Aditya Birla pursues talks to acquire Wrogn

Universal Sportsbiz Private Limited run clothing brand Wrogn is in talks with Aditya Birla Fashion and Retail Limited which could acquire the label, which is inspired by cricket player Virat Kohli. 

“The talks with Aditya Birla are in advance[d] stages,” said an anonymous source close to the matter, India Retailing reported. Another source said that Universal Sportsbiz has been planning to sell Wrogn for a while and has entertained talks with both Dream11 and Myntra‘s founder Mukesh Bansal but these did not reach advanced stages the Aditya Birla talks have managed to progress past initial communications.
 
Wrogn, which retails clothing, footwear, and accessories for men, was co-created with Virat Kohli, according to the brand’s Facebook page. The brand recently launched a line of motorcycle helmets named ‘Wrogn Armour’ exclusively on Flipkart to expand its product offering.  

Universal Sportsbiz Private Limited operates a number of brands including Wrogn and Single and has a total of 350 points of sale in 144 Indian cities. The business also counts 45 exclusive brand outlets across India.
 
Anjana Reddy launched Universal Sportsbiz Private Limited in 2012 with the aim of creating fashion lines in partnership with different celebrities. The business has received investments from cricket player and media personality Sachin Tendulkar.