The Fashion Entrepreneur Fund (FEF) has opened registrations for the second season of its business reality show ‘Pitch To Get Rich’, announcing a Rs.100 crore investment commitment aimed at supporting emerging fashion entrepreneurs across India.

The show, which debuted on JioHotstar, is positioned as India’s first fashion-focused business reality programme and is designed to provide fashion startups with access to funding, mentorship, strategic guidance and industry networks.

Backed by actor Akshay Kumar, filmmaker Karan Johar and a group of investors and business leaders including Ravi Jaipuria, Naveen Jindal, Gaurav Dalmia, Sonali Dugar, Manju Yagnik and FEF Chairman Vagish Pathak, the initiative seeks to identify and scale promising fashion ventures.

According to FEF, the Rs.100 crore investment pool represents a 150 per cent increase over Season 1, making it one of the largest funding opportunities currently available for homegrown fashion brands.

The organisation said the first season helped participating brands secure investments, mentorship and business growth opportunities. Brands including Love Kiki, Banana Club and DMO Dot were among those that reportedly achieved significant milestones after being associated with the platform.

Season 2 will be open to founders operating across apparel, footwear, accessories, couture, sustainable fashion, direct-to-consumer (D2C) brands and lifestyle ventures that demonstrate scalability and growth potential.

Speaking on the launch, Akshay Kumar, Promoter and Investor at FEF, said the initiative aims to help fashion entrepreneurs access the capital and support required to build globally competitive brands.