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Aditya Birla Fashion and Retail launches new brand ‘OWND!’
Sep-17-2025

Aditya Birla Fashion and Retail (ABFRL) has launched ‘OWND!’, a bold new fashion brand designed for India's Gen Z and youthful, trend-conscious consumers. The launch marks the debut of a new proposition complete with a new brand name, new identity, contemporary shop layouts, along with hottest trend-driven products for the vibrant and dynamic lifestyle of young India. 

OWND! is inspired by youth culture with a core mission to spark conversations and empower the youth to own every moment with their unmistakable charisma. This new brand proposition, with its dynamic energy will bring a wave of fashion retailing that resonates with the fashion conscious & value driven GenZ. With OWND!, ABRFL aims to accelerate its play in the value fashion category. The company plans to convert the existing StyleUp stores into OWND! & expand its footprint to 100 stores by the end of this financial year.

Aditya Birla Fashion and Retail is engaged in providing branded fashion apparels and accessories, and the retail sale of clothing, footwear and leather articles in stores.

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