Arvind Fashions Limited, part of the Lalbhai Group, has announced the appointment of Amitabh Suri as Chief Executive Officer of its flagship denim brand Flying Machine, further consolidating leadership across its core portfolio.
Suri will take on the additional responsibility alongside his current role as CEO of U.S. Polo Assn. in India, the company said in a statement.
The leadership transition follows the resignation of Nidhi Raj, who served as CEO of Flying Machine from November 2021 until February 2025. Her exit marks a strategic reset for the brand as Arvind Fashions intensifies its focus on sharper execution, improved profitability and stronger brand relevance amid rapidly changing consumer preferences in India’s apparel market.
Flying Machine, one of India’s earliest homegrown denim brands, has been undergoing a transformation to reconnect with younger, value-conscious consumers while competing with both international fast-fashion players and digitally native brands.
The appointment of Suri signals Arvind Fashions’ intent to strengthen operational discipline and align brand strategy more closely with evolving market dynamics.
With over 25 years of experience in the apparel and lifestyle industry, Suri brings deep expertise across brand building, retail expansion, supply chain optimization and omni-channel execution.
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At Arvind Fashions, he has successfully led U.S. Polo Assn. in India, steering it into one of the country’s largest casualwear brands with a diversified presence across menswear, womenswear, kids wear, footwear and innerwear. Under his leadership, the brand has expanded its retail footprint while strengthening digital and omni-channel capabilities.
Prior to joining Arvind Fashions, Suri spent nearly two decades at Indian Terrain, where he was part of the core executive leadership team. During his tenure, he played a pivotal role in scaling the brand from a nascent business into a publicly listed company with a strong national presence.
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Suri later served as Chief Executive Officer of Iconic at the Landmark Group in Dubai, where he led a comprehensive brand repositioning effort. His role included strengthening vendor partnerships, enhancing supply chain efficiency and accelerating the transition toward an omni-channel retail model in a highly competitive Middle Eastern market.
He has also held senior leadership roles at Shoppers Stop, including President of Exclusive Brands and Private Labels, overseeing a diverse portfolio of in-house labels, celebrity brands and exclusive international franchises.
By placing both U.S. Polo Assn. and Flying Machine under Suri’s leadership, Arvind Fashions is streamlining decision-making across two of its most important brands. The move reflects the company’s broader strategy to drive consistency in brand execution, improve operational efficiencies and respond more effectively to intensifying competition and shifting consumer demand in India’s apparel sector.
