India's Aditya Birla Fashion rises as Morgan Stanley optimistic about brand makeover

Aditya Birla Fashion and Retail

17/09/2025 06:09

** Shares of Aditya Birla Fashion and Retail (ABFRL) ADIA.NS climb 2.9% to 89.22 rupees, set to snap a three-session losing streak, if current trend holds

** The fashion retailer rebrands 'StyleUp' fast-fashion brand as 'OWND!' and will convert existing StyleUp stores to OWND! ones

** "This (brand launch) will be a new proposition with a new identity, contemporary shop layouts, and trend-driven products, says Morgan Stanley

** Brokerage maintains "overweight" rating with PT of 131 rupees

** Avg rating of 19 analysts on ABFRL at "hold"; median PT is 86 rupees - data compiled by LSEG

** YTD, stock down 15%

 (Reporting by Kashish Tandon in Bengaluru)

 ((Kashish.tandon@thomsonreuters.com))