India’s consumer market is evolving rapidly, and brands today are expected to offer much more than products. Consumers increasingly seek experiences, identity, and self-expression through the brands they choose. Against this backdrop, ONE8’s collaboration with renowned designer Masaba Gupta as its Indian Design Collaborator marks an important step in the brand’s evolution.
The partnership brings together Masaba Gupta’s distinctive design sensibility and Virat Kohli’s vision for ONE8, creating a powerful blend of fashion, culture, and individuality. More than a creative collaboration, this move reflects how modern Indian brands are expanding beyond traditional categories to build stronger emotional connections with consumers.
ONE8 Signals Its Evolution Beyond Sports
ONE8 has built its identity around performance, fitness, and Virat Kohli’s influence as one of India’s most recognized sporting icons. However, the addition of Masaba Gupta signals that the brand is looking beyond its sports-led roots and moving toward becoming a broader lifestyle label.
By partnering with a designer known for bold creativity and a strong aesthetic identity, ONE8 is positioning itself to appeal to a new generation of consumers who value personal style and self-expression alongside performance.
This shift reflects changing consumer preferences. Today’s buyers are increasingly drawn to brands that align with their personalities and lifestyles rather than simply fulfilling functional needs. As a result, lifestyle positioning has become a critical growth strategy for brands seeking long-term relevance.
The Power of Virat Kohli and Masaba Gupta’s Combined Influence
One of the most compelling aspects of this partnership is the coming together of two influential personal brands.
Virat Kohli has successfully built a reputation that extends beyond cricket into fitness, entrepreneurship, and lifestyle. Meanwhile, Masaba Gupta has established herself as one of India’s most distinctive designers, known for creating fashion that blends contemporary trends with a unique cultural identity.
Together, they bring complementary strengths to the table. Kohli contributes a strong performance-driven brand image and a massive consumer following, while Masaba adds creative direction, design expertise, and cultural relevance.
For consumers, this combination creates a brand story that feels both aspirational and authentic. It also gives ONE8 an opportunity to connect with audiences who may not traditionally identify with sportswear but are drawn to fashion, design, and individuality.
Why This Collaboration Matters
The partnership highlights a broader shift taking place across India’s consumer and retail landscape. The lines separating sports, fashion, entertainment, and lifestyle are becoming increasingly blurred.
Modern consumers are no longer influenced solely by athletic credibility or celebrity endorsement. They are looking for brands that communicate a point of view, represent a lifestyle, and offer a sense of belonging.
This is where collaborations like ONE8 and Masaba Gupta become especially significant. By blending performance with design and culture, the brand can create stronger emotional connections with consumers while differentiating itself in an increasingly competitive market.
In many cases, brand identity has become just as important as product design. Consumers are more likely to engage with brands that reflect their values, aspirations, and individuality.
The Rise of Celebrity-Led Lifestyle Brands in India
The collaboration also reflects the growing evolution of celebrity-led brands in India. Today’s successful personal brands are no longer built solely around fame. Instead, they are shaped by authenticity, creativity, and cultural relevance.
Consumers expect public figures to contribute meaningfully to the brands they represent. This has created opportunities for entrepreneurs, athletes, and creators to transform their personal influence into long-term business platforms.
Both Virat Kohli and Masaba Gupta have built strong personal identities that resonate with modern audiences. Their collaboration demonstrates how influential personalities can create value by combining their unique strengths to build brands that extend beyond traditional industry boundaries.
The Bigger Picture for Modern Brand Building
The ONE8-Masaba Gupta partnership is ultimately a reflection of how Indian brands are adapting to a changing marketplace. Success today depends on more than performance, visibility, or celebrity association. It requires a deeper understanding of culture, identity, and consumer aspirations.
As consumers continue to prioritize self-expression and lifestyle-driven choices, brands that successfully blend functionality with emotional connection are likely to stand out.
By bringing together Virat Kohli’s vision and Masaba Gupta’s creative expertise, ONE8 is making a strategic move toward becoming more than a sports brand. It is positioning itself as a lifestyle platform that celebrates individuality, style, and cultural relevance.
For consumers, the collaboration offers a fresh perspective on how fashion and performance can coexist. For the industry, it signals a growing trend where the future of brand building lies at the intersection of identity, creativity, and meaningful consumer engagement.
The Bigger Market Opportunity
India’s food retail sector is witnessing growing interest in gourmet grocery, premium dining, and experiential commerce. Consumers are becoming more willing to explore new products and pay for differentiated experiences that add value beyond traditional shopping.
Foodstories sits at the intersection of these trends, giving it an opportunity to build a distinctive position in the market. The backing from Nikhil Kamath further adds credibility and visibility as the company continues its expansion journey.
The Bottom Line
Foodstories’ ₹50 crore funding round marks an important milestone for the young startup. With support from Nikhil Kamath, the company is set to strengthen its digital operations, enhance delivery services, and expand its retail presence.
As demand for premium food experiences continues to grow in India, Foodstories is betting on a model that combines gourmet products, dining, and experiential retail. Its journey reflects a broader shift in consumer preferences, where quality, convenience, and curated experiences are becoming key drivers of growth in the retail sector.
