ABFRL launches a new brand, OWND! - Aditya Birla Fashion & Retail Ltd

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Aditya Birla Fashion and Retail Ltd. (ABFRL) announces the launch of OWND!, a bold new fashion brand designed for India's Gen Z and youthful, trend-conscious consumers. 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. 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. This new brand proposition, with its dynamic energy will bring a wave of fashion retailing that resonates with the fashion conscious & value driven GenZ.