New Delhi: Forever New today announced the appointment of Shifali Singh as Country Director – India, reaffirming the brand’s commitment to deepening its presence and advancing sustained, strategic growth within one of its most significant global markets.
A seasoned retail leader with over two decades of experience across fashion, lifestyle, and omni-channel ecosystems, Shifali brings a distinguished track record of leading large-scale retail expansion, orchestrating strategic brand elevation, driving digital transformation, and cultivating high-value global partnerships in complex, fast-evolving environments. An alumna of Harvard Business School’s Strategic Leadership Program, she is widely recognised for her contributions to retail innovation and leadership excellence. Her leadership style combines entrepreneurial vision with governance rigor and disciplined P&L stewardship.
Shifali’s expertise spans market entry and scale-up strategy, nuanced localisation for the Indian consumer, ecosystem partnerships, and the stewardship of large cross-functional teams through transformational growth journeys.
Prior to joining Forever New, she led the strategic repositioning of Ritu Kumar under Reliance Brands, reinforcing its stature within the luxury designer segment. At BIBA, she drove omni-channel expansion with a sharp focus on accelerating e-commerce growth. She also co-founded and established 70+ international brand partnerships at Myntra–Jabong, strengthening the platform’s global brand portfolio. Earlier in her career, she contributed to scaling and optimising retail operations at Marks & Spencer and United Colors of Benetton India, supporting disciplined growth across large-format store networks.
In her new mandate, Shifali will focus on fortifying Forever New India’s omni-channel architecture, deepening consumer engagement, accelerating digital integration, and reinforcing the brand’s premium positioning in a dynamic and rapidly evolving retail landscape.
As part of this leadership evolution, Dhruv Bogra, who has served as Country Director since 2019, will continue to remain closely associated with the brand as Advisor to the Board. His deep institutional knowledge and significant contribution to Forever New’s growth trajectory in India will continue to guide the leadership team and strategic direction of the business.
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”.
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 strategic growth priority for Forever New. The brand is steadfast in its commitment to delivering an elevated omni-channel experience, strengthening its premium brand proposition, and expanding its presence across key markets nationwide as it embarks on its next phase of growth
