Agilitas, a three-year-old Indian sportswear startup, has raised ₹225 crore to accelerate its ambitions in the global market. The company aims to create a competitive sportswear ecosystem that spans manufacturing, branding, and retail distribution, positioning itself against established players like Nike and Adidas.
- Raised ₹225 crore to expand manufacturing and brand ecosystem
- Exclusive 40-year Lotto Sport Italia license and global brand partnerships
- Virat Kohli co-founded One8 and invested ₹40 crore in Agilitas
What happened
Agilitas, founded three years ago, has secured ₹225 crore in fresh funding to accelerate its expansion into the sportswear industry. The startup is creating a business model that integrates manufacturing capabilities, a brand portfolio, and distribution networks. This strategic move is designed to build significant leverage that will be hard for competitors to replicate, especially in a market dominated by global legacy brands.
The startup’s brand assets include Mochiko Shoes, which manufactures sports footwear for international giants like Adidas and Puma, and One8, a lifestyle brand co-founded by cricket icon Virat Kohli who also invested about ₹40 crore in the company. Additionally, Agilitas holds an exclusive 40-year license for the Italian brand Lotto Sport Italia. The company has also hinted at onboarding another major US sportswear brand to its portfolio.
Why it matters
India has traditionally lacked strong homegrown brands in the sportswear category that can perform globally, often due to the absence of integrated product innovation, supply chain control, and distribution channels. Agilitas aims to fill this void by building an Indian company capable of competing on the world stage, disrupting market dynamics shaped by established global players.
The partnership with Virat Kohli is particularly significant as it goes beyond celebrity endorsement to strategic involvement. Kohli’s engagement in product development and his co-founder role demonstrate a new model in Indian consumer startups where celebrities contribute operationally and financially to brand building. Success here could set a precedent for branding and investment strategies in India’s broader D2C and retail sectors.
What to watch next
The primary indicator of Agilitas’s success will be its ability to build brand recognition and consumer loyalty outside the initial pull of Virat Kohli’s name, particularly for One8. Growth in direct-to-consumer sales, expansion into new markets, and the performance of its manufacturing partnerships with global sportswear firms will signal progress toward their global ambitions.
Another key development will be the integration and launch of the unnamed US-based sportswear brand into Agilitas’s portfolio. This move could enhance its global footprint and diversify its offerings. Observers should also monitor how Agilitas balances its licensing agreements and brand ownership to maintain control over supply chain and distribution as it scales internationally.