Fashion brand Forever New has appointed Shifali Singh as Country Director – India, as part of its plans to strengthen operations and expand its presence in one of its key global markets. The leadership change comes at a time when the premium fashion segment in India continues to see steady growth and rising competition.
India is considered an important market for the brand’s future expansion strategy. The new appointment is aimed at supporting sustained growth, improving omni-channel capabilities and reinforcing the brand’s positioning in the premium women’s wear segment.
Shifali Singh brings over two decades of experience in retail, fashion and lifestyle businesses. Her career spans large-format retail operations, digital commerce expansion and partnerships with international brands. She has worked across both physical store networks and online platforms, reflecting the industry’s shift towards integrated retail models.
She has previously completed the Strategic Leadership Program at Harvard Business School. Her professional background includes leadership roles focused on retail scale-up, brand repositioning and digital transformation initiatives.
Retail Leadership
Before joining Forever New, Singh was associated with the repositioning of Ritu Kumar under Reliance Brands, where efforts were directed towards strengthening its presence in the luxury designer segment. Her role involved aligning brand strategy with evolving consumer expectations in India’s premium fashion market.
Earlier, she worked with BIBA, where she focused on expanding omni-channel operations and accelerating e-commerce growth. Her experience also includes co-founding and building over 70 international brand partnerships at Myntra–Jabong, helping strengthen the platform’s global portfolio.
Singh has also contributed to retail operations at Marks & Spencer and United Colors of Benetton India. In these roles, she supported expansion and operational optimisation across large store networks in India.
In her new position at Forever New, she is expected to focus on strengthening the brand’s omni-channel framework, enhancing digital integration and deepening engagement with Indian consumers. The company has indicated that the emphasis will remain on combining retail stores with a stronger digital interface.
Transition Phase
As part of the transition, Dhruv Bogra, who has served as Country Director since 2019, will continue to be associated with the company as Advisor to the Board. His role is expected to support continuity in strategy and guide the leadership team during the transition period.
In a statement, Bogra expressed confidence in Singh’s leadership experience and said the brand is well positioned for its next growth phase. He also acknowledged the contribution of the existing team in shaping the company’s India journey over the past several years.
Singh, in her remarks, stated that her association with the brand began as a customer and that she intends to build a future-ready, consumer-focused business model. She highlighted the importance of integrating retail and digital channels to meet changing customer expectations.
Forever New has indicated that India remains a strategic priority as it plans further expansion across key markets. The brand is expected to focus on premium positioning, improved customer experience and long-term growth as the organised fashion retail sector in India continues to evolve.
