WROGN Faces Another Tough Year as Revenue Falls and Losses Mount

Virat Kohli-backed fashion brand WROGN is struggling to keep pace in India’s fast-changing fashion market. After two consecutive years of declining revenue, the brand faces mounting losses despite heavy spending on marketing and fresh funding injections.

Revenue Decline for Second Year in a Row

WROGN’s parent company reported a 9% drop in revenue from operations to INR 223 crore in FY25, down from INR 245 crore in FY24. This follows a steep 29% decline in FY24. Including INR 9 crore from interest and financial assets, total revenue was INR 232 crore, lower than INR 266 crore the previous year.

Founded in 2014 by Anjana and Vikram Reddy, WROGN operates in apparel, footwear, and accessories. These products remain its main revenue sources.

Rising Costs Push Losses Higher

While revenue fell, costs increased sharply. Material procurement accounted for 40% of expenses, or INR 126 crore. Employee benefits rose to INR 39 crore, and advertising and promotions jumped 63% year-on-year despite weaker sales.

Total expenses reached INR 313 crore in FY25, pushing net losses up by 31.6% to INR 75 crore from INR 57 crore in FY24. As of March 2025, accumulated losses stood at INR 709 crore. Key ratios also remained weak, with ROCE at -70% and EBITDA margin at -27.5%.

Funding Support and Rising Competition

WROGN secured INR 125 crore from Aditya Birla Group’s TMRW House of Brands in June 2024 and another $9 million in October. In total, the brand has raised over $90 million since inception.

However, WROGN faces fierce competition from online-first labels like Snitch, Bewakoof, The Pant Project, and Rare Rabbit. These brands are faster with design cycles, offer sharper pricing, and leverage social media to engage Gen Z and millennial customers. WROGN has largely relied on Virat Kohli’s star power, which is no longer enough to attract young buyers seeking trend-driven, affordable fashion.

Extra Insight

Consumer behavior in India’s mass-premium fashion segment is evolving quickly. Buyers now prioritize fresh designs, social media engagement, and value for money over celebrity endorsements. WROGN may need to revamp its product cycle, digital campaigns, and influencer collaborations to stay relevant. Without this, it risks losing further market share to agile, younger competitors.

Virat Kohli’s Hidden Startup Empire: What He Owns & Invests In

Virat Kohli, an Indian Cricketer, is a fierce cricketer on the ground and a promising investor off it. Here is the list of Virat Kohli’s investments. Check out Virat Kohli’s business portfolio.

StartupTalkyPratyusha Srivastava