ARVIND FASHIONS NAMES AMITABH SURI CEO OF FLYING MACHINE  

Arvind Fashions has appointed Amitabh Suri as CEO of Flying Machine, in addition to his role leading U.S. Polo Assn. in India. The move follows Nidhi Raj’s resignation and signals a push toward a unified strategy and stronger execution as the company navigates changing market dynamics in youthwear and casual fashion.  

Arvind Fashions Limited has announced the appointment of Amitabh Suri as Chief Executive Officer of Flying Machine, marking a significant leadership shift for the homegrown denim brand. Suri will take on the role in addition to his position as CEO of U.S. Polo Assn. in India, a dual responsibility that reflects the company’s effort to consolidate strategic oversight across two of its most influential labels. The change in leadership follows the resignation of Nidhi Raj, who served as CEO of Flying Machine from November 2021 until February 2025, and comes during a period of heightened competition and shifting consumer dynamics in the fashion and lifestyle market.

Flying Machine, widely regarded as India’s first homegrown denim brand, has built a unique identity within the domestic apparel industry. With a stronghold in the youthwear space, the brand has continued to focus on contemporary design, denim-led assortments, and communication strategies tailored to millennials and Gen Z. Its positioning has allowed it to remain relevant even as international labels have expanded their presence in India and native fashion brands have become increasingly aggressive in product innovation, influencer engagement, and pricing strategies. Arvind Fashions is now seeking to reinforce execution capabilities across its portfolio, and the decision to place Flying Machine under a seasoned leader signals a renewed push toward operational discipline.

Suri brings more than 25 years of experience in the apparel and lifestyle retail sector, with a track record that spans brand building, retail expansion, supply chain transformation, and omni-channel strategy. His current mandate at U.S. Polo Assn. has contributed to the brand’s rise as one of the country’s largest casualwear players, with revenues exceeding Rs 1,800 crore and spanning menswear, womenswear, kidswear, innerwear, and footwear. Under his stewardship, the brand has strengthened category presence, expanded retail touchpoints, and sharpened merchandising capabilities in a way that has helped it compete effectively against global casualwear labels entering the Indian market.

Prior to joining Arvind Fashions, Suri spent 18 years at Indian Terrain, where he played a pivotal role in scaling the company into a publicly traded retail brand. Beginning with a wholesale-led structure and limited brand visibility, Indian Terrain eventually transformed into a well-defined lifestyle brand with a modern retail presence. Suri’s tenure included full P&L responsibilities and saw the company’s turnover grow to Rs 415 crore, while key investments were made in brand-building, supply chain capabilities, and merchandising systems.

Suri also served as CEO of Iconic at the Landmark Group in Dubai, overseeing 38 stores across the UAE, Kuwait, Qatar, and Saudi Arabia and managing a reported turnover of AED 300 million. His mandate included restructuring brand positioning, strengthening sourcing relationships, and guiding the company’s transition toward an omni-channel retail framework—experience that aligns closely with the hybrid retail models becoming increasingly critical in Indian fashion.

He later joined Shoppers Stop as President of Exclusive Brands and Private Labels, where he handled a portfolio that generated Rs 800 crore in revenue. The mix included in-house private labels, global exclusives, and celebrity-led collaborations. Among his achievements were the launch of four exclusive brands, including Jones New York in women’s western wear, French Connection UK in menswear, Back to Earth in sustainable Indianwear, and Glam X Disha Patani, a celebrity-driven womenswear brand that targeted younger female consumers.

By placing both U.S. Polo Assn. and Flying Machine under a single leadership structure, Arvind Fashions is signalling a push for a cohesive strategy across two brands that occupy adjacent price points and target overlapping consumer cohorts. As fashion consumption becomes increasingly digital-first and trend-driven, companies are under pressure to streamline execution, shorten design cycles, and maintain inventory discipline while also growing experiential retail and direct-to-consumer channels. Suri’s appointment suggests a focus on calibrated growth, sharper merchandising, and product-led differentiation—factors expected to shape the next phase of Flying Machine’s evolution as India’s apparel market continues to expand and diversify.