Aditya Birla Fashion and Retail Ltd. (ABFRL) has announced the launch of OWND!, a bold new fashion brand designed specifically for Gen Z and India’s youthful, trend-conscious shoppers. The launch introduces a fresh brand identity, modern store formats, and fashion-forward product lines that reflect the vibrant, expressive lifestyle of young India.
Positioned as a brand rooted in youth culture, OWND! aims to empower young consumers to “own every moment” with confidence and individuality. The brand’s focus is on creating a meaningful connection with Gen Z by combining style, affordability, and a reimagined retail experience.
Sangeeta Tanwani, CEO – Pantaloons & OWND!, said:
“Young consumers are reshaping India’s fashion landscape and influencing cultural trends like never before. Inspired by deep insights into this segment, our strategy is bold and future-facing – designed to forge authentic connections and brand love. OWND! represents a new chapter for us, with a vibrant identity and a scalable business model that will fuel the next wave of exponential growth.”
As part of its growth strategy, ABFRL plans to convert existing StyleUp stores into OWND! outlets and expand the brand’s footprint to 100 stores by the end of FY2025–26, strengthening its presence in the value fashion segment.
With OWND!, ABFRL continues its push to capture a larger share of India’s fast-growing, youth-driven fashion market.
