Arvind Fashions Claims Full Ownership of Flying Machine, Redefining Digital Fashion Strategy in India
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India’s Arvind Fashions Limited (AFL), a leading name in casual wear and denim, has acquired Flipkart Group’s stake in Arvind Youth Brands Pvt. Ltd. (AYBPL) for Rs 135 crores (~$15 million), making Flying Machine a wholly owned subsidiary. Over the past five years, Flying Machine has solidified its position as a popular choice among India’s fashion-conscious youth, particularly on digital platforms. The brand’s journey online, backed by Flipkart, transformed it into one of the top casual wear names on e-commerce channels.
Amisha Jain, Managing Director & CEO of Arvind Fashions, expressed gratitude to Flipkart for their partnership, which helped Flying Machine scale digital engagement. “Our collaboration with Flipkart will continue, ensuring consumers can still purchase Flying Machine products on its platform,” she noted. The brand will also expand availability across other digital portals, signaling a multi-channel approach that blends homegrown ownership with wide digital accessibility. This move positions AFL to harness the growing online shopping trend among Indian youth while maintaining brand loyalty.
Strategic Implications and Future Outlook
With complete ownership, AFL can now fully integrate Flying Machine into its strategic roadmap, focusing on product innovation, marketing, and e-commerce growth. Key takeaways include:
- Greater control over pricing, promotions, and inventory management.
- Ability to expand the brand across additional online and offline channels.
- Enhanced focus on youth-oriented fashion trends and seasonal collections.
Industry analysts view this acquisition as a strategic play to strengthen AFL’s portfolio in the casual wear segment, leveraging Flying Machine’s digital-first appeal to capture a larger market share. As online fashion retail continues to boom in India, full ownership of Flying Machine equips Arvind Fashions to steer brand evolution with agility, creativity, and direct consumer connection.
This acquisition marks another milestone in the convergence of traditional apparel expertise and digital retail innovation, reflecting AFL’s ambition to remain a dominant force in India’s youth fashion landscape.
01:21 PM, Dec 30
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