Aditya Birla Fashion Shares Jump Over 5% Today After Announcing Launch of Gen Z Brand OWND!

Mumbai, September 17, 2025 – Shares of Aditya Birla Fashion and Retail Limited (NSE: ABFRL, BSE: 535755) rose by 5.44% in early trade on Wednesday as the company announced that it will be launching its latest fashion and clothing brand that will be targeting India’s Gen Z consumers. The new brand will be named OWND!.

Brand Launch Highlights

Aditya Birla Fashion and Retail’s newest launch, OWND!, is a bold fashion brand. The brand aims at India’s youthful and trend-conscious audience, especially the Gen Z customer base. The company is set to redefine value fashion through this brand by using contemporary shop layouts, fresh identity, and trend-driven products. For doing this, the company has planned to convert existing StyleUp stores into the new brand “OWND!” and expand to 100 stores by the end of FY26.

Showing excitement regarding the new brand, Sangeeta Tanwani, CEO, 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. 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.”

Stock Performance Snapshot

As of September 17, 2025, 12:05 pm, shares of the company were trading at ₹90.48, up by 3.80 points, a 4.38% increase. The company had an overall traded volume of 192.84 lakh shares while its total traded value and total market cap stood at ₹172.65 crore and ₹11,040.97 crore, respectively.

REF: https://nsearchives.nseindia.com/corporate/ABFRL_16092025225556_SE_Press_Release.pdf

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