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ARMOUR HEAVY

Building the next Nike from India!

India, Delhi
Market: Another
Stage of the project: Operating business

Date of last change: 02.07.2021
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Idea

Building an aspirational brand from India, none exist today.

Current Status

We have done USD 70K in the last 180 days of our pre-launch.

Market

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.

Competitors

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.

Finance

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

Business model

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.

Money will be spent on

Product Dev - INR 1.4 Cr
Marketing - INR 20 Lakh
Logistics - INR 12 Lakh
Office - INR 20 Lakh
Others

Offer for investor

YOY Growth – ~40%
5 Year Projection – $ 23,315,030 (Global)

Planned exit in 5 years with 3x returns.
Royalty deal with 2% margin per product/per sale till first 5 years to rationalize investor initial investment.

Team or Management

Risks

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.

Incubation/Acceleration programs accomplishment

Not yet.

Won the competition and other awards

Indian Achievers Award, 2021

Photos

Photo 1 - Building the next Nike from India!
Photo 2 - Building the next Nike from India!
Photo 3 - Building the next Nike from India!
Photo 4 - Building the next Nike from India!
Photo 5 - Building the next Nike from India!

Product Video

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Idea
Current Status
Market
Problem or Opportunity
Solution (product or service)
Competitors
Advantages or differentiators
Finance
Invested in previous rounds, $
Business model
Money will be spent on
Offer for investor
Team or Management
Mentors & Advisors
Lead investor
Risks
Incubation/Acceleration programs accomplishment
Won the competition and other awards
Invention/Patent
Photos
Product Video