ABFRL strengthens Delhi-NCR presence with new Pantaloons store launch on Pusa Road
20 December 2025, Mumbai
Aditya Birla Fashion and Retail (ABFRL) has strengthened its dominance in the competitive Delhi NCR market with the grand opening of its latest Pantaloons store on Pusa Road, Karol Bagh. Announced on December 19, 2025, this launch serves as a strategic cornerstone of the brand’s ‘Metro-First’ expansion phase.
Revamping retail identity to capture ‘masstige’ demand
More than just a new location; the Pusa Road outlet serves as a prototype for Pantaloons’ revamped retail identity. Under a broader strategy to distance itself from the overcrowded value-retail space, the brand has introduced a ‘high-street boutique’ feel, integrating AI-driven visual merchandising and a fortnight-long product refresh cycle. This shift is already yielding financial dividends; despite a cautious consumer sentiment across the industry, Pantaloons reported a 6 per cent revenue growth to Rs 1,142 crore and a 7 per cent like-to-like (LTL) gain in the most recent quarter. The company states, it is committed to making shopping a playful, joyful, and engaging journey. The new format aims for store-level profitability within its first year of operation, it ads.
As part of ABFRL’s ambitious plan to triple its revenue by 2030, the Pusa Road launch reflects a disciplined capital allocation toward high-yield urban clusters. While the brand recently exited 40 underperforming stores in smaller markets, it is doubling down on metro hubs with 20–25 new large-format openings annually. This expansion is supported by the rapid scale-up of OWND!, Pantaloons’ Gen Z-focused value format, which grew at 43 per cent Y-o-Y.
A primary division of Aditya Birla Fashion and Retail (ABFRL), Pantaloons stands as one of India’s most recognized ‘masstige ‘ fashion retailers, operating a diverse network of over 412 stores across 185 cities. Originally founded by Kishore Biyani in 1987 as Menz Wear and later acquired by the Aditya Birla Group in 2012, the brand has evolved into a multi-category powerhouse serving menswear, statement womenswear, and kids’ fashion.
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