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ARMOUR HEAVY

India, Uttar Pradesh
Market: Production
Stage of the project: Operating business

Date of last change: 24.11.2021
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Idea

We will be the "Next Nike from India". We aim to be a leading aspirational Indian fashion brand, none exist today. Aspiration is more tilted towards North American/ European brands.

Current Status

We have consolidated INR 1Cr in revenue in the last 300 days of our launch.
We are clocking INR 15 to INR 20 lack / monthly.

Problem or Opportunity

In over 70 years, India has failed to build an Aspirational Lifestyle/Athleisure Brand that can compete with the MNCs doing business in India & globally. Our local brands are poorly conceptualized, have poor brand appeal and poor brand genetics. This is damaging the brand equity of ‘Made in India’ and has created a void & an opportunity. Secondly, the fashion industry has abundance of brands that use colonial colours using Starts & Stripes, The Union Jack etc. This needs a change. ARMOUR HEAVY will be the first ever fashion brand strategically adorning the 4 national colours.

Solution (product or service)

ARMOUR HEAVY, Performance Wear will be India’s first Aspirational Athleisure/Lifestyle Brand, none exist today!

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,

Incubation/Acceleration programs accomplishment

Indian Accelerator
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