Hyderabad: Iconic Indian cricketer Virat Kohli-backed fashion brand WROGN has secured a Rs 125 crore investment from TMRW House of Brands, an Aditya Birla Group venture.
Founded in 2014 by the brother-sister duo Anjana and Vikram Reddy, WROGN has carved out a niche among India’s youth with its trendy designs and high-quality offerings. The brand’s popularity has been further bolstered by its association with Virat Kohli, one of India's most celebrated cricketers, known for his distinctive style both on and off the field.
“We have always looked beyond the conventional. WROGN is built with a go-getter attitude for delivering high-quality fashion to all. Now, as we partner with TMRW, we are excited to take a significant leap forward in our journey. We are ready to disrupt the fashion industry in a never-seen-before way,” said Anjana and Vikram Reddy, founders of WROGN.
Virat Kohli’s involvement with WROGN reflects his passion for fashion and his desire to connect with his fan base beyond cricket.
“Success in cricket as well as in a business venture is guaranteed when the entire team plays to win. Joining forces with Anjana and Vikram has been nothing short of successful with the teamwork done to raise the bar in fashion. And now, TMRW’s partnership brings a new chapter for us, as we share a goal to revolutionise the fashion industry. I am thrilled about the journey ahead and confident that we will reach remarkable heights together,” said Virat Kohli.
With this investment, WROGN is poised to enhance its market presence through both online and offline channels. The brand aims to achieve ₹1,500 crore in revenues over the next five years, leveraging TMRW’s expertise to scale its D2C business and expand its offline footprint.
“I am thrilled to welcome WROGN to the TMRW House of Brands. Over the years, WROGN has carved a leadership position for itself with an excellent product-market fit along with disruptive brand building. Talk about celebrity-led Indian fashion brands and WROGN will easily be the first on your mind. We are confident that we will be able to elevate WROGN to an iconic status. As strategic partners, we are committed to the collaboration with Anjana and Vikram,” said Prashanth Aluru, chief executive officer and co-founder, TMRW.
“WROGN has created a highly differentiated brand in the competitive world of retail fashion. Anjana and Vikram have been able to identify the right partnerships to create disruptive outcomes. We are excited about this new collaboration that will bring synergies to take WROGN to the next level,” said Mahendran Balachandran, partner at Accel, which is also backing WROGN.
As per a recent report by TMRW X Bain & Company, the fashion and lifestyle space is India’s second largest consumer category, valued at $110 billion with approximately 10% online at $11 billion. The online fashion market overall is expected to grow to approximately $35 billion by FY28 at a 25% CAGR.
