Indian retailer Aditya Birla Fashion and Retail Limited (ABFRL) has launched its new affordable fashion brand, OWND!, designed to appeal to Gen Z consumers. The brand is positioned to provide trendy and cost-effective fashion options for young adults, entering a competitive space alongside Trent's budget apparel chain, Zudio. OWND! represents ABFRL's strategic move to strengthen its presence in the value fashion sector. Commenting on the move, Pantaloons and OWND! CEO Sangeeta Tanwani said: “The momentu ...