Anushka Sharma is stepping deeper into India’s fast-growing athleisure and wellness economy.
The actor and entrepreneur has acquired a minority stake in sportswear startup Agilitas Sports and will collaborate with the company to launch One8 Yoga, a new yoga-focused activewear category under the Virat Kohli-linked One8 brand. The line is scheduled to debut on June 21, International Day of Yoga.
The move marks the latest evolution of One8, the celebrity-led lifestyle brand built around Kohli’s image and growing commercial influence beyond cricket. Sharma’s entry into the venture broadens the brand’s positioning from performance sportswear into the wider wellness and mindful living space — categories that have seen rising consumer demand among urban Indian audiences.
Agilitas, founded by former Puma India executives Abhishek Ganguly, Atul Bajaj and Amit Prabhu, has been rapidly building a vertically integrated sportswear platform spanning manufacturing, branding and direct-to-consumer retail. The company already holds long-term Lotto licensing rights in several markets and acquired footwear manufacturer Mochiko Shoes in 2023.
Virat Kohli had earlier joined Agilitas as an investor and business partner after ending his long-running association with Puma, one of India’s most visible celebrity-brand partnerships in sportswear. Agilitas subsequently brought the One8 brand into its portfolio as part of its broader expansion strategy.
For Sharma, the investment reflects a broader trend among Indian celebrities who are increasingly moving beyond endorsements into equity-backed consumer businesses. Rather than serving only as brand ambassadors, actors and athletes are now positioning themselves as long-term partners in startups targeting fashion, wellness and lifestyle consumption.
The timing is also significant. India’s athleisure market has expanded sharply in recent years, driven by growing fitness awareness, hybrid work culture and rising demand for apparel that blends performance with everyday wear. Yoga, in particular, has evolved from a niche category into a mainstream lifestyle business with growing premium appeal among younger consumers.
Agilitas appears to be betting that the combined influence of Kohli and Sharma — one of India’s most commercially powerful celebrity couples — can help One8 compete more aggressively in an increasingly crowded sportswear market dominated by global giants such as Nike, Adidas and Puma, alongside newer Indian entrants.
The company said Sharma’s role would extend beyond investment, positioning her as a collaborator in shaping the design and direction of the yoga-wear business.
The strategy reflects a larger shift underway in the consumer startup ecosystem: celebrity brands are no longer built only around visibility, but increasingly around ownership, storytelling and lifestyle identity. For Agilitas, One8 Yoga is an attempt to build a broader wellness-led brand universe around two of India’s most influential public figures.
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First Published on June 1, 2026, 11:23:48 IST