ABFRL Expands Portfolio with the Launch of ‘Wishful’

Aditya Birla Fashion and Retail Ltd. (ABFRL), a leading name in Indian fashion, has announced its foray into the premium occasion wear segment with the launch of ‘Wishful’. Designed for the modern Indian woman, Wishful brings reimagined aesthetics with a uniquely crafted design language, offering ensembles that embody sophisticated luxury for every celebration.

Currently showcased at W stores, Wishful is positioned as accessible luxury – curated for women who want to look confident, elegant, and stylish at festive events, weddings, and special occasions.

Speaking on the launch, Anant Daga, Chief Executive Officer – TCNS Division, Aditya Birla Fashion and Retail Ltd., said, “With the launch of Wishful, we are setting a new benchmark in premium occasion wear. The brand brings together uniquely reimagined finesse with the accessibility today’s consumer seeks. Our vision is to empower women to celebrate life’s occasions with confidence and grace, in ensembles that reflect thoughtful luxury and uncompromised quality. This is not just the launch of another brand - it’s about strengthening our leadership in women’s occasion-wear and shaping the future of Indian fashion.”

Rooted in refined yet modern sensibilities, Wishful caters to women who are poised, socially active, and effortlessly stylish. The debut collection is designed to capture every celebratory mood. From breezy Day Premium silhouettes in fluid fabrics with delicate embroidery for brunches and intimate gatherings, to glamorous Party Wear featuring cocktail gowns, embroidered jacket sets, and sculpted drapes in jewel tones, the collection brings versatility to the festive wardrobe. 

With the launch of Wishful, ABFRL further strengthens its ethnic wear portfolio, adding a new dimension to its range of women’s fashion brands. Wishful reflects the group’s strategy of building differentiated brands that address evolving consumer aspirations, particularly in the premium occasion-wear space.

By combining a reimagined aesthetic with accessibility, the brand bridges the gap between heritage-inspired fashion and everyday celebration wear, making luxury both aspirational and attainable for the modern Indian woman.

Wishful will be available exclusively at select W stores across India, where dedicated shop-in-shops will showcase the complete range.