ABFRL launches OWND; a new fashion brand for India’s Gen Z

Aditya Birla Fashion and Retail Ltd. (ABFRL) has launched OWND!, a fashion brand aimed at India’s Gen Z, featuring modern store designs and trend-focused products. CEO Sangeeta Tanwani highlights its role in engaging fashion-conscious, value-driven youth. ABFRL plans to convert StyleUp stores into OWND! outlets, expanding to 100 stores by fiscal year-end, strengthening its presence in the value fashion segment with a vibrant brand identity and strong business model.