With the American fast fashion retailer Forever 21 looking at exiting its three-year JV with DLF for a while now, a flurry of activity has been generated in the market. It is being speculated that biggies like Myntra and Aditya Birla’s Madura Fashion & Lifestyle are making a beeline to snag alliance for running physical stores in the Indian market, reported a leading Indian daily. Forever 21 has chosen to take a relook at its position and resources in the market to gear up for a more aggressive India play and take up its store count of 12 stores in the country.
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The talks with Madura come at a time when e-commerce major Myntra has also engaged with the fashion retailer but a deal is yet to be signed. Sources reveal that the Aditya Birla group-owned Madura is pressing for the online rights of Forever 21 which are exclusively held by Myntra at present. Myntra, which is owned by e-commerce biggie Flipkart, has an exclusive deal with Forever 21 to sell its products online here in India, which was inked last year in December.
While there is no clear indication on who will win the race, it is being speculated that Madura is actively pursuing the opportunity to bring the fashion brand onto its e-commerce platform Abof.com, which has been primarily focusing on large private brand. Abof, the fashion e-commerce portal launched by Aditya Birla group in October last year, competes with Myntra and Jabong, besides other online retailers.
Bharat Tex Special Report 2026 
