Wrogn, the men’s fashion label curated and endorsed by cricket team captain Virat Kohli, has 16 physical stores across the country. The aim is now to have around 200 outlets in the next three years. The company is focusing on a multichannel approach that will let its customers have a smooth shopping experience. Wrogn, launched in 2014, is a breakaway youth fashion brand. Its funky philosophy speaks through trendy design quirks. Each piece strays purposefully from symmetry and conformity, from accepted norms. The name comes from a play on the word wrong, as in doing things with a twist.

Currently, Kohli endorses more than 20 brands, like smart phone maker Gionee and luggage maker American Tourister. In the last three years, Kohli has ventured into different sports leagues (football, tennis, wrestling), launched a fashion label (Wrogn), a chain of gyms (Chisel) and a tech start-up (Sports Convo). More recently, he associated with MuveAcoustics, an audio brand in partnership with Zeeva. He has also partnered with Nazara Technologies to launch online cricket games. The brand is retailed on fashion portal Jabong, which is known to have introduced a good number of fashion and sports brands in India in the past.