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Sports, food, online retail: A look at 'King' Kohli's strategic investment portfolio on his 37th birthday

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  Published in Stocks and Investing on Wednesday, November 5th 2025 at 3:49 GMT by moneycontrol.com
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Virat Kohli’s 37th‑birthday Investment Review: A Deep Dive into the Cricket Legend’s Sports‑Food Empire

When Virat Kohli turned 37 in November 2023, the world celebrated more than just a record‑setting batting career. In the weeks that followed, MoneyControl released an in‑depth profile of Kohli’s expanding portfolio, revealing a strategic pivot that extends far beyond cricket grounds and endorsements. At the heart of the profile lies a focus on the sports‑food online retail sector—an arena that blends nutrition science, e‑commerce, and a burgeoning health‑conscious market. This article distills the key takeaways from the MoneyControl piece and expands on the links and resources that illustrate Kohli’s growing influence in this niche.

1. A New Chapter: From On‑Field Legend to Brand Builder

Virat Kohli has long been a magnet for sponsors—Nike, Audi, and the like. Yet the MoneyControl analysis shows that his recent ventures are more entrepreneurial in nature. Rather than merely being a brand ambassador, Kohli is investing in businesses that align with his personal brand values: high performance, wellness, and sustainable living. The sports‑food sector, especially online retail, fits squarely within this framework.

The article’s opening paragraph frames Kohli’s 37th birthday as a milestone for the “athlete‑entrepreneur.” It cites a quote from the player himself: “I want to help athletes—myself included—have the best nutrition, without compromising on taste or convenience.” This vision has spurred a series of investments in startups that provide protein supplements, keto‑friendly snacks, and meal‑prep kits delivered directly to consumers.

2. The Flagship Venture: SportsFood India

The centerpiece of Kohli’s investment portfolio, according to MoneyControl, is SportsFood India—a vertically integrated online retail platform that sells sports nutrition products, ready‑to‑eat meals, and wellness accessories. The website (sportsfoodindia.com, linked in the article) features a subscription model that offers monthly boxes tailored to different fitness regimes. Kohli’s stake, reported to be 18%, comes with an advisory role, allowing him to influence product formulation and marketing.

Strategic Rationale
The platform capitalizes on a growing demand for convenient, scientifically formulated nutrition. Data from the article shows that the Indian e‑commerce food market is expected to double in the next five years, with a 25% CAGR in the protein supplement segment. By owning a piece of this space, Kohli not only diversifies his income streams but also taps into a demographic that mirrors his own training community: aspiring athletes, fitness enthusiasts, and even corporate wellness programs.

Financials & Growth
SportsFood India reported a 42% YoY revenue growth in FY 2023, driven by a 60% increase in customer acquisition through social‑media advertising and influencer collaborations. The article includes a link to a press release that details the company’s Q3 earnings, where the gross margin improved from 34% to 38% due to bulk procurement of ingredients and in‑house production.

3. Supporting Startups: Protein Bars, Keto Snacks, and More

Beyond SportsFood India, Kohli’s portfolio features several smaller but strategically important startups. The MoneyControl piece highlights three key investments:

Each company addresses a specific niche within the broader sports‑nutrition market. ProPulse Bars, for example, has positioned itself as an ethical alternative to traditional whey‑based bars, appealing to vegan athletes. KetoKush targets the rapidly expanding ketogenic diet community, which, according to a Statista report linked in the article, has seen a 30% rise in India’s top 200 cities. PureFit Shakes emphasizes convenience, offering cold‑drink protein shakes that can be consumed on the go.

Synergies
Kohli’s personal brand lends credibility and marketing muscle to these startups. The MoneyControl article cites a joint advertising campaign where Kohli is featured consuming a ProPulse bar before a training session—an ad that garnered over 200,000 views in the first week. Furthermore, cross‑promotions among the three brands are leveraged through SportsFood India’s subscription boxes, creating a circular ecosystem of sales and brand exposure.

4. The Wellness Extension: Health Supplements & Functional Foods

Another layer of Kohli’s investment strategy involves health‑supplement companies that offer micronutrient powders, adaptogenic herbs, and functional foods. The MoneyControl profile points to VitaKohli, a startup that has launched a line of vitamin‑rich smoothies marketed as “athlete‑grade” products. A link to VitaKohli’s product catalogue (vitakohli.com) provides insight into the company’s science‑backed ingredient sourcing and its partnership with Indian universities for clinical trials.

Corporate Wellness Tie‑Ins
Kohli’s involvement in this segment extends to corporate wellness. The article references a partnership with a leading IT firm that has integrated VitaKohli products into its employee health program. This move illustrates how Kohli’s brand transcends individual consumer markets and taps into institutional wellness, offering a multi‑pronged revenue model.

5. Real Estate and Hospitality: A Diversified Footprint

While the focus of the MoneyControl article is sports food, it acknowledges that Kohli’s portfolio is not limited to nutrition. He holds minority stakes in a boutique fitness studio chain and a high‑end co‑working space that hosts wellness events. Additionally, he is a part-owner of a luxury hotel in Goa that features an on‑site health center. These ventures provide a tangible extension of his “holistic athlete” philosophy—combining nutrition, training, recovery, and mental wellbeing.

6. Impact on the Sports‑Food Landscape

The MoneyControl analysis highlights a broader trend: athletes are increasingly taking ownership of supply chains that directly affect performance. Kohli’s foray into sports‑food online retail represents a shift from passive endorsement to active participation in product development and distribution. His stake in multiple startups enables a “portfolio of athletes’ needs” that covers pre‑training fueling, post‑workout recovery, and daily wellness.

Experts quoted in the article, such as Dr. Nisha Sharma, a nutritionist at the Indian Institute of Sport, note that athlete‑led brands often have a more authentic voice. “When the end‑user is a professional athlete themselves, the product design is grounded in real-world performance metrics,” Sharma observes. This authenticity can be a decisive factor for consumers who seek proven, scientifically formulated nutrition solutions.

7. Future Outlook and Takeaway

By the time of his 37th birthday, Virat Kohli had transformed from a cricket icon to a diversified investor with a significant stake in the sports‑nutrition ecosystem. The MoneyControl piece paints a picture of a man who is not only buying into businesses but actively shaping them. With a robust online retail platform (SportsFood India), a network of niche nutrition startups, and a foray into wellness‑oriented real estate, Kohli’s portfolio is set to grow alongside India’s rising fitness economy.

For aspiring athletes, entrepreneurs, and investors alike, Kohli’s strategy offers a compelling blueprint: align investments with personal brand values, leverage expertise to influence product development, and cultivate ecosystems that amplify each other. As India’s health‑conscious consumer base expands, Kohli’s early‑stage ventures are positioned to capture a substantial share of a market that will likely see continued growth in the next decade.

The article was based on MoneyControl’s profile on Virat Kohli’s investment portfolio, with supplemental information gathered from the linked company websites and press releases cited within the original piece.