Armour Heavy Raises INR 1.6 Cr in Pre-Seed Funding to Build India’s First Performance Wear Brand
- ByStartupStory | April 13, 2023
Armour Heavy (AH) is an upcoming performance wear brand that is set to revolutionize the way we think about fitness clothing. Founded by Capt. Rahul Rai, the first-ever military veteran to start a fashion brand, AH aims to be the nation’s first aspirational Made in India fashion brand.
AH has recently raised INR 1.6 Cr in pre-seed funding led by India Accelerator. This funding will be used to augment its operations, scale its online reach, and enhance research & development in high-end performance clothing.
The performance wear market is highly dominated by western culture or international brands. AH is among the very few fashion brands to be finalists in India’s top investment tanks – Shark Tank India and Horses Stable. It is committed to leveraging the local ecosystem in building a world-class performance wear line of apparels.
AH aims to offer high fashion clothing augmented with high-performance material offering unparalleled comfort, excellent dimensional stability, and unique attributes to amplify wearer performance. The Delhi / NCR-based brand exhorts toughness and graceful designs that are synonymous with its name and tagline; ‘Stop at Nothing’.
AH plans to be a pure-play D2C brand and operates from its state-of-the-art eCommerce marketplace. Furthermore, it has a growing point of presence in traditional retail to bridge gaps in Tier II cities where online shopping is still not the first choice to go shopping.
AH has been one of the finalists in India’s top investor tanks – Horses Stable Season 4 and Shark Tank India Season 1. It has also been recognized by Indian Achievers Forum and CEO Insights Magazine as 10 Best Leaders in Fashion Start-ups 2022.
Capt. Rahul Rai – Founder and Chief Vision Officer of Armour Heavy said, “The term Armour Heavy is military in origin that means the undefeatable! It is with the same spirit with which we are building AH. These are founding years, and there is a lot of ground to cover. The satisfying part is that all is going as per the plan. We are proud that our investors have bestowed their trust in us, and now building AH is a common vision of the many who are invested with us.”
Abhay Chawla, Founding Partner and Chief Operating Officer (COO), India Accelerator said, “We are thrilled to have come across Armour Heavy – a brand that has what it takes to be aspirational with the discipline and dedication from a military veteran at its helm. We are confident about its business plans and look forward to the brand making strides in the Indian market.”
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