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Youth fashion powerhouse Wrogn has significantly intensified its brick-and-mortar footprint in Southern India with the inauguration of its newest flagship in Rajahmundry. Strategically timed to coincide with the high-decibel Pongal festive season, the launch marks a decisive push into Andhra Pradesh’s high-growth Tier-II markets. This expansion comes as the Indian menswear market is projected to reach $26 billion by late 2026, with non-metropolitan consumption hubs now contributing nearly 35 per cent of total urban apparel sales.

Immersive design meets industrial precision

The Rajahmundry outlet debuts the brand’s ‘Industrial-Chic’ retail identity, featuring a high-impact façade and a specialized Denim Wall designed for tactile engagement. Industry data suggests that experience-led store formats can drive up to a 22 per cent increase in average transaction value by enhancing dwell time. The Rajahmundry store is an expression of precision, where design intent meets retail performance, noted a senior Projects Lead. With generous aisle spacing and layered fixtures, the layout optimizes the ‘discoverability"’of the brand’s core denim and casualwear categories, catering to a younger, fashion-conscious demographic that increasingly prioritizes physical touch-points over purely digital discovery.

Scaling the ‘House of Brands’ ecosystem

The opening follows a massive capital infusion of Rs 42.38 crore in January 2026 from Aditya Birla Digital Fashion Ventures (ABDFVL), further cementing the brand's place within the TMRW portfolio. This investment cycle is part of a broader mandate to integrate WROGN into a tech-led supply chain, targeting a 45 per cent store-to-online fulfillment rate by the end of the year. Despite general inflationary headwinds in the textile sector, Wrogn is leveraging the ‘Pongal effect’ - a peak period for 50+ cities,regional retail - to offset rising procurement costs. By anchoring in Rajahmundry, the brand is successfully converting festive footfall into long-term brand equity, positioning itself for a target revenue of Rs 1,500 crore over the next five years.

Co-created by cricketing icon Virat Kohli and founded by Universal Sportsbiz (USPL) in 2014, Wrogn is a premier youth fashion label. Now, a part of the Aditya Birla Group’s TMRW ecosystem, it specializes in edgy casualwear and high-performance denim. With a presence in 50+ cities, the brand is scaling its omnichannel network to dominate India’s mass-premium menswear segment through aggressive retail expansion and AI-driven inventory management.

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