MAM
Shifali Singh named Forever New India head
Retail star threads fresh energy into premium brand’s Indian chapter.
MUMBAI: In a move that’s been tailor-made for the times, Forever New has just zipped Shifali Singh into the top spot as country director for India because when your brand is all about timeless style, you want someone who can stitch the future together without missing a beat.
With more than 20 years of retail royalty under her belt, Singh is no stranger to turning fashion dreams into serious business. She’s the same force who repositioned Ritu Kumar into a luxury powerhouse at Reliance Brands, supercharged BIBA’s omni-channel game, and co-founded over 70 international brand tie-ups at Myntra-Jabong, giving the platform its global swagger. Throw in her earlier stints scaling Marks & Spencer and United Colors of Benetton India, and you’ve got a leader who knows how to make stores sing, clicks convert, and customers come back for more.
Her mission now? To supercharge Forever New’s omni-channel world, crank up the consumer love, weave digital even deeper into the fabric, and keep that signature premium polish shining brighter than ever in a market that never sits still.
The handover comes with a classy twist, Dhruv Bogra, who’s steered the ship since 2019, is stepping back from day-to-day duties but staying firmly in the picture as Advisor to the Board. His seven years of building the brand from strength to strength will keep guiding the team from the wings.
Bogra put it best, “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.”
Singh, who first fell for the label as a customer, couldn’t hide her excitement, “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.”
So next time you’re browsing that perfect dress or crisp shirt, remember behind the elegance is a brand that just got itself a seriously stylish new leader. Forever New? Looks like it’s about to feel even more forever fresh.
MUMBAI: He may have clocked the fastest time on track, but Usain Bolt is now sprinting straight into cricket fandom again. The eight-time Olympic medallist has returned to spotlight his long-standing support for Royal Challengers Bengaluru, featuring in sportswear giant PUMA India’s latest #RCBEverywhere campaign. Dressed in the 2026 RCB jersey, Bolt shared the moment on social media, pairing it with a throwback to the kit he first received in 2021 marking a fandom that has only gathered pace since.
A self-confessed cricket enthusiast and admirer of Virat Kohli, Bolt’s association with RCB has evolved through Puma’s global athlete ecosystem. The brand, which has partnered with Bolt for over two decades, is now leveraging his cross-sport appeal to amplify RCB’s already global fan culture.
The campaign builds on a behaviour that fans have long embraced taking the jersey beyond stadiums and scales it with one of the most recognisable athletes in the world. Bolt’s earlier appearance alongside Kohli and RCB players in a viral reel last year further cemented his status as an unlikely yet enthusiastic member of the RCB faithful.
With #RCBEverywhere, Puma is not just selling merchandise, it is exporting fandom. The campaign invites supporters to join the movement, with opportunities to win match shirts and tickets, while participating in a global conversation that now stretches far beyond Bengaluru.
From Olympic tracks to IPL terraces, Bolt’s latest cameo proves one thing, speed may be his signature, but fandom travels just as fast.
