Shares of Aditya Birla Fashion and Retail Ltd. (ABFRL) gained more than 2% in Wednesday’s session after the company announced the launch of OWND!, a fresh youth-focused fashion brand targeting India’s Gen Z and trend-conscious consumers. The stock rose 2.35% to Rs 88.72, up Rs 2.04, giving the company a market capitalization of Rs 1.07 lakh crore on the NSE.
According to ABFRL, OWND! is designed to resonate with the country’s fast-evolving value fashion segment. “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,” the company said in a statement, highlighting its plan to bring a vibrant wave of retailing to connect with value-driven Gen Z shoppers.
The launch not only introduces a new fashion label but also redefines retail experiences with contemporary store layouts and a product line centred on fast-moving fashion trends.
Sangeeta Tanwani, CEO of Pantaloons and OWND!, said the brand aims to forge a deeper connection with young consumers who are reshaping the fashion landscape. “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,” she added.
At the time of writing, ABFRL shares were trading at Rs 88.72, up 2.35% in early trade.
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