Aditya Birla in talks to acquire Wrogn

04 August 2023, Mumbai

Casual Brand Co-Created by ‘Virat Kohli’

Aditya Birla Fashion and Retail Ltd. (ABFRL) is currently in advanced talks with Universal Sportsbiz Pvt. Ltd. (USPL) to potentially acquire Wrogn, a popular casual brand co-created by cricket icon Virat Kohli.

In talks to acquire Wrogn

The talks come after USPL's attempts to find a buyer for Wrogn, with previous discussions held with Dream11 and Myntra founder, Mukesh Bansal. Wrogn specializes in fashion apparels, footwear, and accessories for men, with products that draw inspiration from Virat Kohli's style.

Deep penetration

The brand is already widely available, with over 350 points of sale in 144 cities across India.

As one of India's largest retailers, operating approximately 3,500 stores and reaching customers through over 28,500 multi-brand outlets and 6,515 points of sale in department stores, ABFRL stands to gain a significant advantage if the deal materializes.

Winner at hand

The acquisition of Wrogn would provide ABFRL with a strong foothold in the men's casual wear market. With Wrogn being one of the leading brands in this segment, ABFRL's expansion into this domain would enable it to compete more effectively with established players like Puma, Adidas, and Nike.

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