WROGN was launched in 2014 as a men’s youth fashion label positioned to capture India’s booming casual and athleisure market. The brand was co-created with the help of Indian cricket superstar Virat Kohli, whose persona and mass appeal were central to WROGN’s identity and early visibility.

From the outset, the brand aimed to offer bold, off-beat styles and to speak the language of younger consumers who wanted something a little “wrogn” compared to conventional menswear.

The brand’s name itself was designed to break the rules and spark curiosity — reflecting the rebellious, trend-setting attitude of its target audience.

The Founders Behind the Brand

WROGN was founded and is managed by Universal Sportsbiz Pvt Ltd (USPL), led by siblings Anjana Reddy and Vikram Reddy. Anjana Reddy, a young entrepreneur with a vision for blending sports celebrity influence with fashion retail, played a crucial role in shaping the brand’s identity. Vikram Reddy contributed operational and strategic expertise, ensuring the business had a strong foundation.

Virat Kohli’s association as co-creator and brand ambassador gave WROGN a unique edge in marketing. His bold, high-energy personality aligned perfectly with the brand’s ethos, creating a strong emotional connection with fans and customers.

Product, Positioning, and Go-to-Market Strategy

WROGN primarily focuses on men’s casual wear: t-shirts, shirts, jackets, trousers, denim, footwear, and accessories aimed at the 18–35 age group. The design language is unapologetically youthful — with graphic tees, edgy prints, streetwear influences, and athleisure collections that reflect global trends.

The brand initially leveraged online sales channels through e-commerce marketplaces and its website to reach tech-savvy young customers.

It also adopted an omnichannel approach by establishing shop-in-shop formats within large multi-brand retail stores and later opening exclusive brand outlets in major metropolitan cities. Seasonal launches, limited-edition collections, and pop-culture-inspired drops kept the product range fresh and appealing.

Growth, Challenges, and Strategic Moves

Since its launch, WROGN has become one of India’s most recognizable youth fashion brands. However, like most fashion startups, it faced challenges such as managing inventory, competing with competitive pricing pressures, and adapting to changing consumer trends.

The COVID-19 pandemic tested the brand’s resilience, pushing it to rely heavily on digital channels and data analytics to manage sales and optimize inventory. Following the pandemic, WROGN continued to invest in influencer marketing, social media campaigns, and strategic collaborations to maintain its relevance.

A major milestone came when a leading retail conglomerate invested in the brand, providing significant capital for expansion and strengthening its retail footprint. This partnership opened up new opportunities for scaling operations, improving supply chain efficiency, and enhancing brand presence across India.

Why WROGN Stands Out?

WROGN’s success story is rooted in a few key factors:

Celebrity + Entrepreneur Partnership — Pairing a high-profile sports icon with experienced retail entrepreneurs created an unbeatable marketing and execution combination.
Clear Positioning — The brand’s focus on youth, streetwear, and casual fashion gave it a distinct niche in a crowded market.
Omnichannel Growth — A balanced approach between e-commerce, exclusive stores, and multi-brand retail points helped expand its reach.
Consistent Brand Voice — From advertising to product design, WROGN has maintained a consistent tone — bold, youthful, and unafraid to be different.

Aditya Birla’s TMRW recently picked up a 16% stake in WROGN at a $105 million valuation by pouring in Rs 125 crore or $15 million. WROGN has raised around $90 million from the likes of Accel, Flipkart, Kohli, and Sachin Tendulkar since its inception in 2014.

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