Aditya Birla Group targets North Delhi for strategic ‘OWND!’ Gen-Z hub
24 January 2026, Mumbai
Aditya Birla Fashion and Retail Limited (ABFRL) has announced the upcoming launch of its first ‘OWND!’ flagship in North India. Located at the Haiderpur Badli Metro Station in North West Delhi, the 8,500 sq. ft. ground-floor destination marks a significant northward expansion for the youth-centric label. This move aligns with a broader industry shift toward ‘Transit Retail,’ where high-traffic transport hubs are being repurposed into premium commercial zones to capture the daily commute of India’s 380 million-strong youth cohort.
Capturing high-velocity trend demand
The Haiderpur launch is part of ABFRL’s aggressive roadmap to scale OWND! to 100 stores by FY26-end, with a long-term target of 400 outlets. By focusing on a ‘Hyper-Value’ segment where the majority of inventory sits below the Rs 999 price point, the brand is successfully challenging the 120-day traditional fashion cycle. This ‘Trend-First’ model has already driven a 24 per cent CAGR in the value fashion segment over the past year. The young consumer is reshaping the landscape with undeniable momentum; our strategy is a bold move to forge deep brand love through speed and relevance, states Sangeeta Tanwani, CEO, Pantaloons and OWND!.
Engineering modern retail moats
The project, facilitated by Rahuul Kakkar-led Space Acquires, highlights a growing trend of transforming vacant urban infrastructure into high-performance retail assets.
As the Indian apparel market is projected to grow by 10.5 per cent in 2026, ABFRL is leveraging its vertically integrated supply chain to maintain 5-8 per cent EBITDA margins - a challenge for pure-play digital competitors.
The Haiderpur store serves as a case study in ‘Vertical Mastery,’ combining ground-floor visibility with a localized inventory strategy designed to serve the high-density residential clusters of North West Delhi, effectively bridging the gap between digital discovery and physical fulfillment.
Launched in 2025 by ABFRL, OWND! is a movement-led fashion brand specializing in bold, contemporary apparel for the ‘generation in motion.’ With 55+ stores already operational, the brand targets a 3-5 year expansion to 400 outlets. Backed by Aditya Birla Group’s multi-crore retail infrastructure, it maintains a market-leading 10,000+ styles across street, work, and weekend wear.
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