Forever New Appoints Shifali Singh as India Country Director to Accelerate Retail Expansion

Global fashion brand Forever New has named Shifali Singh as Country Director for India, signalling a renewed focus on scaling operations and strengthening its premium positioning in one of its key international markets.

The leadership transition comes as the brand sharpens its strategy around omni-channel growth, digital integration and nationwide expansion.

Leadership Transition and Strategic Continuity

Shifali Singh takes over the India mandate as Dhruv Bogra, who has led the business since 2019, transitions into an advisory role. Bogra will remain associated with the company as Advisor to the Board, providing strategic guidance and continuity as the brand enters its next growth phase.

The appointment underscores Forever New’s intent to reinforce its long-term roadmap in India, a market that continues to present strong opportunities within the premium women’s apparel segment.

Extensive Retail and Omni-Channel Experience

Singh brings more than two decades of experience across fashion and lifestyle retail, with a career spanning brand transformation, digital commerce expansion and international partnerships.

An alumna of Harvard Business School’s Strategic Leadership Program, she is recognised for steering complex retail ecosystems and driving profitable growth. Her expertise includes scaling businesses in competitive markets, strengthening localisation strategies for Indian consumers and managing large cross-functional teams.

Before joining Forever New, Singh played a key role in repositioning Ritu Kumar under Reliance Brands within the luxury designer space. At BIBA, she led omni-channel initiatives aimed at accelerating online growth. Earlier, she co-founded and built over 70 global brand alliances at Myntra–Jabong, significantly expanding the platform’s international portfolio. Her prior assignments also include leadership roles at Marks & Spencer and United Colors of Benetton India, where she contributed to structured retail expansion across large-format networks.

Focus Areas for Growth

In her new role, Singh will oversee the strengthening of Forever New India’s integrated retail and digital framework. Key priorities include enhancing consumer engagement, driving digital acceleration and reinforcing the brand’s premium identity in an evolving fashion landscape.

The company aims to deepen its footprint across major urban centres while maintaining consistency in customer experience across physical and online channels.

India as a Strategic Market

Forever New continues to view India as a high-potential growth territory. With rising demand for premium fashion and increasing digital adoption, the brand is positioning itself to capitalise on expanding consumer aspirations.

Through this leadership appointment, Forever New is reinforcing its commitment to disciplined expansion, brand elevation and sustained value creation within the Indian retail market.