ABFRL shares up by more than 4% today, after launch of OWND!

Shares of Aditya Birla Fashion and Retail Ltd (ABFRL) are on a sharp rise today. At 12: 45 p.m. IST, 17^th September, 2025, the stock is up by 4.70%, trading at Rs 90.75. Nifty 50 index is up by 0.37% at this time.

Company launches Gen Z brand OWND!

One reason for the rise in the share price today can be the company launching a new fashion brand, OWND! This brand will target the younger, Generation Z, customers. India has a huge population of Gen Z customers. People born between 1996 and 2010 are generally classified as Gen Z. Median age of India currently is around 28 years. This means that half its population is of less than 28 years age. A brand targeting the Gen Z customers may therefore have huge potential for market growth and market penetration in the foreseeable future.

OWND! products will be priced at less than Rs 1200

OWND will compete with Trent’s Zudio. Given the price sensitive nature of Gen Z customers, products under the OWND brand will have affordable pricing strategy. ABFRL has said that products under the OWND brand will be priced at less than Rs 1200. The company has said that it will open around 400 new OWND stores in the next 5 years. It will also convert some of its existing stores into OWND stores.

ABFRL’s stock has gained 2.25% in the past 5 days. In the past one month the stock has gained 18.69%. Year-to-date (YTD) in 2025, the stock has lost 15.06%. Nifty 50 index has gained 6.69% YTD in 2025.

Disclaimer : This content is only for informational purpose. It does not make any recommendation to act or invest.

Source: NSE