India’s fashion scene just entered its startup era.
And this time, it isn’t just about runway looks — it’s about runway returns.
Over Diwali, a new reality show quietly detonated across the Indian fashion and startup ecosystem — “Pitch To Get Rich”, powered by the Fashion Entrepreneur Fund (FEF) led by Sanjay Nigam. With a ₹40 crore investment pool, this isn’t just another talent hunt. It’s a complete ecosystem built to fund, mentor, and scale the next generation of Indian fashion entrepreneurs — from design innovators to sustainable disruptors.
Let’s decode what’s really happening here — from the boardroom to the runway.
🎬 The Birth of an Idea: Turning Fashion into a Fundable Startup
Sanjay Nigam, the man behind India Fashion Awards, saw the obvious gap — India produces some of the most creative designers, yet only a handful ever scale beyond boutique level. The missing link? Venture capital, business mentorship, and real visibility.
So, instead of waiting for VCs to understand fashion, he decided to bring VCs into fashion — literally.
He built the Fashion Entrepreneur Fund, roped in industrial heavyweights like Gautam Singhania, Ronnie Screwvala, Ravi Jaipuria, Vagish Pathak, and Darpan Sanghvi, and merged that world with Dharmatic Entertainment, the production powerhouse led by Karan Johar.
Result? A glamorous yet gritty hybrid — fashion meets funding.
💰 The Core: ₹40 Crore Investment Pool
The fund has committed ₹40 crore exclusively for fashion startups, spread across multiple segments:
- Apparel, accessories, footwear, and lifestyle brands
- Tech-led fashion (AI styling, D2C customisation)
- Sustainable and ethical brands with traceability and circular models
- Handmade, handloom, and craft-based brands with scalable business models
Instead of a single “winner,” the format allows multiple startups to receive funding, mentorship, and access to FEF’s growth ecosystem.
In short, if you’ve got a creative idea that can sell — they’ve got the cheque.
⚙️ The Format: From Pitch Decks to Pop-Up Stores
Forget boring investor grilling.
This show is where the ramp meets the balance sheet.
Each episode brings a set of fashion founders who:
- Pitch their business model — not just their designs.
- Set up a pop-up or fashion show to physically demonstrate their brand.
- Face investors and celebrity mentors who evaluate creativity and scalability.
- Get feedback from influencers and audiences, reducing bias and reflecting real market taste.
- Receive offers for funding, partnerships, or mentorships from the FEF panel.
The lineup of judges and mentors is pure firepower — Karan Johar, Akshay Kumar, Manish Malhotra, and Malaika Arora, with guest investors and industrialists joining each week.
The balance between celebrity flair and business scrutiny makes the show feel like Shark Tank with sequins and strategy.
🧵 The Participants: Founders Who’re Stitching the Future
The show’s first season features around 14 curated startups — a mix of couture, streetwear, footwear, and sustainability-driven brands. Some familiar names have already made an impact:
- Philocaly Menswear — modern luxury wear for men.
- Dmodot — handcrafted leather footwear that bridges artisanship and modern retail.
- CloudTailor — tech-enabled custom tailoring, an AI-meets-handmade hybrid.
- Banana Labs — experimenting with sustainable materials and conscious design.
- House of Armuse — high-end bridal couture mixing heritage with innovation.
- Stylox Fashion — mass menswear brand that secured a ₹3 crore deal right on the show.
And perhaps the most inspiring move — Siddharth Dungarwal, founder of Snitch (from Shark Tank Season 2), returned as a mentor to guide new founders.
It’s a full-circle moment for India’s fashion entrepreneurship movement.
🪡 How It’s Executed: The Journey from Pitch to Production
The process is as real as it gets:
- Screening Phase – Hundreds of applicants screened based on product, business plan, and scalability potential.
- Curation Phase – 14 finalists selected by a jury of investors and fashion leaders.
- Show Phase – Founders compete in themed challenges like sustainability, innovation, and inclusivity, combining fashion shows with investor pitches.
- Deal Phase – Investment offers rolled out, with post-show mentoring by FEF and Dharmatic teams.
- Growth Phase – FEF continues to track brand progress, providing partnerships, funding rounds, and PR visibility.
It’s fashion’s first real accelerator program on camera.
🌱 The Sustainability Factor — And Why It’s a Big Deal
Here’s where things get seriously interesting — the show’s consistent focus on sustainable and conscious fashion.
Unlike typical fashion reality shows that glorify glitz, this one highlights themes like:
- Upcycling and fabric innovation
- Circular business models
- Traceable production
- Ethical sourcing
- Handloom and craft integration
And that’s where India’s new sustainable fashion brands can find their biggest opportunity.
This show and fund combination gives conscious labels what they’ve always lacked — capital plus credibility.
Imagine a handloom brand using natural fibers getting a ₹1–2 crore push to scale production, improve packaging, set up e-commerce infrastructure, and market to Gen Z consumers.
That’s no longer fantasy — it’s happening.
Sustainability isn’t a charity act anymore. It’s a business model that investors are finally ready to bet on.
🔍 The Bigger Picture: How This Can Reshape India’s Fashion Industry
For decades, India’s fashion narrative was split — Bollywood glamour on one side, traditional crafts on the other, and investors somewhere far away.
The Fashion Entrepreneur Fund and Pitch to Get Rich format bridge all three.
- Bollywood brings the influence.
- Industrialists bring the capital.
- Entrepreneurs bring the innovation.
- Consumers bring validation through live engagement and social buzz.
Together, it’s creating India’s first fashion entrepreneurship ecosystem — not just shows, but real, funded growth stories.
🔮 What’s Next
This model will likely expand beyond the show. Expect:
- FEF incubators across major cities.
- University-level talent scouting for fashion entrepreneurs.
- Sustainability-based grants and collaborations with eco-fashion initiatives.
- Global co-investments with international fashion funds eyeing Indian talent.
And if you’re a brand working in handloom, natural fibers, or sustainable fashion, this platform can be your launchpad to reach the mainstream — with funding, mentorship, and exposure you could never get otherwise.
⚡ Final Thought
India’s fashion future won’t just be decided by designers.
It’ll be decided by founders who can merge art, ethics, and economics.
The ₹40 crore Fashion Entrepreneur Fund has just turned that dream into a televised, tangible, investable reality.
For once, the runway doesn’t end in applause.
It ends in an investment deal — and a roadmap for real change.
Because now, in India — fashion isn’t just worn. It’s built.