SUMMARY :
- Rhea Chakraborty clothing brand Chapter 2 Drip achieves Rs 40 crore valuation in under a year
- Brand built on second chances philosophy attracts millennials and Gen Z consumers nationwide
- Direct-to-consumer model and limited drops drive 3x faster growth than traditional fashion labels
Rhea Chakraborty clothing brand Chapter 2 Drip has achieved a remarkable Rs 40 crore valuation in less than a year. After stepping away from acting following the 2020 controversy surrounding Sushant Singh Rajput’s death, the actress turned entrepreneur alongside her brother Showik. What started as a personal comeback story has transformed into one of India’s fastest-growing fashion startups. How did Rhea turn her darkest chapter into a thriving business empire?
How Did Rhea Chakraborty Start Her Clothing Brand?
The journey of Chapter 2 Drip began during Rhea’s most challenging period. In 2020, she faced intense media scrutiny and public backlash after Rajput’s death. She was arrested, and her acting career came to a standstill.
But one moment changed everything. “When I was arrested, my T-shirt read: ‘Roses are red, violets are blue, let’s smash the patriarchy, me and you.’ It spoke for me when I couldn’t,” Rhea told CNBC-TV18. That T-shirt became the spark for her clothing brand.
She realized fashion could be more than just clothing. It could be a voice, a statement, and a medium of expression for those who felt silenced.
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What Makes Chapter 2 Drip Different?
Chapter 2 Drip isn’t just another celebrity fashion line. The brand philosophy centers on second chances and resilience. Rhea and Showik built it around people who’ve survived their darkest days and chosen to start over.
The name itself reflects this mission. “Chapter 2” represents new beginnings, while “Drip” captures the brand’s street-style aesthetic. The clothing features bold statements, empowering messages, and designs that resonate with young India.
Their target audience includes millennials and Gen Z consumers who value authenticity and brands with meaningful stories. As Startup INDIAX reported last month, purpose-driven fashion brands are seeing 3x higher engagement than traditional labels.
How Did the Brand Reach Rs 40 Crore Valuation?
The numbers tell an impressive story. Chapter 2 Drip achieved Rs 40 crore valuation in under 12 months, marking one of the fastest growth trajectories in Indian fashion startups.
The brand launched with a direct-to-consumer model, leveraging social media marketing and Rhea’s existing following. They focused on limited drops and exclusive collections that created urgency and demand.
Showik, who scored 96% in CAT before his MBA plans derailed, brought business acumen to the venture. “When we went through what we went through, we both sort of lost our careers,” Rhea shared. “I stopped getting acting calls, and Showik had scored 96% in CAT and was set to attend a prestigious college.”
But they turned adversity into opportunity. Their first collection sold out within hours, validating the market appetite for their brand story.
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Netizens React
The brand’s success has sparked diverse reactions across social media.
One user wrote, “Rhea turning her trauma into a business empire is the comeback story India needed. Respect.“
Another commented, “Rs 40 crore in less than a year? That’s impressive regardless of who’s behind it. The market has spoken.“
A fashion industry insider noted, “Chapter 2 Drip’s growth shows how authentic storytelling drives brand loyalty. The numbers don’t lie.“
What’s Next for Chapter 2 Drip?
The brand is reportedly planning expansion into tier 2 cities and exploring offline retail partnerships. Industry sources suggest they’re in talks with major fashion retailers for distribution deals.
Rhea’s podcast Chapter 2 continues to inspire the brand’s creative direction. Each collection tells stories of resilience, featuring collaborations with artists and creators who’ve overcome adversity.
The startup is positioned as a challenger brand in India’s competitive fashion market, valued at over $100 billion. With celebrity-founded brands like Virat Kohli’s Wrogn and Hrithik Roshan’s HRX dominating the space, Chapter 2 Drip’s rapid rise demonstrates the power of authentic narratives.
Read More: Celebrity Fashion Brands Generate Rs 500 Crore Revenue in Indian Market
What do you think about Rhea’s entrepreneurial journey from controversy to Rs 40 crore success? Share your thoughts in the comments below and explore more inspiring comeback stories and startup journeys on Startup INDIAX!
FAQs
What is Chapter 2 Drip?
Chapter 2 Drip is Rhea Chakraborty’s clothing brand founded in 2023 with her brother Showik, focusing on empowering fashion statements and second chances. The brand achieved Rs 40 crore valuation in under a year.
Why did Rhea Chakraborty start a clothing brand?
Rhea started Chapter 2 Drip after stepping away from acting in 2020, inspired by a T-shirt she wore during her arrest that became her voice. She wanted to create fashion that empowers people who’ve faced adversity.
How much is Chapter 2 Drip worth?
Chapter 2 Drip carries an estimated valuation of Rs 40 crore, achieved in less than 12 months since launch. The brand follows a direct-to-consumer model with limited edition drops.
Who founded Chapter 2 Drip?
Rhea Chakraborty founded Chapter 2 Drip alongside her brother Showik Chakraborty. Showik brings business expertise after scoring 96% in CAT, while Rhea handles creative direction and brand storytelling.
What makes Chapter 2 Drip successful?
Chapter 2 Drip’s success stems from authentic storytelling, purpose-driven fashion, and a direct-to-consumer model. The brand resonates with young consumers seeking meaningful narratives and empowering clothing statements.
