Aditya Birla Group's TMRW Expands Investment in Wrogn to Strengthen Fashion Portfolio

Aditya Birla Group's fashion and lifestyle venture, TMRW, has significantly deepened its investment in Universal Sportsbiz Pvt. Ltd (USPL), the parent company of Wrogn, which is backed by Accel and cricket icon Virat Kohli. In a recent stock exchange filing, TMRW announced that Aditya Birla Digital Fashion Ventures Limited (ABDFVL), a wholly owned subsidiary of the group, has infused Rs 75 crore of the final remaining portion of the stated primary investments into Wrogn. This move increases TMRW's shareholding in Wrogn from the existing 17.10% to 32.84% on a fully diluted basis.

This capital injection aligns with TMRW's strategic expansion plan, as detailed in its stock exchange filing in October 2024. The acquisition is part of TMRW's broader vision to enhance its portfolio within India’s booming fashion market. The increased stake also paves the way for a potential majority acquisition in the future, positioning TMRW to capitalize on Wrogn’s growth potential. The focus will particularly be on expanding Wrogn's offline retail presence and scaling its direct-to-consumer (D2C) business.

Founded in 2012, Wrogn operates within the fashion apparel, footwear, and accessories industry, offering a diverse range of products both online and offline. Over the last three financial years, Wrogn has demonstrated a steady revenue trajectory: reporting Rs 336 crore in FY22, Rs 344 crore in FY23, and Rs 243 crore in FY24. These figures indicate a consistent growth pattern, making the brand an attractive investment for TMRW.

The latest investment from TMRW is part of a milestone-based valuation approach. This strategic method allows TMRW to provide capital that supports Wrogn’s next growth phase, with the aim of turning the brand into a Rs 1,500 crore entity over the next five years. TMRW’s commitment to Wrogn underscores its confidence in the brand's potential to thrive in an increasingly competitive market.

TMRW’s enhanced investment not only reinforces its position in the fashion industry but also reflects the growing trend of strategic partnerships within the sector. By increasing its stake in Wrogn, TMRW aims to leverage the brand's existing strengths while implementing strategies that can significantly boost its market presence and sales performance.

The partnership with Wrogn also aligns with TMRW's goal of catering to the evolving needs of the Indian consumer. As the fashion landscape in India continues to evolve, with increasing demand for trendy and affordable apparel, TMRW’s investment is well-timed. By focusing on expanding Wrogn's offerings and enhancing its retail footprint, TMRW is positioning itself to capture a larger share of the market.

As TMRW deepens its investment in Wrogn, the fashion brand stands poised to benefit from the resources and expertise of the Aditya Birla Group. This collaboration is expected to yield innovative strategies and initiatives aimed at enhancing brand visibility and customer engagement, further solidifying Wrogn’s status in the competitive fashion landscape.

In summary, the strategic investment by TMRW in Wrogn marks a significant step in Aditya Birla Group's mission to strengthen its presence in the Indian fashion market. With ambitious plans for growth and expansion, TMRW is not only enhancing its portfolio but also positioning Wrogn for a successful future in the evolving retail landscape.