Morgan Stanley has reiterated its overweight rating on Aditya Birla Fashion and Retail (ABFRL) with a target price of ₹131 per share, implying an upside of around 51 percent from the current market price of ₹86.67.
The brokerage highlighted the company’s launch of OWND!, a value fashion brand targeted at Gen Z and trend-conscious consumers. OWND! represents a fresh proposition with a new brand identity, contemporary store layouts, and trend-driven products.
ABFRL’s existing StyleUp stores, comprising 46 outlets across 18 cities as of FY25, will be converted into OWND! stores. The company also plans to accelerate its presence in the value fashion segment by expanding its store network to 100 outlets by the end of FY26.
Morgan Stanley said the new brand and expansion strategy position ABFRL to strengthen its foothold in the fast-growing value fashion space, potentially driving strong earnings growth in the coming years.
Disclaimer: The views and recommendations expressed in this article are those of Morgan Stanley. This publication does not provide investment advice. Readers are advised to consult certified financial advisers before making any investment decisions.
