Youth fashion brand Wrogn has started FY27 on a strong footing, posting Rs 125 crore in Q1 gross merchandise value (GMV) on the back of 40% year-on-year growth, as it eyes Rs 600 crore GMV for the full financial year.
The company also reported a 34% improvement in its EBITDA loss for the quarter, signaling a continued push toward more profitable growth.
The momentum follows a strong FY26, in which Wrogn posted net revenue of ₹244 crore. On an adjusted basis, the brand’s EBITDA loss narrowed from Rs 54 crore in FY25 to Rs 38 crore in FY26 — a nearly 34% improvement translating to an 8.5-point margin gain and a Rs 16 crore absolute reduction. The company said the adjustment accounted for a one-time, non-operational expense.
Growth drivers
Wrogn attributed its turnaround over the past 18 months to a combination of factors:
Distribution has been a key focus, with direct-to-consumer (D2C) sales and exclusive brand outlets (EBOs) growing 120% year-on-year. The brand maintains a presence across major marketplaces including Myntra, Flipkart, Ajio, Amazon, Nykaa, TataCliQ and Zilo, and has expanded to over 250 doors across large-format retail chains such as Pantaloons, Shoppers Stop, Fashion Factory and Centro.
The company has also revamped its store identity and operations, deploying AI-led merchandise management to address stock inconsistencies and improve freshness. On the product side, Wrogn undertook a sourcing overhaul aimed at upgrading quality and trend relevance, including new linen shirt launches sourced from suppliers that also serve international brands.
Marketing has centred on campaigns aimed at both millennial and Gen Z audiences. A recent campaign featuring brand ambassadors Virat Kohli and Ibrahim Ali Khan tackled socially relevant themes, with films titled Imperfections and Failures drawing 15.5 million impressions. Kohli, who co-founded the brand alongside Anjana Reddy and Vikram Reddy in 2014, has been associated with Wrogn for over a decade as both investor and face of the brand.
The company also credited TMRW’s technology stack — used for trend forecasting, demand planning, and content and catalogue creation — as a contributor to its efficiency gains.
Plans for FY27
Looking ahead, Wrogn said it will deepen investment in D2C and EBOs, targeting over 100 stores by March 2027, while continuing to grow across marketplaces and large-format retail. The company will lean on TMRW’s network and operational expertise to support this expansion.
While denim and shirts remain the brand’s core categories, Wrogn said newer segments — including Wrogn Active and footwear, which together generate Rs 60 crore in annual recurring revenue — are scaling rapidly.
Wrogn is backed by venture capital firm Accel and TMRW, the digital ventures arm of the Aditya Birla Group.
