Riya Khattar Builds Heart Up My Sleeves into a Trendsetting Fashion Brand

Business Remedies | Rajshree Upadhyaya | May 14,2025 | In the heart of Delhi, a simple wardrobe dilemma sparked a fashion revolution. Riya Khattar, then a corporate HR professional, found herself staring at a closet full of clothes yet feeling she had nothing to wear. This relatable frustration led to a powerful idea-what if one could refresh an outfit without buying something entirely new? With support from her sister Chandni and a family background in garment manufacturing, Riya launched Heart Up My Sleeves in February 2021, offering detachable sleeves that could instantly elevate any look. Born during the pandemic, the brand quickly positioned itself as a sustainable fashion solution, blending innovation with practicality.

These detachable sleeves, the core product, are crafted in varied styles, from sequins to lace-and are designed to complement both Indian and Western outfits. The idea was simple yet disruptive: accessories that could transform a plain outfit into something statement-worthy. Over time, the brand expanded to include detachable cuffs, capes, brooches, and tops, all designed with sustainability and reusability in mind. This minimalistic approach resonated with modern women who seek style without excess consumption.

Riya’s entrepreneurial journey took a significant leap when she appeared on the very first episode of Shark Tank India in 2022. With poise and clarity, she pitched her brand, seeking Rs. 25 lakhs for 10% equity. While some sharks hesitated over concerns around scalability, Anupam Mittal and Vineeta Singh recognized the potential in her concept. They jointly invested Rs. 25 lakhs for a 30% stake, providing not just capital but crucial mentorship. This moment became a turning point for the young brand, propelling it into the national spotlight.

The Shark Tank effect was immediate and powerful. Monthly revenues jumped from Rs. 1.5-2 lakhs to Rs. 6-7 lakhs, and eventually touched Rs. 15 lakhs as operations scaled and demand surged. By 2023, the company’s annual turnover reached between Rs. 3 to Rs. 5 crores, with a vision to nearly double that figure by the end of FY 2024-2025. The brand’s popularity soared on social media, particularly Instagram, where its following grew to over 49,000. Celebrity endorsements from stars like Neha Kakkar and Hansika Motwani further amplified visibility, positioning Heart Up My Sleeves as a trendy, go-to label for fashion-conscious women.

Operating on a direct-to-consumer model, the brand targets women aged 16 to 38-young professionals, students, and style-conscious individuals seeking functional yet fashionable wardrobe solutions. With India’s female population forming nearly half the demographic, Riya tapped into a market ripe for innovation. Her products offered a unique blend of creativity and utility, helping women elevate their looks without expanding their wardrobes unnecessarily. It was fashion made smart, simple, and sustainable.

Despite the competitive fashion landscape, Heart Up My Sleeves stood out by doing one thing exceptionally well, turning fashion accessories into transformative tools. While competitors like Pashtush, The Yarn Story, and Jaipur Vogue offer their own takes on modern style, Riya’s brand holds its own through clear branding, purposeful design, and effective storytelling. The brand’s funding round in May 2022, led by Vineeta and Anupam, brought in $32.7K and solidified its financial foundation for future growth.

Today, Heart Up My Sleeves is more than just a fashion label, it’s a movement championing conscious consumption. From a tiny apartment in Delhi to a nationally recognized brand available on platforms like Nykaa Fashion and Aza, Riya’s journey is a testament to how simple ideas, backed by passion and purpose, can reshape industries. Her story inspires a generation of aspiring entrepreneurs to find solutions in everyday problems and turn them into lasting impact.

Written & Edited By:

Rajshree Upadhyaya