Founded in 2021 by Sarthak Aggarwal, Vikram Jain, Karan Jain, and Shruti Aggarwal, Theater is positioned as a mass-premium brand selling footwear, stockings, perfumes and bags. The company will use the funds to expand its offline presence and on brand building.
Theater co-founder & CEO Sarthak Aggarwal said, “We started Theater because we couldn’t find beautiful, well-made accessories in India that weren’t either a luxury import or a compromise. So we decided to build them ourselves - made in India and priced for a generation that cares deeply about design but doesn’t want to pay luxury prices. "
Theater plans to roll out several retail and marketing initiatives, including celebrity partnerships, in the coming months as it aims to strengthen its position as a design-led fashion brand.
Theater co-founder Vikram Jain said, “We’ve heard for years that design doesn’t scale, and that Indian consumers will always choose discounts over differentiation. Our growth has told us otherwise. Consumers are willing to pay for products that have a point of view, and Theater is proof that taste can be a business model.”
On the investment in Theater, Niveshaay founder Arvind Kothari said, “At Niveshaay, we back category-creating brands that address clear market gaps and have strong consumer pull. Footwear, stockings and bags remain largely unorganised, with limited design-led options for the aspirational Indian woman. Theater has built exactly that, with evergreen, design-led products that consumers have discovered organically.”
He noted that mass-premium fashion in India is growing ahead of the broader market, boosted by rising female workforce participation.
Piyush Goenka, Founder and Managing Partner, Prath Ventures, said, “We’ve always believed India is ready for design-first consumer brands, and Theater is a strong example of that thesis playing out.”