Forever New Appoints Shifali Singh as Country Director for India

By: WE Staff | Tuesday, 17 February 2026

• Shifali Singh named Country Director of Forever New India
• Singh succeeds Dhruv Bogra, who headed the India operations since 2019
• This appointment comes at a time when the brand is focusing on strengthening its footprint in India

Forever New has announced Shifali Singh as its new Country Director for operations in India, marking a leadership transition within the premium women’s wear brand as it prepares to expand further into the market.

Shifali is taking over from Dhruv Bogra, who has managed the company’s India operations since 2019 and will now provide advisory support to the company’s board during their next phase of growth.

The shift in leadership comes as several global fashion brands have begun to refocus their Indian strategies based on changing consumer behavior and greater acceptance of omni-channel retailing within India.

Forever New has been steadily increasing its market presence within the country through a combination of both online and offline channels of distribution in the premium women’s wear category.

She has over 20 years of retail experience across the fashion, lifestyle and retail industries and has extensive expertise in developing market entry strategies, localising brands for new markets, developing partnerships and assisting large-scale retailers to expand their operations.

Before Forever New, Shifali had been pivotal in repositioning designer brand Ritu Kumar to Reliance Brands and during her time at Myntra–Jabong had co-constructed and grown over 70 international brand partnerships altogether contributing greatly to the increase of India’s online fashion platform.

Prior to these roles she had worked at Marks & Spencer and United Colours of Benetton India building out their store networks.

In a statement issued to announce Singh as new CEO of Forever New, Shifali called Singh a seasoned leader with a detailed view of the fashion retail environment and strong confidence that she is the right fit to lead Forever New through its next growth phase.

He also acknowledged the team who had supported the growth of Forever New over the last seven years and confirmed his interest to continue working with the company in an advisory role.

Singh stated her intent to create a model focused on developing consumer-centric solutions that blend together physical retail and digital platforms.

She noted the premium nature of Forever New within India and emphasised the need for a future-proof omni-channel framework that will emphasise sustainable development.

Through the leadership change Forever New has signalled its commitment to furthering its position in India’s premium fashion market, where global brands are prioritising the need to localize  integrate and operate as efficiently as possible within their fastest growing markets.