According to a press release from the company, pre-seed funding for the performance clothing brand Armour Heavy (AH) totaled Rs 1.6 crore and was driven by India Accelerator. It is currently valued at Rs 20 crore.
Armour Heavy intends to use the capital to expand its operations, widen its internet audience, and improve research and development for upscale performance apparel.
The brand, which was established in January 2022, intends to provide high-fashion garments made from high-performance materials. In order to create a top-notch line of athletic clothing, Armour Heavy plans to take advantage of the neighbourhood environment.
Commenting on the brand, Capt Rahul Rai, founder of Armour Heavy in a statement 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.”
The business reported that it made Rs 1.8 crore in total sales last year. Additionally, AH said that it is expanding its footprint in traditional retail to fill in any gaps in Tier-2 cities where going shopping online is still not the first option.
The Indian Army, NSG, and special forces are the recipients of its premium tactical equipment sales.
Abhay Chawla, founding partner at India Accelerator added, “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.”
Armour Heavy currently sells through its e-commerce marketplace and multi-brand retail outlets across the country.
