From Pitch to Fashion: 5 Lifestyle Brands Owned by Indian Cricketers
Explore how India's cricket legends are turning entrepreneurs through fashion and lifestyle brands. From WROGN and SEVEN to Dnine Sports, True Blue and YWC, these ventures blend sporting success with business innovation.
India’s fashion retail industry is emerging as one of the fastest-growing consumer sectors, driven by rising disposable incomes, rapid urbanization, and evolving lifestyle preferences. Valued at approximately $109.45 billion in 2025, the market is projected to nearly double to $124.32 billion by 2030, expanding at a robust CAGR of 12.87 percent. The sector’s growth is fueled by a young and aspirational consumer base, increasing demand for branded apparel, and the rapid adoption of digital shopping platforms.
The expansion of e-commerce, coupled with omnichannel retail strategies adopted by both domestic and international brands, is transforming the shopping experience for Indian consumers. Strong demand across segments such as ethnic wear, fast fashion, athleisure, and luxury apparel continues to create new growth opportunities, making India one of the most attractive fashion markets globally.
Against this backdrop, Indian cricket icons are increasingly extending their influence beyond the sporting arena and into the business world. Leveraging their strong personal brands and deep connection with millions of fans, several cricketers have successfully ventured into fashion, lifestyle, sportswear, and consumer-focused businesses. These enterprises reflect a broader shift in which athletes are evolving from brand ambassadors into entrepreneurs, creating products and experiences that resonate with modern consumers.
From Virat Kohli’s youth-centric fashion label WROGN and Sachin Tendulkar’s premium menswear brand True Blue to Yuvraj Singh’s purpose-led lifestyle venture YWC and Mahendra Singh Dhoni’s fitness-focused brand SEVEN, India’s cricketing legends are building businesses that embody their personalities, values, and aspirations.
Lets take a look at five fashion brands by India’s most loved cricketers. .
Wrogn by Virat Kohli
Virat Kohli is one of India’s top cricketers and a fan favorite. His journey from leading India’s 2008 ICC Under-19 Cricket World Cup victory to playing a crucial role in India’s current domination in international cricket has been an inspirational journey to watch.
Beyond cricket, Virat identified a major gap in India’s fashion landscape. While international brands dominate the premium segment, affordable yet stylish options for young Indian consumers remain limited. Recognizing this opportunity, he partnered with Universal Sportsbiz (USPL) to establish Wrong, a youth-focused fashion brand designed to offer contemporary styles at accessible prices.
Unlike many celebrity-brand collaborations, Wrogn operates with significant involvement from Virat himself. His partnership with USPL provides him with creative influence and equity participation, ensuring that the brand reflects his personality and understanding of modern youth culture. The brand focuses on casual apparel that combines comfort, individuality, and urban aesthetics, appealing primarily to younger consumers seeking fashionable alternatives without premium international price tags.
Virat says, “We have everything a young and bold guy can wear on a casual or semi-formal occasion. Essentially, Wrogn is for an ambitious man who is unafraid to express himself.”
Market Positioning: Wrogn positions itself as a brand that celebrates individuality and unconventional thinking. Its product portfolio includes casual shirts, T-shirts, jeans, outerwear, and accessories designed for the modern Indian consumer. The brand leverages Kohli’s immense popularity while simultaneously building an independent identity rooted in youth expression and contemporary fashion.
Business Challenges: Despite its strong brand recognition, Wrogn also faces business challenges. Recent financial performance highlights the complexities of scaling fashion businesses in a highly competitive market. While celebrity influence generates awareness and customer interest, sustainable growth requires operational efficiency, strong distribution networks, and continuous product innovation. The brand’s journey illustrates both the opportunities and challenges involved in building consumer businesses around celebrity personalities.
Nevertheless, Wrogn remains one of the most recognized athlete-led fashion brands in India, demonstrating how sports personalities can successfully transition into entrepreneurship.
True Blue by Sachin Tendulkar
Sachin Tendulkar occupies a unique place in Indian sporting history. Widely regarded as one of the greatest batsmen of all time, he holds numerous records, including being the highest run-scorer in both Test and One Day International cricket and the first player to score 100 international centuries.
For millions of Indians, Sachin symbolizes excellence, humility, dedication, and national pride.
These values form the foundation of True Blue, a premium menswear brand established through a joint venture between Tendulkar and Arvind Fashion Brands. Unlike youth-centric or athleisure-focused brands, True Blue targets mature consumers seeking refined fashion inspired by Indian culture and craftsmanship.
Sachin says, “As a brand, True Blue represents the truest modern Indian who is rooted in Indian values. I am looking forward to wearing the pride of Indian artisans and craftsmanship on my sleeve.”
True Blue’s product range includes casual wear, formal clothing, and premium evening apparel. The brand focuses on high-quality fabrics, elegant designs, and sophisticated styling suitable for professional and social settings.
Sachin plays an active role in shaping the brand’s direction, contributing to design concepts and strategic decisions. His involvement ensures that the products align with his personal preferences and broader vision for the brand.
Expansion Plans: The company plans extensive retail expansion while also introducing complementary product categories such as accessories. By targeting consumers aged approximately 28 to 40 years, True Blue occupies a distinct position within India’s premium apparel market.
The brand demonstrates how athlete-led ventures can succeed by focusing on authentic storytelling and differentiated positioning. Rather than relying solely on celebrity appeal, True Blue builds its identity around craftsmanship, cultural pride, and timeless fashion.
YWC by Yuvraj Singh
Few stories in Indian cricket are as inspiring as that of Yuvraj Singh. Renowned for his explosive batting, athletic fielding, and all-round abilities, Yuvraj plays a pivotal role in India’s victories at the 2007 ICC T20 World Cup and the 2011 ICC Cricket World Cup.
This mission takes shape through the Youwecan Foundation, an organization dedicated to cancer awareness, support, education, and rehabilitation. Building on the foundation’s values, Yuvraj launches YWC, a sports lifestyle and fashion brand designed to inspire resilience, courage, and self-belief.
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YWC operates around the philosophy of “Live, Dare and Inspire.” The brand seeks to motivate individuals to overcome adversity while embracing active lifestyles. Unlike conventional celebrity merchandise, YWC integrates a social purpose into its business model, with portions of its proceeds contributing to initiatives supported by the YOUWECAN Foundation.
Market Positioning: The brand offers a diverse range of apparel, including T-shirts, joggers, track pants, hoodies, jackets, and athleisure wear for men and women. Drawing inspiration from streetwear aesthetics and vintage influences, YWC combines modern silhouettes with comfortable fabrics such as premium Supima cotton.
Its collections feature bold graphics, camouflage patterns, color-blocked designs, and versatile casual wear that appeal to younger consumers. The brand also expands into categories such as denim and seasonal fashion collections, reflecting broader trends in India’s lifestyle market.
India’s fashion and lifestyle sector presents significant opportunities for brands like YWC. Athleisure, in particular, emerges as one of the fastest-growing categories, supported by growing health consciousness among millennials and Generation Z consumers.
YWC benefits from Yuvraj Singh’s inspirational personal journey, allowing the brand to connect emotionally with consumers. Its blend of purpose-driven branding, active lifestyle positioning, and social impact creates a differentiated identity within a crowded marketplace.
Seven by MS Dhoni
Mahendra Singh Dhoni stands among the most successful captains in cricket history. Widely known as “Captain Cool,” he remains the only captain to win all three major ICC limited-overs trophies: the ICC T20 World Cup, the ICC Cricket World Cup, and the ICC Champions Trophy.
Throughout his career, Dhoni becomes synonymous with calm leadership, strategic thinking, and consistency under pressure. His popularity extends across generations, making him one of India’s most trusted and admired sports personalities.
Leveraging this influence, Dhoni entered the sportswear and active lifestyle market through SEVEN, a brand focused on promoting fitness and active living. The brand offers a comprehensive range of footwear, apparel, and accessories for both men and women.
Seven derives its name from Dhoni’s iconic jersey number, which holds personal significance throughout his life and career. The brand’s broader vision centers on making fitness accessible and aspirational for people across India, regardless of age or location.
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Market Positioning: Its product range includes training apparel, running shoes, activewear, and lifestyle clothing designed to support everyday fitness activities. By positioning itself at affordable price points, Seven seeks to reach a broad consumer base rather than targeting only premium segments.
The brand’s philosophy aligns closely with Dhoni’s public image. Just as he embodies discipline, endurance, and composure, Seven promotes consistent fitness habits and healthy lifestyles. This alignment strengthens brand authenticity and enhances consumer trust.
Through this venture, Dhoni extends his influence beyond cricket, contributing to India’s evolving fitness culture while establishing a strong presence in the lifestyle sector.
Dnine Sports by Deepak Chahar
Among the younger generation of Indian cricketers entering entrepreneurship, Deepak Chahar represents a notable example. Recognized for his ability to swing the new ball and deliver impactful performances in T20 cricket, Deepak establishes himself as a reliable fast bowler on both domestic and international stages.
His entrepreneurial ambitions lead to the creation of Dnine Sports, a sports equipment and athletic apparel brand focused on affordability and accessibility. Unlike many celebrity-led fashion labels, Dnine addresses a practical challenge faced by aspiring athletes: access to quality sporting goods at reasonable prices.
Deepak says, “I always wanted to create good cricket shoes in India for middle-class people as I come from a middle-class background. While there are such shoes available, they are expensive... My target is to cater to the middle class with quality products.”
The company operates under LCDC Athletics and is co-founded by Deepak Chahar and his father, Lokendra Singh Chahar. The venture launches with an investment focused on developing sports footwear, apparel, accessories, and related athletic products.
Dnine’s central objective is to provide young athletes with affordable, high-quality equipment that supports performance and reduces the risk of injury. This mission stems from Deepak’s understanding of the financial constraints many aspiring sportspeople encounter during their developmental years.
Brand Breakdown: The brand utilizes contract manufacturing partnerships for product development while maintaining control over quality and design standards. In addition to footwear and apparel, Dnine explores adjacent categories such as health supplements through strategic manufacturing partnerships.
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The company also actively supports emerging cricketers and domestic athletes, reinforcing its commitment to grassroots sports development. By combining entrepreneurship with athlete advocacy, Dnine positions itself as more than a commercial venture.
Deepak’s business interests extend beyond sports equipment. He also participates in technology ventures, including fantasy sports platforms and gaming-related businesses, reflecting the broader trend of athletes diversifying their entrepreneurial portfolios.
As India’s sportswear and casualwear markets continue to expand, DNINE seeks to capitalize on growing demand while maintaining a clear focus on affordability and athlete development.
While celebrity-owned brands have struggled to stay profitable in the Indian market, the appeal of beloved cricketing stars in undeniable, which helps keep these brands in the market. Sustainable growth depends on product quality, operational excellence, effective marketing, supply-chain management, and financial discipline. Celebrity-led businesses must compete on merit while leveraging their founders’ visibility.