Forever New has appointed Shifali Singh as Country Director for India, reinforcing its leadership team as the women’s fashion brand accelerates expansion in one of its priority global markets.
Singh brings more than two decades of experience across fashion, lifestyle and omni-channel retail. Over the course of her career, she has led large-scale retail expansion programmes, brand repositioning initiatives and digital integration projects. An alumna of Harvard Business School’s Strategic Leadership Programme, she has built high-performance teams and managed profit and loss responsibilities across complex retail environments.
Her expertise spans market entry and scale-up strategies, localisation for Indian consumers and the management of cross-functional teams during high-growth phases.
Prior to joining Forever New, Singh led the repositioning of Ritu Kumar under Reliance Brands, strengthening its presence in the luxury designer segment. At BIBA, she focused on omni-channel expansion with a strong emphasis on e-commerce growth. She also co-founded and developed more than 70 international brand partnerships at Myntra and Jabong, expanding their global brand portfolios. Earlier in her career, she held roles at Marks & Spencer and United Colors of Benetton India, contributing to retail operations across extensive store networks.
In her new role, Singh will focus on strengthening Forever New India’s omni-channel operations, deepening customer engagement, accelerating digital integration and maintaining the brand’s premium positioning in the domestic market.
As part of the leadership transition, Dhruv Bogra, who has served as Country Director since 2019, will continue as Advisor to the Board. The company stated that his experience and understanding of the business would support the next phase of growth.
Dhruv Bogra, Advisor to the Board at Forever New India, stated that he was pleased to hand over leadership of the business to Shifali Singh, describing her as an experienced leader in the fashion sector with a strong track record. He added that she was well positioned to take the brand to new heights and said he would miss working with colleagues who had helped shape the brand’s progress over the past seven years.
Shifali Singh stated that her association with Forever New began as a customer, where she developed an appreciation for the brand’s refined aesthetic and elevated design philosophy. She said that stepping into the leadership role strengthened her commitment to the brand. She added that Forever New holds a distinctive premium positioning in India and that her focus would be on building a future-ready, consumer-centric omni-channel business that seamlessly integrates physical retail and digital platforms, while driving sustainable long-term growth.
The company stated that India remains a priority growth market as it continues to expand its omni-channel presence and strengthen its brand positioning across key cities.
