Preeti Gupta has rejoined the Aditya Birla Group as Chief Business Officer for Van Heusen Innerwear at Aditya Birla Lifestyle Brands. With extensive experience in lifestyle and intimate-wear brands, she will lead the brand’s next growth phase, focusing on innovation, digital expansion, and strengthening its position in India’s fast-evolving innerwear market.
Aditya Birla Fashion and Retail Limited (ABFRL) has announced the appointment of Preeti Gupta as Chief Business Officer for Van Heusen Innerwear, marking her return to the Aditya Birla Group after leading several of India’s most recognized lifestyle and intimate-wear brands.
With this move, Gupta takes the helm of one of India’s most dynamic and competitive segments — the innerwear and athleisure market — as it undergoes rapid transformation driven by evolving consumer aspirations, lifestyle changes, and digital-first retail strategies.
While Gupta’s return to the Aditya Birla fold is a homecoming, her new mandate represents a bold new challenge: to lead Van Heusen Innerwear into its next phase of growth. The brand, known for its sharp blend of comfort, performance, and style, has expanded significantly since its launch in 2016, becoming one of the fastest-growing labels under the Aditya Birla Lifestyle Brands umbrella.
Her appointment signals a renewed focus on category leadership and innovation in a sector that’s increasingly becoming a key growth driver within India’s organized apparel market.
“Preeti’s deep expertise in lifestyle and intimate-wear categories, combined with her understanding of brand building and consumer behavior, makes her uniquely positioned to steer Van Heusen Innerwear into its next chapter,” said an industry insider familiar with the development.
Gupta is no stranger to the intricacies of fashion and lifestyle marketing. Over the past two decades, she has shaped the growth trajectories of several iconic Indian and global brands across apparel, innerwear, and retail. Her leadership has often been defined by a balance between business acumen and creative insight — a mix that has consistently driven brand differentiation in crowded markets.
Her track record includes key roles in developing strong consumer connections for lifestyle and intimate-wear brands that resonate with India’s modern, confident demographic. Her return to Aditya Birla Group is seen as both a strategic and symbolic move — one that reinforces the Group’s intent to double down on talent-driven leadership in its lifestyle portfolio.
Van Heusen Innerwear has quickly evolved from a challenger brand to a mainstream contender in the Indian market, leveraging the legacy of Van Heusen’s premium workwear identity and adapting it to an innerwear line that merges comfort with sophistication.
The brand’s success so far has been anchored in strong retail presence, sharp positioning, and product innovation in both men’s and women’s categories. Now, with Gupta’s leadership, the brand is expected to explore deeper lifestyle integrations — expanding into segments such as athleisure, loungewear, and smart innerwear.
Industry observers note that Gupta’s appointment comes at a time when India’s innerwear market is witnessing unprecedented change. Consumers are demanding more from their wardrobe essentials — better quality, better design, and more inclusivity — while also embracing online and omnichannel retail like never before.
The Indian innerwear sector, estimated at over ₹40,000 crore, is growing at a steady pace of around 10–12% annually. With increasing fashion consciousness, rising disposable incomes, and the blurring of lines between homewear and outerwear, the segment has become a crucial battleground for both established players and new entrants.
Brands like Van Heusen, Jockey, Enamor, and newer D2C labels are now competing not just on comfort and quality but also on lifestyle storytelling. Gupta’s experience in crafting such narratives will likely play a pivotal role in differentiating Van Heusen Innerwear in this evolving landscape.
As Chief Business Officer, Gupta’s focus will likely include strengthening brand visibility, driving digital transformation, and expanding Van Heusen’s footprint across both metros and Tier-II and Tier-III cities — regions that are witnessing strong demand for branded innerwear.
Her leadership is expected to align closely with Aditya Birla Group’s broader lifestyle strategy, which aims to integrate design, technology, and consumer insight across its portfolio.
Under her guidance, Van Heusen Innerwear could deepen its engagement with the youth segment, explore sustainability-driven innovation, and continue building a strong omnichannel presence.
For Gupta, the role represents both continuity and change — a return to a familiar organization with a brand-new vision. “While the organization is familiar, the mandate is entirely new,” she shared in her announcement. “It’s about leading Van Heusen Innerwear into its next chapter of growth in one of India’s fastest-evolving lifestyle categories.”
Her statement captures both the confidence and the ambition driving the brand’s next phase.
Gupta’s appointment also reinforces Aditya Birla Lifestyle Brands Limited’s commitment to building leadership depth and driving innovation across its portfolio. With a growing emphasis on data-driven retail, product diversity, and digital-first marketing, ABFRL continues to strengthen its position as a key player in India’s lifestyle and fashion industry.
As consumer expectations evolve and categories converge, the innerwear segment is becoming a vital growth engine for lifestyle brands. With Preeti Gupta now steering the business, Van Heusen Innerwear is well positioned to shape this new era — one that blends comfort, confidence, and contemporary design in equal measure.
