Aditya Birla Fashion and Retail Ltd. (ABFRL) has announced the launch of OWND!, a youth-centric fashion label crafted for India’s Gen Z and trend-driven shoppers. The new brand, unveiled on Tuesday, signals the company’s sharpened push into the value fashion space, a segment expected to expand rapidly as younger consumers shape the country’s retail landscape.
ABFRL said OWND! will take over its existing StyleUp stores, which will be rebranded and remodeled under the new identity. The company has set an ambitious target of reaching 100 OWND! outlets by March 2026, strengthening its footprint in tier I and tier II cities where younger buyers are fueling growth.
The introduction of OWND! comes with a fresh brand identity, contemporary layouts, and a sharper merchandise strategy designed to align with Gen Z preferences. This demographic, estimated at over 375 million in India, is increasingly driving fashion choices online and offline with its appetite for affordable yet expressive style.
Sangeeta Tanwani, Chief Executive Officer of Pantaloons and OWND!, said the move is built on a deep understanding of youth culture and consumption shifts. “Young Indians are not only redefining fashion, they are reshaping cultural narratives. With OWND! we are creating a vibrant brand that speaks their language and builds true affinity. This is not just about clothes, it is about connection and community,” she said.
For ABFRL, OWND! represents more than a rebrand. The company sees it as a growth engine that will expand its presence in a category where international and domestic labels are competing aggressively. With a scalable business model and clear positioning, ABFRL is betting that OWND! will become a household name for India’s next generation of shoppers.
