Virat Kohli is reported to have decided against a lucrative endorsement arrangement with Puma and to focus instead on building an Indian sportswear brand. Multiple accounts describe Kohli rejecting the Puma deal and investing his own funds—reported as Rs 40 crore—into Agilitas Sports, the company behind the One8 brand. The reports frame the move as a shift from an athlete endorsement to developing a direct business venture in the sports and apparel space. While the coverage highlights the scale of the investment and the branding effort, the specific commercial terms of any Puma agreement that Kohli declined are not detailed in the provided information. The sources also do not offer additional financial breakdowns beyond the reported personal investment amount and the stated aim of establishing One8 as a sports brand. Overall, the coverage centers on Kohli’s choice to pursue a brand-building strategy through his investment in Agilitas Sports rather than taking a corporate endorsement deal.