ABFRL Launches OWND! – A bold new fashion brand for Gen Z

THEBUSINESSBYTES BUREAU

BHUBANESWAR, SEPTEMBER 16, 2025

Aditya Birla Fashion and Retail Ltd. (ABFRL) has unveiled OWND!, a bold new fashion brand tailored for India’s Gen Z and young, trend-conscious consumers.

The launch introduces a fresh proposition encompassing a dynamic brand identity, contemporary store layouts, and fashion-forward collections that reflect the vibrant lifestyles of young India. Inspired by youth culture, OWND! seeks to empower the new generation to “own every moment” with confidence and charisma.

With its energy-driven positioning, the brand aims to spark conversations, connect deeply with Gen Z, and offer fashion that balances style with value.

Commenting on the launch, Sangeeta Tanwani, Chief Executive Officer, Pantaloons and OWND!, said: “The momentum with which young consumers are reshaping the fashion landscape and influencing cultural trends is undeniable. Drawing from sharp insights into this segment, our strategy is a bold step designed to build a strong emotional connection and inspire true brand love. Anchored in a vibrant identity and a robust business model, OWND! will serve as a catalyst for our next wave of exponential growth.”

As part of its strategy, ABFRL plans to strengthen its presence in the value fashion category by converting existing StyleUp stores into OWND! outlets. The company has set an ambitious target of expanding to 100 stores by the end of this financial year.