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ABFRL In Talks To Acquire Virat Kohli’s Wrogn Brand

• By  Textile Excellence
• August 05, 2023

Aditya Birla Fashion and Retail Ltd. (ABFRL) is reportedly in advanced talks to acquire Wrogn, a casual fashion brand co-created by cricket star Virat Kohli, from Universal Sportsbiz Pvt. Ltd. (USPL).

Universal Sportsbiz Pvt. Ltd. (USPL) was established in 2012 as a celebrity fashion lines company by entrepreneur Anjana Reddy, with investments reportedly coming from cricket legend Sachin Tendulkar. Wrogn, one of USPL's brands, specializes in fashion apparel, footwear, and accessories for men, with products inspired by Virat Kohli's style and persona.

Wrogn's offerings include T-shirts starting at Rs 499 and jeans priced from Rs 1,124. The brand has gained popularity for its youthful and sharp attitude, making it a staple in the wardrobes of young Indian men. USPL brands, including Wrogn and Single, are available at over 350 points of sale across 144 cities in India. These brands are retailed through various channels, including Shoppers Stop, Pantaloons, and online marketplaces like Myntra and Flipkart.

Wrogn's offerings include T-shirts starting at Rs 499 and jeans priced from Rs 1,124. The brand has gained popularity for its youthful and sharp attitude, making it a staple in the wardrobes of young Indian men.