| | JUNE 202619ends are building businesses that embody their per-sonalities, values, and aspirations.Lets take a look at five fashion brands by India's most loved cricketers.Wrogn by Virat KohliVirat 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 cru-cial role in India's current domination in internation-al 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 con-temporary 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, in-dividuality, and urban aesthetics, appealing primari-ly to younger consumers seeking fashionable alter-natives 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 unconven-tional thinking. Its product portfolio includes casual shirts, T-shirts, jeans, outerwear, and accessories de-signed for the modern Indian consumer. The brand leverages Kohli's immense popularity while simulta-neously building an independent identity rooted in youth expression and contemporary fashion.Business Challenges: Despite its strong brand recog-nition, Wrogn also faces business challenges. Recent financial performance highlights the complexities of scaling fashion businesses in a highly compet-itive 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 rec-ognized athlete-led fashion brands in India, demon-strating how sports personalities can successfully transition into entrepreneurship.True Blue by Sachin TendulkarSachin Tendulkar occupies a unique place in Indian sporting history. Widely regarded as one of the great-est 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 play-er to score 100 international centuries.For millions of Indians, Sachin symbolizes excel-lence, 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 crafts-manship.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 de-signs, and sophisticated styling suitable for profes-sional and social settings.Sachin plays an active role in shaping the brand's direction, contributing to design concepts and strate-gic decisions. His involvement ensures that the prod-ucts align with his personal preferences and broader vision for the brand.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 trustScan the QR code to read the full Article
< Page 9 | Page 11 >