WROGN, the direct-to-consumer (D2C) fashion brand co-owned by Indian cricket icon Virat Kohli, has reported a net loss of INR 75.5 crore in FY25, marking a sharp 32% increase from the INR 56.8 crore loss in FY24. This financial dip comes despite a decrease in the company’s revenue, reflecting ongoing challenges for the once fast-growing brand.
Founded in 2014 by Anjana Reddy and Vikram Reddy, WROGN made its mark as a men’s fashion brand focused on casual wear, footwear, and accessories. With strong celebrity backing and wide product offerings, the brand quickly gained popularity among urban millennials. However, recent financial results indicate a rough patch.
Revenue Continues to Decline for Second Consecutive Year
WROGN’s operating revenue dropped 9% to INR 223.2 crore in FY25, compared to INR 245.3 crore in FY24. This is the second year in a row that the brand has seen a decline in its top line. In FY24, revenue had already fallen 29% year-on-year (YoY), highlighting a concerning trend in the company’s performance.
Including other income of INR 9 crore, the brand’s total income stood at INR 232.3 crore in FY25, down from INR 265.7 crore in FY24. This steady revenue fall, combined with increasing expenses, is largely responsible for the widening net loss.
Operational Challenges and Market Competition
WROGN operates in the highly competitive Indian fashion retail market, where consumer preferences shift rapidly, and price sensitivity remains high. The brand sells its products via multiple channels, including its official website, as well as leading ecommerce platforms like Myntra, Flipkart, and Meesho, in addition to offline retail stores across India.
Despite having a wide reach and a strong brand ambassador in Virat Kohli, WROGN has struggled to maintain its momentum in the D2C space. Increased marketing spends, supply chain challenges, and intense competition from homegrown and global brands have likely impacted both profitability and revenue generation.
Strategic Realignment Needed
The recent performance suggests the brand may need to reassess its pricing, marketing, and distribution strategies. As consumer preferences evolve towards sustainability, value-for-money, and digital-first experiences, fashion brands like WROGN must innovate to remain relevant.
In addition, tapping into Tier II and Tier III markets, exploring collaborations, and leveraging AI-driven personalization in ecommerce could be possible growth avenues. A renewed focus on customer retention, influencer-led marketing, and cost optimization might also help reduce losses in the coming fiscal years.
Final Thoughts
WROGN’s widening losses and shrinking revenue in FY25 underscore the challenges of sustaining a celebrity-backed D2C fashion brand in a volatile and fast-changing retail environment. With its brand value still intact and a loyal urban base, a strategic pivot could help WROGN reverse the current downward trend and reclaim its growth trajectory in the Indian fashion landscape.
