A Bold Step into Value Fashion
Aditya Birla Fashion and Retail Limited (ABFRL) has announced the launch of its newest fashion venture, OWND!, a youthful and affordable clothing brand designed to capture the hearts of India’s Gen Z shoppers. The launch marks a significant strategic expansion for the company, which aims to strengthen its presence in the value fashion category, one of the fastest growing segments in the Indian retail landscape.
OWND! is positioned as a high-energy, trend-driven brand offering fashionable yet pocket-friendly apparel and accessories. It will compete with popular value fashion players like Zudio, Max Fashion, and Reliance Trends, all of which cater to the country’s young and aspirational consumers.
From Style Up to OWND!
ABFRL plans to transition its existing Style Up stores into OWND! outlets, effectively rebranding its earlier value retail initiative to align with evolving youth preferences. The company has already opened five OWND! stores across key cities including Ahmedabad, Bengaluru, and Aurangabad, with plans to scale up rapidly.
By the end of the current financial year, ABFRL aims to operate 100 OWND! stores across India, expanding its footprint into both metropolitan and mini-metropolitan markets. The strategy reflects the company’s ambition to move beyond Tier II and Tier III cities, where its earlier Style Up stores had gained traction.
Designed for the New Generation
At the heart of OWND! lies an understanding of how Gen Z is reshaping the fashion narrative. The brand is inspired by bold self-expression, creativity, and digital-first fashion culture, offering versatile styles that allow young consumers to experiment with looks while staying budget-conscious.
Commenting on the launch, Sangeeta Tanwani, CEO 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.”
A Vibrant Identity and Scalable Model
The new brand identity of OWND! reflects vibrancy, inclusivity, and a playful aesthetic that speaks directly to younger audiences. From store design to digital engagement, every element of the brand experience has been curated to connect emotionally with Gen Z consumers who value authenticity and individuality in fashion.
OWND! will offer a wide range of clothing, footwear, and accessories at affordable price points, with new collections dropping frequently to align with the fast-paced fashion cycles of social media trends. The brand’s scalable retail model will allow ABFRL to rapidly expand its physical presence while maintaining strong digital engagement through social platforms and e-commerce channels.
Strengthening ABFRL’s Retail Portfolio
The launch of OWND! further diversifies ABFRL’s already extensive portfolio, which includes premium brands such as Louis Philippe, Van Heusen, Allen Solly, and Pantaloons. With OWND!, ABFRL aims to capture the next generation of fashion consumers by offering a fresh, value-driven alternative that combines style with accessibility.
The company’s move comes at a time when India’s affordable fashion segment is witnessing explosive growth, driven by rising disposable incomes, urbanization, and digital influence. By focusing on Gen Z—a segment that prioritizes affordability without compromising on style—ABFRL is positioning itself at the intersection of trend and value.
The Future of Affordable Fashion
OWND! signals a new chapter for Aditya Birla Fashion and Retail as it looks to tap into the aspirations of India’s young population. With its dynamic product mix, modern store design, and digital-first approach, OWND! is set to become a key player in India’s competitive value fashion landscape.
As the brand expands across the country, its success will likely influence how large retailers approach the youth fashion market in the coming years.
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