By Dhwani Pandya and Manvi Pant
(Reuters) -Indian retailer Aditya Birla Fashion and Retail launched affordable fashion brand “OWND!” on Tuesday, aimed at capturing Gen Z shoppers in a move that pitches it against Trent’s fast-growing budget apparel chain Zudio.
The brands focus on young adults who regularly shop for trendy yet affordable styles.
The push pits Aditya Birla Fashion’s “OWND!” brand directly against Zudio, which has yielded a compounded annual revenue growth rate of more than 35% in the past five years for Trent.
Sangeeta Tanwani, chief executive at Aditya Birla Group’s Pantaloons, told Reuters in an interview that the products under the brand would largely be sold at prices below 1,200 rupees ($13.63) and the company was looking to open about 400 outlets in the next three to five years.
Global giants including Sweden’s H&M have expanded their basics range and lowered price points in India. Japan’s Uniqlo is rolling out compact stores and value-focused assortments as well.
Aditya Birla Fashion said it plans to convert its existing “StyleUp” stores, currently operational at about 49 locations around the country, into OWND! stores.
“By the end of the financial year, we will have about 100 stores,” Tanwani said.
Aditya Birla Fashion’s current portfolio includes international brands such as Louis Philippe and Van Heusen as well as Indian luxury designer brands such as Sabyasachi and Tarun Tahiliani.
Its lifestyle brands contributed to about 87% of the company’s revenue in the last quarter of financial year 2025, reporting a 5% year-on-year rise.
($1 = 88.0660 Indian rupees)
(Reporting by Dhwani Pandya and Manvi Pant; Editing by Pooja Desai)
