Allen Solly Appoints Amritha Prakash as Head of E-commerce to Drive Omnichannel Growth

Aditya Birla Lifestyle Brands Limited has appointed Amritha Prakash as Head of E-commerce for Allen Solly, marking a strategic move to strengthen the brand’s digital and omnichannel capabilities.

Amritha steps into this role after an impactful seven-year journey with Pantaloons, where she held multiple leadership positions across retail strategy, category management and operations within the Aditya Birla Group ecosystem.

In her new role, she will be responsible for driving e-commerce growth, enhancing digital customer experience and scaling omnichannel initiatives for Allen Solly, as the brand continues to expand its online presence.

Over the years, she has built strong expertise in managing large-format retail businesses, leading P&L-driven roles and executing high-impact retail strategies. Notably, she played a key role in launching and scaling omnichannel initiatives, including WhatsApp commerce across 90+ stores, contributing significantly to business growth.

Her experience includes serving as General Manager & Head – Category and Planning (Front End) for Pantaloons South, along with leadership roles in women’s wear category management and regional business operations, where she managed multi-store operations and large teams.

Amritha’s journey also includes being part of the Aditya Birla Group Leadership Programs, reflecting her strong leadership pipeline within the organization. She began her career with Tata Consultancy Services, building early experience in analytics and operational efficiency.

Her appointment comes at a time when fashion and retail brands are increasingly focusing on omnichannel strategies, digital-first consumer journeys and integrated commerce experiences to stay competitive.

At Allen Solly, Amritha is expected to play a pivotal role in shaping the next phase of e-commerce growth, driving innovation in customer engagement and strengthening the brand’s digital ecosystem.

This move underscores the Aditya Birla Group’s continued focus on developing internal leadership talent and accelerating digital transformation across its retail portfolio.