Aditya Birla Fashion and Retail Ltd. (ABFRL) has launched OWND!, a new fashion label aimed squarely at India’s Gen Z and young, trend-conscious shoppers.
The brand debuts with a fresh identity, contemporary store layouts and collections centred on fast-moving fashion trends, designed to appeal to the vibrant lifestyles of young Indians. OWND! takes inspiration from youth culture and carries a mission to “spark conversations and empower the youth to own every moment with their unmistakable charisma.”
According to ABFRL, the launch represents a new phase for its value fashion strategy, with the brand expected to make a strong impact in the youth segment.
Sangeeta Tanwani, Chief Executive Officer of Pantaloons and OWND!, said: “The momentum with which the young consumer is reshaping the fashion landscape and its influential role in defining cultural trends is undeniable. Inspired by sharp insights into this segment, our strategy is a bold move, designed to forge a deep connection and a true sense of brand love. This new chapter, anchored in a vibrant brand name, a distinct identity, and a robust business model, will be a strong catalyst for our next wave of exponential growth.”
ABFRL plans to convert its existing StyleUp stores into OWND! outlets, with a goal of reaching 100 stores by the close of the financial year.
About Aditya Birla Fashion and Retail Limited
Aditya Birla Fashion and Retail Limited (ABFRL), part of the Aditya Birla Group, is India’s leading fashion powerhouse, offering a distinguished portfolio of renowned brands and retail formats, catering to multiple high-growth segments.
ABFRL’s portfolio includes Pantaloons, one of India’s most loved fashion destinations, The Company also operates The Collective, who commands a dominant position as one of the country’s most influential multibrand luxury retailers, with exclusive long-term tie-ups with global fashion brands including Ralph Lauren, Hackett London, Ted Baker and Fred Perry. ABFRL has also partnered with Paris based Galeries Lafayette to introduce a high-end luxury destination in India.
ABFRL is a market leader in branded ethnic wear, its portfolio includes Jaypore, Tasva and TCNS brands and it has forged strategic partnerships with India’s top designers such as Sabyasachi, Tarun Tahiliani, Shantnu & Nikhil, and House of Masaba. Recently, the Company further expanded its ethnic wear leadership with the integration of TCNS brands, home to leading women’s brands W, Aurelia, Wishful, Elleven and Folksong.
