The first episode of Pitch to Get Rich opened with an unforgettable pitch from House of Armuse, a luxury couture brand redefining handcrafted Indian fashion. From the moment the founders showcased their couture pieces, the presentation stood out as one of the most polished and emotionally driven of the season. Their opening line, “Luxury should not only be worn—it should be remembered,” immediately captured the judges’ attention and positioned the brand as a serious contender in the high-end fashion space.

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House of Armuse is led by its visionary Founder and strategic Co-Founder, whose personal journeys are deeply rooted in Indian artistry. The founder grew up surrounded by Rajasthani craftsmanship, exposed to traditional embroidery and textile techniques long before entering the fashion industry. The co-founder transitioned from a corporate background, adding structure, financial discipline, and growth strategy to the brand’s foundation.

Their story began with just three artisans in a small workshop, expanding slowly through word-of-mouth and organic customer referrals. The founders emphasized that their purpose was driven not by trends but by cultural preservation. They shared the emotional statement:
 “We are not building a label—we are protecting a legacy of handmade excellence.”

The pitch went far beyond visual aesthetics, presenting a clear business model supported by strong performance indicators.

Annual Revenue and Growth Numbers

House of Armuse revealed impressive financial traction for a luxury-focused startup. They reported ₹3.6 crore in annual revenue in the most recent financial year, driven by:

• High-value bridal couture orders
• Custom design consultations
• Repeat premium clients across India and NRI markets

They also highlighted a consistent 12% month-on-month growth, despite controlled production capacity. The co-founder confirmed profitability, with an average contribution margin of 48%, supported by premium pricing and low-inventory operations.

Customer Demand and Market Positioning

Their customer base expanded from Jaipur to major metros including Delhi, Mumbai, and Hyderabad, with rising NRI demand from Dubai, Canada, and the U.S.
 Over 72% of clients came through referrals, showcasing strong trust without heavy marketing.

A judge reacted by saying:
 “Your organic demand shows that this brand is not chasing the market — the market is chasing you.”

Scalability and Expansion Strategy

To address questions around growth, the founders stated:
 “We do not plan to manufacture for volume. Our expansion is through controlled studios and trained artisan clusters.”

Their roadmap included:

• Opening two flagship studios in metro cities
• Increasing artisans from 28 to 60 within 12 months
• Strengthening international appointments through digital bookings

The judges appreciated the clarity but cautioned against slow execution.

In a defining moment, the pitch led to one of the first successful investments of the season.

Initial Ask from the Founders

House of Armuse entered seeking:

• ₹1 crore investment
• 5% equity

A judge responded with a reality check:
 “Luxury takes time. Your valuation assumes speed — are you prepared for patience?”

Counter-Offers Made by the Judges

After discussing margins and scalability, the judges proposed:

• ₹1 crore for 10% equity
• Mentorship in branding and supply-chain planning

Another judge added:
 “If you scale without losing soul, this brand can become India’s next luxury powerhouse.”

Final Decision and Emotional Closure

The founders accepted ₹1 crore for 10%, calling it a strategic partnership rather than just funding. The pitch ended with applause, emotional relief, and one of the most memorable closing moments of episode one.

The judges responded with admiration and caution, highlighting both potential and pressure. One judge praised the craftsmanship, saying:

“Your detailing and craftsmanship are world-class. This is not just couture—this is art.”

Another judge acknowledged the opportunity but questioned the pace of growth:

“Luxury is a slow burn. Are you prepared for patience over aggressive scaling?”

These direct quotes added drama to the pitch and showcased the balance between creative passion and business realism.

House of Armuse’s pitch demonstrated that handcrafted couture can thrive in a modern entrepreneurial landscape. Their journey from a small workshop to national television proves that passion paired with strategy can build market-leading brands. With investor backing in place, both the fashion industry and viewers eagerly await what comes next.