Virat Kohli

MUMBAI: Indian skipper Virat Kohli has overtaken Bollywood star Shah Rukh Khan as the most valuable celebrity in the country, according to the latest Duff and Phelps brands report.

Kohli’s brand value was $144 million, up 56 per cent from last year, with Shah Rukh Khan coming in second at $106 million.

The increase in Kohli's brand value is primarily driven by his growing endorsement fees, on-field performances and rise in popularity index, according to the Duff & Phelps report Rise of the Millennials: India's Most Valuable Celebrity Brands.