Aditya Birla Group’s fashion subsidiary Aditya Birla Digital Fashion Ventures has made an additional investment in Wrogn, the apparel brand backed by popular Indian cricketer Virat Kohli.
The Birla fashion venture has raised its stakes from 17.10 per cent to 32.84 per cent and the additional stake procurement was worth a capital of US $ 8.9 million. Birla’s digital fashion segment currently owns 12,225 compulsory convertible preference shares (CCPS) in the Wrogn.
Wrogn is engaged in fashion apparel, footwear, and accessories, in both online and offline forms of distribution. The 2012 brand manufactures, markets and distributes its products and witnessed a revenue spike from US $ 40.91 million in FY ’23 to US $ 28.9 million in FY ’24.
TMRW, Aditya Birla’s fashion and lifestyle segment has so far acquired a total of 16 per cent stake in Wrogn’s parent firm Universal Sportsbiz for US $ 14.86 million in June 2024. TMRW further has its branches spread across the D2C fashion line with brand investments of worth US $ 52.81 million in Bewakoof, Urbanic, Juneberry, and more such clothing and apparel brands.
