Virat Kohli-backed fashion brand WROGN has reported a sharp increase in its financial losses for the fiscal year 2025. The company’s net loss rose by 32%, reaching ₹76 crore, compared to ₹57 crore in FY24. This marks the second consecutive year of rising losses for the brand, highlighting the challenges it faces in an increasingly competitive fashion market. Despite being a well-known name among young shoppers, WROGN struggled to convert brand popularity into profitability, showing that celebrity endorsement alone may not be enough in today’s dynamic retail landscape.
Declining Revenue Amid Rising Expenses
WROGN’s revenue from operations declined by 9% in FY25, totaling ₹223 crore, down from ₹245 crore in the previous year. When other income is included, the total revenue came to ₹232 crore, compared to ₹266 crore in FY24. At the same time, the company’s expenses continued to grow, reaching ₹313 crore from ₹305 crore the previous year. Advertising and promotional costs surged 63% to ₹63 crore, reflecting the brand’s efforts to strengthen its presence in a competitive market. Employee benefits expenses also increased by 14%, reaching ₹39 crore. These rising costs, coupled with lower revenue, contributed significantly to the widening losses, putting pressure on the company’s bottom line.
Strategic Investments and Expansion Plans
To counter the financial pressure and strengthen its market position, WROGN secured a ₹125 crore investment from TMRW House of Brands, a part of the Aditya Birla Group, in June 2024. This funding is aimed at supporting the brand’s expansion, enhancing marketing efforts, and building stronger engagement with consumers. The investment reflects confidence in WROGN’s long-term potential, but the company still faces stiff competition from emerging online-first fashion labels that are rapidly gaining traction among Gen Z and millennial shoppers. While WROGN enjoys the advantage of celebrity backing, the brand must continue to innovate in product design, online presence, and customer experience to maintain relevance.
The Road Ahead for WROGN
WROGN’s financial results underscore the challenges traditional fashion brands face in adapting to evolving market trends. Today’s consumers demand trendy, affordable, and convenient shopping experiences, and brands must move quickly to meet these expectations. For WROGN, the next few years will be crucial. The company will need to balance investments in marketing and operations with strategic innovations that drive profitability. Leveraging Virat Kohli’s influence can help draw attention, but sustainable growth will depend on understanding consumer preferences, improving operational efficiency, and expanding digital reach. How WROGN navigates these challenges will determine its future success in India’s highly competitive fashion industry.