Kohli's One8 Relaunches via Agilitas Sports With ₹40 Crore to Beat Celebrity-Brand Jinx

Virat Kohli's lifestyle brand One8 is being relaunched through co-founded Agilitas Sports, backed by a ₹40 crore investment. The bet leans on manufacturing scale, Lotto India licensing and fast prototyping to defy India's track record of failed celebrity-backed consumer brands.

— Source publishedWed, 8 Jul, 2026, 08:58 IST·First seen Wed, 8 Jul, 2026, 09:41 IST·Source ET Brand Equity

What happened

Virat Kohli relaunches lifestyle brand One8 via co-founded Agilitas Sports (₹40 crore backing), betting on manufacturing heft, Lotto India licensing and fast

Key facts

  • ₹40 crore investment
  • Wrogn income ₹232.34 crore FY2025
  • revenue down 9% to ₹223 crore
  • net loss ₹75.5 crore
  • ₹110-crore Puma deal
  • Puma exit valued ₹300 crore

Why this matters

The Agilitas-One8-Lotto structure creates a licensing-and-manufacturing platform worth tracking for partnership, co-branding, or acquisition angles as celebrity-backed apparel consolidates in India.

What to watch

  • Repeat-purchase and same-customer retention metrics 2-3 quarters post-launch
  • Follow-on funding round or capital raise signaling investor confidence
  • Lotto India licensing performance and any new brand acquisitions by Agilitas
  • Gross margin disclosures vs marketing spend ratio
  • Kohli's on-field form and public sentiment affecting brand pull
  • Aggressive omnichannel push tying Kohli visibility to Lotto co-branded SKUs
  • Expand Agilitas manufacturing capacity and prototyping cycles to compress product refresh timelines
  • Seek additional licensing deals or private-label contracts to amortize factory fixed costs
  • Discount-led inventory clearance if early sell-through disappoints

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