ABFRL introduces OWND! – Gen Z’s new fashion destination

Aditya Birla Fashion and Retail Ltd. (ABFRL) has unveiled OWND!, a bold and fresh fashion brand created for India’s Gen Z and young, style-conscious shoppers.

This launch introduces a complete proposition featuring a new brand name, a distinct identity, modern store layouts, and trend-forward product lines curated to match the vibrant and dynamic lifestyle of young India.

Inspired by youth culture, OWND! carries the mission of igniting conversations and encouraging the younger generation to confidently own every moment with their authentic charisma. With its energetic positioning, the brand aims to bring a new wave of fashion retailing that resonates deeply with the style-driven and value-conscious Gen Z audience.

Sharing her views on 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 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.”

Through OWND!, ABFRL seeks to strengthen its presence in the value fashion category. The company plans to rebrand its existing StyleUp stores into OWND! outlets and scale up to 100 stores nationwide by the close of this financial year.