Arrow diversifies into womenswear with an exclusive online capsule collection
03 February 2026, Mumbai
Arvind Fashions-owned brand Arrow has diversified into the womenswear segment with a digital-exclusive capsule collection featuring Bollywood actor and brand ambassador Khushi Kapoor.
Launched on February 3, 2026, the collection is tailored to capitalize on India’s women’s western wear market, which is projected to drive a significant portion of the country's $53.13 billion apparel sector this year. By roping in Gen-Z influencer Khushi Kapoor as the face of the campaign, Arrow is aggressively targeting a younger demographic of working professionals. This ‘online-only’ rollout through platforms like Nykaa Fashion and Ajio allows the brand to test consumer appetite with agility before committing to a physical retail footprint for the line.
Modern workwear dynamics
Starting at Rs 2,600, the 25-piece collection identifies a crucial shift in the ‘9-to-5’ wardrobe toward hybrid functionality. Swapnita Singh, Business Head-Womenswear, Arrow, emphasized, the designs focus on versatility - transitioning from formal boardrooms to social settings. The palette of beige, black, and white covers essential silhouettes including cropped blazers, satin suit sets, and tailored waistcoat dresses. This move aligns with broader 2026 retail trends where ‘smart formal’ consumption is rising alongside female labor force participation. Industry data suggests that premium workwear brands are currently benefiting from a 10.5 per cent revenue surge in the apparel sector, fueled by a demand for high-quality, durable ‘investment pieces’ over disposable fast fashion.
Digital and omnichannel integration
This launch is part of Arvind Fashions' broader strategy to achieve a 20 per cent Return on Capital Employed (ROCE) by scaling adjacent categories. While Arrow maintains a massive physical presence with over 200 exclusive outlets, the digital-first approach for womenswear mirrors a sector-wide trend where online B2C channels for the parent company grew by nearly 50 per cent in the last quarter. By bypassing the traditional overhead of a physical launch, the brand can maintain leaner inventory turns while leveraging data-driven insights to refine future seasonal drops. The challenge will remain in navigating a competitive landscape occupied by established mid-premium players, but Arrow’s 33-year legacy in India provides a robust foundation for this ambitious brand extension.
Established in 1851 and introduced to India in 1993, Arrow is a cornerstone of Arvind Fashions' premium portfolio. Traditionally a menswear powerhouse across 109 cities, the brand is currently pursuing a zero-debt roadmap while scaling its turnover through high-growth categories like professional womenswear and premium smart-casuals.
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