Arvind Fashions shifts a leaner operational structure with a new CEO for Flying Machine
24 January 2026, Mumbai
Arvind Fashions (AFL) has shifted to leaner operational structure by initiating a strategic leadership realignment. The brand has appointed Amitabh Suri as the new Chief Executive Officer of Flying Machine. Effective immediately, Suri assumes this role in addition to his current mandate as CEO, US Polo Assn (USPA) in India.
This consolidation under a single executive follows the vacancy left by Nidhi Raj, who led the homegrown denim label until February 2025.
Synergizing denim heritage and casualwear dominance
The dual leadership model arrives as AFL aims to leverage the operational excellence of USPA - which recently surpassed the Rs 2,000 crore revenue milestone - to revitalize Flying Machine’s youth-centric portfolio. Under Suri’s prior stewardship, USPA evolved into India’s premier casualwear label, now contributing roughly 15 per cent to its global sales. The mandate for Flying Machine involves scaling its footprint within the millennial and Gen Z demographics, capitalizing on the brand's heritage as India’s first domestic denim label while integrating the omnichannel efficiencies that Suri successfully implemented across regional and international markets.
Strategic buyouts and market volatility
The appointment coincides with AFL’s recent acquisition of the remaining 31.25 per cent stake in the Flying Machine brand from Flipkart for Rs 135 crore, making it a wholly owned subsidiary. This corporate maneuver allows for unrestricted strategic autonomy at a time when the Indian denim market, valued at approximately $1.14 billion in 2025, is projected to grow at a CAGR of 8.2 per cent. Industry analysts suggest, the unified leadership will facilitate sharper focus on ‘premiumization’ and direct-to-consumer (DTC) channels, which saw a 50 per cent growth in online B2C sales in the second quarter of fiscal 2026.
Transitioning to sustainable growth
Beyond immediate volume gains, the unified leadership is tasked with navigating the shift toward eco-friendly textiles and performance-driven denim. As retailers prioritize ‘low-carbon’ sourcing and sustainable fabric blends, AFL is positioning Flying Machine to align with global standards.
Consolidating leadership across marquee brands allows for a singular, cohesive strategy in a fragmented market, noted a senior industry analyst. This approach aims to protect operating margins against fluctuating input costs while securing long-term shareholder value in a competitive retail landscape.
Arvind Fashions is India's leading casualwear and denim powerhouse, managing a diverse portfolio that includes iconic international labels like Tommy Hilfiger and Calvin Klein alongside indigenous brands. With a target of achieving a Rs 3,000 crore revenue mark for its marquee brands by 2030, the company is aggressively expanding its 400-plus exclusive outlet network. Historically rooted in textile manufacturing, AFL has transformed into a retail-first organization, maintaining a robust consolidated revenue growth of 11 per cent as of late 2025.
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