It was just yesterday that I ordered a Peter England Casuals shirt and an Akriti by Pantaloons Tunic online for my parents as a gesture of love. Now, you would suppose why does this gesture hold so much importance in my life that it would earn its position to be placed as the opening sentence of this article! The following text elaborates on how ABFRL, under the magnanimous multinational conglomerate called Aditya Birla Group has carved a special spot in my heart.

Around 2007, Milan Mall opened up in Santacruz, Mumbai. It was the first mall I ever visited. Soon the likes of Pantaloons and Inox opened up there and weekends meant spending time exploring the store and trying out new clothes. Shopping was being redefined as more and more malls and brands opened doors to customers.

Around this time, when I was in my teens and very enthusiastic about trends, malls came across as a boon. At the same time, my father always spoke of how clothes define personalities and why one should never compromise on wearing quality clothes. He would tell me have less but have better. The quintessential copper sulphate blue formal Peter England shirt was always a testimony to this statement.

It has been years and his preferences have never changed. He still rocks his Van Heusen, Louis Philippe and Peter England classics. I have grown up imitating his sense of fashion and carried that forward to my first job interview and corporate life thereafter. Today, I walk with confidence in my Annabelle shirts and trousers as they reflect the professional in me the way I want to be perceived. The fact that Pantaloons and Madhura Fashion and Lifestyle are under the Aditya Birla Group umbrella reinforces the confidence in old consumers like my father and fresh ones like me to whole heartedly trust that whatever we are wearing speaks quality and represents a tasteful choice.

What ABFRL (Aditya Birla Fashion and Retail Limited) did to me might seem like every other story, but I look at it from what it has done to millions like me and our families. The essence of power dressing or dressing to occasion is important to be experienced, is not an understatement. Fashion lifts you physically and emotionally and it would be foolish to admit otherwise and ABFRL has constantly strived to facilitate changing the outlook of Indians towards fashion and retail in the most positive way.

ABFRL is India’s first billion-dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats. Through its various acquisitions and partnering with foreign brands, global fashion is at the doorstop of Indian consumers, 50% of whom are below the age of 25 and more than 65% below the age of 35. Through its presence in e-commerce space and brick and mortar outlets of say Pantaloons or specific brands such as Allen Solly, ABFRL has penetrated Tier 2 city market in addition to the metros and made trending apparels accessible to lakhs of customers and helped up the quotient of thoughtful dressing amongst Indians.

So, today as I receive the news of the delivery of my online order at my parents’ home, I am happy to have been able to leverage the availability of quality brands like Peter England and its presence on e-commerce platforms, to present a gift to the most important people in my life.

P.S: It may be a simple shirt but one that has defined his youth and grey hair days with the same old and sometimes refreshed but consistent spark of quality and comfort.

ABGLP #ABGLPWooMe #scmhrdxp

Deepali Kichloo

Why is Aditya Birla Group big in my life!