Forever New Appoints Shifali Singh as India Country Director 

Forever New Clothing has named Shifali Singh as Country Director for India, bringing in a seasoned retail leader with more than two decades of experience across fashion, lifestyle and omni-channel businesses. In her new role, Singh will work on strengthening the brand’s omni-channel framework, enhancing consumer engagement, expanding digital integration and sharpening Forever New’s premium positioning in an increasingly competitive retail environment. 

She brings deep expertise in retail expansion, brand building, digital acceleration and international collaborations. Her background includes designing market entry and scale strategies, adapting global brands for Indian consumers, and guiding cross-functional teams through high-growth phases. Before joining Forever New, Singh played a key role in the repositioning of Ritu Kumar under Reliance Brands, strengthening its standing in the luxury designer segment. Earlier at Biba, she helped drive omni-channel growth with a strong push on e-commerce. She also co-founded and built more than 70 international brand partnerships at Myntra–Jabong, expanding the platforms’ global fashion portfolio. 

In previous assignments, Singh contributed to scaling retail operations at Marks & Spencer and United Colors of Benetton in India, supporting structured growth across extensive store networks. 

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. The company said his institutional knowledge and contribution to the brand’s India journey will continue to support the leadership team and long-term strategy. 

Bogra expressed confidence in the transition, noting that Singh’s track record in the fashion industry positions her well to lead the business into its next stage of growth. Singh said her connection with the brand began as a customer and has evolved into a deeper professional commitment. She added that her priority will be to build a future-ready, consumer-focused omni-channel organisation that seamlessly connects retail and digital while delivering sustainable expansion.