Virat Kohli Invests In Rage Coffee

Published: March 24, 2022
Updated: April 2, 2022
Virat Kohli invests in Rage Coffee

Virat Kohli’s investment in Rage Coffee will not only bring the brand to a wider audience but will also provide funds for expansion and development.
Virat Kohli, the former captain of the Indian cricket team, has joined fast-moving consumer goods brand Rage Coffee as an investor and brand ambassador, according to the company that manufactures, markets, and distributes packaged coffee products.

Apart from coffee in cold brew bags, liquid coffee, and sachets, Rage Coffee sells a variety of plain and flavored instant coffee mixes. The move comes on the heels of a $5 million fundraise led by Sixth Sense Ventures in August 2021.

Rage launched as a direct-to-consumer brand in 2018. It now sells products both online and offline. Its offline network spans India and includes over 2,500 offline touch-points.

According to a celebrity brand valuation report by Duff & Phelps, the former Indian cricket team captain was the top celebrity endorser for the fourth consecutive year in 2020. Kohli’s brand value was estimated to be $237.7 million at the time. Virat Kohli stepped down as India’s Test captain earlier this year, after serving for more than seven years.

Virat Kohli Invests In Rage Coffee

“Virat Kohli has set unrivaled records in the top tier of world cricket and is rightly regarded as the best batsman in the world.” Apart from being a world-class athlete, Virat is also a fitness enthusiast who is committed to an attitude that fosters a healthy lifestyle, which seamlessly aligns with the ethos that Rage Coffee promotes,” Rage Coffee Founder and CEO Bharat Sethi said.

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According to the company, Virat Kohli will assist the brand in acquiring new customers.

Companies such as Hindustan Unilever, Nestle, and ITC sell packaged instant coffee in India, which has a large instant coffee market.

Rage intends to expand its presence both online and offline. The funds will be used for marketing and distribution. According to the company, Rage Coffee will also use the funds to scale production, launch innovative new products, and strengthen senior management.

Rage Coffee Founder and CEO Bharat Sethi commented on the partnership, saying, “Aside from being a world-class athlete, Virat is also a fitness enthusiast, who is committed to an attitude that fosters a healthy lifestyle, and it seamlessly aligns with the ethos that Rage Coffee promotes.” We’re overjoyed to have him on board.”

“The team at Rage Coffee has demonstrated high levels of business execution and stupendous growth over the last couple of years,” Kohli said. I believe the brand has enormous potential to become one of the most iconic coffee companies of our time.”

With this agreement, Virat Kohli expands its investment portfolio to include Rage Coffee, as well as Sport Convo, Galactus Funware Technology Pvt Ltd, Universal Sportsbiz, Digit, Chisel Fitness, and Hyperice. Earlier this year, the 33-year-old and his wife, Anushka Sharma, invested in and became brand ambassadors for Blue Tribe, a home-grown plant-meat brand.

Rage Coffee, founded in 2018 by Bharat Sethi, manufactures and distributes coffee products throughout India. The startup claims to be the world’s first plant-based vitamin coffee brand. On the field, the ace batsman will be seen wearing the Royal Challengers Bangalore (RCB) jersey in the Indian Premier League (IPL) 2022 beginning March 27.

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