Aditya Birla Fashion and Retail Ltd (ABFRL) has acquired an additional 2.53% stake in youth fashion brand Wrogn for ₹65.7 million. The move strengthens ABFRL’s presence in the fast-growing casual wear segment, reflecting its strategy to deepen partnerships with emerging brands and capture India’s expanding youth fashion market.
Aditya Birla Fashion and Retail Ltd (ABFRL), one of India’s largest apparel companies, announced that its unit has purchased an additional 2.53% stake in Wrogn for ₹65.7 million. Wrogn, co-created by cricketer Virat Kohli, has established itself as a leading youth-centric fashion brand in India’s casual wear space.
The investment highlights ABFRL’s continued focus on strengthening its portfolio of contemporary and youth-oriented brands. By increasing its stake, ABFRL aims to leverage Wrogn’s strong brand equity, expanding consumer base, and growing demand for casual and lifestyle apparel in India.
Key Highlights:
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Stake Acquired: Additional 2.53% in Wrogn.
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Investment Value: ₹65.7 million.
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Strategic Focus: Strengthen presence in youth fashion and casual wear.
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Brand Equity: Wrogn’s popularity driven by Virat Kohli’s association and millennial appeal.
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Market Outlook: Supports ABFRL’s growth strategy in India’s evolving fashion landscape.
This acquisition underscores ABFRL’s commitment to diversifying its portfolio and capturing opportunities in India’s dynamic apparel market.
Sources: Business Standard, Moneycontrol, Economic Times