Virat Kohli’s fashion brand, WROGN, is facing a stormy financial season. The men’s casual wear brand reported a staggering Rs 75.5 crore net loss in FY25, a 32% jump from last year, raising alarms for investors and fashion enthusiasts alike. With revenues declining for the second consecutive year, critics are questioning whether WROGN can survive in the fiercely competitive Indian D2C fashion space.
Sales Slide Amid Rising Competition
WROGN’s revenue from operations dropped 9% to Rs 223.2 crore in FY25 from Rs 245.3 crore in FY24. This comes after a 29% slump in FY24, marking a worrying trend of shrinking sales. Including Rs 9 crore from other income like interest on deposits, total income stood at Rs 232.3 crore, down from Rs 265.7 crore in the previous year.
Industry insiders point to fierce competition in the men’s fashion segment, with brands like Snitch, Bewakoof, Rare Rabbit, and The Pant Project eating into WROGN’s market share. Consumers are increasingly looking for fresh, affordable, and trendy options, putting pressure on established names like WROGN.
Expenses Surge Despite Falling Sales
While sales are sliding, costs are rising, making the financial picture even bleaker. WROGN’s total expenses in FY25 climbed 2% to Rs 312.6 crore. The biggest expense, procurement of goods, remained high at Rs 123.4 crore, almost unchanged from the previous year.
Other costs spiked dramatically:
- Employee benefits rose 21% to Rs 38.9 crore.
- Advertising and promotions jumped 63% to Rs 49.2 crore.
- Commissions to selling agents went up 29% to Rs 40 crore.
These rising costs amid declining revenue have put immense pressure on WROGN’s financial health, leaving its profit margins deeply strained.
Accumulated Losses Mount
As of March 2025, WROGN’s accumulated losses stood at Rs 709 crore. The brand has raised more than $90 million from investors, including heavyweights like Aditya Birla Group, Accel Partners, Flipkart, and Alteria Capital. Despite these investments, the brand continues to struggle with profitability.
In 2024, WROGN secured Rs 125 crore from Aditya Birla’s TMRW House of Brands, followed by an additional $9 million later in the year. These funds were intended to boost operations and expand market reach, but the company’s widening losses show that financial challenges remain unresolved.
Why WROGN Is Struggling
Experts say WROGN’s woes reflect deeper structural issues in India’s D2C fashion market. Consumers now demand affordable yet trendy apparel, often opting for new entrants or established online-first brands.
Rising operational costs, coupled with high marketing spend, have further eroded profitability. The company’s efforts to push brand visibility have not translated into proportional sales, putting added strain on its balance sheet.
Can Celebrity Backing Save WROGN?
Virat Kohli’s name has undoubtedly boosted WROGN’s visibility and brand recognition. Yet even celebrity association cannot fully counteract declining sales and rising costs. Analysts note that unless the brand innovates, optimizes operations, and aligns spending with revenue growth, it may continue to bleed money.
WROGN faces the challenge of differentiating itself in a crowded market while appealing to its target audience of young male consumers. The next few years will be critical in determining whether the brand can regain momentum or continue to struggle under mounting losses.
Future Outlook
Management is expected to focus on strategic cost control, product innovation, and expanding digital engagement. Strengthening online marketplaces and offline retail presence may also help WROGN stabilize its performance.
Industry watchers suggest that turning the brand around will require careful balancing of marketing spend, operational efficiency, and product strategy. With fierce competition and changing consumer preferences, WROGN must act decisively to protect its brand and financial health.
WROGN’s FY25 results paint a grim picture for the Virat Kohli-backed fashion label. With Rs 76 crore in net losses, a second consecutive year of revenue decline, and rising operational expenses, the brand is at a critical crossroads.
For investors and consumers, WROGN’s story serves as a cautionary tale of the challenges in India’s fast-paced D2C fashion market. Can celebrity power and strategic investments save the brand from financial turbulence? The coming years will reveal whether WROGN can reclaim its place in the competitive world of men’s fashion—or continue to bleed losses.
