By Startup Story Team
Indian cricket legend Virat Kohli has taken a bold step beyond the pitch, marking the start of a new entrepreneurial journey by investing ₹40 crore in Bengaluru-based sportswear startup Agilitas Sports. This is just the first tranche of his investment, with more to follow, signaling Kohli’s strong commitment to building an Indian sportswear powerhouse from the ground up.
Agilitas was founded in 2023 by Abhishek Ganguly, the former Managing Director of Puma India and South-East Asia, along with co-founders Atul Bajaj and Sudip Ghose. The startup, backed by investors like Convergent Finance and Nexus Venture Partners, aims to create a new-age ecosystem for performance-focused sportswear and athleisure in India. In a major move last year, the company also acquired Mochiko Shoes, one of the leading sports footwear manufacturers in the country, which supplies to global brands like Adidas, Reebok, Puma, and Skechers.
What makes Kohli’s investment significant is the shift it represents. After being associated with Puma India for nearly eight years-where he reportedly signed a ₹110 crore endorsement deal in 2017-Kohli chose not to renew his ₹300 crore contract with the brand earlier this year. Instead, he opted to invest in Agilitas, transitioning from a brand ambassador to a strategic investor and business partner.
With this move, Kohli is expected to play a deeper role in the company’s growth, beyond just endorsing products. He will be involved in shaping brand vision, product development, and overall business strategy. His own fashion and lifestyle label One8, which was earlier launched in collaboration with Puma, will now be part of the Agilitas portfolio-giving the brand a strong head start in the Indian athleisure market.
In a statement, Kohli said, “I’ve always believed in backing ideas and people that align with my vision. Agilitas is building something truly unique in the Indian sportswear segment. I’m excited to be part of this journey-not just as a face, but as a strategic stakeholder.”
Agilitas has raised a total of ₹600 crore so far and is preparing for a major retail launch. With Kohli’s backing, the startup aims to expand its product lines and enter global markets, with One8 set to become a flagship brand for Indian sports fashion worldwide. Industry experts are already drawing comparisons to global icons like Roger Federer, who co-founded the Swiss footwear brand On.
This investment also reflects a larger trend of Indian athletes stepping into business leadership, using their personal brand and market insights to build sustainable ventures. For Kohli, this is more than just business-it’s about creating something iconic and homegrown in a space long dominated by international giants.
With Agilitas, Virat Kohli isn’t just beginning a new innings-he’s setting the stage for a long and impactful partnership between sport, fashion, and entrepreneurship in India.
