Forever New names Shifali Singh as Country Director – India

Forever New has appointed Shifali Singh as its new Country Director for India, placing her at the helm of one of the brand’s key global markets. The move signals a shift in leadership as the fashion retailer looks to strengthen its presence and sharpen its long-term growth strategy in the country.

Singh brings more than two decades of experience across fashion, lifestyle and omni-channel retail. Over the years, she has led large-scale retail expansion, worked on brand repositioning, driven digital initiatives and built global partnerships across complex business environments. An alumna of Harvard Business School’s Strategic Leadership Program, she is known within the retail industry for combining entrepreneurial thinking with operational discipline and financial oversight.Her experience covers market entry strategies, localisation for Indian consumers, ecosystem partnerships and managing cross-functional teams during transformation phases.

Before joining Forever New, Singh led the strategic repositioning of Ritu Kumar under Reliance Brands, strengthening its standing in the luxury designer segment. At BIBA, she focused on omni-channel growth with an emphasis on e-commerce acceleration. Earlier, at Myntra–Jabong, she co-founded and established more than 70 international brand partnerships, expanding the platform’s global portfolio. She also held leadership roles at Marks & Spencer and United Colors of Benetton India, contributing to the scaling and optimisation of large-format retail operations.

In her new role, Singh will oversee Forever New India’s omni-channel structure, deepen consumer engagement, push digital integration and reinforce the brand’s premium positioning in a fast-changing retail environment.As part of the transition, Dhruv Bogra, who has served as Country Director since 2019, will move into the role of Advisor to the Board. He will continue to guide the company’s leadership and strategy with his experience and institutional knowledge.

Mr. Dhruv Bogra, Advisor to the Board, Forever New India, said: “I am delighted to pass the baton of Forever New India to the experienced and proven hands of Shifali Singh. She has had an illustrious and outstanding track record of great leadership in the fashion space and is well poised to take Forever New to newer heights. I will miss my incredible and highly gifted colleagues who have charted the admirable course of the brand over the last seven years”.

Ms. Shifali Singh, Country Director – India, Forever New, said:"My association with Forever New began as a customer, where I developed a deep appreciation for its refined aesthetic and elevated design philosophy. As I step into this leadership role, that connection deepens my commitment to the brand. Forever New holds a distinctive premium positioning in India, and my focus will be on building a future-ready, consumer-centric omni-channel business that seamlessly bridges retail and digital, while driving strategic, long-term growth."

India remains a priority growth market for Forever New as it continues to expand its footprint, strengthen its premium positioning and build a more integrated retail and digital presence across the country.