HomeOthersAditya Birla to take over Virat Kohli's Wrogn brand?
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Aditya Birla to take over Virat Kohli’s Wrogn brand?

Aditya Birla to take over Virat Kohli’s Wrogn brand?

According to two people with knowledge of the situation, Aditya Birla Fashion and Retail Ltd. (ABFRL) and Universal Sportsbiz Pvt. Ltd. (USPL) are in negotiations over the purchase of Wrogn, a casual brand that Virat Kohli co-founded. Read on to know more about Virat Kohli’s Wrogn brand.

One of the people who want to remain anonymous added, “The talks with Aditya Birla are in the advanced stages.” According to the second source, USPL has been looking for a buyer for Wrogn for some time, and the Bengaluru-based business has spoken with Mukesh Bansal, the creator of Myntra, and fantasy gaming platform Dream11. He claimed that the discussions with ABFRL are presently progressing.

An email addressed to ABFRL on Monday asking for comment received no response. Anjana Reddy, a businesswoman, created USPL in 2012 as a line of celebrity clothing, with rumoured funding from Sachin Tendulkar. Both phone calls and WhatsApp messages were unanswered from Reddy. Calls and WhatsApp messages to Wrogn’s chief marketing officer and head of retail experience, Nishant Poddar, went unanswered as well.

Virat Kohli’s Wrogn brand:

Wrogn is a retailer of men’s fashion apparel, accessories, and footwear. According to the brand, the products are inspired by Kohli. According to the Wrogn website, “Virat Kohli, a cricketing legend for India and one of the biggest athletic figures in the world, co-created Wrogn. Wrogn has become a mainstay in the wardrobe of young Indian men with its breakaway youth trend and razor-sharp attitude.”

According to its website, Wrogn-branded T-shirts start at Rs 499 and above, and pants start at Rs 1,124. Moreover, As per a recent corporate news release, USPL brands including Wrogn and Single are sold at over 350 points of sale throughout 144 locations in the country.

Additionally, Shoppers Stop, Pantaloons and other department stores carry the brands. They may also be purchased online from stores like Myntra, Flipkart, and the company website, Wrogn.in. Additionally, USPL runs exclusive brand boutiques in over 45 cities.

The BSE-listed ABFRL stated in May that it will pay Rs. 1650 crore to acquire a controlling 51% stake in TCNS Clothing, a listed business that controlled women’s brands like W, Elleven, and Aurelia.

One of the biggest retailers in India, ABFRL runs about 3,500 stores and distributes its brands through approximately 28,500 multi-brand outlets, with 6,515 points of sale in department stores all over the country.

Brands sold by ABFRL include those from the Pantaloons department store chain, Van Heusen, Allen Solly, and Peter England. Along with domestic brands, the store also carries a wide range of foreign ones, such as Ralph Lauren, Hackett London, Ted Baker, Fred Perry, Forever 21, American Eagle, and Reebok.

So, this was all about the Virat Kohli’s Wrogn brand. Also read, Twitter Trend Sack ROVID as fans slam Rahul Dravid.

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