Aditya Birla Launches Women's Occasion Wear Brand Wishful

By: WE staff | Thursday, 25 September 2025

• ABFRL introduces 'Wishful', entering the premium occasion wear market
• Wishful provides ensembles that are both sophisticated and luxurious for celebrations, weddings, and special events

Aditya Birla Fashion and Retail Ltd. (ABFRL) has introduced 'Wishful', a new line in the premium occasion wear category, developed for today's modern Indian woman.

The nature of the brand marries chic aesthetics with a unique design language that embodies occasion wear for celebrations, weddings, and special occasions. Wishful has debuted at W stores as an affordable luxury proposition for confident, poised and sophisticated women.

Anant Daga, Division Chief Executive Officer, TCNS, ABFRL commented, "With the launch of Wishful, we are raising the bar in premium occasion wear with reinterpreted design and affordability. Our ambition is to enable women to celebrate life's moments with grace and sophistication, in outfits that speak to thoughtful luxury and craftsmanship. Through this new line, we are reinforcing our leadership position in women's occasion wear and defining the path ahead for Indian fashion."

Wishful's launch collection is made to fit any celebratory mood. It has Day Premium silhouettes in drapey fabrics with light embroidery for informal get-togethers, Party Wear like cocktail gowns, embroidered jacket sets, and molded drapes in jewel tones, and Light Festive outfits in chanderi and jacquard fabric with handicraft embroidery for rituals such as haldi or mehendi.

The Heavy Festive collection includes statement lehengas and hand-ornate anarkalis, whereas the Wedding Collection showcases Banarasi jacquards with heritage influences, luxurious lehengas, and heirloom-style anarkalis that include extensive handwork for bridal and pre-wedding functions.

With Wishful, ABFRL adds ethnic wear to its portfolio of women's fashion brands and deepens its portfolio of women's fashion brands. The launch captures the group's approach to building differentiated brands that respond to changing consumer aspirations within the premium occasion-wear category, balancing heritage-inspired fashion with contemporary celebration fashion.

Wishful would be sold exclusively at select W stores in India through exclusive shop-in-shop outlets and also available online, offering a premium shopping experience.