively enjoy going out to shop, especially in malls, whereas metro shoppers are increasingly leaning towards D2C and tech-enabled experiences.

Consumers in Tier 2 and 3 markets are also becoming digital-first, making them a strong fit for new-age D2C brands operating online. Yogesh Kabra, Founder of XYXX, explained that while metro audiences tend to adopt trends quickly, shoppers in these markets take more time to evaluate and build trust in a brand. This makes relationship-building and sustained engagement essential.

He added that these consumers are highly value-conscious, often starting with lower average selling price (ASP) products. In response, brands are tailoring offerings to meet these preferences—without compromising on quality. While adoption may be more gradual, their strong digital presence and growing comfort with online shopping align well with the online-first approach of D2C players.

House of Rare is now allocating 45 percent of its marketing budget to Tier 2 and 3 markets. Other brands such as nuvora and XYXX have also confirmed that a significant portion of their marketing spends are now focused on these regions.

According to industry experts, there has been a broader reallocation of marketing budgets towards Tier 2 and 3 cities. Nisha Sampath, Brand Consultant and Managing Partner at Bright Angles Consulting LLP, observed: “The bulk of spend is shifting to mobile, and to vernacular digital mediums – not just conventional social media but also platforms like Moj and ShareChat.”

For instance, VIP Clothing is now directing 60 percent of its marketing budget to Tier 2 and 3 markets. But what exactly is driving this surge in menswear interest among the Tier 2 and 3 consumer bases? Sampath explained that men are becoming more experimental with clothing—embracing changes in fabric, patterns and even colours. “We have noticed in research that the purchase frequency of clothes is also increasing. People don’t necessarily want to extend the life of clothes, but change according to season, life stage and occasion. As men become more fitness conscious, wearing clothes that flaunt the fit figure are also becoming important.”

Consumer Touchpoints

Alongside offering varied styles and trends, it is equally important for brands to engage with key consumer touchpoints—both online and offline—to maximise visibility and exposure. While many brands today are available exclusively online, they must ensure their target audience is aware of their presence and understands that they offer exactly what consumers are looking for.

VIP Clothing is actively focusing on reaching new customer segments and catering to their evolving needs. Sunil Pathare, Chairman and Managing Director of VIP Clothing Ltd, shared, “We aim to bridge the gap by adapting to their lifestyle choices. We’re strategically blending online and offline touchpoints. Being available online has given us great results in Tier 1 cities. The trend is slowly seeping into Tier 2 cities. We’re steadily increasing our physical presence in Tier 2 and 3 cities. This will allow us to interact with new customers, build a rapport, offer our expertise and convert them with more consistency.”

Harsh Somaiya, Co-Founder of The Bear House, added that while most of their reach in Bharat currently comes from online channels, the brand is now doubling down on physical retail. “However, we also recognise the importance of physical presence, especially when building real trust. We're steadily expanding our offline footprint. We already have retail stores in cities like Bangalore, Hyderabad, and Delhi, and the plan is to go panIndia by the end of 2026. We’re exploring different formats — experience centers, smaller stores, and even franchise models — to ensure we go deeper into these markets and become more accessible.”

Other brands, too, are strategically balancing online and offline channels to better connect with Bharat consumers. Sandip Baksi of nuvora Retail shared, “In the offline space, we have our footprint in about 20 key cities. But online, through our D2C channel, we can reach and engage with every single pincode in the country — and that’s a game-changing advantage, especially in Tier 2 and 3 markets where aspirations are rising fast.”

Pulkit Verma of House of Rare further emphasised the importance of digital platforms in reaching these consumers. “While digital platforms - especially social media - helps The House of Rare build awareness and aspiration, our offline presence translates that into tangible brand experiences. We don’t see them as separate channels, but as a continuous journey.”.

He explained that in Tier 2 and 3 cities, the in-store environment is designed as an extension of the brand’s digital campaigns. Static creatives from social media are integrated into the physical retail space to create a sense of familiarity and aspiration for consumers who have already engaged with the brand online.

This approach reflects an important reality: today’s Bharat consumer is digitally savvy but still values tactile, inperson experiences. By creating a seamless phygital journey, the brand aims to strengthen trust and enhance recall—bridging the gap between online influence and offline impact.

Yogesh Kabra reinforces this approach, noting that at XYXX, reaching the Bharat consumer involves a strategic blend of digital intelligence and physical presence. As an online-first brand, XYXX leverages city-level data to customise campaigns, influencer partnerships, and marketplace strategies tailored for Tier 2 and 3 cities. This is supported by a growing offline presence through general trade, multi-brand outlets, and exclusive stores in high traffic locations. The result is an omnichannel experience that ensures accessibility, builds trust, and delivers a cohesive, relevant brand journey across all consumer touchpoints.

Marketing Mix

The marketing mix plays an equally critical role as ensuring widespread consumer touchpoint coverage when it comes to driving sales and building brand equity. From product positioning and pricing strategies to promotion and placement, each element must work in tandem to create a compelling value proposition. In competitive and evolving markets, especially across Tier 2 and 3 cities, a thoughtfully executed marketing mix can significantly influence purchase decisions and long-term loyalty.

Digital takes the largest pie of the share for some of the brands such as House of Bear, followed by traditional mediums. “Digital is definitely our first choice — it’s the most effective way to reach aspirational consumers across Tier 2 and 3 cities. However, when running major campaigns or launching new stores, we ensure that all pillars — digital, print, and outdoor — are part of the strategy. Additionally, to build local trust, we collaborate with regional influencers and engage with vernacular publications,” said Harsh Somaiya.

Meanwhile, for other brands such as nuvora and House of Rare adopting a hyperlocal strategy becomes crucial. Baksi stated, “India’s diversity means there’s no one-size-fits-all media playbook especially when you’re talking to the Bharat consumer. What works in Lucknow may not work in Coimbatore for example. That’s why we take a hyper-local approach to media planning. Every region has its own language, content preferences, and even seasonal rhythms.”

He added that thus their media mix is always tailored to the geography, audience profile and the timing of the campaign. The key is staying contextually relevant and flexible — using data and on-ground insights to shape where they invest and how they show up.

Pulkit Verma echoed this sentiment, emphasising that marketing strategies vary based on market dynamics, audience profiles, and the nature of the product. In metro cities, digital channels and outdoor advertising tend to perform better, with consumers responding well to performance marketing, influencer-driven content, and high impact OOH campaigns. However, in Tier 2 and 3 cities, the approach shifts. Word-of-mouth remains influential, prompting brands to lean more on print, regional TV, and digital platforms like Facebook and Instagram, which have strong local reach. This layered strategy ensures visibility and relevance across diverse consumer segments.

VIP Clothing too works with a hyperlocal strategy. “At VIP Clothing Ltd., we are working with a hyperlocal mix, including regional influencers, digital advertising, and conventional outdoor media. There is a heavy emphasis on building visibility through cultural relevancy. That’s our key to building a loyal customer base,” said Sunil Pathare.

Influencer’s Role

Influencers — particularly micro and regional voices — have become key enablers in connecting brands with
aspirational consumers in Tier 2 and 3 markets. Their local language fluency, cultural relatability, and authentic
engagement make them highly effective in building trust and driving purchase intent. Recognising their impact,
brands are increasingly dedicating a larger share of their digital marketing budgets to influencer-led campaigns.
This strategic shift not only boosts visibility but also helps brands resonate more deeply with audiences who value
personal recommendations over traditional advertising.

Yogesh Kabra highlighted this and said, “Hyperlocal influencers play a key role in XYXX’s growth strategy, especially when it comes to building trust and driving relevance in Tier-2 and Tier-3 markets. These creators have a strong connect with their communities and offer an authentic voice that resonates more deeply than broad based celebrity endorsements.” He added that they collaborate with hyperlocal influencers to create relatable, culturally relevant content that showcases their products in everyday settings. This not only boosts awareness but also bridges the trust gap in newer markets, where word-of-mouth and local credibility carry significant weight.

Meanwhile, Pulkit Verma explained how regional influencers have been a game changer for their brand, allowing them to penetrate better into Tier 2 and 3 cities. He said, “Hyperlocal influencers have genuinely been game-changers for us as we’ve expanded into cities like Ludhiana and Indore over the past few months. Partnering with creators who understand the local pulse has made a huge difference, not just in terms of reach, but in how our brand is perceived.” He explained that when a local fashion creator styles one of their casual pieces, it comes across as authentic and relatable to the audience — often translating directly into higher conversions. These creators are more than just brand promoters; they’re seen as trusted fashion voices within their communities. For the brand, tapping into hyperlocal influence is not just a tactic but a key growth driver in non-metro markets.

Traditional vs. New Age Brands

However, with the rapid rise of new-age brands offering trendy, affordable, and digitally-driven fashion, traditional brands face mounting pressure to stay relevant. To remain competitive, legacy players must rethink their approach — from modernising product lines and refreshing brand messaging to embracing digital channels and investing in influencer collaborations. It’s no longer just about heritage or scale; it’s about agility, cultural relevance, and the ability to connect with younger, style-conscious consumers in both metros and emerging markets.

Pathare, for instance, believes that they aren't only adapting to the disruption but also enabling it with their new launches and offerings. “We’re building products that cater to the modern man – the design, the technology, and the aesthetics. We’re taking a step closer to our consumers, meeting them where they are digitally and physically. This includes our website, marketplaces, and quick commerce,” he said, adding that they’re ensuring increased reach while growing their network of multi-brand outlets and exclusive brand outlets, supported by on-ground activations that build local trust.

Sampath explained what traditional brands can do and said that traditional brands still have a big strength over D2C – trust and legacy have a value, even in fashion. For important and high value purchase occasions, it’s an advantage if there is a store that consumers can visit to try clothes. She added that however, traditional suiting or shirting brands may have an older, less fashion-forward image. Such brands should think of launching sub-brands or even standalone for casuals and other occasions.

A great example of a brand with a successful playbook is Zudio, which blend aspirational fashion with great value and offline accessibility. It has created a buzz in small town India with women’s fashion. But it would not have succeeded if the same offerings had gone under the Westside umbrella.

Thus, as India’s fashion ecosystem undergoes a seismic shift, the momentum is clearly moving beyond metro boundaries. The rise of aspirational, digitally savvy consumers in Tier 2 and 3 cities is pushing brands to rethink everything, from marketing budgets and product lines to retail strategies and influencer partnerships. These shoppers are not just passive consumers; they are trend-aware, value-conscious, and willing to experiment, making them a powerful force in shaping the future of menswear.

To stay relevant and competitive, brands, both new-age and legacy, must continue investing in hyperlocal relevance, omnichannel presence and authentic engagement.