Aditya Birla Fashion and Retail Ltd. (ABFRL) has expanded its women’s fashion portfolio with the launch of Wishful, a premium occasion wear label designed for the modern Indian consumer. Positioned in the accessible luxury segment, Wishful caters to women seeking sophisticated, versatile ensembles for weddings, festivities, and social gatherings. The brand is currently available at W stores across the country.
“With the launch of Wishful, we are setting a new benchmark in premium occasion wear. The brand brings together uniquely reimagined finesse with the accessibility today’s consumer seeks. Our vision is to empower women to celebrate life’s occasions with confidence and grace, in ensembles that reflect thoughtful luxury and uncompromised quality. This is not just the launch of another brand – it’s about strengthening our leadership in women’s occasion-wear and shaping the future of Indian fashion,” said Anant Daga, Chief Executive Officer – TCNS Division, ABFRL.
The debut collection spans five distinct edits, each crafted to reflect different celebration moments:
Day Premium – Fluid fabrics and delicate embroidery for brunches and intimate gatherings.
Party Wear – Statement styles including embroidered jacket sets, jewel-toned gowns, and sculpted drapes.
Light Festive – Chanderi and Jacquard fabrics with artisanal embroidery, blending tradition with ease.
Heavy Festive – Opulent lehengas and anarkalis featuring jewelry-inspired embellishments.
Wedding Collection – Heritage-inspired Banarasi jacquards and hand-finished detailing for grandeur.
By introducing Wishful, ABFRL continues its strategy of bridging heritage craftsmanship with contemporary luxury, strengthening its presence in festive and occasion-led dressing. This move also taps into a growing demand for premium ethnic wear at accessible price points, a category that is becoming increasingly significant in India’s fashion retail landscape.
Wishful reflects ABFRL’s vision to redefine occasion wear for Indian women—bringing together elegance, versatility, and accessibility in one label.
