Aditya Birla Digital Fashion Ventures, a wholly-owned subsidiary of Aditya Birla Fashion and Retail, has acquired an additional 15.74% stake in Wrogn, an apparel brand backed by Virat Kohli for ₹75 crore.
Aditya Birla Group’s fashion subsidiary has increased the stake to 32.84% on a fully diluted basis from 17.10%.
In June, Aditya Birla Group’s fashion and lifestyle arm TMRW House of Brands picked up a 16 % stake in Wrogn’s parent Universal Sportsbiz for ₹125 crore in an all-cash deal.
TMRW owns majority stakes in seven D2C fashion brands – WROGN, The Indian Garage Co, Bewakoof, Urbani, Juneberry, Nauti Nati, Nobero and Veirdo for a total investment of ₹444 crore.
Founded in 2012 by Anjana and Vikram Reddy, Wrogn engages in the business of manufacturing, marketing, and distribution (both online & offline) of fashion apparel, footwear & accessories.
Wrogn’s revenue has dropped from ₹344 crore in FY23 to ₹243 in FY24. It had a revenue of ₹336 crore in FY22.
