The Bengal Story Bureau: Bollywood icons Akshay Kumar and Karan Johar have officially launched the second season of Pitch to Get Rich, India’s first fashion-focused business reality show, unveiling a massive Rs 100 crore investment pool for homegrown fashion startups. The initiative, driven by the Fashion Entrepreneur Fund (FEF), aims to discover, mentor, and scale the next generation of fashion and lifestyle innovators across the country.
The newly announced funding commitment marks a substantial 150 per cent increase over the show’s debut season, which had offered a Rs 40 crore investment pool to emerging brands.
Massive Capital Boost for Independent Indian Fashion
The Fashion Entrepreneur Fund, which counts Kumar and Johar as key investors and promoters, has officially opened registration portals for the upcoming installment. The fund is supported by a prominent panel of Indian corporate leaders, including business titans Ravi Jaipuria, Naveen Jindal, Gaurav Dalmia, Sonali Dugar, and Manju Yagnik, alongside FEF Chairman Vagish Pathak.
Read More: COVID-19: Kolkata Film Festival 2020 to be held from Nov 5-12 with restrictions, only in govt halls
Organisers confirmed that registrations are open to independent founders operating across apparel, footwear, accessories, couture, sustainable textiles, and direct-to-consumer (D2C) lifestyle brands that show scalable business potential. Beyond equity capital, selected contestants will receive structural business support, industry network access, and direct corporate mentorship from established industry veterans.
In an official statement regarding the rollout, actor and investor Akshay Kumar emphasized the untapped corporate potential within the domestic creative ecosystem. He stated that India’s fashion entrepreneurs possess the talent and ambition to build world-class brands, and the Rs 100 crore commitment represents a direct investment in the future of Indian fashion.
Venture Studio Model Drives Post-Show Growth
The expansion of the business reality series follows the operational success of its inaugural season, which was broadcast on the digital platform JioHotstar. Industry analysts note that the show utilizes a specialized venture studio model, ensuring that participating brands continue to receive structural resources long after production concludes.
Read More: Kajol is the most cheerful and humorous person I have ever met
Several early-stage startups from the first season, including Love Kiki, Banana Club, and DMO Dot, have reported significant market growth and scale after securing alliances through the platform.
FEF executives highlighted that while the Indian fashion and lifestyle sector is valued at over Rs 10 lakh crore, early-stage independent labels face severe hurdles when attempting to secure institutional capital or premium supply-chain partnerships. The reality television format acts as an administrative bridge, allowing independent regional creators to pitch directly to high-net-worth investors.
What happens next
With registrations currently active, the evaluation phase will begin over the coming weeks to shortlist the next cohort of fashion disruptors. Production details, the final investor lineup, and the broadcast schedule for Pitch to Get Rich Season 2 are expected to be announced sequentially by the network and the Fashion Entrepreneur Fund management as the project enters its filming phase.
