Aditya Birla Fashion and Retail enters premium celebration-wear with the launch of ‘Wishful’

THEBUSINESSBYTES BUREAU

BHUBANESWAR, SEPTEMBER 24, 2025

Aditya Birla Fashion and Retail Ltd. (ABFRL), one of India’s foremost names in fashion, has announced its entry into the premium celebration-wear category with the launch of ‘Wishful’. Crafted for the modern Indian woman, Wishful introduces a distinctive design language that blends sophistication with contemporary flair, offering ensembles that define accessible luxury for every festive and special occasion. Currently showcased at W stores, the brand is positioned as refined yet approachable, catering to women who want to look confident, elegant, and stylish at weddings, festivals, and social gatherings.

Speaking on the launch, Anant Daga, Chief Executive Officer – TCNS Division, ABFRL, said: “With Wishful, we are setting a new benchmark in premium occasion wear. The brand combines reimagined finesse with the accessibility today’s consumer desires. Our vision is to empower women to celebrate life’s milestones with confidence and grace, through ensembles that reflect thoughtful luxury and uncompromised quality. This is not just the introduction of another brand — it’s about strengthening our leadership in women’s occasion-wear and shaping the future of Indian fashion.”

Rooted in modern yet refined sensibilities, Wishful is tailored for women who are socially active, poised, and effortlessly stylish. Its debut collection is designed to capture every celebratory mood. ‘Day Premium’ silhouettes feature fluid fabrics and delicate embroidery for brunches and intimate gatherings. ‘Party Wear’ offers cocktail gowns, embroidered jacket sets, and sculpted drapes in jewel tones for glamorous evenings. ‘Light Festive’ edits reinterpret tradition with chanderi and jacquard ensembles embellished with artisanal embroidery, perfect for haldi, mehendi, or family festivities. The ‘Heavy Festive’ line elevates celebration dressing with statement lehengas and intricately crafted anarkalis adorned with jewellery-inspired detailing. At the pinnacle, the ‘Wedding Collection’ reimagines heritage elegance with Banarasi jacquards, opulent lehengas, and heirloom-inspired anarkalis, richly decorated with artisanal craftsmanship that embodies the grandeur of bridal and pre-wedding occasions.

With this launch, ABFRL deepens its ethnic wear portfolio, adding a new dimension to its diverse portfolio of women’s fashion brands. Wishful reflects the company’s strategy of building differentiated labels that resonate with evolving consumer aspirations, particularly in the premium occasion-wear segment. By marrying heritage-inspired design with accessibility, the brand bridges the gap between aspirational luxury and everyday celebration wear, making indulgent fashion both relevant and attainable for today’s woman.

Wishful will be available exclusively at select W stores across India, where dedicated shop-in-shops will offer a premium retail experience. Customers can also explore the collection online at www.wishfulbyw.com and www.wforwoman.com.