Lifestyle gets a new shape with ABLBL

The newest member of Aditya Birla Group’s fashion vertical is Aditya Birla Lifestyle Brands Limited (ABLBL), formed in 2025 with a demerger from Aditya Birla Fashion & Retail Limited (ABFRL). Behind its shiny new avatar lies a rich legacy of fashion and lifestyle tracing back almost four decades, and a portfolio of many of India’s most iconic brands.

It all started in 1988, when UK manufacturer and Europe’s largest clothing supplier, Coats Viyella Plc., set up an offshoot in India called Madura Garments. The avant-garde company was not only the first player to operate on a national scale, dedicated to the core business of fashion retail in India, but it was also the forerunner in introducing premier international brands, enabling Indian consumers to buy the most prestigious global fashion wear and accessories within the country.

Four of the most iconic branded apparel labels in India - Louis Philippe, Van Heusen, Allen Solly and Peter England – come from the Madura Garments line.

History took a different turn for Coats Viyella when the Madura Garments business was acquired by Aditya Birla Group in 1999. It soon grew into the predominant favourite in ready-made menswear in India. Madura Garments went on to spearhead the branded apparel retail revolution in India and became a premium lifestyle player in the retail sector. Subsequently, when the Group consolidated its branded apparel business with Pantaloons, India’s largest branded apparel entity – Aditya Birla Fashion & Retail Limited (ABFRL) – was born.           
 

Journey of a Lifestyle Leader

• 1988           
  Madura Garments is established
• 1989-97 
  Launches Louis Philippe, Van Heusen, Allen Solly and Peter England in India
• 1999 
  Aditya Birla Group acquires Madura Garments
• 2010 
  Madura Garments re-christened as Madura Fashion & Lifestyle
• 2015 
  Consolidation of the branded apparel business of Madura F&L and Pantaloons to establish Aditya Birla Fashion & Retail Limited (ABFRL)
• 2016 
  ABFRL signs deal with British designer-wear brand Simon Carter
• 2022 
  ABFRL acquires exclusive rights to sell and distribute Reebok products in India and ASEAN countries
• 2025 
  ABFRL demerges Madura business into Aditya Birla Lifestyle Brands Limited (ABLBL)

Evolution into market dominance

Since the strategic demerger from ABFRL, ABLBL is poised to operate in its carved-out market with greater agility, sharper strategic focus and more disciplined capital allocation. Its repertoire of leading brands established over decades have achieved consistent growth, driven by an unwavering focus on consumer-centric product innovation that keeps them ahead of market trends.           
 

ABLBL’s Portfolio of Brands

Lifestyle brands

Sportswear 

Innerwear 

Youth Western wear 

Expansion into new categories and geographies unlocked continuous growth opportunities for the lifestyle player, for instance, its foray into the innerwear and athleisure market through the Van Heusen brand met with swift success; while strategic partnerships with leading brands like Simon Carter, American Eagle and Reebok strengthened its portfolio even further. Today ABLBL offers the largest portfolio of western wear in India.

ABLBL shines bright

Revenue INR 7,830 Cr

EBITDA INR 1,270 Cr

20,000+ Employees

14,000+ Women Employees

3,253 Stores

*FY25

“India stands at the cusp of a transformational growth phase, with consumption poised to be a primary driver. ABLBL’s foundation is built on enduring strengths that set it apart in a competitive market. Our ambition is clear. To build India’s first portfolio of billion-dollar brands in fashion and lifestyle.” – Mr. Kumar Mangalam Birla, Chairman, Aditya Birla Group

With a diverse portfolio of iconic brands and easier access to capital, ABLBL is on course to pursue an aggressive growth trajectory, expecting to double in scale with improved profitability in the next five years and reinforce its position as one of the largest branded fashion players in the country.