Author: Aarya Shah | EQMint

India’s value fashion market just got its biggest shake-up yet. Aditya Birla Group, one of India’s most diversified conglomerates, has made a bold move by launching OWND!, a youth-focused fashion brand aimed squarely at Tata Group’s Zudio.

The new label — pronounced “owned” — marks Aditya Birla Fashion and Retail Limited’s (ABFRL) latest attempt to dominate the country’s affordable apparel space. The company, already behind successful brands like Pantaloons, Allen Solly, Van Heusen, and Louis Philippe, is now targeting the Gen Z audience that craves trendy, budget-friendly fashion.

Targeting the Zudio Generation

Zudio, a subsidiary of Trent Ltd (part of Tata Group), has rapidly transformed India’s value retail market. With over 400 stores nationwide, Zudio has become the go-to destination for India’s youth looking for style at accessible prices. Its success comes from a perfect mix of affordability, fast fashion, and vibrant in-store experiences.

Now, Aditya Birla wants a piece of that pie. OWND! is positioned as a fresh, edgy, and trend-driven brand catering to young, urban shoppers. From what’s known so far, prices start at just ₹399, and the collection features over 10,000 styles across men’s, women’s, and kidswear, including accessories.

Each OWND! store aims to create an immersive environment — blending fashion, music, and design to deliver an experience that feels as dynamic as its target audience. In a sense, it’s not just a retail launch — it’s a cultural statement.

The Value Fashion Gold Rush

India’s affordable fashion segment is currently one of the fastest-growing categories in retail. Industry experts estimate it could cross ₹2 lakh crore in market value by 2030, powered by rising disposable incomes, urbanisation, and a youth population obsessed with trends and social media aesthetics.

For both Tata and Aditya Birla, this is more than just a retail rivalry. It’s a fight for dominance in a market where aspiration meets affordability.

Zudio disrupted the traditional retail ecosystem with its minimal advertising and fast inventory rotation. Instead of relying on celebrity endorsements, Zudio’s strength lies in its rapid store expansion, trendy product cycles, and accessible price points.

OWND! appears ready to take that playbook — and remix it with Aditya Birla’s experience in large-scale brand building and supply chain efficiency.

What Makes OWND! Different

According to early reports and marketing insights, OWND! aims to blend fast fashion with premium design sensibilities — a balance that could appeal to India’s increasingly style-conscious youth.

• Affordable pricing: Starting from ₹399, the brand directly challenges Zudio’s budget-friendly strategy.
• Broad catalogue: Over 10,000 styles across categories — from casual streetwear to chic everyday looks.
• Trend-first approach: Frequent collection drops inspired by pop culture, streetwear trends, and Gen Z aesthetics.
• Digital-first strategy: A strong focus on social media storytelling and influencer collaborations.

The brand’s name itself — OWND! — captures the spirit of self-expression, confidence, and individuality that Gen Z values.

The Battle of the Titans

With Tata’s Zudio already capturing the youth market through its widespread presence and word-of-mouth popularity, Aditya Birla’s challenge will be breaking through brand loyalty and store accessibility.

Zudio’s 400+ stores across major cities and Tier-II towns have given it a head start. However, Aditya Birla’s existing retail infrastructure, through Pantaloons and other chains, provides a strong foundation for rapid scale-up.

Industry watchers expect OWND! to expand aggressively in the next 18 months, potentially opening dozens of stores in metros and key urban clusters before moving into smaller cities.

Why This Rivalry Matters

This showdown is about more than just fashion — it’s about control over India’s next billion-dollar retail segment. With the Indian youth demographic making up over 50% of the population, brands that resonate with them will likely define the next decade of consumer trends.

Both Tata and Aditya Birla are betting that Gen Z shoppers want affordable clothes that still feel “premium” in experience. They’re also investing in store design, sustainability, and digital engagement to win this loyalty.

For consumers, the result is nothing short of a fashion renaissance. India’s high streets are set to see a burst of energy, colour, and competition like never before.

The Road Ahead

As OWND! prepares for its national rollout, all eyes will be on how it differentiates itself from Zudio — and whether it can convert curiosity into consistent footfall.

One thing is clear: India’s retail landscape is entering its most exciting phase yet. With Aditya Birla’s deep experience in fashion retail and Tata’s proven success formula, this rivalry could redefine how India shops, dresses, and expresses identity through fashion.

In the end, both brands are not just selling clothes — they’re selling a lifestyle, an idea of belonging and individuality. Whether you pick Zudio’s street-smart vibes or OWND!’s fresh, confident energy, one thing’s certain — India’s youth are spoilt for choice, and the fashion war has only just begun.

Disclaimer: This article is based on information available from public sources. It has not been reported by EQMint journalists. EQMint has compiled and presented the content for informational purposes only and does not guarantee its accuracy or completeness. Readers are advised to verify details independently before relying on them.