Men’s fashion brand WROGN has secured ₹75 crore (approximately $9 million) in additional funding from Aditya Birla Digital Fashion Ventures Ltd (ABDFVL), part of Aditya Birla Fashion and Retail Ltd. This investment increases ABDFVL’s stake in WROGN from 17.10% to 32.84% on a fully diluted basis, as per a recent stock exchange filing.
The transaction, expected to finalize within 30 to 90 days, forms part of a series of milestone-based investments. Earlier, in June 2024, WROGN raised ₹125 crore ($15 million) from TMRW House of Brands, another Aditya Birla Group entity, which had valued the brand at approximately $105 million.
Founded in 2014 by Anjana and Vikram Reddy, WROGN caters to young men aged 18-30 with casual apparel, footwear, and accessories. Despite leveraging e-commerce and its association with cricketer Virat Kohli, WROGN faced a 29% decline in revenue, from ₹344 crore in FY23 to ₹243 crore in FY24, leading to a 28% increase in losses to ₹56.76 crore.
This funding aligns with the Aditya Birla Group’s strategy to expand its digital-first fashion portfolio, with investments in brands like The Indian Garage Co, Bewakoof, and Nobero. ABDFVL aims to enhance WROGN’s market share, optimize its digital retail strategies, and strengthen its position in India’s competitive fashion sector.
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