New Delhi: Filmmaker Karan Johar says his new fashion entrepreneurship reality series, Pitch to Get Rich, will give birth to “India’s next global fashion leaders”.
“Every designer and creative entrepreneur deserves a fair shot at turning passion into a powerful business,” Johar, who co-owns Dharmatic Entertainment with Adar Poonawalla, told ThePrint.
“Through this game show, we’re creating that bridge, where creativity meets capital.”
Premiering 20 October on JioHotstar, Pitch to Get Rich is its own ‘gamification of fashion’, transforming the traditional runway into a competitive platform. Produced by Fashion Entrepreneur Fund (FEF) and Dharmatic Entertainment, the show has a Rs 40 crore investment pool for India’s emerging fashion entrepreneurs. Fourteen founders of fashion brands and platforms will compete for funding and mentorship while tackling real-world business challenges. They will pitch ideas, tell stories, and vie for the judges’ recognition.
The show will feature several emerging fashion ventures that seek to redesign India’s fashion landscape. The list includes:
- CloudTailor, a tech-enabled tailoring platform
- House of Armuse, a luxury bridal couture brand
- Philocaly, a bespoke menswear label
- Dmodot, a handcrafted footwear brand
- Stylox India, a contemporary men’s fashion label
- BANANA Labs, a sustainable craft-forward design studio
- Banana Club, a youth-driven men’s streetwear brand
- Heritage Bazaar, a marketplace for Indian heritage artefacts and apparel
Along with Johar, Manish Malhotra and Malaika Arora will serve as judges.
Business leaders such as Naveen Jindal, Dhruv Sharma, Ravi Jaipuria, Darpan Sanghvi, Gaurav Dalmia, Vagish Pathak, and Vinod Dugar are also on the panel.
Fashion, finance, fame
The founder of Pitch to Get Rich, Sanjay Nigam, who is also the man behind Fashion Entrepreneur Fund, said that India’s fashion industry has the potential to be a global economic force, but it needs the right support.
For him, the show is where three Fs—fashion, finance, and fame—come together with the power of entertainment.
Nigam has been investing in fashion startups and supporting budding fashion designers since 2021, the year he founded FEF. The reality show is just an extension of these efforts.
“The Fashion Entrepreneur Fund and Pitch to Get Rich were created to empower fashion entrepreneurs who will not only transform Indian fashion but also drive new jobs, innovation, and pride for the country,” said Nigam, who has invested in 14 companies, channelling Rs 51 crore.
His goal is to create an ecosystem for fashion entrepreneurs by providing both financial investment and strategic guidance. Yet, he calls both his endeavours “just the start” of what would be a revolution in the fashion industry.
“We are honoured to have some phenomenal names from the world of entertainment and business backing this vision,” Nigam added.
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‘Refreshing evolution’
When Rahul Khanna and Rohit Gandhi first stepped into the Indian fashion scene in 1997, the landscape was on the cusp of transformation. The country’s design language was still deeply rooted in tradition, but the winds of change were beginning to stir.
“Indian fashion was just beginning to find its contemporary voice,” Khanna said. Along with Gandhi, he has spent over 25 years shaping the industry’s evolution.
Known for dressing icons such as Aishwarya Rai Bachchan, Priyanka Chopra, Madhuri Dixit, Kajol, Katrina Kaif, and Mahira Khan, the duo has never been content with simply following trends.
For them, fashion has always been about building narratives through structure, texture, and craftsmanship. It’s not just about creating garments, but telling stories.
But in recent years, Khanna has noticed a shift. In his view, the Indian fashion scene is beginning to lose its emotional thread.
“There’s a temptation to chase trends or technical perfection,” he said. “But we’ve always believed design is storytelling.”
The repetition of motifs, corsets, cut-outs, and lehengas has led him to wonder if creativity is reaching a saturation point. Yet he sees a new hope in reality shows like Pitch to Get Rich. He calls it a refreshing evolution.
“This shift allows designers to present collections in a more immersive and meaningful way. Each piece becomes part of a narrative, not just a fleeting moment on the runway. It’s a format that highlights creativity in a more personal and thoughtful light,” Khanna said.
For the designer, platforms like the show have the potential to do more than just showcase fashion—they can amplify voices, spotlight authentic craftsmanship, and bring visibility to both seasoned and emerging designers.
“Formats like these not only celebrate established names but also open doors for emerging talent,” Khanna said. “It will nurture a collective movement that strengthens India’s position on the global fashion map.”
(Edited by Prasanna Bachchhav)