Popular apparel and shoe company Wrogn, which cricket player Virat Kohli co-owns, has received a further ₹75 crore investment from Aditya Birla Digital Fashion Ventures Ltd. (ABDFVL). With this investment, ABDFVL’s expanding portfolio of digital-first fashion companies is strengthened and Wrogn receives a major boost. Within 30 to 90 days, the deal—which will increase ABDFVL’s share in Wrogn from 17.1% to 32.84%—is anticipated to be finalized.
Credits: NDTV Profit
Strengthening a Digital-First Portfolio
In addition to providing Wrogn with a financial boost, the most recent round of funding is a component of ABDFVL’s larger plan to increase its presence in the digital-first fashion market. The business has been putting more and more of an emphasis on companies who use online platforms to engage and expand their consumer base. Based on milestone-driven valuations, ABDFVL claims that this new investment is an extension of their previous investment.
This funding infusion could be a critical step for Wrogn in reviving its brand presence, which has encountered difficulties lately. Revenue for the brand has been declining, with a decline to ₹243 crore in fiscal year 2024 from ₹344 crore in fiscal year 2023 and ₹336 crore in fiscal year 2022.
The Journey of Wrogn: From Streetwear to Lifestyle Brand
Since its founding in 2012, Wrogn has established itself as a fashionable brand that caters to young people. Wrogn first became well-known for its casual streetwear, which appealed to youthful, stylish customers. Virat Kohli is the brand’s co-owner and face. Wrogn grew over time into accessories and footwear, developing into a lifestyle brand that meets the demands of men’s fashion.
But as the past few fiscal years have demonstrated, market constraints can nevertheless affect a business that has the support of celebrities. In the Indian fashion retail industry, Wrogn has encountered fierce competition from both local and foreign businesses, even with its strong affiliation with Virat Kohli and devoted consumer base. In order to restore its momentum, the brand needs to adapt and evolve in the increasingly congested digital-first sector.
Credits: Inc 42
Aditya Birla Fashion: A Broader Play in Fashion Retail
Aditya Birla Digital Fashion Ventures’ increased stake in Wrogn is part of a larger effort by the parent company, Aditya Birla Fashion and Retail (ABFRL), to strengthen its portfolio of brands. ABFRL, one of India’s leading fashion retail firms, has been aggressive in expanding its reach across various fashion segments, particularly through digital channels.
Just one month ago, ABFRL announced its intention to finance expansion and acquisitions by approving plans to raise up to ₹500 crore through non-convertible debentures. The recent investment in Wrogn makes sense in the context of this story, as ABFRL seeks to capitalize on India’s expanding online fashion sector.
ABFRL has demonstrated resiliency in the face of adversity, reporting a 7.2% increase in revenue to ₹3,428 crore in the first quarter of FY25. But the business has also had problems; during that time, its losses increased to ₹215 crore. Nevertheless, EBITDA increased by 13%, and margins increased to 10.5%, demonstrating a strategy that struck a balance between profitability and expansion.
The Road Ahead for Wrogn
With ABDFVL’s increased stake, Wrogn is expected to accelerate its efforts to turn around its fortunes. The brand will likely focus on digital expansion, leveraging ABFRL’s resources and expertise in scaling up operations. This could mean enhanced marketing efforts, better product offerings, and improved customer engagement, particularly through online platforms.
Wrogn may concentrate on rebranding its product ranges to better suit changing consumer tastes. India’s fashion trends are evolving quickly, and the firms who can keep up with these changes are the ones that thrive. Wrogn’s ability to remain relevant with Gen Z and millennial buyers will be crucial to its future growth, given its history as a youth-centric brand.
Additionally, the investment is made at a profitable time for digital-first brands. Wrogn has a lot of opportunities to grow its online presence given the popularity of online shopping and the growth of e-commerce. In addition to helping the business contact new consumers, a solid e-commerce strategy could boost revenues.
