Virat Kohli, one of India’s most celebrated cricketers, has made a strategic investment of ₹40 crore in Agilitas Sports. The company, founded by former PUMA India Managing Director Abhishek Ganguly, gave Kohli an equity stake of approximately 1.94% in return. This investment signals more than just financial backing—it marks a pivotal shift in Kohli’s commercial and entrepreneurial trajectory.
Abhishek Ganguly launched Agilitas Sports in 2023 after ending his two-decade-long career at PUMA. Under Ganguly’s leadership, PUMA India soared in the Indian market. He signed Virat Kohli in 2017 as a brand ambassador through a landmark ₹110 crore contract, making it one of the largest endorsement deals in Indian sports history. That contract ended earlier this year. Instead of renewing with PUMA, Kohli decided to back his former collaborator’s new venture, solidifying a strong professional relationship that now moves beyond endorsements.
Kohli’s investment represents more than just money. Agilitas Sports will give him an active stake in shaping its future. The company does not want a passive celebrity face. Instead, it intends to leverage Kohli’s influence, business acumen, and global appeal. Sources close to the development revealed, “Kohli’s investment is just a part of the ongoing round. They want to raise more.” With this infusion of capital, Agilitas plans to accelerate its ambitious goal of building a vertically integrated sports brand.
Agilitas wants to disrupt the Indian sports goods industry by building an end-to-end ecosystem—from manufacturing to branding to retail. Most Indian sports companies either focus on just retail or work as distribution partners for global players. Ganguly aims to change that. His vision includes setting up manufacturing hubs in India, developing proprietary sportswear lines, and controlling distribution and marketing under one roof.
Virat Kohli’s influence will prove vital to this plan. As one of the world’s most recognized athletes, he brings unmatched visibility. More importantly, he adds credibility. Fans trust Kohli’s choices both on and off the field. That trust can fast-track Agilitas’s acceptance among India’s sports-loving youth.
Kohli is not the only athlete betting on Agilitas. Cricketer Abhishek Sharma has also invested in the company. In addition, former Indian all-rounder Yuvraj Singh holds a 0.5% stake. This growing list of sports stars shows that Agilitas is not just another start-up. It reflects a broader belief among athletes that India needs homegrown sports brands that understand local needs, bodies, and conditions better than international labels.
Abhishek Ganguly’s decision to step down from PUMA and launch Agilitas was not impulsive. He had long envisioned creating a brand that could offer a holistic sports experience in India. While international brands dominate India’s sportswear and equipment markets, they often lack local customization. Ganguly believes Agilitas can fill that void. He wants to offer high-performance, affordable products designed specifically for Indian athletes and sports enthusiasts.
With Kohli on board, Agilitas now enjoys a strong blend of business strategy and star power. The company plans to expand its product categories quickly—from footwear to apparel to accessories. Kohli, known for his fitness obsession and fashion sense, fits perfectly with this brand vision. He will likely contribute to product development, branding campaigns, and market outreach.
Interestingly, PUMA has already moved on from Kohli by signing badminton champion PV Sindhu as its new brand face. While she brings her own stature and following, the transition marks a clear shift in sports endorsements in India. The power equation is changing. Top athletes are now not just endorsers but investors and stakeholders. They want to influence product strategy, brand ethos, and even supply chains.
Kohli’s role in Agilitas will be far more hands-on than what he did at PUMA. He will likely join strategic planning meetings, influence hiring decisions, and participate in international expansion strategies. For an athlete who once only featured in television commercials and billboard ads, this shift represents a major evolution.
Agilitas also aims to tap into the growing trend of athleisure in India. More Indians now wear sportswear outside the gym—for casual outings, airport looks, and even office days. This demand creates a huge market opportunity. With a powerful lineup of investors and founders who understand sports branding at a global scale, Agilitas stands well-positioned to capitalize on this shift.
The company’s future rounds of funding will likely attract institutional investors. Venture capitalists and private equity firms have already shown interest in Indian consumer brands, especially those with a celebrity-led narrative. Agilitas’s unique mix of business expertise, sports credibility, and celebrity backing gives it a strong foundation for exponential growth.
Kohli’s investment journey has always reflected careful planning. He owns stakes in several businesses, including clothing line WROGN, gym chain Chisel, and beverages brand Ocean Beverages. However, Agilitas offers him something unique: influence over a brand that aligns with his personal brand of fitness, excellence, and style.
This partnership also mirrors a broader global trend where athletes are becoming entrepreneurs. From LeBron James to Serena Williams, sports stars worldwide now invest in ventures that offer more than just endorsement income. They want equity. They want say. And they want to build legacies beyond the stadium.
Virat Kohli has taken a similar step. His ₹40 crore investment in Agilitas Sports is not just a financial move. It’s a statement. He believes in the brand, its mission, and its leadership. And with his involvement, Agilitas is no longer just a startup—it’s a movement to redefine India’s sportswear industry from the inside out.
