Aditya Birla Fashion and Retail unveils new affordable fashion brand

Core Insights - Indian retailer Aditya Birla Fashion and Retail Limited (ABFRL) has launched a new affordable fashion brand, OWND!, targeting Gen Z consumers and aiming to strengthen its presence in the value fashion sector [1][5] - The brand is positioned to offer trendy and cost-effective fashion options, entering a competitive market alongside Trent's budget apparel chain, Zudio [1][5] Company Strategy - CEO Sangeeta Tanwani emphasized the importance of connecting with young consumers and the brand's strategy to foster brand loyalty [2] - ABFRL plans to transition existing Style Up stores into OWND! outlets and aims to expand its network to 100 stores by the end of the current financial year [3] Market Expansion - The retailer has opened five OWND! stores in key markets, including Ahmedabad, Bengaluru, and Aurangabad, and plans to broaden its reach into metropolitan and mini-metropolitan areas [4][5] - The Style Up brand, which targeted Tier II and Tier III cities, has expanded to 49 locations since its launch in 2019 [4]