Heart Up My Sleeves
 | |
| Company type | Private |
|---|---|
| Industry | Fashion / Retail |
| Founded | 17 February 2021 |
| Founder | Riya Khattar, Chandani Khattar |
| Headquarters | D 50, 1st Floor, Greater Kailash Enclave 2, South Delhi , India |
Area served | India |
Key people | Riya Khattar (CEO), Chandani Khattar (Director) |
| Products | Detachable sleeves, capes, brooches, cuffs, tops |
| Revenue | ₹41.2 lakh (2024) |
Number of employees | 2+ (2024) |
| Website | heartupmysleeves |
Heart Up My Sleeves is an Indian D2C fashion startup based in Delhi, founded in 2021 by sisters Riya Khattar and Chandani Khattar. The company specialises in detachable sleeves, capes, and accessories designed to enhance the versatility of women's wardrobes while promoting sustainability. Its innovative approach allows consumers to transform existing outfits, reducing the need for new clothing purchases. The brand gained prominence after securing investment on Shark Tank India Season 1 in 2022, leading to expanded online presence on platforms like Nykaa, Myntra, and Amazon. As of 2024, the company reports annual revenue of ₹41.2 lakh and has a strong social media following, driven by influencer marketing.[1]
Founders & Leadership
- Riya Khattar (CEO and Co-Founder): A psychology graduate from Delhi, Riya Khattar founded Heart Up My Sleeves at age 23, inspired by her family's apparel business. With prior experience in human resources across four companies, she identified a market gap for sustainable fashion solutions during the COVID-19 pandemic. Her pitch on Shark Tank India showcased her market understanding and entrepreneurial vision, securing investment from Anupam Mittal and Vineeta Singh.[2]
- Chandani Khattar (Director and Co-Founder): Holding a master's degree from New York City, Chandani brings expertise in fashion and business management. She oversees strategic operations and product development, leveraging her academic background to guide the brand's growth.[3]
Origin & Founding Story
Heart Up My Sleeves was founded in 2021 by Riya Khattar during the COVID-19 pandemic while cleaning her closet. Observing the common issue of women feeling they had "nothing to wear" despite owning many clothes, Riya conceptualised detachable sleeves to refresh existing outfits sustainably. With an initial investment of ₹10,000, she collaborated with her sister Chandani Khattar and utilised their father's garment factory in Delhi to produce prototypes. The brand gained traction through influencer marketing, with celebrities like Neha Kakkar and Hansika Motwani endorsing its products. Its appearance on Shark Tank India Season 1 in 2022 marked a turning point, securing funding and expanding its market reach.[4]
Timeline
| Year | Milestone |
|---|---|
| 2020 | Riya Khattar conceptualises detachable sleeves during the COVID-19 pandemic.[5] |
| 2021 | Heart Up My Sleeves founded in Delhi with ₹10,000 initial investment.[6] |
| 2022 | Appeared on Shark Tank India Season 1, securing ₹25 lakh for 30% equity from Anupam Mittal and Vineeta Singh.[7] |
| 2023 | Reported annual revenue of ₹44.2 lakh as of 31 March.[8] |
| 2024 | Expanded product line to include cuffs, tops, and caps; net worth reached ₹10 crore.[9] |
| 2025 | Projected revenue of ₹50 crore by end of financial year.[10] |
Funding
| Date | Round | Amount | Investors |
|---|---|---|---|
| 3 May 2022 | Angel | ₹25 lakh ($32,700) | Anupam Mittal, Vineeta Singh[11] |
Business Model
Heart Up My Sleeves operates a D2C business model, selling detachable sleeves and accessories directly to consumers through its website and e-commerce platforms like Nykaa, Myntra, Amazon, and Flipkart. Targeting women aged 18–33, the brand focuses on sustainability by enabling outfit reusability. Revenue is generated through online sales, with products priced between ₹495 and ₹4,800. The company leverages influencer marketing to build brand awareness, collaborating with social media influencers and celebrities to drive demand.[12]
Products / Services
- Detachable Sleeves: Available in various styles (sequins, frill, balloon, flair) and colours, designed to pair with ethnic and western outfits.[13]
- Capes and Brooches: Accessories to enhance outfit versatility, manufactured in Delhi.[14]
- Cuffs and Tops: Expanded product line introduced by 2024 to diversify offerings.[15]
Growth & Metrics
As of 2024, Heart Up My Sleeves reported annual revenue of ₹41.2 lakh, with projections to reach ₹50 crore by the end of the 2024–2025 financial year. The company employs a small team, including two tailors at its Delhi factory. Its Instagram following exceeds 49,000, reflecting strong social media engagement driven by influencer partnerships with figures like Komal Pandey and Hansika Motwani. Monthly sales increased from ₹1.5–2 lakh pre-Shark Tank to ₹6–7 lakh post-Shark Tank in 2022. The brand ranks second among 11 competitors with a Tracxn Score of 14/100.[16][17]
Legal Entity Information
| Field | Details |
|---|---|
| Legal Name | Heart Up My Sleeves Private Limited |
| Foundation Date | 17 February 2022 |
| Registrar of Companies (ROC) | ROC Delhi |
| Corporate Identification Number (CIN) | U18202DL2022PTC393975 |
| Registered Address | D 50, 1st Floor, Greater Kailash Enclave 2, South Delhi, Delhi, India - 110048 |
| Email ID | heartupmysleeves@gmail.com |
| Company Status | Active |
| Directors | Riya Khattar, Chandani Khattar |
| Authorized Share Capital | INR 10,00,000.00 |
| Paid-up Capital | INR 1,00,000.00 |
Media & Public Recognition
- Shark Tank India Appearance: Featured on Season 1, Episode 1, securing ₹25 lakh from Anupam Mittal and Vineeta Singh.[19]
- Celebrity Endorsements: Products worn by Neha Kakkar in "Kanta Laga" and Hansika Motwani in "Booty Shake".[20]
- Media Coverage: Featured in YourStory, Startup Blog World, and Focus Startup for its innovative approach to sustainable fashion.[21]
- Social Media Presence: Over 49,000 Instagram followers as of January 2025.[22]
FAQs
- What is Heart Up My Sleeves?
- Heart Up My Sleeves is a Delhi-based D2C fashion brand founded in 2021, offering detachable sleeves and accessories to enhance outfit versatility and promote sustainability.[23]
- Who founded Heart Up My Sleeves?
- The company was founded by sisters Riya Khattar and Chandani Khattar.[24]
- How much funding has Heart Up My Sleeves raised?
- The company raised ₹25 lakh ($32,700) in an angel round in May 2022 from Anupam Mittal and Vineeta Singh.[25]
- Where can Heart Up My Sleeves products be purchased?
- Products are available on the official website, Nykaa, Myntra, Amazon, and Flipkart.[26]
External Links
Related Startups
References
- ↑ "Heart Up My Sleeves - 2025 Company Profile, Funding, Competitors & Financials". Tracxn. Retrieved 31 May 2025.
- ↑ "This woman entrepreneur pitched her detachable sleeves on Shark Tank India and won Rs 25 lakh in funding". YourStory. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves, launched by Riya Khattar, offers a sustainable twist to everyday fashion". YourStory. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves: Innovation to meet modern needs". Focus Startup. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves: Innovation to meet modern needs". Focus Startup. Retrieved 31 May 2025.
- ↑ "This woman entrepreneur pitched her detachable sleeves on Shark Tank India". YourStory. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves has raised Rs 25 lakh by Shark Tank India". WEXT India Ventures. Retrieved 31 May 2025.
- ↑ "Heart up my sleeve brand profile: Complete Overview FY 21-25". Startup Blog World. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves: Innovation to meet modern needs". Focus Startup. Retrieved 31 May 2025.
- ↑ "Heart up my sleeve brand profile: Complete Overview FY 21-25". Startup Blog World. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves Raises $32.7K in Angel Round Led by Vineeta Singh and Anupam Mittal". Startup Blog World. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves - The Latest Trick Up Shark Tank's Sleeve". Start-Up Hyderabad. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves". heartupmysleeves.com. Retrieved 31 May 2025.
- ↑ "This woman entrepreneur pitched her detachable sleeves on Shark Tank India". YourStory. Retrieved 31 May 2025.
- ↑ "How is Heart Up My Sleeves from Shark Tank doing in 2025?". Shark Tank India Club. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves - 2025 Company Profile, Funding, Competitors & Financials". Tracxn. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves Shark Tank India Update In 2024". Shark Tank Talks. Retrieved 31 May 2025.
- ↑ "HEART UP MY SLEEVES PRIVATE LIMITED". Zauba Corp. Retrieved 31 May 2025.
- ↑ "Shark Tank India Season 1 Company Heart up my Sleeves Raised Investment". Shark Tank Season. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves (Riya Khattar) on Shark Tank India Update". Fulmino Fan. Retrieved 31 May 2025.
- ↑ "Heart up my sleeve brand profile: Complete Overview FY 21-25". Startup Blog World. Retrieved 31 May 2025.
- ↑ "How is Heart Up My Sleeves from Shark Tank doing in 2025?". Shark Tank India Club. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves". LinkedIn. Retrieved 31 May 2025.
- ↑ "This woman entrepreneur pitched her detachable sleeves on Shark Tank India". YourStory. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves Raises $32.7K in Angel Round". Startup Blog World. Retrieved 31 May 2025.
- ↑ "Heart Up My Sleeves Shark Tank India Update In 2024". Shark Tank Talks. Retrieved 31 May 2025.