Arvind Fashions Limited (AFL), one of India’s leading fashion and lifestyle players, has signalled a sharper focus on brand building and consumer experience with the appointment of Saikot Das as its Chief Brand & Strategy Officer, effective August 19, 2025.
Das steps into the newly created role at a critical juncture for AFL, which houses marquee labels such as US Polo Assn., Tommy Hilfiger, Calvin Klein, Arrow, and Flying Machine. His mandate: spearhead brand strategy, elevate consumer experiences, and drive growth initiatives across the company’s diverse portfolio.
Industry watchers say this appointment is more than just a top-level shuffle. For a company operating at the intersection of global premium brands and homegrown fashion, the move reflects AFL’s intent to double down on consumer engagement, digital-first storytelling, and sharper positioning in a crowded retail market.
Das brings a formidable track record. Before joining AFL, he served as Senior Director – Marketing & Brand Experience for South Asia, Middle East & Africa at Levi Strauss & Co., where he was credited with leading innovative campaigns and pushing for deeper regional resonance of the Levi’s brand. His earlier stints across FMCG, retail, and media add to his versatility, equipping him to navigate the fast-changing tastes of India’s aspirational shoppers.
The timing is significant. With fashion retail in India experiencing both the pull of premiumization and the pressure of discount-driven competition, AFL’s bet on a brand strategist underscores its belief that growth will come not just from scale, but from stronger emotional connections with consumers.