Building an aspirational brand from India, none exist today.
We have done USD 70K in the last 180 days of our pre-launch.
India’s apparel market was to be worth $59.3 billion by 2022, making it the sixth largest in the world. The global market for clothing and apparel reached a value of nearly $800 billion.
People in the age group - 15 to 65 are our immediate customers.
Problem or Opportunity
No aspirational brand exist in India.
Solution (product or service)
ARMOUR HEAVY is into athleisure and performance wear. Key product lines being: 1. Men's Wear 2. Women's Wear 3. Patriot Collection 4. Kids Wear Athleisure, Active Wear is a focus area.
Director Competitors Tier 1 Nike Adidas Puma Under Armour
Tier 2 HRX Being Human Wrong GymShark Gorilla Wear Alcis
Advantages or differentiators
Domestic Market - Boycott of China & Chinese Goods - The total market size for fashion imports in India is around $50bn. This includes large and small players who are manufacturing in China and selling in India. It is estimated that these imports will get severely hit and will fall by 40% to 60%. Promotion & Demand for Made in India Apparels - AH offers global quality at 50% less price points. The brand is holistically developed and will attract tremendous traction among youth. Active & Life Style Wear - The aesthetics of AH are distinct and at par or better in most cases than its international competition
Domestic Market In the domestic market the Indian customer has no credible alternative to the STAR & STRIPES, THE UNION JACK, THE REDS & BLUES. The market is dominated by high visibility American, British, German, EU driven brands that are mostly MADE IN CHINA. The blue and red colonial colours dominate our fashion today. There is a strong inherent need to look modern but still stay close to the Indian way of things. People have started appreciating the aspect of identity that is very much Indian. AH has identified this untapped need, and will be the first Indian fashion brand to formally introduce National Colors in Indian fashion. This strategy is specific for the India geo only. We intend to treat the international markets differently per the fashion demands. The local apparel industry does not address sentiment branding, which is a huge gap. In principle, brands need to be sentiment driven, they need to have character and emotion. Not one local player displays nationalistic sentiment or is driven by what the nation represents. I call them t-shirt sellers not BRANDS.
The manufacturing, raw material sourcing of ARMOUR HEAVY is mostly hyperlocal. This makes a high margin leverage while keeping the production and selling price very competitive yet being quality driven at all times. From a cost view point, AH sits with Decathlon, Bewakoof etc. and from a brand value stand point we sit with the best in the business. This gives us very high-competitive leverage. • (INR 2000 upward) Patriot Collection – Premium or Tri Tab – The Patriot Collection TG is 25 years to 70 years working professionals, Higher Middle Class upwards. • (INR 300 to 1800) to AH Man – Mass Market or Blue Tab – TG is 16 years to 50 years males in Tier 1 and Tier 2 cities. • (INR 300 to 1800) AH Women – Mass Market or Blue Tab – TG is 16 years to 50 years women in Tier 1 and Tier 2 cities. • (INR 300 to 1500) AH Kids – Mass Market or Blue Tab – TG is kids in the age group of 6 years to 15 years in Tier 1 and Tier 2 cities. • (INR 2000 upwards) AH Undefeatable (Sports/Activewear) – Up Market / Green Tab – TG is sports enthusiasts looking for high quality activewear/sportswear
Hyperlocal manufacturing, sourcing and online marketing gives ARMOUR HEAVY tremendous cost advantage. We are a zero capex company and today based only on a DTC B2C & B2B model. As we move forward and grow we will diversify:
1. DTC Online Model – Selling will happen through www.armourheavy.com, www.myntra.com, www.ajio.com, www.amazon.com, www.flipkart.com, www.brandfactory.com, 2. Retail & Franchise Model – Will be initiated post second year operations with a richer SKU strength. Multi-retail outlets and individual franchise will be part of this channel 3. Institutional Sales – We are already doing business with Defence Services, Corporates, Sports Schools, Institutional sports franchises etc.
The business of apparel is expensive and needs upfront investment. If we are not given the right investment on time (within 6 months of our operations) the business will be sluggish. A min investment of USD 200K is required to scale the operations.