One8

One8 is Virat Kohli's multi-category lifestyle brand, launched in 2018 with the number referencing the Indian cricket captain's jersey. The fragrance line sits within a broader product ecosystem that includes restaurant chains, athleisure, and branded merchandise — all built on Kohli's outsized personal brand in the Indian consumer market. One8 fragrances target the Indian mass and accessible market: bold, assertive compositions that project confidence and energy, oriented toward younger male consumers who follow cricket with the devotion that football receives in Europe. The marketing draws directly on Kohli's athletic identity — speed, precision, relentless competition — and the fragrances are designed to feel like an extension of that persona rather than a separate aesthetic statement. At mass price points, One8 competes with other Indian celebrity fragrances and international accessible brands available in the domestic market. The house serves a real commercial function: giving Kohli's fan base an accessible way to wear the brand association with one of India's most recognized sporting personalities.