Apparel brand OVS names former Biba president as India MD

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Former BIBA President Sundeep Chugh has been named MD of Italian apparel brand OVS’s India division. By bringing Italian trends to Indian consumers, Chugh’s appointment would help the brand increase its market share in the Indian fashion retail industry.

With more than 1,200 outlets in Italy and elsewhere, OVS is one of the top clothing brands for men, women, and children in Italy. OVS Kids, UPIM, BLUKIDS, CROFF, and STEFANEL are among its brands.

“It is a privilege to lead the journey of OVS in India,” Chugh wrote in a LinkedIn post. “I’m excited to develop OVS India into a company that embodies the fundamental principles of inclusivity and excellence while striking a deep chord with Indian consumers.”

He oversaw the company’s growth and market penetration as CEO of Costa Coffee India before joining BIBA Fashion. Additionally, he played a key role in the development of the Benetton company in India.

Chugh provides a breadth of experience in profit centre management, retail operations, sales and marketing, channel development and extension, product management, turnaround situations, high-growth strategies, and people management, having worked in a variety of industries for more than 25 years.

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