Bollywood star Anushka Sharma invests in Agilitas Sports to co-develop yoga line

What's the deal? Film actor-producer Anushka Sharma has acquired a minor stake in Agilitas Sports, an Indian sportswear company that makes and retails sports footwear and apparel. Sharma joins her husband, cricketer Virat Kohli, who is already a co-investor in the firm.

Agilitas Sports was founded by former Puma India executives. As part of the deal, Sharma will co-develop the company's yoga line alongside the brand.

Why now? The investment pairs one of Bollywood's biggest names with one of cricket's most recognised figures under the same sportswear brand. India's athleisure and wellness market is booming, and yoga — with its deep cultural roots in the country — represents a natural category for a homegrown sports brand to own.

What could go wrong? Celebrity-backed consumer brands face a crowded market in India, where global giants like NikeDealroom has a profile for this one. Try Dealroom →, Adidas, and Puma already compete fiercely. Agilitas will need to prove it can convert star power into sustained sales, especially in a category like yoga apparel where consumer loyalty can be fickle.

The signal: Agilitas Sports sits at the "breakout" growth stage, according to Dealroom, suggesting the celebrity equity play is timed to accelerate a brand that has already moved beyond its earliest phase. With mature incumbents like Nike firmly entrenched, Agilitas is betting that founder pedigree from Puma India combined with high-profile co-owners can carve out a defensible niche in India's fast-expanding yoga and athleisure segment.

Read more: economictimes.indiatimes.com