According to a stock exchange filing, men's clothing company WROGN has raised about Rs 75 crore (about $9 million) in capital from Aditya Birla Digital Fashion Ventures Ltd (ABDFVL). As a result, ABDFVL's ownership in the D2C fashion business has increased from 17.10% to 32.84% on a fully diluted basis.

WROGN previously obtained Rs 125 crore ($15 million) from TMRW House of Brands, a business owned by the Aditya Birla Group, in June of this year. Through this transaction, WROGN, a Bengaluru-based brand, was valued at approximately $105 million. TMRW acquired a 16% share in the company.

Eight Indian fashion firms have now received support from Aditya Birla Group's TMRW, including the denim label Urbano, the children's brand Nauti Nati, the men's casualwear brand The Indian Garage Co., the casualwear brand Bewakoof, and the casualwear labels JuneBerry and Veirdo.

Anjana and Vikram Reddy, siblings, founded WROGN in 2014. With a vast assortment of clothes, accessories, and shoes, WROGN is a well-known brand in casual wear. Through agreements with major e-commerce platforms and exclusive brand outlets, the brand has grown its reach by capitalising on the influence of cricketer Virat Kohli.

WROGN has raised capital almost $90 million from investors, including Sachin Tendulkar, Accel, Flipkart, and Virat Kohli, since its founding. Flipkart contributed an undisclosed sum to WROGN's Series F round in November 2020. Flipkart is also a shareholder in HRX, Hrithik Roshan's WROGN competitor.

From Rs. 344.3 crore in FY23 to Rs. 243.75 crore in FY24, WROGN's operating revenue fell by 29.2%. The Virat Kohli-backed business suffered a dramatic fall in sales, which was the main reason for the 28.2% increase in losses, from Rs 44.26 crore in FY23 to Rs 56.76 crore in FY24, despite the implementation of cost-cutting initiatives.