Ayushi Jain, Creative Director and Founder of House of Armuse, began her journey a decade ago in Jaipur, Rajasthan, inspired by her mother's legacy and a passion for Indian couture. A self-taught designer who built flagship stores in Jaipur, Delhi, and Mumbai's Kemps Corner, launched resort brand Marviza, dressed UAE brides globally through virtual fittings, received Fashion Entrepreneur Fund investment in November 2025, and featured on Pitch to Get Rich, Ayushi is building India's most emotionally rooted luxury fashion house.
Jaipur, a Mother's Legacy, a Self-Taught Designer, and a Gap the Luxury Market Had Ignored
Ayushi Jain began her journey a decade ago in Jaipur, Rajasthan, where she studied at the prestigious Maharani Gayatri Devi Girls School before discovering that her true calling lay not in a classroom but in the intricate world of Indian textile artistry and couture. She is entirely self-taught, developing her craft through instinct, observation, passion, and the inherited aesthetic sensibility of a family deeply rooted in Indian heritage.
Her founding motivation was both personal and strategic. In the luxury fashion market, Ayushi observed that most brands dressed either the bride or the groom in isolation, rarely offering a complete and cohesive family couture experience. That gap was the opportunity.
"In the luxury fashion market, many brands fail to cater to the entire family. Ayushi, a self-taught designer passionate about Indian couture, filled this gap with HOA, which blends Indian craftsmanship and contemporary design," the brand's official story describes.
House of Armuse was founded in Jaipur in 2014 as a tribute to her mother's legacy, with a mission to dress families across every occasion, from bridal and festive couture to menswear and prêt, blending traditional embroidery and hand-painted artistry with contemporary design sensibilities.
"Inspired by her mother's dream," the brand says simply. Those four words contain everything.
Three Flagship Stores, Virtual Fittings for Global Brides, Marviza, and a Roadmap Reaching Into Home and Lifestyle
The boldest creative and business decision Ayushi made was to build a brand philosophy rooted in emotion rather than trend, creating what she calls intentional couture: pieces that are meaningful, seasonless, and deeply personal, designed to be heirlooms that transcend generations rather than garments that expire with the season.
Her expansion journey has been deliberate and purposeful. Having established the Jaipur flagship as the brand's heritage home and successfully inaugurated a Delhi store, Ayushi brought House of Armuse to Mumbai in October 2023, opening the brand's first Kemps Corner store with the Couture 2023 collection titled A Dreamy Escapade, featuring a wide array of lehengas, sarees, and gowns.
"We are thrilled to introduce House of Armuse to Mumbai. Mumbai, a city known for its diversity and keen sense of fashion appreciation, provides the perfect canvas for our brand's expansion. We eagerly anticipate introducing our exquisite collections to the people of Mumbai and becoming an integral part of the city's vibrant fashion landscape," Ayushi said at the launch.
The brand's online presence enables global accessibility, with virtual fittings becoming a particularly powerful tool for reaching Indian brides across the UAE and beyond.
"Our UAE brides love understated elegance. So we have focused on modern shapes with timeless detailing, pieces that feel fresh but still rooted in tradition," Jain explains.
The most recent collection Love in Bloom features sculptural silhouettes, sheer layering, and delicate 3D florals crafted in floaty georgette, Banarasi tissue, and soft organza, adorned with hand-painted florals, appliqué work, and shimmering bead embroidery, described as a tribute to the tenderness and optimism of first love.
Her entrepreneurial instinct produced Marviza, a sister resort brand inspired by her love for travel and exploration, pushing the boundaries of Indo-Western design. Looking ahead, Ayushi is exploring ready-to-ship collections, more resortwear, artistic collaborations, and a possible expansion into home and lifestyle, confirming that the House of Armuse story is still very much being written.
To support this growth, House of Armuse Private Limited has taken two loans from ICICI Bank with total disclosed borrowings of over ₹3.5 crore, the largest being ₹2 crore in April 2025, confirming active financial investment in the brand's scaling journey.
1.Brand Inception in Jaipur (2014):Founded House of Armuse in Jaipur as a tribute to her mother's dream, introducing family-centric couture that blends traditional hand-painted art and hand embroidery with modern silhouettes.
2.Retail Expansion & Brand Diversification (2023):Established flagships in Jaipur and Delhi before opening in Mumbai's Kemps Corner in October 2023, alongside launching resortwear brand Marviza and global virtual fitting services.
3.Corporate Incorporation & Capital Scaling (Early 2025):Incorporated as House of Armuse Private Limited in Jaipur (March 2025) and secured ₹3.5+ crore in banking facilities to scale operations and production infrastructure.
4.Institutional Investment & National Television Debut (Late 2025):Secured VC funding from the Fashion Entrepreneur Fund (November 2025) and showcased on JioHotstar's Pitch to Get Rich as one of four debut runway brands.
The Pitch to Get Rich Moment and the Fashion Entrepreneur Fund Investment
House of Armuse was selected as one of the 14 visionary fashion founder brands to feature on Pitch to Get Rich, JioHotstar's fashion entrepreneurship reality series hosted by Karan Johar, with judges Akshay Kumar, Manish Malhotra, and Malaika Arora competing for a share of the ₹40 crore investment pool. House of Armuse was among the four debut runway brands showcased at the launch event itself, confirming its position as one of the most anticipated brands on the show.
CBInsights confirms the Fashion Entrepreneur Fund invested in House of Armuse as part of an Unattributed VC round on November 21, 2025, bringing the brand its first external institutional capital and positioning House of Armuse for its next phase of scaling.
The company operates as House of Armuse Private Limited, incorporated in Jaipur on March 7, 2025 with CIN U14101RJ2025PTC100751 and directors Ayushi Jain, Vansh Jain, and Manisha Jain, reflecting the deeply family-rooted nature of the business that was always its founding principle.
Scale and Real-World Impact
| Parameter | Profile Details |
| Founder & Creative Director | Ayushi Jain (Self-taught designer; Alumna of Maharani Gayatri Devi Girls School, Jaipur) |
| Founding Year & Location | 2014 in Jaipur, Rajasthan (Inspired by her mother's dream) |
| Corporate Entity | House of Armuse Private Limited (Inc. March 7, 2025; CIN: U14101RJ2025PTC100751) |
| Board of Directors | Ayushi Jain, Vansh Jain, and Manisha Jain |
| Share Capital & Scale | Authorised Capital: ₹10 lakh; Paid-up Capital: ₹1.07 lakh; 12 employees (May 2026) |
| Banking & Debt Financing | ICICI Bank borrowings totaling >₹3.5 crore (including ₹2 crore in April 2025) |
| Retail Footprint | Flagship stores in Jaipur, Delhi, and Mumbai (Kemps Corner opened Oct 2023) |
| Product Portfolio | Bridal & festive couture, lehengas, sarees, gowns, sherwanis, menswear, prêt, and sister resort brand Marviza |
| Institutional Backing | Backed by Fashion Entrepreneur Fund (Invested November 21, 2025) |
| Media & Reality TV | Featured on Pitch to Get Rich (JioHotstar) among 14 selected brands and 4 debut launch runway showcases |
| Operational Specs | 300+ artisans engaged; Bespoke lead time: 4 to 6 months |
The Most Enduring Luxury Brands Are the Ones Built on Love Before They Are Built on Capital
The sharpest lesson from House of Armuse's journey is this: the most enduring luxury fashion brands in India are the ones built on a story so personal and so authentic that every garment carries the weight of that origin.
Ayushi Jain had no formal design training. She had a mother's dream, a passion for Indian craftsmanship, and the conviction that a bride deserved to wear something made with genuine emotional intention rather than commercial calculation.
That conviction built three flagship stores, ICICI Bank backing, a global virtual fitting client base, a resort brand, a Fashion Entrepreneur Fund investment, and a Pitch to Get Rich debut in front of India's most influential fashion panel.
"I believe we will see a shift from ornate to intentional couture, pieces that are meaningful, seasonless, and deeply personal," Ayushi says.
She started with a tribute to her mother. She built a couture house. And every bride who wears House of Armuse carries with her a piece of the dream that started it all.
Sources: House of Armuse Official Website, Fibre2Fashion, FashionNetwork, Indian Retailer, Apparel Resources, Tracxn, CBInsights, T2Online, LinkedIn, Gulf News
