On 5th November, 1988, in the vibrant city of Delhi, a boy was born, with dreams that stretched far beyond his surroundings. Raised in a middle-class family in West Delhi, his journey was shaped by grit, discipline, and a desire to rise above the ordinary. Countless hours spent on local cricket grounds, braving dust and heat, forged a passion that set him apart from his peers.
From these humble beginnings emerged Virat Kohli- a name that now resonates far beyond the cricket field. Becoming a symbol of modern India’s ambition, he blends relentless determination with sharp business sense. As he celebrates another year of life, we reflect on how this Delhi-born boy transformed into one of the country’s most influential athletes and a brand in himself, shaping not just the sport but the culture around it.
Kohli’s journey from a promising young cricketer to one of India’s most influential brand names is a story of careful evolution and strategic positioning. It all began in 2008, when Kohli burst onto the international scene after leading India to victory in the U-19 Cricket World Cup. His aggressive playing style and confident persona quickly made him stand out, capturing the imagination of cricket fans across the country. However, at that stage, his commercial appeal was still in its infancy, with few brands paying attention to the young Delhi batsman. As Sarthak Shah, CEO of Sportcell, puts it, “His brand journey began with his first endorsement for Fastrack as an U-19 player, a move that immediately positioned him as a torchbearer for the younger generation.”
The real turning point came between 2010 and 2012, as Kohli established himself in the senior Indian cricket team. During these years, his endorsements started to pick up, initially focusing on sports and youth-centric brands. Early partnerships with Pepsi and Adidas helped position him as the face of a new generation of Indian sports stars, energetic and aspirational. These brands saw in Kohli the perfect symbol to connect with younger audiences who valued passion and style as much as athletic skill. Hero MotoCorp, too, came on board, associating Kohli’s rising star with India’s mass mobility market.
From 2013 onwards, as Kohli’s cricket career soared to new heights, so did his commercial value. His batting records and consistency made him a sought-after figure for premium brands looking to expand beyond their traditional customer base. Deals with MRF, the iconic cricket bat manufacturer, and Audi, India’s luxury automobile brand, marked Kohli’s entry into more diverse and high-value categories. Meanwhile, Manyavar, a leader in ethnic wear, tapped into his mass appeal and growing influence in lifestyle markets. These partnerships weren’t just endorsements; they represented a strategic alignment between Kohli’s on-field persona and the brands’ market positioning.
Kohli’s evolution didn’t stop at endorsements. From 2017 onwards, he began creating his own brand ecosystem, shifting from merely being a brand ambassador to becoming a brand owner. Wrogn, his youth fashion label, was launched to capitalize on his own sense of style and connect directly with fans who admired his confidence and attitude. One8, a collaboration with Puma, extended his presence into athleisure, fragrances, and accessories, while Nueva, a restaurant venture in Delhi, showcased his interest in lifestyle and hospitality.
Today, Kohli reportedly endorses more than 30 brands across multiple sectors, including finance with Digit Insurance and HSBC, technology with Vivo and previously Uber, consumer durables like Blue Star and Rage Coffee, and e-commerce platforms such as Myntra. His brand appeal transcends cricket, offering companies a reliable face who connects with millions through authenticity and a fitness-driven lifestyle. Even during phases when his form on the field was questioned, Kohli’s commercial value remained stable, proving that his influence goes beyond runs scored or matches won.
“Virat’s strong brand appeal stems from his authenticity, his commitment to consistency and high performance on the field every time, and the rare ability to allow himself to be vulnerable and relatable,” says Bhairav Shanth, Co-founder of ITW Universe. “He has time and again spoken about issues ranging from mental health to his friendships and relationships on and off the field, always speaking from the heart, and being his honest self.” He adds that this, combined with his outstanding levels of performance on the field and fitness, projects him as someone who always walks the talk and chases excellence regardless of how high a level he might be already at, “That force of personality is what makes him the ideal brand – consistent and steadfast in principles.”
Talking about how these endorsemnets work beautifully out for him, Bhairav explains, “There are two aspects to this I feel – one is being selective about the brands he endorses, and the second is putting his skin in the game in the form of investing in business ventures.” He points out how a lot of Virat’s endorsements have been long-term, “whether it be MRF or Puma, and consistency is critical to building a brand identity.” He adds, “The One8 brand is perhaps the best example where he has built something at the intersection of his interests – fitness and lifestyle.” According to him, “the bottomline is consistency and authenticity; Kohli has rarely done anything on or off the field that he doesn’t believe in and the same translates to and reflects in his brand persona.”
Sarthak explains, “Virat Kohli is not merely a sportsperson; he has become a defining cultural phenomenon of the past decade. He skillfully balanced an accessible, fun-loving persona with a widely-publicised, disciplined off-field focus on fitness, diet, and his core cricketing philosophy.”
He further elaborates, “This powerful, aspirational persona has resonated deeply with brands across all industries, making his brand both potent and industry-agnostic. What sets Kohli apart is his ability to connect authentically with diverse target groups—from the youth who see him as a reflection of their own ambition, to more mature demographics as his career and public image have evolved. His brand appeal now extends seamlessly into sectors like insurance, finance, and ed-tech, and is mirrored by his growing entrepreneurial ventures in hospitality, sportswear, and beverages. Kohli is a living case study in cultural evolution, continually redefining his space and influence from his U-19 debut to his current status as a global icon.”
Shireen Dastagir, Sports Communication Consultant, highlights the strength of Kohli as a brand with a detailed perspective, “Virat has proven his brand value and reliability thanks to consistent performance, personal integrity, and an emotional connection with his audiences. Even during lean patches in his career or following his retirement (from certain formats) announcements, his brand value has continued to rise. This shows that ‘brand Virat Kohli’ is far bigger than just the sportsperson; it embodies grit, tenacity, and perseverance. His credibility is further reinforced by the way he approaches endorsements. He consciously distances himself from brands that conflict with his personal values—particularly those promoting unhealthy lifestyles and instead aligns with brands that reflect his commitment to fitness, sustainability, and authenticity.”
What makes Virat Kohli such a powerful brand is not just his cricketing achievements, but the image he has carefully built over the years. He represents ambition, discipline, and a modern India striving for excellence. His commitment to fitness and a clean lifestyle resonates with millions, while his strong social media presence ensures continuous engagement. Furthermore, his public persona as a devoted family man adds to the trust brands place in him, making him a safe and consistent choice for endorsements.
Virat Kohli’s journey transcends the cricket field, reflecting the rise of a new kind of Indian icon, one who balances ambition with authenticity. In an era where identity and influence are currency, Kohli has crafted more than a career; he has built ‘The Brand—Virat Kohli’. As he marks another birthday, his story is a testament to reinvention and the power of personal narrative. It’s a blueprint for how modern athletes can become lasting cultural forces, inspiring generations far beyond the boundaries of their sport.”
