Shifali Singh Named Country Director – India at Forever New
Dhruv Bogra, who has served as Country Director since 2019, will continue to remain closely associated with the brand as Advisor to the Board
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Published: Feb 16, 2026 11:57 AM | 2 min read
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Forever New has appointed Shifali Singh as its new Country Director – India. She brings more than 20 years of experience in the retail industry, working across fashion, lifestyle, and omni-channel businesses.
In her new role, Shifali will focus on strengthening Forever New’s presence in India by improving its omni-channel strategy. Her priorities will include enhancing customer engagement, expanding digital capabilities, and further building the brand’s premium image in the fast-changing retail market.
Shifali has strong experience in growing retail businesses, shaping brand strategies, driving digital transformation, and building international partnerships. She has worked on market entry strategies, business expansion, adapting global brands for Indian customers, and leading teams through periods of growth and change.
Before joining Forever New, she led the repositioning of Ritu Kumar under Reliance Brands, helping strengthen its position in the luxury designer segment. At BIBA, she played a key role in expanding the omni-channel business and growing online sales. She also co-founded and built partnerships with more than 70 international brands at Myntra–Jabong, helping expand the platform’s global offerings.
Earlier in her career, she worked with Marks & Spencer and United Colors of Benetton India, where she supported the expansion and efficient management of large retail store networks.
As part of this leadership change, Dhruv Bogra, who has served as Country Director since 2019, will now take on the role of Advisor to the Board. He will continue to support the company with his experience and guidance, helping shape the brand’s future strategy in India.
Dhruv Bogra said he is pleased to hand over leadership to Shifali, praising her strong track record and leadership experience in the fashion industry. He added that he is confident she will take the brand to the next level and shared his appreciation for the team he worked with over the past seven years.
Shifali Singh said her connection with Forever New began as a customer, which helped her understand and value the brand’s refined style and design. She added that she is committed to building a future-ready, customer-focused business that connects both retail stores and digital platforms, while ensuring steady and long-term growth in India.
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