ABFRL Expands OWND Footprint, Enters Mumbai With 75-Store Milestone

Aditya Birla Fashion and Retail Limited is strengthening its value fashion portfolio as its Gen-Z focused brand OWND! marks a major milestone of 75 stores across India, alongside its strategic entry into Mumbai.

The brand has launched two new stores in the city, located at Infiniti Mall, Malad and R-Mall, Thane, further expanding its presence in key fashion-forward markets. Spanning over 5,900 sq ft and 7,600 sq ft respectively, the outlets are designed as immersive retail spaces, blending physical and digital experiences to engage young consumers.

To mark the Mumbai debut, OWND! hosted a high-energy launch event featuring actor Adarsh Gourav as the showstopper. The event drew strong participation from the city’s fashion and youth community, reflecting the brand’s growing cultural connect with Gen-Z audiences.

Commenting on the expansion, Sangeeta Tanwani, CEO of Pantaloons and OWND!, highlighted that reaching the 75-store milestone underscores the brand’s rapid growth and strong resonance with young consumers. She noted that Mumbai’s influence on youth culture and fashion makes it a key market in the brand’s expansion strategy.

OWND! offers a wide range of trend-driven collections across menswear, womenswear and kidswear, combining comfort, versatility and affordability. With frequent product drops and an agile design approach, the brand aims to stay aligned with global trends while catering to local preferences.

The milestone reflects OWND!’s accelerated scale-up and its positioning as a youth-centric fashion label. Going forward, the brand plans to further expand its retail footprint, focusing on agility, trend responsiveness and consumer-first engagement to strengthen its presence across India.