Redtape Limited, initially a subsidiary of Mirza International, primarily engages in the design, development, and retail of footwear, apparel, and accessories. Post its demerger in 2023, the brand has expanded its operations significantly across tier-2 and tier-3 cities and globally into areas such as the UK and UAE. The company operates 623 stores with a strong focus on digital e-commerce and maintains a capital-light, vendor-dependent business model allowing agility and cost efficiency. Key to its recent strategy is the introduction of the Ozark line, targeting the outdoor adventure market, marking its expansion beyond traditional fashion. The company stresses its competitive pricing strategy, offering products at 70% off, equating it to its MRP, aiming to attract India's price-conscious consumers.