Aditya Birla to replace Style Up with OWND! –

To cater to India’s Gen Z and youthful, trendy consumers, Aditya Birla Fashion and Retail Ltd. (ABFRL) has announced the launch of OWND!

The company plans to convert the existing store of its value fashion brand “Style Up” with the new brand identity.

ABFRL is plannning to expand its footprint for the newly launched brand to over 100 stores across India by April 2026.

Sangeeta Tanwani, Chief Executive Officer, Pantaloons and OWND! said, “The momentum with which the young consumer is reshaping the fashion landscape and its influential role in defining cultural trends is undeniable.

Inspired by sharp insights into this segment, our strategy is a bold move, designed to forge a deep connection and a true sense of brand love.

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.”

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.  

Editor’s Note

The incredible success of value-fashion brand Zudio has taken the fashion apparel market by storm, to say the least. As of April. ‘25, Zudio has 765 stores in 235 cities and surassed annual revenues of USD 1 Bn for FY 24-25.

With OWND!, ABFRL aims to expectedd to intensify the competition, paving way for consumers with wider variety, options and choices.

The brand proposition of OWND! with its dynamic energy is expected to bring a wave of fashion retailing that resonates with the fashion conscious & value driven GenZ, something that mass value fashion formats such as Zudio by Trent, Trends by Reliance Retail, EasyBuy by Landmark Group, etc. offer.