Virat Kohli relaunches One8 via Agilitas with Rs 40 crore bet against celebrity-brand jinx
Kohli's lifestyle brand One8 is being rebuilt through Agilitas Sports, backed by ~Rs 40 crore and leaning on manufacturing scale, Lotto licensing and AI-driven fast prototyping. The move comes as celebrity venture Wrogn's income fell 12.5% to Rs 232.34 crore in FY25, with net loss up 32% to Rs 75.5 crore.
What happened
Virat Kohli relaunches lifestyle brand One8 via Agilitas Sports, backed with ~Rs 40 crore, betting on manufacturing heft, Lotto licensing and AI-driven fast
Key facts
- Rs 40 crore
- Wrogn income Rs 232.34 crore FY25
- down 12.5%
- revenue Rs 223 crore down 9%
- net loss Rs 75.5 crore up 32%
- Puma deal Rs 110 crore
- exit value Rs 300 crore
Why this matters
Agilitas' vertically-integrated model plus Lotto licensing makes it a platform to watch for further celebrity-brand roll-ups and consolidation in a struggling category.
What to watch
- One8 quarterly GMV and gross-margin disclosures within 12-18 months
- Wrogn FY26 numbers — further income slide validates jinx thesis
- Agilitas' own funding health and willingness to keep backing One8
- Lotto license renewal terms and category expansion
- Kohli's on-field/public visibility as brand-demand driver
- Agilitas leans on Lotto's global catalog to fast-track SKU breadth without in-house design risk
- Push omnichannel via marketplaces plus a controlled D2C site to protect margins vs offline discounting
- Position One8 as performance/athleisure to escape Wrogn's crowded casual-fashion lane
- Watch for follow-on capital raise or partnership if Rs 40 crore burns faster than GMV grows