Why did Virat Kohli give up a Rs 300 Cr Puma deal to back Abhishek Ganguly’s Agilitas?

In 2005, Abhishek Ganguly joined Puma as its second employee in India, where the company had just started its Indian operations. Puma went on to become one of the leading sportswear brands in India, with revenue surpassing Rs 1,500 crore and Rs 2,000 crore. Despite this success, Ganguly realized that the company's experience might not necessarily translate to success for a new venture.

He founded Agilitas Sports in 2023, aiming to create a brand that could compete with the best globally, rather than merely offering cheaper alternatives to international brands. Ganguly believes that India lacked a "pride of place" in global sportswear, and Agilitas was created to address this gap. He emphasizes that consumers don't need more brands or products, but rather brands that can provide a unique reason to pay attention to them.

Ganguly's previous success at Puma, however, could become a risk for Agilitas, as experienced operators might become too comfortable with their established patterns and become less open to learning.