National, September 16, 2025: Aditya Birla Fashion and Retail Ltd. (ABFRL) has officially announced the launch of OWND!, a bold new fashion brand crafted exclusively for India’s Gen Z and youthful, trend-conscious consumers.
This exciting launch marks the debut of a fresh proposition featuring a vibrant brand identity, contemporary shop layouts, and a dynamic range of trend-driven products designed to resonate with the fast-evolving lifestyle of young India.
Inspired by Youth Culture
OWND! is deeply rooted in youth culture, with a mission to spark conversations and empower young people to own every moment with style and charisma. With its energy-packed brand positioning, OWND! promises to bring a wave of retailing innovation that reflects the values and aspirations of today’s Gen Z consumers.
Leadership Speaks
Speaking about the launch, Sangeeta Tanwani, Chief Executive Officer, 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 for a deep connect 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.”
Strategic Expansion Plans
As part of its aggressive expansion strategy, ABFRL plans to convert its existing StyleUp stores into OWND! outlets. The company has also set an ambitious target of rebranding and expanding its retail footprint to 100 stores by the end of FY26, further strengthening its play in the rapidly growing value fashion category.
About Aditya Birla Fashion and Retail Ltd.
Aditya Birla Fashion and Retail Ltd. (ABFRL), part of the Aditya Birla Group, is one of India’s leading fashion powerhouses, offering a distinguished portfolio of renowned brands and retail formats across high-growth segments.
ABFRL’s portfolio includes Pantaloons, one of India’s most loved fashion destinations, and The Collective, a leading luxury retail destination with exclusive long-term partnerships with international fashion houses such as Ralph Lauren, Hackett London, Ted Baker, and Fred Perry. The company has also partnered with Paris-based Galeries Lafayette to bring high-end luxury experiences to India.
In branded ethnic wear, ABFRL leads with Jaypore, Tasva, and TCNS brands, and has built strong collaborations with India’s top designers including Sabyasachi, Tarun Tahiliani, Shantnu & Nikhil, and House of Masaba. Recently, the company further strengthened its ethnic wear portfolio by acquiring TCNS, the home to leading women’s brands W, Aurelia, Wishful, Elleven, and Folksong.
With OWND!, ABFRL is not just launching another label — it is shaping the future of value fashion in India, blending affordability, aspiration, and cultural relevance to connect with the country’s most influential demographic: Gen Z.
