When Virat Kohli announced his retirement from Test cricket in May 2025, it marked the end of a glittering era for Indian cricket. Yet, as the cricketing world pays tribute to his on-field heroics, another story unfolds off the pitch- one of a self-made icon whose brand power and business acumen have made him a generational phenomenon. Kohli’s journey from Delhi’s middle-class lanes to the summit of global sport is not just about runs and records; it’s about how hard work, discipline, and vision can build a brand that transcends cricket.
The rise of a brand: From cricketing prodigy to endorsement king
Virat Kohli’s brand story is rooted in his relentless pursuit of excellence. His meteoric rise as a cricketer-marked by record-breaking centuries, aggressive captaincy, and a never-say-die attitude-captured the imagination of millions. But what truly set Kohli apart was his ability to convert sporting success into a powerful, enduring personal brand.
As of 2025, Kohli’s net worth exceeds ₹1,050 crore (approx. $125 million). His brand value stands at a staggering ₹1,912 crore ($227.9 million), making him the most valuable celebrity in India and surpassing Bollywood heavyweights like Ranveer Singh and Shah Rukh Khan. Kohli’s brand value saw a remarkable 29% surge in the last year alone, even as many celebrities struggled to stay relevant.
Endorsement empire: The face of over 40 brands
Kohli’s endorsement portfolio is as diverse as it is lucrative. He currently endorses more than 40 brands across sectors, ranging from sportswear and automobiles to FMCG and fintech. Some of his most notable partnerships include
- Puma: Kohli became the first Indian cricketer to sign a ₹100-crore deal with Puma, a landmark agreement that set new benchmarks in Indian sports endorsements.
- MRF Tyres: His long-standing association with MRF, renewed for ₹100 crore over eight years, is among the most valuable bat sponsorships in cricket.
- Audi, Myntra, Tissot, Boost, Head & Shoulders, Pepsi, Nestle, Colgate, Reebok, Blue Star: Kohli’s face is synonymous with both Indian and global brands, reflecting his universal appeal.
He reportedly charges between ₹7.5 crore and ₹10 crore per endorsement, a figure that places him in the upper echelons of global sports marketing.
Social media: The digital multiplier
Kohli’s social media reach is unparalleled among athletes. With 271 million followers on Instagram and 67.8 million on X (formerly Twitter), he is the most followed cricketer in the world. This digital clout not only amplifies his brand value but also makes him a preferred choice for brands targeting young, tech-savvy audiences.
Entrepreneurial flair: Kohli’s business ventures and equity stakes
Kohli’s success is not limited to endorsements. He has strategically diversified his portfolio through investments and business ventures that reflect his interests and values:
- One8: Launched in 2016, One8 is Kohli’s premium athleisure brand, offering apparel, fragrances, footwear, and accessories. In partnership with Puma, One8 has become a leader in India’s sportswear market, contributing significantly to Puma India’s sales and generating $2.18 million in revenue last year910.
- One8 Commune: Kohli’s chain of fine-dining restaurants and bars, operating in major Indian cities, is rapidly expanding with a ₹35 crore investment to double its outlets by FY25.
- Wrogn: Kohli has invested ₹19.3 crore in Universal Sportsbiz Pvt Ltd, the parent company of youth-focused fashion brand Wrogn, further cementing his presence in the lifestyle segment.
- FC Goa: Kohli owns a 12% stake in ISL football club FC Goa, reflecting his passion for sports beyond cricket and his commitment to promoting football in India.
- Chisel Fitness: In partnership with CSE, Kohli invested nearly ₹90 crore to launch a nationwide chain of gyms and fitness centers, aligning with his advocacy for fitness and wellness.
- Blue Tribe: Alongside Anushka Sharma, Kohli invested in this plant-based meat startup, highlighting his interest in sustainability and innovative food solutions.
- Rage Coffee: Kohli’s investment in this Delhi-based FMCG brand has helped it expand to over 2,500 stores nationwide, competing with giants like Starbucks and Nescafe.
- Digital Insurance: Kohli and Anushka Sharma invested ₹2.2 crore in this insurance startup, which has since reached a valuation of $870 million.
- Galactus Funware Technology (MPL): Kohli’s investment in this gaming startup saw MPL become the official kit sponsor for the Indian cricket team.
Real estate and assets
Kohli’s portfolio also extends to high-value real estate, with properties in Gurugram and Mumbai worth over ₹100 crore, and recent acquisitions in Alibaug valued at ₹20 crore. These investments further diversify his wealth and secure his financial future beyond cricket.
The secret sauce: Hard work, discipline, and authenticity
Kohli’s enduring brand power is not a product of luck or fleeting fame. It is built on years of hard work, self-discipline, and an unwavering commitment to excellence. His transformation from a talented but inconsistent youngster to a global icon was driven by a relentless work ethic, a focus on fitness, and the courage to reinvent himself.
Brands and fans alike are drawn to Kohli’s authenticity-he stands for values like integrity, resilience, and ambition. His story resonates with millions of Indians who see in him the possibility of rising from humble beginnings to global stardom through sheer determination.
The future: A brand that outlives cricket
As Kohli steps away from Test cricket, his brand shows no signs of slowing down. His influence extends across sports, business, fashion, and digital media, making him a role model for aspiring athletes and entrepreneurs. Industry experts predict that Kohli’s brand value will remain robust, if not grow further, as he continues to expand his business ventures and global footprint.
In a world where celebrity brands often fade with retirement, Virat Kohli stands as a testament to what can be achieved when sporting greatness is matched by business savvy and unwavering grit. His legacy is not just about records but about inspiring a generation to believe that with hard work and vision, greatness is within reach-on and off the field.