Forever New has appointed Shifali Singh as Country Director for its India business, marking a leadership transition as the premium womenswear brand sharpens its expansion strategy in the market.
Singh succeeds Dhruv Bogra, who has led the India operations since 2019. Bogra will move into an advisory role, supporting the board as the company enters its next phase of growth.
The appointment comes as international fashion brands continue to recalibrate their India playbooks amid shifting consumer demand and accelerating omni-channel adoption. Forever New, positioned in the premium women’s apparel segment, has been expanding its footprint across physical retail and digital channels.
Singh brings more than two decades of experience across fashion, lifestyle and retail ecosystems. Her career spans market entry strategy, brand localisation, partnership development and large-scale retail expansion.
Before joining Forever New, Singh was involved in repositioning designer label Ritu Kumar under Reliance Brands. She also co-founded and built over 70 international brand partnerships during her tenure at Myntra–Jabong, contributing to the growth of India’s online fashion marketplace. Earlier roles included scaling store networks at Marks & Spencer and United Colors of Benetton India.
In a statement, Bogra described Singh as a seasoned leader with a strong understanding of the fashion retail landscape and expressed confidence in her ability to steer the next chapter of growth. He acknowledged the team that supported the company’s expansion over the past seven years and confirmed he would remain engaged in an advisory capacity.
Singh said her focus would be on building a consumer-centric model that integrates physical retail with digital platforms. She highlighted the brand’s premium positioning in India and emphasised the importance of creating a future-ready omni-channel framework anchored in sustainable growth.
The leadership shift signals Forever New’s intent to consolidate its presence in India’s competitive premium fashion segment, as global brands double down on localisation, digital integration and operational discipline in one of their fastest-growing markets.