New Delhi, September 4, 2025 – In a move that underscores the rising popularity of patriotic and adventure-themed apparel, Indian brand Aero Armour has rebranded to ‘Deployed,’ aiming to deepen its footprint in the defence-inspired fashion movement. The change, announced in a recent press release, positions the company as a key player in blending military aesthetics with everyday wear, catering to a niche that celebrates national pride and rugged functionality.
The rebranding reflects Deployed’s evolution from its origins as Aero Armour, a label known for military- and adventure-inspired clothing. The company’s collections include Army-themed t-shirts, tactical outerwear, and gear designed for both casual consumers and those seeking durable, high-performance apparel. According to industry insights, this shift comes at a time when Indian consumers are increasingly drawn to fashion that evokes themes of defence, adventure, and resilience, inspired by the nation’s armed forces. Deployed emphasizes quality craftsmanship, using materials that prioritize comfort, durability, and style, while paying homage to military heritage. The brand’s mission is to “wear its heart on its sleeve,” symbolizing transparency, passion, and a commitment to empowering wearers with a sense of purpose.
This development is part of a broader “defence-inspired fashion movement” in India, where apparel draws from military motifs, camouflage patterns, and tactical designs to appeal to youth, fitness enthusiasts, and patriots. The movement has gained traction amid national campaigns like ‘Make in India’ and ‘Atmanirbhar Bharat,’ which encourage local innovation in sectors tied to defence and self-reliance.
Market Size and Growth Potential
The global military apparel market, which encompasses defence-inspired and tactical clothing, was valued at approximately USD 1.7 billion in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 10% through 2030, reaching around USD 3.4 billion. In India, the segment forms part of the larger technical textiles and protective clothing market, estimated at USD 371.7 million in 2022 for industrial protective gear alone, expected to expand to USD 807.1 million by 2030. Broader tactical and outdoor clothing globally stands at USD 18.4 billion in 2025, with a CAGR of 5.06% to hit USD 27.4 billion by 2033, and India is poised to capture a growing share due to rising domestic demand and exports. Analysts attribute this growth to increasing consumer interest in adventure sports, fitness, and patriotic branding, alongside steady procurement from defence and law enforcement sectors.
Key Players in the Space
Several companies are already active in India’s defence-inspired fashion and military clothing market, blending traditional manufacturing with innovative designs:
- Aroo: A defence startup specializing in extreme cold weather clothing systems (ECWCS) for the Indian Army, marking it as the first Indian firm to develop intellectual property in specialized defence gear.
- Olive Planet: A premium manufacturer of military and tactical gear, targeting soldiers, adventure professionals, and enthusiasts with products like uniforms, badges, and outdoor apparel.
- Gokaldas Images: Focuses on high-altitude and specialty clothing for Indian soldiers, becoming the first Indian company approved for such gear in extreme conditions.
- Military Marvels: Offers apparel and equipment as a tribute to the Indian Armed Forces, extending beyond clothing to accessories that honor military dedication.
- Hula Global: A leading uniform manufacturer with ready-to-deploy combat and ceremonial dresses, catering to army needs and exporting globally.
These firms dominate through government contracts, e-commerce, and retail, with a focus on durability and compliance with defence standards.
Opportunities for Startups in This Captive Market
The defence-inspired fashion sector represents a captive market in India, where the armed forces, paramilitary, and law enforcement provide a reliable, high-volume demand for uniforms, protective gear, and tactical apparel—often through tenders and long-term contracts. This stability, combined with government initiatives like Innovations for Defence Excellence (iDEX) and ‘Make in India,’ creates fertile ground for startups, particularly those in fashion and fiber innovation.
Fashion startups can explore by developing sustainable, tech-infused apparel, such as eco-friendly camouflage fabrics or smart textiles embedded with sensors for performance tracking. Fiber-focused ventures, dealing in advanced materials like high-tenacity yarns or bio-based fibers, stand to benefit from R&D in areas like extreme weather resistance, ballistic protection, and antimicrobial properties—needs amplified by India’s diverse terrains from Himalayas to deserts. With over 1,000 defence startups emerging in recent years, supported by venture funding and FDI policies, new entrants can secure grants through iDEX challenges, partner with established players like DRDO, or export to global markets.
Experts suggest startups prioritize certifications for defence standards, invest in local supply chains to reduce imports, and leverage e-commerce for consumer-facing defence-inspired lines. As India aims for self-reliance in defence manufacturing, with investments soaring in tech and materials, this niche offers scalable opportunities—potentially turning innovative fibers into multimillion-dollar contracts while tapping into the patriotic consumer wave.
Deployed’s rebranding signals a vibrant future for the sector, where fashion meets functionality, and startups could be the next disruptors in this strategic space.
Company,Focus Areas,Notable Products/Contributions,Market Position
Armour Heavy (AH),High-performance clothing with patriotic themes; golf and ultra collections,AH Patriot INA Tribute Camo Polo; AH Ultra Tropical Maze Polo; AH Pro Golf for peak performance; Rewards program for loyalty. Committed to ‘Make in India’ perfection.,Emerging e-commerce brand emphasizing national pride and quality manufacturing; targets casual and sports enthusiasts.
Deployed (formerly Aero Armour),Military- and adventure-inspired apparel; tactical outerwear,”Army-themed t-shirts, camouflage polos; rebranded to strengthen defence-fashion ties.”,Leader in blending military aesthetics with everyday wear; focuses on transparency and passion.
Aroo,Extreme cold weather clothing systems (ECWCS) for defence,Specialized gear for Indian Army; first Indian IP in defence apparel.,Defence startup with government approvals; excels in high-altitude and protective wear.
Olive Planet,Premium military and tactical gear for soldiers and civilians,”Uniforms, badges, outdoor apparel; targets adventure professionals.”,Established retailer in tactical equipment; bridges defence and consumer markets.
Gokaldas Images,High-altitude and specialty clothing for armed forces,Extreme-condition gear approved for Indian soldiers.,Pioneer in harsh-environment apparel; focuses on durability for military use.
Military Marvels,Apparel and accessories tributing Indian Armed Forces,”Camo clothing, badges; honors military dedication.”,Niche player in patriotic merchandise; extends to non-clothing items.
Hula Global,Uniforms and combat/ceremonial dresses,Ready-to-deploy army gear; global exports.,Leading uniform manufacturer; strong in B2B defence contracts.
