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TMRW House of Brands Makes Strategic INR 125 Cr Investment in WROGN, Backed by Accel and Virat Kohli

TMRW House of Brands Makes Strategic INR 125 Cr Investment in WROGN, Backed by Accel and Virat Kohli

Bangalore, 19th June 2024: TMRW House of Brands, a venture of the Aditya Birla Group, has expanded its portfolio with an INR 125 Cr investment in WROGN, supported by Accel and Virat Kohli. Founded in 2014 by sibling duo Anjana and Vikram Reddy, WROGN has established itself as a leading youth brand in India’s casual wear segment. This investment marks TMRW’s addition of another millennial-focused fashion and lifestyle brand, enhancing its portfolio to include 8 high-value Indian fashion brands.

WROGN has garnered significant popularity among Indian youth for its trendy designs, quality, and association with Virat Kohli, one of the nation’s most influential cricketers. The brand has expanded both online and offline, building a loyal customer base nationwide. With TMRW’s partnership, WROGN is poised to accelerate its omnichannel growth strategy.

In addition to strengthening its presence on platforms like Myntra, the collaboration aims to expand its offline footprint and bolster direct-to-consumer operations. With TMRW’s investment and capabilities, WROGN aims to achieve a leadership position in men’s casual and active wear, targeting revenues of INR 1500 Cr over the next 5 years.

Founders Anjana and Vikram Reddy expressed their enthusiasm for the collaboration, emphasizing WROGN’s commitment to innovation and delivering high-quality fashion. Prashanth Aluru, CEO and Co-founder of TMRW, welcomed WROGN to the House of Brands, highlighting the brand’s strong market position and potential for further growth under TMRW’s strategic guidance.

Virat Kohli, synonymous with WROGN’s ethos and style, shared his excitement about the partnership, envisioning new heights for the brand in the fashion industry. Mahendran Balachandran from Accel praised WROGN’s unique brand identity and the visionary leadership of its founders, anticipating synergistic outcomes from the collaboration.

According to a recent TMRW X Bain & Company report, India’s fashion and lifestyle sector is the second-largest consumer category, valued at $110 billion, with online fashion expected to grow to $35 billion by FY28. With its expertise and legacy, TMRW House of Brands is well-positioned to capitalize on this growth, fostering further success across fashion and lifestyle segments.

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