Aditya Birla-backed Tmrw invests in cricketer Virat Kohli-backed label Wrogn

(Source: Wrogn/Facebook)

Aditya Birla-backed Tmrw House of Brands is investing 1.25 billion rupees (US$15 million) in Wrogn to add another millennial-focused fashion and lifestyle brand.

The company said that the investment will help Wrogn position itself as a leading brand in the men’s casual and active wear category, to be valued at 15 billion rupees ($180 million) over the next five years.

Wrogn, owned by Anjana and Vikram Reddy, gained popularity for its association with Indian cricketer Virat Kohli and is also backed by Accel.

The investment is expected to help Wrogn expand its offline footprint and scale up its direct-to-consumer business, on top of its presence in other platforms such as Myntra.

“Talk about celebrity-led Indian fashion brands and Wrogn will easily be the first on your mind,” said Prashanth Aluru, CEO and co-founder of Tmrw.

“With the deep category and brand building experience as well as tech-led scaling path that Tmrw brings, we are confident that we will be able to elevate Wrogn to an iconic status.”

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