29 January 2026, Mumbai
In a decisive move to consolidate its ‘House of Brands,’ a subsidiary of Aditya Birla Fashion & Retail (ABFRL), Aditya Birla Digital Fashion Ventures (ABDFVL) invested an additional Rs 42.38 crore into the youth-focused fashion brand Wrogn. Finalized on January 28, 2026, this transaction comprises a Rs 6.57 crore secondary acquisition of a 2.53 per cent stake and a Rs 35.81 crore primary infusion through Optionally Convertible Redeemable Preference Shares (OCRPS). This capital deployment comes at a critical juncture for the Virat Kohli-backed label as it navigates a challenging fiscal landscape.
Capitalizing on the ‘liquid data’ opportunity
While Wrogn reported a revenue contraction to Rs 223.23 crore in FY25, down from Rs 00344.31 crore in FY23, ABFRL’s investment indicates a long-term belief in the brand’s digital-first potential. The industry is currently shifting toward ‘Agentic Commerce,’ where AI-driven inventory management aims to reduce the ‘Return to Origin’ (RTO) rates that currently erode digital margins by 25-30 per cent. By integrating Wrogn into ABFRL’s vast supply chain, the group plans to utilize its 7.5 million sq ft retail footprint as decentralized micro-warehouses, targeting a 45 per cent store-to-online fulfillment rate by the end of 2026.
Navigating the D2C efficiency stress test
The ‘House of Brands’ strategy is facing an efficiency-first mandate as consumer behavior in India's mass-premium segment matures. Competitors like Snitch and Rare Rabbit have pressured traditional celebrity-led brands by offering faster design cycles. To counter this, ABFRL is leveraging its tech-led venture TMRW, which grew 27 per cent in Q2 FY26. As noted by Manish Ranade, Managing Director, Lectra India, digital transformation is no longer a luxury but a ‘strategic imperative to ensure transparency and seamlessly integrate with global value chains.’
ABDFVL is the digital-first growth engine for ABFRL, focusing on scaling D2C brands in India's youth fashion market. Through its tech-led platform TMRW, it manages a portfolio of eight brands, targeting a 35 per cent online revenue share by 2027. ABFRL remains India’s top sustainable retailer with over 3,000 stores nationwide.
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