The appointment of the siblings to the fashion retail business of the Aditya Birla Group, instead of its flagship cement and aluminium businesses, is considered a well-thought move as their contributions may be more valuable in the rapidly changing fashion and new-age industries, which frequently sees rapid shifts in consumer trends.
Aditya Birla Group chairman Kumar Mangalam Birla said, "Their nuanced understanding of new-age business models and emerging shifts in consumer behaviour will infuse fresh energy to the board of Aditya Birla Fashion."
Both were groomed in the family's privately owned businesses. Ananya's stint in business is over a decade old, even as she pursued music on the side and her brother Aryaman tried his hand in cricket, representing the Madhya Pradesh Ranji team as well as being a member of the Rajasthan Royals team in the Indian Premier League.
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