Aditya Birla Digital Fashion Ventures Ltd, a wholly owned subsidiary of Aditya Birla Fashion and Retail Ltd , has invested Rs 75 crore in Wrogn , the men's wear brand backed by Accel and cricketer Virat Kohli . “ABDFVL, a wholly owned subsidiary of the company, has infused Rs 75 crore of the final remaining portion of the stated primary investments into Wrogn, thereby increasing its shareholding in Wrogn, from existing 17.10% to 32.
84% on a fully diluted basis,” the firm said in a stock exchange filing. On June 19, ET reported that TMRW House of Brands, an ecommerce rollup venture owned by Aditya Birla Group Venture, had invested Rs 125 crore in Wrogn. According to the firm, the investment aims to expand ABDFVL’s portfolio of digital-first brands.
“This infusion is in continuation of its earlier investment on certain milestone based valuations,” it added. Founded in 2014 by Anjana and Vikram Reddy, the startup targets men aged 18-30, offering casual clothing, footwear and accessories known for their bold prints, vibrant colours and streetwear influences. It operates through both online and offline retail channels.
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