MUMBAI — Bollywood superstar Ranbir Kapoor just added fashion entrepreneur to his list of credentials, with the launch of his lifestyle brand Arks and its first retail outpost in Mumbai’s suburban neighbourhood of Bandra.
The award-winning actor, from one of India’s most illustrious film dynasties, has several critical and commercial successes to his credit, including recent hits like fantasy film Brahmastra: Part One – Shiva (2022) and the action-drama Animal (2023). His 18 years in the industry have seen Kapoor rise to superstar status in India, and Arks marks his debut as a brand owner, making it a significant — and eagerly awaited — launch for his fans.
Kapoor has teamed up with entrepreneur and marketer Abhinav Verma to create a premium lifestyle label focused on understated yet stylish building blocks for the wardrobe that take after Kapoor’s easy-going sartorial sensibilities.
While the idea had been brewing in the actor’s head for a long time, co-founder Verma, who serves as CEO of the new brand, confirms that it took concrete form over the last two years. “It started with the idea of making a really good sneaker,” he says, which was in line with Kapoor’s widespread reputation as a sneakerhead.
“While that was the first category we worked on, we also felt the need to expand our horizons, which laid the ground for our other categories,” adds Verma who has over a decade of experience in launching creator- and celebrity-led brands and previously worked on digital media for companies like Vodafone Idea, L’Oréal India and Airtel.
Arks’ launch range includes everyday essentials for men and women like t-shirts, jeans, sweatshirts, hoodies, biker jackets, joggers, cargo pants, and unisex accessories as well as low-top and mid-top sneakers, designed and made in India. Beyond apparel and footwear, categories such as fragrance and tech accessories are being explored, and there are collaborations in development.
In a statement, Kapoor highlighted his vision for Arks as an endeavour to create a “refined lifestyle” steeped in quality, individuality and quiet confidence. “I wanted Arks to reflect my personality — versatile, subtle and impactful. We believe in creating products that aren’t loud but still make a statement,” said the actor.
Arks’ offering is deliberately designed to be both affordable and aspirational, with prices starting at 1,499 rupees and going up to 34,999 rupees ($17 to $403), says Verma, who revealed his motivations for the brand but declined to share details of its funding.
“The Indian middle class is growing, which means there is greater demand for premium products, as well as migration across categories. It felt like the right time to build this brand,” says Verma.
The duo are looking to tap more than one segment in India’s rapidly-growing consumer market. The country’s mid-market fashion segment is poised for an uplift of about 12 to 17 percent this year, according to the latest BoF-McKinsey State of Fashion report.
The Indian sneaker market is also predicted to experience double-digit growth in the coming years, according to Boston Consulting Group India, and the local sportswear market, which was valued at $9.4 billion in 2024, is expected to swell to $12.4 billion by 2027, according to Euromonitor International. The premium menswear, womenswear and emerging streetwear markets are also buoyant.
The brand will adopt an omnichannel approach — with products available at both the 1,000 sq ft Mumbai store and an online shop that delivers domestically. International e-commerce, and stores in New Delhi, Hyderabad and Bengaluru are also on the duo’s radar, adds Verma, though there are no firm timelines for these rollouts yet.
“The experience is phygital, but we really want people to touch and feel the product. The idea is to bring our community together at our store, which has been created like a studio,” explains Verma.
With the launch of Arks, Kapoor joins a growing league of Indian male celebrities who have forayed into fashion with their own brands, such as Salman Khan’s Being Human Clothing, HRX by Hrithik Roshan, Shahid Kapoor’s Skult and Aryan Khan’s D’Yavol X.
But it’s not just Kapoor’s hands-on involvement across design, product development and marketing that could help set Arks apart. There is also great curiosity about the reclusive actor, who has eschewed any personal social media presence, and his lifestyle.
The brand’s premium wardrobe staples will therefore provide fans with a sense of access to the star. The brand’s Instagram page amassed a following of 130K even before its launch, and a teaser starring Kapoor in September 2024, clocked over 6 million views.
Kapoor’s wife and fellow Bollywood superstar Alia Bhatt, whose 86 million Instagram following helped secure her a Gucci ambassadorship, has already monetised her fame by launching a kids and maternity clothing brand Ed-a-Mamma. In 2023, Reliance Retail Ventures Limited (RRVL) acquired a 51% stake in it.
Verma is banking on the Arks brand being “propelled forward in the long-term” by a combination of forces. “While we are driven by Ranbir’s passion and vision, we’re not looking to be seen as just a celebrity-led brand,” Verma says. “We see this as a great opportunity to build culture, community and a strong ‘Made in India’ product but of global stature.”
