How 800+ D2C Brands Are Shaking Up India’s Retail!

In the ever-evolving retail landscape, the traditional mall experience is undergoing a significant transformation. Once synonymous with large department stores and chain retailers, malls are increasingly becoming launchpads for direct-to-consumer (D2C) brands. This shift reflects the growing influence of digitalization, consumer demands for personalized experiences, and the integration of entertainment and shopping.

The Phygital Approach

One of the most significant trends shaping the modern retail environment is the integration of physical and digital shopping experiences. Omnichannel strategies, where online and offline retail worlds seamlessly intersect, have become the norm. Retailers are adopting live commerce, frictionless checkouts, and enhanced digital touchpoints, such as mobile apps and digital signage, to deliver a more engaging and streamlined shopping experience.

Malls as Brand Touchpoints

D2C brands are capitalizing on this shift by using malls as physical touchpoints for their digital-first strategies. These brands, which traditionally operate online and rely on e-commerce platforms to reach their customers, are increasingly realizing the value of physical retail spaces. Malls offer a prime location to engage with a broader audience and create more immersive brand experiences.

Kiosks Driving Engagement

Kiosks in malls are becoming an increasingly popular format for D2C brands looking to create buzz and connect with consumers in a tangible way. These small retail spaces allow brands to experiment with new concepts, products, and services, and they are often used to capitalize on seasonal demand or launch exclusive collections. This model is particularly effective for attracting the millennial and Gen Z consumer segments, who are drawn to newness, exclusivity, and the experiential aspect of shopping.

Keeping Up With Trends

Malls have swiftly adapted to these trends, transforming themselves into vibrant, multi-dimensional spaces that go beyond traditional shopping. The modern mall is now a destination where shopping, entertainment, dining, and experiential activities come together. In this context, D2C brands have an opportunity to thrive by aligning with these broader changes and becoming part of the immersive experiences that shoppers now seek.

Personalization and Data-Driven Retail

Personalization has become a critical component of today’s retail strategies. D2C brands have long been known for their ability to tailor products and services to meet the unique needs of their customers, and this extends into the mall environment. Retailers are increasingly using data analytics, mobile apps, and loyalty programs to deliver personalized offers and experiences to shoppers.

The Social Media Influence

Another compelling aspect of the modern retail experience is the growing importance of social media and digital content in shaping consumer behavior. As Gen Z continues to dominate social media platforms, malls and D2C brands are capitalizing on these platforms to amplify their presence. D2C brands often leverage influencer partnerships and social media campaigns to create excitement around kiosk or smaller store formats.

Experiential Shopping and Exclusivity

D2C brands, especially those in the fashion and beauty sectors, are particularly well-positioned to capitalize on the experiential shift in malls. Kiosks and smaller-sized stores allow these brands to create interactive and Instagram-worthy moments that resonate with consumers seeking novelty and visual appeal. By offering limited-edition items, exclusive collaborations, or personalized experiences, these brands can develop a sense of urgency and exclusivity.

Family-Friendly and Multi-Use Spaces

Moreover, malls are increasingly becoming more family-friendly and accessible, catering to a diverse range of consumers. The addition of entertainment zones, kid-focused attractions, and family-oriented events allows malls to appeal to a broader demographic. D2C brands can tap into this growing market by offering products or experiences that resonate with families and younger audiences.

The Future of Malls and D2C

The success of D2C brands in malls is driven by the experiential aspect they provide, personalization, and value for money. As malls evolve into dynamic launchpads, they offer D2C brands engaging, personalized environments to reach wider audiences and build memorable experiences. Reflecting trends in omnichannel retail and experiential shopping, malls remain key spaces for D2C brands to grow and thrive.

Authored By: 

Gaurav Balani, DGM - Marketing, Infiniti Mall

Driven by these three advancements - technological progress, the proliferation of e-commerce platforms and the flux of consumer behaviours, the Indian D2C fashion retail market has undergone a drastic shift. According to Technavio’s recent report, the Indian market size is projected to increase by $36.01 billion, at a CAGR of 22.2 percent between 2024 and 2029 for D2C fashion. 

Fashion Market Segmentation

The Indian D2C fashion market is segmented into product categories and consumer segments. Product categories include clothing, footwear, jewelry and accessories, and cosmetics and beauty products. Clothing dominates, spanning men’s, women’s, and children’s apparel, along with ethnic wear and athleisure. Footwear covers casual, formal, and sports shoes, while jewelry & accessories, including handbags and watches, are gaining popularity. Cosmetics and beauty products are growing due to rising self-care awareness.

Consumer segments include men, women, and children. Women drive the highest demand, followed by the rapidly expanding men’s fashion and grooming market. The children's segment is also emerging, particularly in premium fashion. This segmentation reflects India's evolving D2C fashion landscape.

Key Growth Drivers

The growth of India's D2C fashion market is driven by digital penetration, smartphone adoption, social media influence, and sustainability trends. 

The swift expansion of digital payment systems like UPI, mobile wallets, and BNPL has enabled seamless transactions, boosting online fashion sales. Simultaneously, smartphone and internet proliferation, with over 900 million users, has made fashion e-commerce more accessible, especially in Tier II and III cities. 

Social media and influencer marketing play a crucial role in shaping consumer preferences, with platforms like Instagram and Youtube driving engagement through targeted ads and influencer collaborations. 

Another key trend is the rise of sustainable and ethical fashion, as consumers increasingly demand eco-friendly materials, ethical production, and resale platforms, reshaping the future of fashion retail in India.

Emerging Trends

The Indian D2C fashion market is being transformed by personalization, AI integration, omnichannel retailing, and the rise of direct-to-consumer (D2C) brands. Retailers are increasingly leveraging AI and data analytics to enhance customer experiences through personalized recommendations, virtual try-ons, and curated shopping journeys. 

At the same time, omni-channel retailing is gaining momentum, with brands integrating their online and offline presence through features like click-and-collect, in-store returns, and personalized in-store interactions. The growth of DTC brands is reshaping the industry, as Indian fashion startups and established labels bypass traditional retail channels, reducing costs while strengthening customer relationships and brand loyalty.

The Barriers

Despite advancements in logistics and supply chain management, last-mile delivery remains a significant challenge, especially in remote areas with underdeveloped infrastructure. 

Additionally, the rise in digital transactions has led to an increase in payment fraud, highlighting the need for stronger cybersecurity measures and customer awareness initiatives. 

Furthermore, the fashion industry struggles with high return rates due to sizing issues and changing consumer preferences, which affects profitability and complicates inventory management. Addressing these challenges is crucial for improving operational efficiency and customer satisfaction.

Future Outlook and Opportunities in India

With urban markets reaching saturation, future growth in the D2C fashion industry from Tier II and III cities, where digital literacy and internet penetration are steadily increasing. Sustainable fashion and the circular economy are gaining momentum, with secondhand and rental fashion platforms aligning with global trends toward sustainability and minimal waste. 

The luxury fashion market in India is also expanding, driven by rising disposable incomes, international brand collaborations, and growing consumer demand for premium products.

The Global D2C Fashion Market 

According to a report by the business research company, the global D2C fashion retail market size is expected to grow from $45.6 billion in 2024 to $53.61 billion in 2025 at a compound annual growth rate (CAGR) of 17.6 percent. India’s D2C fashion brands might align with this trend due to its rapidly growing digital economy.

Key Global Trends

In the global D2C fashion market, it is noticed that there are three trends - Secondhand fashion, online first retailers and expansion of luxury fashion. 

Many resale platforms and marketplaces that offer pre-loved fashion are gaining attention around the globe. Whereas e-commerce giants like Shein or Temu are deranging traditional fashion retailing models, as observed in the Indian marketplace as well. 

Global fashion D2C brands are investing like a steak in India, steered by upcoming affluent class and cultural affinity for premium fashion.

Keeping Up With The Trends 

The rise of sustainable fashion, AI-driven personalization, and direct-to-consumer (D2C) models further indicate a shift towards a more dynamic and consumer-centric marketplace. And as Tier II and III cities become key growth hubs, and global trends like secondhand fashion and luxury expansion gain momentum, India's fashion e-commerce sector is expected to align with global market trajectories.

The demand for high-protein, nutritious, and delicious snacks is rising as more people look for convenient yet healthy options. Aditya Poddar, the founder of FitFeast, saw a gap in the Indian market — while protein snacks were available, they were often either bland or misleading in their nutritional value. To bridge this gap, FitFeast introduced a range of high-protein, nutrient-dense snacks

The Vision Behind FitFeast

A New Delhi-based brand dedicated to providing protein-rich and sustainable snacks, FitFeast is on a mission to revolutionize the health food industry with its innovative and flavorful offerings. Its recent appearance on Shark Tank India Season 4, further cemented its place in the competitive snacking market.

These snacks by the brand are designed not just to supplement daily protein intake but also to offer a delightful taste experience. FitFeast stands out due to its unique flavors, such as mocha, brownie, malai kulfi, mango, and white chocolate. These flavors cater to the diverse palates of Indian consumers while ensuring they receive the necessary protein and nutrients their body requires. With three out of four Indians facing protein deficiencies, FitFeast is determined to make high-quality protein accessible and enjoyable.

Making Waves on Shark Tank India

The brand made a remarkable appearance on Shark Tank India, where Aditya Poddar pitched for Rs 1 crore in exchange for 6.5 percent equity, valuing the startup at Rs 15.38 crore. The pitch was met with both enthusiasm and scrutiny as the Sharks sampled FitFeast’s products.

While Namita Thapar and Anupam Mittal appreciated the protein bars, Aman Gupta found the chips underwhelming. Kunal Bahl raised concerns over the packaging’s resemblance to other brands. This led to a moment of tension when Aditya initially admitted to the similarities but later backtracked when pressed further by Anupam Mittal.

The Final Investment 

During the pitch, Aditya highlighted the brand’s rapid growth in quick-commerce sales and an impending 3 percent equity partnership with cricketer Axar Patel, which added credibility to the company’s trajectory.

The negotiations took an interesting turn when Viraj Bahl offered Rs 5 crore for a 51 percent stake, essentially proposing a majority acquisition. He later adjusted his offer to Rs 1 crore for 20 percent equity. At this point, Aman Gupta asked Aditya whether he wanted to sell or not, testing his commitment to the business. Staying true to his vision, Aditya declined the majority stake offers, leading Namita, Aman, and Kunal to step out of the deal.

Anupam Mittal then stepped in with an offer of Rs 1 crore for 12.5 percent equity, warning that further delays could impact the valuation. Viraj Bahl later joined Anupam in a revised offer of Rs 1 crore for 16 percent equity. Aditya attempted to negotiate for 11 percent, but Anupam stood firm, emphasizing their partnership as a “powerhouse combination.”

After intense discussions, the deal was finally closed at Rs 1 crore for 18 percent equity, bringing FitFeast’s post-deal valuation to Rs 5.56 crore.

Aditya Poddar, Founder, FitFeast said, “We will be using the funding to scale FitFeast aggressively. A decent chunk will go into marketing, doubling down on honest performance ads, influencer collaborations, and viral content to build brand awareness. Quick-commerce expansion is another priority—we recently got listed on Zepto and seeing great volume there already. Lastly, we’re strengthening our team, bringing in key hires across marketing, sales, and operations to fuel long-term growth.”

What Sets FitFeast Apart?

Unlike many other protein snack brands, FitFeast focuses on both quality and taste. The brand collaborates with the world’s top food technologists to craft flavors that are both enjoyable and effective. Additionally, every batch of its products undergoes rigorous lab testing to ensure label accuracy, safety, and shelf life.

Its mission is simple: provide clean, delicious, and truly effective protein snacks. FitFeast is determined to eliminate gimmicks in the protein supplement industry, delivering products that genuinely benefit consumers.

Company Overview and Future Plans

FitFeast’s journey began in 2021, despite being a relatively young brand, it has made significant strides in the Food and Beverage Services industry. With an investment from Anupam Mittal and Viraj Bahl, FitFeast is now poised for rapid expansion.

Aditya concluded, “Post Shark Tank India, our focus is on expanding FitFeast’s reach across India. We are scaling up on Zepto ensuring the products are available quickly. We are also investing in team building, hiring experienced talent to streamline operations. At the same time, we are working on new product launches and retail expansion, making FitFeast available in premium grocery chains and gyms. The goal is clear — sustainably scale while improving profitability.”

The funding will enable the company to enhance product development, optimize marketing efforts, and strengthen distribution channels. With the backing of experienced investors, FitFeast aims to become a household name in the Indian health food sector.

A home is more than just four walls; the right interiors, vibrant curtains, exquisite decor, and elegant rugs play a crucial role in shaping the ambiance of the living space. Among these, rugs hold a special place, enhancing both aesthetics and coziness. However, maintaining and affording premium-quality rugs has often been challenging for homeowners. 

Addressing this concern, an innovative Indian brand, Easyrugs, has emerged as a game-changer in the home decor industry. The brand is the brainchild of Harnam Kaur and Samrath Singh Nagpal, a visionary couple from Delhi. With a mission to make soft furnishings affordable, hassle-free, and sustainable, the duo set out to revolutionize the rug industry. 

The Shark Tank India Journey

Easyrugs made its mark on Shark Tank India Season 4, seeking an investment of Rs 35 lakhs for a 5 percent equity stake, valuing the brand at Rs 7 crores. The pitch was not just about seeking investment but showcasing a revolutionary product that could transform home interiors. Easyrugs offers stylish, hand-washable, and durable rugs, designed to withstand spills, stains, and time while reflecting art and culture. The brand draws inspiration from nature, culture, and contemporary trends.

The brand unveiled its products, demonstrating the ease with which their rugs could be cleaned and maintained, the sharks were intrigued. The quality, affordability, and unique selling proposition of Easyrugs sparked a conversation among investors. 

However, one particular aspect raised concern—the brand name. Aman Gupta pointed out that "Easyrugs" lacked a strong brand appeal. While impressed with the business model, he suggested a rebranding strategy before committing to an investment.

A Successful Deal

Easyrugs secured a deal with Aman Gupta and Vineeta Singh, after initial scrutiny. The final agreement closed at Rs 35 lakhs for 5 percent equity, along with a 5 percent royalty until Rs 52.5 lakhs were recouped, maintaining the valuation at Rs 7 crores. 

Samrath Singh Nagpal, Founder, Easyrugs said, "Securing Shark Tank funding propels Easyrugs forward, fueling innovation, expansion, and leadership in the washable rug industry. We are enhancing designs, launching interactive kids’ rugs, scaling production, and strengthening our brand — all while staying committed to sustainability. This investment is not just about growth; it’s about redefining comfort, convenience, and creativity in every home."

Innovation Meets Affordability

Easyrugs core innovation lies in its ability to provide affordable and easy-to-maintain rugs that fit the modern Indian household. Unlike traditional rugs that require professional cleaning or extensive maintenance, these rugs are developed to be washed effortlessly at home. 

This feature alone sets them apart in a market that predominantly exports premium rugs to international buyers while leaving Indian consumers with limited, expensive choices.

The brand focuses on sustainability and also aligns with the growing consciousness among Indian buyers. By using eco-friendly materials and ensuring durability, Easyrugs caters to homeowners who seek stylish yet responsible home decor solutions.

Challenges and the Road Ahead

While the journey has been inspiring, building a brand in a competitive industry comes with its own set of challenges. Pricing strategies, brand positioning, and consumer awareness are key aspects the founders are working on. The feedback received on Shark Tank India, particularly regarding its brand name, is now a strategic point of consideration for Harnam and Samrath. 

The appearance on national television has already provided them with much-needed exposure, leading to increased consumer interest and potential collaborations. With the mentorship of Aman Gupta and Vineeta Singh, Easyrugs is composed to take significant strides in expanding its reach and impact.

"With Shark Tank funding, we are diversifying into new marketplaces, exploring exhibitions, and tapping into export opportunities in the Middle East and the UK. Our focus on product development includes interactive kids’ rugs with playful, sensory elements, all crafted from eco-friendly materials. This investment will also fuel production scaling, distribution growth, and brand-building through digital marketing and collaborations. Committed to sustainability, we’re pushing boundaries to make stylish, functional, and washable rugs a household essential worldwide," Samrath concluded.

Urban homes are shrinking, but expectations are soaring. As compact living becomes the norm, furniture and home decor brands are stepping up their game, blending smart designs, sustainability, and technology to create spaces that are functional, stylish, and eco-friendly. But how are leading players responding to these shifts?

According to an Invest India report, digitization and e-commerce are becoming the key growth drivers of the D2C sector. D2C sales of furniture and home decor brands are expected to grow at a CAGR of 36 percent to reach $17 billion by 2030.

According to another report by RedSeer Strategy Consultants, India's online furniture and home decor market share in India is expected to reach $40 billion by 2026, fuelled by pent-up and deferred demand. The report also estimated the growth of the online furniture and home market to rise at a CAGR of 39 percent by 2026.

Unlike traditional stores, D2C furniture and home decor brands provide an expanded selection, catering to diverse tastes and preferences. As digital trust grows, especially among Millennials and Gen Z, purchasing high-ticket items online feels more seamless than ever.

Smart Designs for Smarter Spaces

With space at a premium, Indian consumers demand furniture that adapts to their evolving needs. Brands are answering the call with modular, multi-functional, and customizable solutions.

Orange Tree, a pioneer in custom-crafted furniture, prioritizes personalization. Gaurav Jain, Founder of Orange Tree, shares, “This is why most of our furniture is customized. One size doesn’t fit all, and we ensure our designs seamlessly fit both large and small homes without compromising on comfort or aesthetics. Customers can adjust dimensions to suit their room layouts.”

Similarly, Rabyana embraces minimalistic yet bold aesthetics with nested furniture that offers versatility without clutter.

Abhaye Gupta, CEO and Founder of Rabyana Design, states, “With compact urban living on the rise, Indian home decor is shifting towards minimalist, modern, and functional designs. Apartment living demands space efficiency, leading to more thoughtfully curated interiors.”

Pelican Essentials integrates functionality into every piece—from extendable tables to its signature standing desks that combine ergonomic benefits with sleek designs.

Pushpender Hooda, Co-founder of Pelican Essentials, notes, “The growing demand for modular solutions reflects the need for flexibility. Storage and seating options must be reconfigurable, adapting to ever-changing requirements. Aesthetic minimalism, defined by clean lines and neutral palettes, is gaining momentum, aligning with global trends while catering to Indian homes.”

Eco-Conscious Luxury

Sustainability isn’t just a buzzword; it’s a customer expectation. Brands are merging responsible sourcing with high-end design, making sustainability a core business principle.

Gaurav highlights, “Sustainability extends beyond materials to our manufacturing processes. Our Jodhpur factory runs on 75 percent solar energy and has a robust rainwater harvesting system. Additionally, we upcycle factory waste into new products.”

Orange Tree leads the way in upcycled collections, while Rabyana champions the use of recycled glass, sustainable wood, and fair-wage craftsmanship. Pelican integrates Design for Environment (DfE) principles, ensuring its certified wood and non-toxic finishes align with eco-conscious production.

Pushpender explains, “Our DfE approach integrates environmental considerations at every stage—from material selection to disposal. Today’s eco-conscious consumers demand transparency, and at Pelican, sustainability is at the heart of every design decision.”

The Rise of Smart Furniture

As Indian homes embrace technology, the demand for smart furniture is skyrocketing. Brands are integrating IoT, sensors, app-controlled settings, and voice commands into their designs, creating seamless, functional experiences.

Abhaye emphasizes, “Consumers seek intelligent solutions that enhance convenience and efficiency. The rise of smart homes has fueled demand for furniture that seamlessly integrates technology. We see ourselves at the forefront of merging furniture with IoT and app-driven features.”

Gaurav adds, “Indian craftsmanship is globally revered, and even the West looks to India for artisanal expertise. Our technological integration ensures harmony between handcrafted excellence and cutting-edge innovation, creating designs that are globally appealing yet proudly made in India.”

The Personal Touch

Personalization is no longer a luxury; it’s an expectation. Brands are offering greater flexibility, allowing customers to tailor furniture to their individual preferences.

Gaurav reveals, “Customization accounts for nearly 60 percent of our orders. We offer variations in size, finish, and fabric, ensuring every piece complements the customer’s space and style.”

With the help of AR-based visualization tools, brands enhance customization experiences, allowing consumers to see finishes, fabrics, and configurations in their homes before purchasing.

Pushpender explains, “We’re introducing AR apps to let customers visualize custom designs in real time. Plus, we integrate high-quality mechanisms from Donati and Bock, ensuring durability and elegance in every motion-enabled piece.”

The Omnichannel Boom

While online shopping dominates, brick-and-mortar stores remain crucial. The future lies in seamless omnichannel integration, where online convenience meets offline tangibility.

Abhaye shares, “We recognize the rising demand for online furniture shopping while valuing the tactile experience physical stores provide. To bridge this gap, we plan to open our first store in the next fiscal year, giving customers a firsthand look at our designs.”

Brands are enhancing e-commerce platforms with high-resolution images, detailed product descriptions, AR previews, and fabric swatches, while physical showrooms offer immersive, personalized experiences.

Gaurav explains, “Physical stores allow customers to see and engage with products intimately, while online platforms help us reach a wider audience. Both channels are integral to delivering a holistic shopping experience.”

The next five years will see sustainability, craftsmanship, and tech-driven designs take center stage. Custom-crafted, eco-friendly pieces will continue to dominate, alongside modular solutions catering to India’s urban population.

Gaurav concludes, “Sustainable designs that prioritize craftsmanship will always have a market. In a world battling climate change, handmade and eco-friendly furniture holds immense value. Additionally, multifunctional furniture with smart storage solutions will only grow in demand.”

As AI, IoT, and AR seamlessly blend into furniture, the future of Indian homes is set to be smarter, more stylish, and incredibly personalized. One thing is clear — D2C furniture and decor brands aren’t just shaping the industry; they’re redefining how India lives.

With increasing incidents of harassment and threats, the need for accessible and effective self-defense solutions has never been more pressing. Addressing this concern, a Karnataka-based startup, Whale Wearables, introduced a groundbreaking innovation in Shark Tank India. Its wearable self-defense gadgets aim to empower women with enhanced security and peace of mind.

Foundation of Whale Wearables

Founded in 2024 by Sharad Patil and Nandita Yenagi, Whale Wearables specializes in developing patented technology-driven wearables focused on women's safety. The startup emerged from the founder’s personal experiences and a strong motivation to create an accessible solution for self-defense. Its products, including an innovative glove and a watch-like strap, combine technology and practicality to enhance personal security.

Shark Tank India Pitch

During its appearance on Shark Tank India, the founders sought an investment of Rs 30 lakh for a 3 percent equity stake, valuing the company at Rs 10 crore. The pitch emphasized the necessity of innovative safety devices and demonstrated the effectiveness of its technology-driven products.

Sharks Reactions 

The Sharks expressed mixed reactions to the product’s potential:

• Namita Thapar raised concerns about the possibility of legal implications if the glove caused severe harm to an attacker or an unintended individual. She questioned whether its use could lead to hospitalization or litigation. The founders assured her that the product was designed for deterrence, not severe harm.
• Aman Gupta pointed out that existing smartwatches already offer SOS functionalities. However, he acknowledged the need for a dedicated and accessible emergency button.
• Vineeta Singh emphasized the importance of an easily accessible safety tool, noting that current smartwatches often lack a prominent emergency button.

The Investment Deal

Despite concerns, the pitch impressed Aman Gupta and Vineeta Singh. Recognizing the potential of the product, they jointly offered the requested investment of Rs 30 lakh for 3 percent equity. 

Nandita Yenagi, Founder, Whale Wearables said, “We are strategically allocating funds to strengthen our hardware and software teams, enhance product design and durability to achieve an IP67 rating, invest in scalable manufacturing infrastructure, expand our patent portfolio, and launch a comprehensive marketing campaign to raise awareness about our innovative solution in a market where the problem is well-known but solutions like ours are not.”

Innovative Self-Defense Gadgets

The startup showcased two key products:

• Wearable Glove: A technologically advanced glove capable of delivering a 4,000-volt shock to deter attackers. It also includes features such as an alarm, flashlight, GPS tracking, and a biometric system to ensure only registered users can operate it.
• Watch-like Strap: A device with a large SOS button for quick emergency alerts. Designed for accessibility, it enables users to send distress signals instantly.

These products aim to provide immediate protection while integrating modern safety technology.

Scaling Up and Future Prospects

With the investment secured, Whale Wearables aims to scale up production to meet increasing demand, enhance product innovation by integrating additional safety features, strengthen marketing efforts to raise awareness of personal safety solutions and obtain government approvals to ensure compliance with safety regulations. 

With backing from experienced investors, the brand is well-positioned to revolutionize the self-defense technology sector and empower women with reliable safety solutions.

Nandita concluded, “Shark Tank India has significantly boosted awareness, and the response has been overwhelmingly positive. Many individuals are reaching out to contribute to this movement. With this momentum, we are committed to launching our final product by June. Additionally, investors have shown strong interest, and given our capital-intensive model, we are actively working to close our initial funding round soon.”

Fashion is no longer just for adults; today’s children are just as style-conscious. Parents are always in search of trendy yet comfortable outfits for their little ones. Taffykids is a Mumbai-based kidswear brand that has revolutionized the industry with its unique blend of style, comfort, and affordability. Founded in 2021 by Niti Parekh, Pratik Nagariya and Sangeeta Rohira, Taffykids has quickly established itself as a leading brand in children’s fashion, catering to kids aged 2-12 years.

Taffykid’s Journey

Taffykids was born out of a need for stylish, high-quality, and affordable children’s clothing. The brand has successfully filled this gap in the market by consistently launching fresh designs every week, ensuring kids have access to the latest trends. Since its inception, Taffykids has styled over 3.5 lakh children, making it a trusted name among modern parents.

Shark Tank India Pitch

The founders of Taffykids entered Shark Tank India seeking an investment of Rs 75 lakh for 1 percent equity, valuing the company at Rs 75 crore. Its primary goal for securing investment included offline retail store expansion across India, surfacing premium fashion and scaling boy’s fashion clothing. 

Shark Reactions and Final Deal

While the sharks appreciated Taffykids’ growth and vision, they had concerns regarding scalability and competition. Key feedback included:

• Shark Ritesh Agarwal: Having previously interacted with the founders, he admired its progress but questioned its strategy to compete with well-established brands.
• Shark Namita Thapar: Highlighted that today’s children prefer looking stylish rather than “kiddish” and advised the founders to focus on branding.
• Shark Vineeta Singh: Emphasized the lack of stylish options for boys and encouraged expansion in that segment.

After negotiations, Ritesh Agarwal and Vineeta Singh sealed the deal, investing Rs 75 lakhs for 1.5 percent equity plus a 0.5 percent royalty until Rs 75 lakh is recouped, valuing the brand at Rs 50 crore. 

Pratik Nagariya, Co-founder,Taffykids said, "Majority of the funds will be allocated toward brand building, market expansion, and strengthening our D2C presence. This includes aggressive digital marketing, influencer collaborations, and customer engagement strategies to enhance brand visibility."

Business Model

Taffykids keeps up with ever-changing fashion trends by introducing 30-40 new designs weekly. The brand focuses on clothing that is fashionable yet comfortable, ensuring kids enjoy wearing them. With prices ranging from Rs 499 to Rs 2,999, the brand offers designer-style outfits at accessible rates.

Best-Selling Categories

Taffykids has seen immense success in multiple fashion segments, with the following categories leading in sales:

• Girls’ Fashion (70 percent of total sales): Dresses, ethnic wear, and stylish casual outfits dominate the collection.
• Boys’ Fashion: Recently expanded due to increasing demand, offering trendy and comfortable clothing options for young boys.

Impressive Financial Growth

Taffykids has demonstrated remarkable financial growth in a short span:

• FY21-22: Rs 55 lakhs
• FY22-23: Rs 3.5 crore
• FY23-24: Rs 12 crore
• Projected FY24-25: Rs 19 crore

Future Plans for Taffykids

With strategic backing from Ritesh and Vineeta, Taffykids aims to scale new heights. The brand’s plans include entering major retail stores to reach a wider audience. The kid's fashion brand aims to offer high-end designer kidswear and address the underrepresented boys’ fashion market.

Pratik concluded, "Our primary goal post-Shark Tank India is to leverage the visibility and credibility gained from the platform to fuel our expansion. We are aiming to raise Rs 10 CR in funding to accelerate our D2C growth and expand our customer base. Our focus will be on enhancing customer experience, building a strong community around our brand, and ensuring consistent innovation in kidswear fashion."

Forget glass ceilings—women entrepreneurs in the D2C space are smashing through walls, redefining industries, and rewriting the rules of business. From blending tradition with sustainability to shaking up skincare and luxury fashion, these powerhouse founders have turned roadblocks into launch pads.

For some, the journey started with a personal spark—an age-old skincare remedy, a passion for ethical fashion, or simply the hunger to disrupt male-dominated industries. For others, it was about proving that success isn’t about gender—it’s about resilience, vision, and game-changing innovation.

Turning Passion into Power

Arya Khattiwala, Founder, Skin Deli, shares, “While entrepreneurship comes with its fair share of hurdles, I have found that staying true to my vision and being adaptable has made all the difference.
For me, SKIN DELI is deeply personal. I wanted skincare that feels comforting, safe, and effective, and that is what our customers appreciate."

Nidhi Sabbarwal, Founder, Kalyanamm, echoes the sentiment, “As a female entrepreneur, my path has been filled with challenges and accomplishments. When I founded Kalyanamm, my goal was to create a brand that seamlessly blends tradition with modern sustainability, offering ethical and eco-friendly products. Despite the preconceptions and biases I had to deal with as a woman in a mostly male-dominated industry, I persisted because I believed in the objective of my business.”

Flipping Challenges into Wins

These women aren’t just navigating obstacles—they’re bulldozing through them. From fighting industry biases to sourcing sustainable materials and overcoming financial roadblocks, they’re proving that grit and strategy trump stereotypes.

Gujan Sharma, Co-Founder, Lumae, explains, “One of the biggest challenges in launching Lumae was shifting consumer perception from beauty-centric skincare to health-driven skincare. The market is saturated with brands promising instant results, whereas Lumaè focuses on long-term skin nourishment and healing. Educating customers on the importance of skin health requires strategic communication and transparency.”

Kasturi Banerjjee and Shaonie Maitrra, Founder, UNTAM3D, adds, “Building a D2C brand meant tackling everything—formulation, consumer trust, and disrupting long-standing skincare habits. Convincing people that one high-performance formula can replace a multi-step regimen took education, testimonials, and relentless storytelling.”

In an industry ruled by legacy giants, these women-led brands are proving that passion, persistence, and authenticity are the ultimate disruptors.

As Aashka Goradia Goble, Co-Founder and CMO, Renee Cosmetics, puts it bluntly: “Scaling a brand requires deep market insight, adaptability, and unwavering brand consistency. Women entrepreneurs must trust their vision, embrace challenges, and lead with confidence. If we dare to create, we have the power to redefine industries.”

Women Entrepreneurs

India’s retail landscape is shifting—and women entrepreneurs are leading the charge. With the rise of D2C brands, digital commerce, and social media-driven retail, they’re transforming businesses into experiences, making retail more personal, immersive, and community-driven.

Gujan Sharma highlights the game-changing impact: “With the rise of D2C models and e-commerce platforms, women-led businesses now have greater access to customers without the traditional barriers of large-scale distribution. The increasing support from government initiatives and entrepreneurship networks is also helping more women step into leadership roles and build successful brands.”

Beyond breaking stereotypes, women entrepreneurs are setting new benchmarks in sustainability, ethical sourcing, and innovation. Kamini Singh, Chief Business Officer, Solitario Lab Grown Diamonds, says, “What stands out is the emphasis on authenticity and storytelling. Women-led businesses are building strong, value-driven communities rather than just selling products. The shift towards inclusivity, transparency, and sustainability is being championed by women entrepreneurs, and as financial independence grows, their influence—both as business leaders and consumers—will only deepen.”

Investor backing, consumer trust, and government support are pushing these trailblazers to the forefront. Pragya Shrivastava, Director of HR and Finance, Maharishi Ayurveda, sees an unstoppable shift: “We are seeing a growing presence of women in marketing and customer service roles, which is a testament to this strength. As the retail sector continues to evolve, I believe women entrepreneurs will play a pivotal role in enhancing customer experiences, innovating with personalized solutions, and driving brand loyalty.”

From Employees to Industry Leaders

Empowering women isn’t just about creating jobs—it’s about fostering independence, confidence, and long-term success. Across industries, women are stepping into leadership roles, breaking barriers in design, craftsmanship, digital marketing, and beyond.

Kamini adds, “Mentorship is crucial. Sharing knowledge, creating networking opportunities, and supporting women in their entrepreneurial journeys will build a stronger, more inclusive ecosystem.”

Businesses that invest in women’s growth aren’t just ticking a diversity box—they’re future-proofing their success. Akanksha Vishnoi, Co-Founder and CMO of YesMadam, puts it best: “Female entrepreneurs today are more vocal about industry challenges and are actively driving change through innovative strategies. Their authenticity and relatability strengthen customer connections, turning buyers into long-term brand advocates.”

Nitya Khanna, Co-Founder and Marketing Director, Sadyaska, reinforces the point: “Women-led D2C brands bring a distinctive and valuable perspective to retail and customer engagement. As women entrepreneurs, we often have a unique understanding of the needs of our customers. For instance, women-led brands tend to be more empathetic and intuitive when it comes to customer-centricity. We are often more focused on building a community and creating an authentic brand experience, rather than just pushing a product.”

Creating a safe and empowering work environment is just as critical. Many women face initial barriers—self-doubt, societal expectations, and lack of support. Companies that actively invest in their growth create confident leaders ready to take on the world.

Pragya sums it up: “Today, that number has grown significantly, and it’s something I take great pride in. Skill development has been a focus for all employees, but when it came to women, I realized that the first step was helping them believe in their strengths and potential. Creating a safe, comfortable, and empowering work environment was also a top priority for us as a company.”

The Future is Female

From scaling brands to rewriting industry standards, women entrepreneurs in India’s D2C space are proving that business isn’t about gender—it’s about vision, resilience, and fearless innovation. As they continue to challenge norms and build brands with purpose, one thing is clear: they aren’t just participating in the retail revolution—they’re leading it.

In today’s fast-paced world, getting the correct nutrition is a struggle for many. Be it children who refuse to eat greens or busy professionals surviving on fast food, a balanced diet often takes a backseat. That is where Good Monk steps in. The brand, founded by husband-wife duo Amarpreet and Sahiba, aims to simplify nutrition by offering tasteless supplements that blend seamlessly into everyday meals.

Its innovative idea caught the attention of the Shark Tank India panel, where the founders pitched the brand with confidence and a bold claim—Good Monk supplements do not alter the taste of food. 

The Big Ask

Amarpreet and Sahiba entered the tank with a clear vision. They sought Rs 1 crore for 1.67 percent equity, valuing the brand at nearly Rs 60 crore. Their product targeted a broad demographic—from children to seniors—positioning it as an effortless solution to meet daily nutritional needs.

The Offer

Despite the concerns, Vineeta Singh believed in the brand’s potential and stepped forward with an offer. However, she laid down strict conditions:

• Rs 50 lakh for 1.25 percent equity + Rs 50 lakh as debt at 10 percent interest for 3 years
• Reduce marketing spend to 20 percent of sales
• Lower fixed costs
• Achieve EBITDA margin of (-5 percent to -10 percent) within three months

The other sharks decided to step back, leaving the founders to negotiate with Vineeta. After deliberation, Amarpreet and Sahiba decided to accept Vineeta’s offer, securing a deal on Shark Tank India. 

Amarpreet Singh Anand, Co-founder, Good Monk said, "We are investing in raising awareness about the nutrition gap while optimizing our presence across Meta, Google, and organic brand-building."

He further added, "With innovations, clean ingredients, and a strong culture, we are scaling up to meet growing demand with the right capacity and capabilities."

High Marketing Costs, Huge Losses

As the conversation shifted towards finances, the sharks were in for a shock. The founders revealed that Good Monk had raised over Rs 12 crore in funding but was burning Rs 45 lakh per month. The red flag being 85 percent of the spending was directed toward marketing, leading to a total loss of Rs 11 crore.

The strategy of expanding from online sales to physical stores also raised eyebrows. With such high marketing spending and losses, the sharks questioned whether the business was sustainable.

What’s Next for Good Monk?

With Vineeta’s guidance, Good Monk is set to restructure its marketing strategy, focus on cost-cutting, and streamline operations. Its part of the plan includes onboarding a celebrity mother as a brand ambassador to enhance credibility and drive organic reach.

Amarpreet concluded, "We are strengthening consumer trust with clinical research, scaling our core brands, and launching clean, effective innovations. With new Q-commerce channels and an upcoming investment round, we're gearing up for our next phase of growth."

The journey ahead will be challenging, but with the right strategy, Good Monk has the potential to revolutionize the way people consume supplements. By making nutrition effortless and accessible, they may just become a household name in India’s wellness industry.

Imagine biting into a juicy jamun fruit, its deep purple stain lingering on your tongue, bringing back childhood memories of summer afternoons spent under the shade of a tree. Acknowledging this nostalgic connection and the immense health benefits of jamun, TribalVeda, founded by husband-wife duo Rajesh Ojha and Pooja Ojha, the brand aims to provide ethical employment to tribal women while delivering premium-quality jamun-based products to the market.

The Birth of TribalVeda

Rajesh Ojha, who grew up in Jaswantgarh, Udaipur, left his village when he was 16 in search of opportunities in Mumbai. However, upon returning to his roots, Rajesh saw an untapped opportunity in the abundance of wild jamun fruit grown in the forests near his village. Jamun grows once a month in a year and sold at a throwaway price by the tribes.

Seeing the potential to add value and create sustainable employment, Rajesh and Pooja started TribalVeda. They began working with tribal communities, particularly women, to process and sell jamun products, ensuring fair wages and employment security.

The Shark Tank Pitch

A remarkable journey from the forests of Rajasthan to the national stage of Shark Tank India, TribalVeda has captured the hearts of investors and customers alike. 

When TribalVeda stepped onto the Shark Tank India stage, they sought Rs 50 lakh for 2 percent equity, valuing the brand at Rs 25 crore. The pitch, deeply rooted in purpose and authenticity, struck a chord with the Sharks. 

The Final Deal

While Sharks like Namita Thapar, Vineeta Singh, Anupam Mittal, and Kunal Bahl backed out due to various challenges, Ritesh Agarwal saw an opportunity and decided to invest.

Initially, Ritesh offered Rs 50 lakh for 7.5 percent equity, valuing the brand at a lower valuation than the founder's expectations. After negotiations, the final deal was closed at Rs 50 lakh for 2.8 percent equity, bringing Tribeveda’s valuation to Rs 17.86 crore.

Rajesh Oza, Founder, Tribalveda said, “We plan to use the funds for brand building and creating a tech team. Our backend is already robust and ready to support our growth for the next 2 to 3 years.”

Business Performance and Market Strategy

TribalVeda has built a strong direct-to-consumer (D2C) presence, with 70 percent of its revenue coming from its website, ensuring better control over pricing and margins. The remaining revenue sources are:

• 22 percent from events and farmer markets
• 8 percent from marketplace sales

Its strongest customer base includes people above 35 years old, who consume jamun products for health benefits, particularly in managing diabetes. The brand’s sales distribution shows that 40 percent of its revenue comes from Mumbai, while 20 percent comes from Bengaluru, with growing demand in other cities.

Impact on Tribal Communities

TribalVeda is not just about selling jamun-based products; it is about empowering tribal women and creating sustainable livelihoods. So far, the brand has collaborated with over 5000 tribal women and processed more than 5 lakh kg of jamun. 

This initiative helps reduce wastage, provides financial stability to rural communities, and keeps a traditional ingredient relevant in modern times.

The Road Ahead

With an investment from Ritesh Agarwal, TribalVeda aims to scale its operations, enhance its branding, and expand its distribution channels. The brand focuses on strengthening its presence in the market through expansion in retail footprints in metro and tier II cities.

Rajesh elaborated, “Our future plan is to establish Tribalveda as a pan-India brand, with entry into the Horeca segment and exports to regulated markets within the next 24 months.”

Looking forward it plans to introduce new value-added products and boost both online and offline marketing efforts. Additionally, the brand seeks to collaborate with nutritionists and health experts to promote the health benefits of jamun.

He concluded, “With Ritesh Agarwal, guidance we are confident that we will achieve these goals and benefit at least 100,000 tribal community members while conserving forests to reduce carbon footprint. We seek your help in strengthening our brand.”

The modern beauty industry is evolving beyond traditional skincare. People are increasingly looking for solutions that work from the inside out, leading to the rise of nutraceuticals. Beautywise, a science-backed supplement brand, is at the forefront of this movement. Founded in 2021 by Delhi-based siblings Shreyans Chauhan and Anusha Chauhan, offering advanced supplements for enhancing skin, hair, and overall wellness. 

Science-Backed Skincare 

Beautywise is not just another beauty brand—it is a result of scientific research and clinical trials. The brand offers a range of advanced supplements, including Advanced Marine Collagen, Skin Brilliance, and Hair Rescue. Its best-selling product, Skin Brilliance, promises visible skin improvement within 30 days. With over 1 lakh satisfied customers and endorsements from 1,000+ dermatologists and cosmetologists, Beautywise is setting new standards in the beauty industry.

The Shark Tank Pitch

On Shark Tank India, Shreyans and Anusha presented the brand vision with confidence. Seeking Rs 1 crore for 1.5 percent equity, valuing the brand at Rs 66.67 crore. 

The pitch instantly caught the attention of the Sharks, especially Vineeta Singh, who highlighted the booming demand for beauty supplements in India. The discussion took an interesting turn when Namita Thapar challenged the brand’s weight-loss claims, prompting the founders to present clinical trial results from a study with 60 participants. Its data-driven approach reassured the Sharks of the brand’s credibility.

The Investment Battle

The founders’ strong market research and growth potential led to multiple offers:

• Ritesh Agarwal: Rs 1 crore for 2.38 percent equity
• Aman Gupta: Rs 1 crore for 3 percent equity
• Kunal Shah: Rs 2.15 crore for 5 percent equity

Shreyans and Anusha countered with Rs 3 crore for 6 percent equity, looking for a Shark who could provide strategic mentorship. After negotiations, Aman Gupta sealed the deal, investing Rs 3 crore for 6 percent equity, making Beautywise a part of his growing portfolio of consumer brands.

Exponential Growth and Market Impact

Beautywise’s financial journey has been remarkable:

• 2021-22: Revenue of Rs 50 lakh
• 2022-23: Revenue jumped to Rs 2.2 crore
• 2023-24: Sales soared to Rs 6.7 crore
• 2024-25 (Projected): Expected to cross Rs 14.5 crore

Starting with Apollo Pharmacy, Beautywise has expanded its presence in premium skin clinics and online marketplaces. With Rs 6 crore in total funding and Rs 2.75 crore still in the bank, the brand is well-positioned for future expansion.

The Future of Beautywise

With Aman Gupta’s mentorship, Beautywise is set to explore new product innovations, expand distribution channels, and strengthen its digital presence. The founders plan to introduce more advanced formulations and expand into international markets.

The nutraceutical industry in India is growing rapidly, and Beautywise is well-positioned to dominate this segment.

Momshome, a sustainable baby essentials brand, envisions for parents worldwide. Founded by Bhupendra Agrawal and Kumar Vaibhav, this Bangalore-based startup is revolutionizing baby care with eco-friendly products made from organic cotton and bamboo. Momshome began its journey as a B2B brand, supplying organic baby products to schools. 

However, the founders soon realized the growing demand for safe and sustainable baby care products in the consumer market. In 2021, it pivoted to a direct-to-consumer (D2C) model, making its organic muslin swaddles and baby essentials available to parents across India. 

Kumar Vaibhav and Bhupendra Agarwal Co-Founders of Momshome said, “Modern-day parents are often tired and confused about finding good quality skin safe and authentic baby products that are affordable too. We plan to reduce this gap as much as possible by creating a complete range not just for baby for mothers also.”

Stepping onto the Shark Tank Stage

With an ambitious vision, Bhupendra and Kumar entered Shark Tank India seeking an investment of Rs 75 lakh for 1 percent equity, valuing the brand at Rs 75 crore. The pitch highlighted its product quality, affordability, and strong customer trust. However, as the Sharks dug deeper, challenges emerged.

The Tough Questions

Vineeta Singh was the first to acknowledge the brand’s high-quality, GOTS-certified products. But when it came to financials, the founders struggled to provide clear answers. This lack of clarity frustrated Kunal Bahl, who emphasized the importance of trust between investors and founders.

Aman Gupta challenged Momshome's pricing strategy, pointing out that while affordability is a strength, brand recall and emotional connection are critical for long-term success. He advised them to focus on branding rather than solely competing on price and opted out of the deal.

Offers and Negotiations

Despite the financial concerns, the Sharks saw potential in Momshome.

• Vineeta Singh offered Rs 75 lakh for 3 percent equity + 1 percent royalty until Rs 1.125 crore was recouped.
• Ritesh Agarwal proposed Rs 75 lakh for 4 percent equity, valuing the company at Rs 18.75 crore.

Instead of immediately accepting an offer, Bhupendra and Kumar made a counteroffer to Vineeta.

The Final Deal

After rounds of counteroffers, the founders sealed a deal with Vineeta Singh: Rs 75 lakh for 2 percent equity + 1 percent royalty until Rs 93.75 lakh is regained.

Decreasing Momshome value to Rs 37.5 crore, which was lower than its initial ask but still a fit outcome, as they gained an experienced investor and mentor in Vineeta.

The Co-founders commented, “Shark Tank India has helped the brand expand its reach and recognition, attracting both consumers and potential business partners from not just India but different corners of the globe. So many new Consumers are thrilled and pleased to see Momshome's unique focus and positioning of providing the highest quality baby essentials at value-for-money prices under one roof.” 

The Road Ahead

With fresh capital and strategic guidance, Momshome is now focusing on three key areas. First, the brand aims to achieve profitability by cutting losses and reaching break-even in the next financial year. 

Kumar and Bhupendra pointed out, "Momshome is going omnichannel, launching experience stores in metro cities and expanding quick commerce. We are already on Blinkit and Zepto in major cities, with more additions soon. Same-day delivery on Amazon will further enhance our reach."

Second, it is shifting beyond price competition to build a strong and distinctive brand identity. Finally, Momshome is expanding its retail presence, both offline and internationally, to connect with more parents worldwide.

Both further concluded, "With global expansion starting this month, we are GOTS-certified and ready to scale internationally. Franchise stores will expand our presence in Tier II and III cities. Backed by strong operations and quality products, we aim to become a Rs 100 crore brand in 15-18 months."

Trajectory, a brand founded by former product developers Raghav Mahajan and Himanshu Verma, entered Shark Tank India with a clear ambition: revolutionize travel comfort with ergonomic products. From starting with a single sleeping bag, it has now grown into a brand aiming for nationwide expansion.

Facing Sharp Scrutiny

Seeking an investment of Rs 1 crore for a 2 percent equity stake, the founders faced immediate skepticism from the Sharks.

Anupam Mittal openly questioned the necessity of its presence on the show. He challenged the uniqueness of the products highlighting the fact that similar products were readily available at airports and online marketplaces. The panel echoed concerns over differentiation and market positioning.

Product Testing and Market Positioning

Despite the criticism, the Sharks acknowledged the quality of the product. Trajectory claimed its memory foam travel pillow was superior to competitors, but the Sharks pushed them to prove what set it apart.  

Peyush Bansal inquired about the uniquesness of its products and how it stands apart among competitors, to which the founders confidently affirmed. However, branding remained a key issue, with Aman Gupta questioning whether customers were even searching for the brand name or generic travel pillow terms.

The Branding Challenge

As the discussion deepened, concerns about the brand’s marketing strategy surfaced. While the founders highlighted that competitors were bidding on its brand's respective keywords online, they struggled to provide a clear answer regarding organic brand searches. 

Raising more doubts among the Sharks about its market positioning and visibility. Further, Ritesh Agarwal pointed out a resemblance between Trajectory’s logo and Tesla’s, adding another layer of concern regarding branding clarity.

Sharks Opting Out

Due to a lack of distinct branding and an unclear go-to-market strategy, Aman Gupta was the first to back out, stating that the product felt like a commodity rather than a unique offering. Namita Thapar and Anupam Mittal soon followed, citing concerns over the founders' communication style and brand positioning. 

The Offer That Changed Everything

Despite the tough grilling, Trajectory's financials and growth potential caught the attention of Ritesh Agarwal and Peyush Bansal. Ritesh recognized an opportunity in the brand’s expansion plans, while Peyush saw value in the product with a condition—co-founder Himanshu needed to ensure Raghav’s energy was channeled productively. 

Peyush initially offered Rs 1 crore for 5 percent equity with a 2 percent royalty until the investment was recovered. After intense negotiations, Trajectory secured a deal with Ritesh: Rs 50 lakh for 3 percent equity and Rs 50 lakh in debt at an 8 percent interest rate.

The Road Ahead 

With Ritesh Agarwal’s backing, Trajectory aims to solidify its identity, strengthen its market presence, and enhance consumer awareness around travel comfort. 

The investment provides financial support and strategic guidance to navigate the competitive travel accessories market. The challenge lies in transforming travel pillows from a commodity into a recognizable brand across India.

Despite a challenging pitch, Trajectory walked away with an investment as well as valuable insights from the sharks. The next step for the brand is to leverage this partnership, scale its business, and redefine travel comfort for Indian consumers.

What started as an experiment in a home kitchen soon flipped in a full-fledged business as demand soared. Eat Better Co has positioned itself as a game-changer in the snacking industry. Founded by a trio of entrepreneurs, (Mridula Kanoria, Shaurya Kanoria and Vidushi Kajaria) the brand started as a humble home kitchen venture and has since transformed into a thriving business with a dedicated manufacturing facility. The brand recently appeared on Shark Tank India with an impressive pitch that left the investors panel mesmorized.

Shark Tank India Pitch

Seeking investment to accelerate its growth, Eat Better Co sought Rs 50 lakh in exchange for 0.5 percent equity, effectively valuing the brand at Rs 100 crore. Its robust financial performance and strategic market positioning sparked significant interest among the sharks, igniting a competitive round of discussions and offers.

Investor Reactions and Offers

While many investors acknowledged Eat Better's potential, some found the valuation steep. Anupam Mittal and Ritesh Agarwal admired its journey and product quality but opted out due to the high valuation. However, they expressed keen interest in collaborating in other ways, such as through potential partnerships.

On the other hand, Namita Thapar and Vineeta Singh saw the brand’s vision and financial trajectory as compelling reasons to invest. Namita offered Rs 50 lakh for 0.5 percent equity but included a 1 percent royalty until her investment was recouped. Vineeta, in contrast, proposed Rs 50 lakh for 1.5 percent equity with no royalty, offering a more straightforward equity-based deal.

The Game-Changing Counteroffer

As the discussions unfolded, Kunal Bahl entered with a bold proposition. Unlike the initial offers, he proposed Rs 2.5 crore for a 5 percent stake, valuing the company at Rs 50 crore.

Not only offering an investment amount but also promised deeper involvement in scaling the business.

Impressive Revenue and Market Presence

Eat Better's financial success has been remarkable, with an annual revenue target of Rs 30 crore. One of its achievements has been its performance on quick commerce platforms, especially BlinkIt, generating approximately Rs 1 crore in monthly revenue. 

This strategic placement on e-commerce channels has propelled its brand visibility and expanded its consumer base.

Strategic Decision and Final Choice

The founders deliberated between preserving its valuation and securing an investor with a significant stake. With an understanding of long-term impact of equity dilution, the founders are looking forward to a Rs 100 crore valuation for Eat Better.

Despite Kunal’s attractive offer, the founders ultimately chose Namita Thapar’s deal, viewing the royalty as a minor trade-off for retaining the brand's perceived value.

Future Growth and Expansion

With this strategic investment, Eat Better Co is poised for further growth. The brand’s successful stint on Shark Tank India has amplified its recognition, attracting both consumers and potential business partners. 

The investment is expected to aid in expanding production capacity, enhancing marketing efforts, and exploring new distribution channels.

In a fashion landscape dominated by mass production, Dorabi stands out as India’s only 100 percent hand-dyed fashion label. Founded by Ashima Batra alongside her parents, Vinod and Sonia Batra, the brand blends heritage craftsmanship with modern aesthetics. With a strong commitment to quality and sustainability, Dorabi has built a loyal customer base, proving that handmade fashion can be both aspirational and commercially successful.

Bootstrapped Growth and Shark Tank India

Despite being a bootstrapped venture, Dorabi has demonstrated remarkable financial growth. In its first year (2022-23), the brand generated Rs 36 lakh in revenue. This figure skyrocketed in 2023-24, reaching Rs 3.45 crore. By the first half of 2024, Dorabi had already amassed Rs 2.35 crore in sales, with projected annual revenue of Rs 5.5 crore. The company also maintained an EBITDA margin of approximately 13 percent, signaling profitability despite being in its early stages.

Recognizing the brand’s potential, Dorabi’s founders sought funding on Shark Tank India, presenting their business model to investors. Initially, they pitched for Rs 75 lakh in exchange for a 3 percent equity stake. After negotiations, Aman Gupta and Anupam Mittal jointly invested Rs 1 crore for a 4 percent equity share, valuing the startup at Rs 25 crore.

Ashima Batra, CEO and Founder of Dorabi and Aamili, stated, “Around 30-35 percent of the funds will be allocated to brand building through strategic collaborations with celebrities and influencers who align with our values.”

She further explained, “Another 25-30 percent will be dedicated to scaling inventory and strengthening operational infrastructure to meet rising demand. The remaining funds will be invested in marketing, product development, technology, and forming strategic partnerships—all aimed at deepening our D2C presence and expanding across relevant marketplaces.”

Omnichannel Expansion

Dorabi primarily operates through a direct-to-consumer (D2C) model, generating all its revenue via its website. Unlike many competitors that rely heavily on large e-commerce platforms, Dorabi has built its brand by fostering direct customer relationships. However, the company is now looking to expand its reach by listing its products on premium marketplaces.

Additionally, Dorabi has already opened four physical stores in India and one in Dubai, signaling its ambition to establish a strong offline presence. This strategic move not only enhances brand visibility but also provides customers with an immersive shopping experience.

Pricing Strategy and Revenue Streams

Dorabi’s pricing strategy balances affordability with premium quality. The brand’s average selling price (ASP) for Dorabi products stands at Rs 4,000, while Aamili’s products are priced at an average of Rs 3,200.

Currently, the company generates an impressive monthly revenue of Rs 50 lakh, demonstrating that its strategy is delivering results. However, as the business scales, maintaining its premium quality while controlling production costs remains a key challenge.

The Road Ahead: Expansion & Differentiation

Dorabi’s growth strategy focuses on international expansion, influencer collaborations, and product diversification. The brand aims to leverage social media marketing and celebrity endorsements to enhance its reach. “Post-Shark Tank India, our focus is on building a strong community that drives business growth,” Ashima noted.

To strengthen its presence further, Dorabi is investing in experiential retail, starting with pop-up stores before transitioning into standalone retail outlets. This approach allows customers to engage with the brand physically, experiencing its craftsmanship and quality firsthand.

“In addition, we plan to expand our presence across more luxury and premium marketplaces beyond Myntra Luxe, collaborating with platforms that align with our brand values. By combining this community-driven approach with strategic marketplace partnerships, we aim to scale revenue and solidify Dorabi’s position in the premium fashion segment,” Ashima concluded.

With a strong foundation, a growing revenue model, and a clear vision for the future, Dorabi is well-positioned to carve a lasting niche in both the Indian and global fashion landscape.

The rising levels of air pollution have made hair fall and scalp issues common concerns. However, traditional remedies are still holding strong against man-made atmospheric adversaries. One such brand, Nidhi's Grandmaa Secret, has successfully brought an age-old hair care solution to the market. The brand was founded in 2023 by Nidhi Tuteja Dua, Rajat Dua, and Rajni Dua in Gurgaon, India. 

The idea emerged during the pandemic when Nidhi experienced severe hair fall due to stress. Seeking a reliable solution, she turned to her grandmother’s trusted hair oil formula. The results were so remarkable that friends and family soon began requesting the homemade remedy. What started as a personal solution quickly transformed into a full-fledged natural hair care brand, offering products infused with the goodness of nature.

Shark Tank India Pitch

The founders of Nidhi’s Grandmaa Secret presented the brand on Shark Tank India Season 4. Its flagship offering, an anti-hair fall oil made from thirteen natural herbs, was highlighted as a chemical-free, Ayurvedic alternative to mainstream hair oils. The team sought an investment of Rs 70 lakhs in exchange for 2 percent equity, valuing the brand at Rs 35 crores.

However, the pitch was met with tough scrutiny from the sharks. Aman Gupta questioned the uniqueness of the product, drawing comparisons to a similar brand from Shark Tank India Season 2. Meanwhile, Peyush Bansal and Anupam Mittal raised concerns regarding the claim of being completely natural, emphasizing the importance of transparency. Vineeta Singh also pressed for differentiation in an already saturated market.

In response, Rajat Dua attempted to highlight the superiority of its product over competitors but was advised against making direct comparisons. Despite this, Nidhi’s conviction stood out, impressing Aman, who acknowledged her confidence and strong marketing ability.

Investment Deal

As the discussion unfolded, the sharks voiced reservations. Vineeta Singh decided to step out, advising the founders to remain patient and focused on the brand’s journey. Kunal Bahl and Aman Gupta also declined to invest.

Despite the initial setbacks, Anupam Mittal saw potential in the brand. Offering words of encouragement. Eventually, he extended an offer of Rs 70 lakhs for 5 percent equity, along with a 1 percent royalty until the investment was recovered. Peyush had initially considered a higher stake of 10 percent, but Anupam’s offer seemed reasonable given the circumstances.

After some deliberation, Rajat agreed to Anupam’s offer, securing an investment that not only provided capital but also brought valuable mentorship. The final deal valued Nidhi’s Grandmaa Secret at Rs 14 crores, significantly lower than the founders’ initial valuation.

Rajat Dua, Co-founder and CEO, Nidhi's Grandmaa Secret said, "We secured a Rs 2 crore DOD limit to manage our 8x revenue surge and maintain working capital. Due diligence with Anupam Mittal’s team is underway, and once funded, we’ll invest in building our team to scale across marketplaces."

Financial Performance

The brand’s financial journey has been noteworthy.

FY 2023-24:

• Gross Sales: Rs 4.3 crores
• Net Sales: Rs 3.5 crores
• Net Margin: 6 percent
• EBITDA: 9 percent

FY 2024-25 (Till October):

• Gross Sales: Rs 4 crores
• Net Sales: Rs 3.2 crores
• EBITDA: 4.5 percent - 5 percent

These figures indicate strong demand but also suggest a need for better cost optimization to improve profitability.

The Product Line

At the heart of Nidhi’s Grandmaa Secret is its Ayurvedic hair care range. Its hero product, the 100 percent Ayurvedic 13 Herbs Hair Oil, is designed to control hair fall within eight weeks. It is particularly beneficial for individuals experiencing alopecia, postpartum hair fall, and dandruff. The key ingredients include Amla, Reetha, and Shikakai, which are known for their scalp-nourishing properties.

Additionally, the brand offers Amla Reetha Shikakai Shampoo and Rosemary Water Ark, catering to consumers looking for holistic and chemical-free hair care solutions.

Road Ahead

The Shark Tank India experience provided the founders with constructive feedback and much-needed financial backing. With Anupam Mittal’s mentorship, Nidhi’s Grandmaa Secret now has the opportunity to refine its branding, improve packaging, and expand its customer base.

Rajat added, “We are expanding into quick commerce—already on Zepto, with Blinkit soon to follow. We're also testing retail outlets in Gurgaon condominiums and exploring influencer partnerships to scale our D2C business."

"Amazon USA has approached us for expansion, tapping into the Indian diaspora's love for traditional products. Additionally, prominent consumer VCs have shown interest in backing Nidhi’s Grandmaa Secret, and we look forward to sharing more soon,” he concluded.

The founders aim to leverage the newfound visibility to strengthen its position in the competitive hair care market. 

While fine jewelry remains exclusive due to its high price, fashion jewelry often lacks durability. This gap has given rise to the demi-fine jewelry segment, that blends luxury with affordability. Leading this revolution in India is Palmonas, co-founded by Amol Patwari and Pallavi Mohadikar, who recently secured funding for Shark Tank India.

A Star-Studded Business Move

Palmonas made a game-changing decision in 2023 by onboarding Bollywood star Shraddha Kapoor as a co-founder. Her involvement brought instant credibility, amplifying the brand’s appeal among millennials and Gen Z consumers who prioritize aesthetics and authenticity.

Interestingly, Shraddha’s journey with Palmonas began through a social media post. After discovering the brand through a fan’s comment, she became a loyal customer. Impressed by the quality, she took her association a step further by officially joining as a co-founder. Speaking about her decision, she emphasized the importance of making luxury jewelry affordable and sustainable.

Shark Tank Success Story

Palmonas entered Shark Tank India with a bold ask of Rs 1.26 crore for 1 percent equity, valuing the company at Rs 126 crore. The pitch sparked interest among the sharks, leading to intense negotiations.

The Sharks Reactions:

• Aman Gupta offered Rs 40 lakh for 3 percent equity + Rs 86 lakh as debt at 12 percent interest.
• Vineeta Singh admired the product but was uncertain about long-term brand value.
• Kunal Bahl hesitated, preferring to invest in early-stage startups.
• Namita Thapar and Ritesh Agarwal saw the immense potential and made the winning offer: Rs 1.26 crore for 1 percent equity with a 5 percent royalty until Rs 1.25 crore was recouped.

With this deal, Palmonas secured funding and strategic mentorship while retaining its original valuation.

The Investment Impact

The capital infusion from Namita Thapar and Ritesh Agarwal will be strategically allocated to drive growth across multiple key areas. A significant portion will be directed toward retail expansion, scaling offline operations through exclusive stores in metropolitan cities. 

Pallavi Mohadikar, Founder and CEO, Palmonas said, “Firstly we plan to go big on retail expansion. With an aim for 50 stores soon because, while digital is great, jewellery is still something people love to see, touch, and try on.”

She further added, “Secondly, Product category innovation. A key part of this is expanding our lab-grown diamond (LGD) category, making sustainable, high-quality diamonds more accessible without the traditional markups. And brand building. We have grown organically so far, but now it’s time to amplify our story.”

Simultaneously, the brand will focus on international growth, targeting high-potential markets such as the US, the Middle East, and Southeast Asia. Investments in tech innovation will enhance customer experience through AI-driven personalization, ensuring a more tailored shopping journey. Additionally, product development will remain a priority, with an expanded collection designed to cater to evolving consumer preferences.

Why Namita and Ritesh Invested

Despite concerns from other sharks, Namita Thapar and Ritesh Agarwal found compelling reasons to invest in Palmonas. The brand's strong identity, bolstered by Shraddha Kapoor’s association, provided instant credibility and consumer trust. Its rapid growth was another key factor, with sales doubling within a year and revenue projections reaching Rs 35 crore. 

The brand's presence in over 200 countries demonstrated strong international demand and scalability. 

Future Roadmap

With the backing of Shark Tank India and a clear vision, Palmonas is poised for significant growth. A key focus is strengthening brand awareness by leveraging Shraddha Kapoor’s influence and collaborating with celebrities and influencers to enhance trust and expand marketing efforts. 

“Our focus now is building on that momentum. We are going from an online-first brand to a full-fledged omnichannel player with 50 stores in the pipeline. We are doubling down on innovation, with lab-grown diamonds, gold vermeil, and unique, trend-driven collections,” Pallavi concluded.

The brand also plans to expand its retail presence, complementing its strong D2C sales—which currently account for 70 percent of its revenue, by launching offline stores for greater visibility. 

Additionally, testing pop-up stores and experience centers will help attract premium customers. To improve profitability, Palmonas aims to reduce marketing spend from 40 percent to a more sustainable level while optimizing logistics and production to lower overall costs.

In today’s fast-paced world, maintaining a balanced diet often takes a backseat. People are constantly looking for convenient, tasty, and healthy food options that fit lifestyles. Addressing this demand, Mumbai-based Madmix, founded by Gaurav Palrecha , has emerged as a brand that prioritizes both health and taste. With its range of baked, low-fat, and preservative-free snacks, Madmix is on a mission to revolutionize the way people snack.

Madmix on Shark Tank India

Madmix made a remarkable appearance in Shark Tank India Season 4, where its founder sought an investment of Rs 50 lakh for 1 percent equity, valuing the company at Rs 50 crore. During his pitch, Gaurav emphasized Madmix’s commitment to providing nutritious yet delicious snacks made from millet-based ingredients.

The Deal with Ritesh Agarwal

After thorough deliberations, Shark Ritesh Agarwal saw potential in the brand and made an offer of Rs 50 lakh for 5 percent equity, adjusting the company’s valuation to Rs 10 crore. This deal not only secured funding for Madmix but also brought valuable mentorship from Ritesh Agarwal, which will help the brand scale operations and expand market reach.

Gaurav Palrecha, Founder, Madmix, "We are allocating funds to enhance our inventory, ensuring 100 percent fulfillment of purchase orders, up from the current 40-50 percent. Additionally, we plan to secure a strategic warehousing location to optimize shipping costs and logistics efficiency while also strengthening alternate distribution channels to expand our market reach."

Pre-Seed Funding Success

In addition to its success on Shark Tank India, Madmix recently raised Rs 1.76 crore in a pre-seed funding round led by Prime Securities, Authum Investments, and Team India Managers. The startup raised this round at an approximate valuation of Rs 12 crore. According to the brand, the funds will be utilized for marketing efforts, sales team expansion, and future product development, further strengthening its market position.

Growing Market Presence

Madmix has successfully expanded its presence beyond India. The brand is available in Nepal, Hong Kong, New Zealand, the US, and India. It has also secured shelf space in over 650 stores across India, making it easier for health-conscious consumers to access their products.

“Madmix is on a mission to reach every corner of India and beyond. Already in 5,000+ outlets and online platforms, we aim to expand into general trade, modern trade, schools, offices, hospitals, and international markets like Dubai, Canada, and the USA,” Gaurav added. 

A Promising Future

“As India shifts toward healthier snacking, Madmix is leading the way with millet-based, baked, and no-added-sugar snacks. We are doubling down on innovation, launching new flavors, and investing in R&D to eliminate preservatives,” Gaurav concluded. 

With a financial projection of Rs 5.5 crore for the current year, Madmix is showing significant growth potential. The investment from Shark Tank India and pre-seed funding will accelerate its journey towards becoming a household name in healthy snacking. With its innovative product line, expanding market presence, and strong investor backing, Madmix is well on its way to redefining the snacking industry.

Balancing health with a busy lifestyle is a challenge. Hyderabad-based health startup Moderate aims to bridge this gap with its innovative wellness products. Founded in 2023 by Sreeram Reddy Vanga, Dr. Lalitha Palle, and Kartikeya Kabra, Moderate focuses on tackling lifestyle-related health concerns like diabetes and obesity. Backed by Bollywood actress Huma Qureshi, the brand recently made waves on Shark Tank India securing a Rs 1 crore deal from investors Aman Gupta and Kunal Bahl.

Moderate: Game Changing Healthcare Brand

The brand’s flagship products, Calorie Crusher Tablets and Sugar Slayer help reduce carbohydrate absorption and regulate post-meal blood sugar levels, allowing individuals to enjoy meals guilt-free.

The Calorie Crusher Tablets work by inhibiting enzymes responsible for breaking down carbohydrates, thus reducing calorie absorption. Similarly, Sugar Slayer helps balance post-meal glucose spikes, making it beneficial for those managing diabetes. These scientifically formulated supplements provide a convenient way to maintain health without major lifestyle changes.

Pitch That Impressed the Sharks

The founders entered the Shark Tank India stage with a bold ask: Rs 50 lakh for 1.25 percent equity, valuing the company at Rs 40 crore. Its compelling pitch, backed by scientific formulations, caught the attention of the sharks. The Calorie Crusher Tablets, which claim to reduce up to 40 percent of carbs and associated calories from meals, and Sugar Slayer, designed to manage blood sugar levels, intrigued the investors.

Sharks React and Negotiate

While some sharks raised concerns about possible side effects, Aman Gupta praised the science-driven approach and branding. Kunal Bahl, though initially critical of the packaging, saw potential in the brand’s vision. After intense negotiations, Moderate secured Rs 1 crore for 5 percent equity, lowering its valuation to Rs 20 crore.

Kartikeya Kabra, Co-Founder, Moderate saidm “We will use the funding to fuel hyper-targeted marketing campaigns, including collaborations and partnerships with experts to build awareness about the products and educate consumers on how and why our products work—not just that they work because trust begins with transparency.”

Market Potential 

With India facing rising cases of diabetes and obesity, the demand for wellness products is at an all-time high. Studies show that over 77 million people in India suffer from diabetes, making sugar regulation a pressing concern. Moderate taps into this market by offering preventative and health-boosting solutions that align with modern consumer needs.

Overcoming Challenges 

Despite its early success, Moderate faces challenges such as regulatory approvals, consumer education, and competition from established supplement brands. The team is focusing on expanding scientific trials, improving packaging, and building strong brand credibility to ensure long-term success.

Expanding Reach 

Following its Shark Tank success, Moderate plans to scale operations, expand product lines, and strengthen its online and offline presence. With growing investor confidence, the company aims to reach one million customers in the next two years. 

“Part of the funding will be allocated to expanding our distribution network including trusted partnerships including wellness chains such as gyms, nutritionists & restaurants focusing on healthy eating,” Kartikeya elaborated.

The team is also exploring international expansion, targeting markets in the US, Middle East, and Southeast Asia.

Road Ahead

“Post-Shark Tank India, we are  doubling down on three pillars: scientifically backed products, education, and community,” The Co-founder pointed out”

With a solid investment, a strong product lineup, and a celebrity endorsement, Moderate is poised to expand its reach in the Indian wellness industry. 

He further added, “First, we are expanding our digital footprint with science-backed genetic tests that offer personalized wellness solutions to cater to India’s diverse demographics. Second, we will launch a ‘Behind the Science’ video series featuring our R&D team and independent experts to showcase the rigour behind our formulations.”

Its presence on Shark Tank India has not only secured funding but also positioned it as a brand to watch in the growing health-tech space. As the demand for innovative health solutions rises, Moderate is set to make a significant impact in the wellness sector.

“Finally, we will focus on activations to build awareness to ensure our products are the first choice for millions when it comes to any solution in weight or sugar management. We want to build a movement to make sustainable wellness a household conversation,” he concluded. 

Three entrepreneurs from Assam noticed a gap in the market–every month women experience menstruation, yet many still struggle to find suitable menstrual products. With this inspiration Kirti Bikram Acharya, Sourav Chakraborty, and Satyajit Chakraborty founded Healthfab. An innovative product that aims to redefine menstrual hygiene by offering reusable period panties with an inbuilt absorbent layer, reducing dependency on sanitary pads and tampons.

Healthfab Pitch

Healthfab appeared on Shark Tank India, impressing investors with its unique approach to menstrual hygiene. Confident in its product, the founders sought Rs 1 crore for 3 percent equity for the brand. However, the co-founders faced concerns regarding product aesthetics. Despite this, the innovation and dedication sparked intense conversations among the sharks.

Kiriti Acharjee, CEO, Healthfab said, “We plan to strategically allocate the funding across four key areas to accelerate our growth and establish Healthfab as a household name in sustainable menstrual hygiene.”

Addressing Key Gaps

During the pitch, the founders explained the features of Go Pad Free, highlighting its ability to absorb up to 30 ml of liquid. Unlike international polyester brands, Healthfab’s product is made of cotton for added comfort and sustainability.

Vineeta Singh inquired about product efficacy, while Namita Thapar pointed out potential concerns regarding leakage. The founders clarified that the design ensures leak proof protection and can be reused up to 50 times. They also revealed plans to launch a variant for women suffering from urinary incontinence, a condition affecting numerous women globally.

Sharks Offers and the Final Deal

The sharks were highly impressed by the brand's growth and potential. The brand’s revenue grew significantly:

• 2019-20: Rs 3 lakh
• 2020-21: Rs 73 lakh
• 2021-22: Rs 1.1 crore
• 2022-23: Rs 3.3 crore
• 2023-24: Rs 8.34 crore
• September 2024 Target: Rs 11 crore

The investment offers from the sharks included Vineeta Singh, who proposed Rs 50 lakh for 1.75 percent equity, along with an additional Rs 50 lakh as a loan at 9 percent interest. Peyush Bansal offered Rs 1 crore for 3 percent equity, while Anupam Mittal presented an offer of Rs 2 crore for 6 percent equity. 

Ultimately, the final deal was sealed at Rs 2 crore for 7 percent equity, with the investment shared equally among Aman Gupta, Anupam Mittal, Peyush Bansal, and Vineeta Singh, each contributing Rs 50 lakh.

“To scale effectively, we’re strengthening our team, building category awareness through education and marketing, and expanding distribution into offline retail. By investing in R&D, expert talent, and strategic partnerships, we aim to make reusable period underwear more accessible, trusted, and widely adopted."Kiriti elaborated.

Pricing and Market Strategy

Initially, Healthfab sold GoPad Free for Rs 799, but to expand its reach, the price was reduced to Rs 500. The long-term goal is to offer three panties for Rs 500, making sustainable menstrual hygiene accessible to more women.

Future Plans and Expansion

“We are committed to making sustainable menstrual care mainstream by expanding our market reach, innovating with new functional wear, and strengthening Healthfab as a trusted brand,” Kiriti explained

Healthfab is on a mission to revolutionize period care. With new product lines addressing urinary incontinence and other hygiene concerns, the brand aims to establish itself as a global leader. 

She concluded, “Through strategic retail expansion, advanced fabric technology, impactful brand-building, and operational excellence, we aim to enhance accessibility, awareness, and customer experience while scaling efficiently.”

Sarees hold a special place in Indian culture, blending tradition with elegance. However, quality Banarasi sarees often come with a hefty price tag, making them inaccessible for many. This is where Sudathi, a Surat-based brand, stepped in to revolutionize the saree industry. Sudathi was founded in September 2023 by three entrepreneurial cousins–Viren Lathiya, Hiren Lathiya, and Darshan Lathiya. 

Three Brothers, One Vision

The goal was simple yet powerful: to cater to the aspirations of Tier II and III city customers who dream of owning high-quality sarees but struggle with budget constraints. The brand offers premium Banarasi sarees at unbeatable prices ranging from Rs 599 to Rs 2499, establishing itself as a trusted name in ethnic fashion.

It sources directly from manufacturers, eliminating middlemen and ensuring affordability without compromising quality.

Viren Kumar Lathiya, Co-founder, Sudathi said, “The goal is to be the Zudio of Sarees—a place where women can buy a new saree without thinking twice. With this funding, Sudathi will scale faster, expand its reach, and cement its place as India’s go-to saree brand.”

A Game-Changing Investment

Sudathi gained widespread recognition after appearing on Shark Tank India. The founders initially pitched for Rs 1 crore in exchange for 1 percent equity. While sharks Vinita and Namita opted out, Aman Gupta, Anupam Mittal, and Piyush Bansal showed keen interest. 

After negotiations, the deal was closed at Rs 1 crore for 4 percent equity, giving the brand a valuation of Rs 25 crore.

Growth Story

Within one year, Sudathi made its mark in over 3 lakh households across India. This rapid growth is fueled by its D2C model, which enables it to keep costs low and pass the savings on to customers. 

“Based upon our insights and customer feedback we are launching two new concepts—Sarees Saturday (New Sarees, Every Saturday) and Sudathi Coins—Making Saree Shopping More Rewarding,” Viren pointed out. 

Unlike other fashion startups, the founders have made a strategic decision to avoid marketplaces like Amazon and Flipkart, instead focusing exclusively on direct-to-consumer (D2C) sales through its website.

He further added, “The focus is to scale, expand Quick Commerce, enhance digital experiences, and strengthen logistics.”

Quality at Low Prices

“Digital-first is our DNA. With trend-driven campaigns and targeted influencer collaborations, Sudathi is becoming a brand people can’t stop talking about.” The Co-founder emphasized.

Sudathi's success is driven by a well-thought-out business model. Purchasing sarees directly from weavers and manufacturers cuts costs significantly. This allows the brand to maintain an EBITDA margin of 8-10 percent, a strong figure for a young fashion brand. Its emphasis on maintaining quality at an affordable price has led to strong customer loyalty and repeat purchases.

Rs 35 Crore in Revenue

From September 2023 to March 2024, Sudathi generated Rs 2.87 crore in revenue. This momentum only grew stronger, with Rs 8 crore in sales recorded in the first half of 2024-25 alone. In September 2024, the brand reported earnings of Rs 2.66 crore. With an estimated revenue of Rs 30-35 crore for the entire financial year, proving its potential in the competitive ethnic wear market.

The Future Plan

With newfound investment and strategic mentorship, Sudathi has ambitious plans for the future. The founders aim to scale the brand to Rs 350 crore in revenue within the next 3-5 years. Its long-term vision is to become a dominant player in the ethnic fashion industry by leveraging direct sourcing, digital-first sales, and a deep understanding of customer needs. 

As it continues to grow, Sudathi is poised to become a household name in Indian ethnic fashion, proving that quality and affordability can indeed go hand in hand.

In an era where e-books and audiobooks are dominating the reading landscape, NearBook is bringing back the joy of physical books. Founded in 2020 by Sanjay Modi, a young entrepreneur from Rajasthan, NearBook has quickly transformed into India’s fastest-growing marketplace for second-hand books. With a mission to make reading more affordable and accessible, the platform seamlessly connects buyers and sellers while also enabling book donations, rentals, and requests.

Shark Tank India Appearance

Sanjay took NearBook to Shark Tank India Season 4 seeking Rs 40 lakh for 20 percent equity, valuing the startup at Rs 2 crore. The pitch highlighted its mission of making books affordable while fostering a community of readers.

Sanjay Modi, Founder, NearBook said, “At NearBook, our mission is to make books affordable for everyone while promoting sustainability.”

The Investment 

While the founder's vision and dedication were impressive, sharks initially identified shortcomings in his business model, leading all five investors to withdraw the offers. Eventually, Anupam Mittal offered Rs 40 lakh for 20 percent equity, aligning perfectly with the initial valuation, and also provided valuable mentorship to help scale NearBook.

“With the funding received, we will strategically allocate it across key areas to scale our impact. We will improve our app’s user experience. A significant portion will be invested in digital marketing, influencer collaborations, and referral programs to increase our reach. We aim to launch a book donation and recycling program to further contribute to our fight against climate change,” Sanjay elaborated.

Growth and Expansion

With fresh investment and strategic guidance from Anupam Mittal, NearBook is now poised for greater expansion. The startup continues to simplify book exchanges and promote the culture of reading in India. The envisions taking NearBook global, ensuring that affordable books reach readers everywhere.

Post Shark Tank Impact and Future Plans

The success of NearBook highlights the potential of the second-hand book market in India. With growing digital adoption, more readers are discovering the convenience of buying and selling used books through the platform. Its ability to integrate sustainability into its business model by promoting book reuse also contributes to its increasing popularity.

Moving forward, NearBook is set with a subscription service that will allow users to access a rotating selection of books for a fixed monthly fee. AI-driven recommendations will personalize the experience, suggesting books tailored to individual preferences. 

To ensure faster and more reliable deliveries across India, the brand is also forging nationwide logistics partnerships, streamlining the process of buying, selling, and sharing books.

“Post shark tank India, we plan to capitalize on the exposure to acquire more users, onboard sellers, and strengthen our brand.Execute growth strategies and secure additional funding. If needed, we will raise more capital from impact investors to accelerate our vision,” Sanjay concluded.

Challenges and Strategies

Despite its rapid growth, NearBook faces challenges such as scaling operations and ensuring quality assurance in book transactions. Most importantly balancing the appeal of physical books with the growing dominance of e-books and audiobooks.

To overcome these challenges, NearBook is investing in technology, strengthening its logistics network, and launching marketing campaigns to attract more users. The startup also plans to collaborate with educational institutions to make books more accessible to students.

A transformative venture in Agro-Tech, founded by Prateek Rastogi and Aishwarya Bhatnagar in 2023, combines technology with sustainable farming practices. Their venture, named Better Nutrition, is a testament to the power of innovation, perseverance, and a clear vision. The brand’s journey on Shark Tank India Season 4 marks just the beginning of a larger movement towards a healthier future for India.

The Bold Pitch on Shark Tank India

On Shark Tank India Season 4, the inspiring pitch by married couple Prateek Rastogi and Aishwarya Bhatnagar introduced Better Nutrition — an agro-tech brand with a compelling mission. The co-preneurs sought an investment of Rs 60 lakh in exchange for 1 percent equity, valuing the brand at Rs 60 crore. Their pitch highlighted the brand's journey, business growth, and vision to enhance nutrition through biofortified food products.

The Sharks Mixed Reactions

The panel of sharks responded with a mix of enthusiasm and skepticism. Namita Thapar was the first to show interest, proposing an offer of Rs 60 lakh for 1.5 percent equity and a 1 percent royalty until the investment was recovered. Peyush Bansal, however, expressed discomfort with the founders’ approach and chose to opt out.

Anupam Mittal also decided against investing, citing concerns about the brand's valuation and its potential impact on past investors. Vineeta Singh, on the other hand, appreciated the vision and made a counteroffer of Rs 60 lakh for 2 percent equity, omitting the royalty clause.

Closing the Deal with Namita Thapar

After evaluating their options, Prateek and Aishwarya ultimately accepted Namita Thapar’s modified offer: Rs 60 lakh for 1 percent equity and a 0.5 percent royalty until the investment amount was repaid.

Prateek Rastogi, CEO and Founder of Better Nutrition, said, “Shark Tank India has given us a strong boost, and we’re now aiming for Rs 2 crore in monthly revenue, up from Rs 50 lakh per month. The goal is not just to sell biofortified products but to make biofortification the new standard for nutrition in India.”

He continued, “We are expanding beyond atta and rice into snacks and functional nutrition products, keeping a strong focus on quick commerce and D2C. We won’t enter GT or MT until we hit Rs 100 crore in revenue, keeping operations lean and digital-first.”

Business Growth and Investor Backing

Within a year, Better Nutrition successfully increased its revenue from Rs 80 lakh to Rs 14 crore. Its growth attracted notable investors, including Olympic medalist PV Sindhu, who not only invested but also became its brand ambassador. Additionally, MasterChef Pankaj Bhadouria joined as an investor and endorser, further strengthening the brand’s credibility.

Post Shark Tank Impact

At the heart of its initiative lies the Better Seeds program, where the company collaborates with 150 farmers to ensure superior seed preservation and quality. This approach not only enhances the nutritional value of food but also empowers farmers with sustainable agricultural practices.

“Better Nutrition is doubling down on quick commerce and D2C, scaling up on platforms like Blinkit, Swiggy Instamart, BigBasket, and Zepto. Post-Shark Tank India, demand has surged, and we are using the funding to expand city-wise, improve fulfillment, and make sure our products reach more households, faster,” Prateek concluded.

With Namita Thapar’s strategic mentorship, Better Nutrition is now poised for further growth. The brand's next steps involve expanding its operations, strengthening farmer partnerships, and ensuring its biofortified products reach a larger consumer base.

Shark Tank India Season 4 witnessed a unique startup pitch that captivated the judges and the audience alike. The startup, Chokhat, specializes in home decor products inspired by nature and animals. With an elephant symbolizing its identity, this Delhi-based brand was founded in 2018 by Prachi Bhatia.

The Journey

Prachi started the brand with her personal investment of Rs 1 lakh. She designed 10 unique products and had them manufactured by local artisans. By January 2019, she was ready to launch but faced an initial struggle—no orders for the first three months. Instead of giving up, she adapted and started running ads, which eventually helped her reach her first customers.

For two years, she ran the business alone from home. Later, she moved into a small office space and managed all operations single-handedly. Despite early setbacks, Prachi remained determined to carve a niche in the competitive home decor industry.

The Shark Tank India Pitch

Entering Shark Tank India 4, Prachi sought Rs 50 lakh in exchange for 7 percent equity, valuing her business at Rs 7.14 crore. Her pitch impressed the Sharks with her passion, growth figures, and dedication. However, concerns arose regarding her team management abilities.

Initially, Aman Gupta, Vineeta Singh, and Kunal Shah opted out of the deal. Anupam Mittal and Peyush Bansal, however, saw potential in Chokhat. Both the sharks made a unique counteroffer:

• Rs 30 lakh for 10 percent equity
• Rs 20 lakh as a loan at 10 percent interest for one year

Prachi agreed, securing mentorship and financial backing from two top Indian entrepreneurs.

The Impact of the Funding

This funding will significantly impact Chokhat’s future by enabling team expansion and improving operations. Prachi acknowledges the need to build a team and scale efficiently. The mentorship from Anupam Mittal and Peyush Bansal will provide strategic direction in hiring, branding, and scaling production.

Prachi Bhatia, Founder, Chokhat said, “We are going to expand, and hopefully double, our product range this year. We are hoping to launch new categories such as kid's collections and temple accessories as well. The funds will help us expedite the design, prototyping, sampling, and manufacturing processes.”

“We will also hire a few key team members, adding a product designer, a social media manager, and an accountant to get our books in order. We are going to invest in marketing and brand awareness as well,” she added.

Revenue Growth Over the Years

Despite early struggles, Chokhat’s revenue trajectory shows remarkable growth:

• 2019-20: No revenue
• 2020-21: Rs 4.5 lakh
• 2021-22: Rs 10 lakh
• 2022-23: Rs 11 lakh
• 2023-24: Rs 30 lakh
• 2024-25: Rs 55 lakh (so far, expected to reach Rs 1 crore)

Currently, the company operates with an 18 percent EBITDA margin, showcasing financial stability and growth potential.

Market Reach

While Chokhat receives demand across India, Maharashtra and South India stand out as the most enthusiastic markets. In contrast, Delhi, despite being its home base, sees lower demand due to the availability of local markets like chandni chowk, where customers have many alternatives.

Future Plans for Chokhat

With financial backing and expert mentorship, Chokhat is set for expansion. The founder's goals include expanding the team to help streamline operations while boosting production and strengthening the online presence by investing in digital marketing and influencer collaborations to attract a wider audience. 

We will be investing in seo, influencer partnerships, and paid marketing to strengthen our brand’s recall value. As discussed during the pitch, we’re going to expand our sales channels and hopefully enter the offline market as well,” Prachi concluded.

Additionally, exploring offline sales channels through partnerships with retail outlets will increase accessibility for customers. 

Ashutosh Roy, the founder of Offmint, bold pitch not only caught the attention of the investors but also sparked discussions among viewers about the valuation strategies of emerging businesses. Unlike his previous appearance, Ashutosh made a daring move that left the Sharks stunned—he asked for just Rs 10 in exchange for 1 percent equity in his fast-fashion brand, Offmint. 

The Game-Changing Deal

Hailing from Samastipur, Bihar, Ashutosh's entrepreneurial journey has been marked by personal and professional challenges. When he entered the Shark Tank India 4, the Sharks were initially skeptical of his unconventional approach. A valuation of Rs 2.5 crore for a relatively new brand seemed ambitious. The founder presented detailed financials, outlined his growth strategy, and showcased how Offmint had already gained traction in the market. His passion and meticulous planning quickly shifted the Sharks’ perspectives.

After intense negotiations, all five Sharks—Namita Thapar, Aman Gupta, Peyush Bansal, Anupam Mittal, and Vineeta Singh—came together to offer Rs 10 lakh for 4 percent equity at the Rs 2.5 crore valuation. 

“We went to Shark Tank India 4 to seek a strategic partnership with the Sharks in exchange for mentorship. While we are currently financially stable, our primary goal is to leverage their expertise to drive exponential growth for our brand,” said Ashutosh Roy, Founder, Offmint.

The deal also came with invaluable mentorship from the investors. Each Shark brought unique expertise to the table—Aman Gupta’s marketing insights, Peyush Bansal’s e-commerce strategies, Namita Thapar’s financial acumen, Anupam Mittal’s deep understanding of business scaling, and Vineeta Singh’s experience in the fashion and beauty sector. The combined knowledge and resources are set to propel Offmint towards significant expansion.

The Rise of Offmint

Founded in 2023 and based in Noida, Offmint is a fast-fashion brand that offers trendy and affordable apparel and accessories. Unlike many competitors, Offmint focuses on blending style with affordability without compromising quality. The brand’s collections cater to young consumers who are looking for fashionable yet budget-friendly options.

Ashutosh’s vision for Offmint extends beyond just selling clothes—he aims to build a brand that resonates with its audience. From leveraging social media marketing to collaborating with influencers, Offmint has already gained a loyal customer base. Its commitment to sustainability is also noteworthy, with initiatives such as eco-friendly packaging and responsible sourcing of materials.

What’s Next for Offmint?

Ashutosh explained, “We are focusing on aggressive offline expansion and developing new product categories. After receiving a strong response in E-Commerce marketplaces, we are now looking to explore quick commerce initiatives.” 

With fresh funding and mentorship from some of the biggest names in the Indian startup ecosystem, Offmint is now poised for rapid growth. The immediate focus is on scaling up production, expanding the product range, and strengthening its online presence. Ashutosh is also exploring partnerships with major e-commerce platforms to increase Offmint’s reach.

“With the combined expertise of all five Sharks, Offmint will gain a strategic advantage in accelerating growth. Additionally, we are excited to launch our overseas operations shortly.” Ashutosh concluded. 

Mukhwas, a traditional Indian mouth freshener, has been an integral part of Indian culture for generations. However, the market largely remains unorganized, with inadequate hygiene standards. Addressing this gap, JoySpoon—a startup founded by Yash Mehta and Vaishali Mehta from Ahmedabad—is on a mission to redefine Mukhwas by offering a hygienic, organic, and premium alternative to this age-old snack.

The Birth of JoySpoon

The idea for JoySpoon stemmed from Vaishali’s childhood memories of homemade Mukhwas, lovingly prepared by her mother and grandmother. Inspired by these family traditions, she and her husband, Yash Mehta, decided to transform this legacy into a business. In October 2023, they officially launched JoySpoon, aiming to provide a healthier and more hygienic alternative to the conventional Mukhwas available in the market.

Shark Tank India Pitch

On Shark Tank India Season 4, Yash and Vaishali pitched their business, seeking an investment of Rs 40 lakh for 1.5 percent equity, valuing the company at Rs 26.67 crore. The sharks were initially skeptical about the premium pricing and the niche nature of the market. Aman Gupta, Anupam Mittal, Namita Thapar, and Piyush Bansal opted out, citing concerns over scalability and pricing. Ritesh Agarwal was also hesitant but was ultimately convinced by the founders' vision and business strategy.

Ritesh proposed a revised deal, offering Rs 40 lakh for 2 percent equity, bringing the valuation to Rs 20 crore. The founders accepted the offer, securing not only financial backing but also Ritesh’s mentorship, which is expected to help them expand their brand.

Vaishali Mehta, Founder, JoySpoon, said, “We plan to utilize the funds to scale our online presence in quick commerce through marketing, digital spending, and sampling, so that more and more people try our product online.”

Funding History

JoySpoon successfully raised funding twice before appearing on Shark Tank India:

• September 2023: Rs 1.25 crore
• June 2024: Rs 56 lakh

Before Shark Tank, the founders held an 80 percent stake in the company, while a close friend, Raj, owned 2 percent equity. The remaining 18 percent was held by investors.

Growth and Sales

Despite being a relatively new entrant, JoySpoon has witnessed remarkable growth. In the financial year 2023-24, the brand recorded sales of Rs 38 lakh. However, by September 2024, it anticipates reaching Rs 2.5 crore in revenue.

The brand’s sales distribution is as follows:

• 35 percent from its own website
• 10 percent from online marketplaces
• 25 percent from B2B sales
• 10 percent from the company’s experience store

Additionally, JoySpoon is preparing to enter the quick commerce space, further expanding its reach and accessibility to consumers.

Addressing Market Gaps

The founders identified significant gaps in the Mukhwas industry, with approximately 80 percent of the Rs 5,000 crore market being unorganized. Most available products contain artificial flavors, betel nuts, sugar, and preservatives, making them unhealthy choices.

With increasing health consciousness post-COVID-19, consumers have been searching for healthier mouth fresheners online. This shift in preference created a perfect opportunity for JoySpoon to introduce premium Mukhwas made from organic ingredients such as dry fruits, seeds, neem, and millets. By eliminating harmful additives, the brand offers a clean and nutritious alternative.

Future Plans

“We also plan to become an omnichannel brand and scale our offline presence once we establish a stronghold in our home market. Additionally, we have launched on Amazon USA as a step towards gauging the global response to our products,” Vaishali concluded.

With new funding and mentorship, JoySpoon aims to broaden its product range by incorporating more traditional Mukhwas varieties, following Ritesh Agarwal’s recommendations. The brand also plans to:

• Expand its presence on e-commerce and quick commerce platforms
• Open additional experience stores to boost visibility and customer engagement
• Enhance its marketing efforts to educate consumers on the health benefits of premium Mukhwas

As JoySpoon continues to bridge tradition with innovation, it is well on its way to transforming the Mukhwas industry with hygiene, quality, and authenticity.

AI technologies are currently considered most useful for loss prevention, followed by cameras, sensors, and RFID. A significant number of retail associates (84 percent globally and 72 percent in APAC, including India) have expressed concerns about the lack of technology to detect safety threats or criminal activity. To address this, 78 percent of retailers globally and 80 percent in APAC, including India, are investing in technology tools to support frontline workers and monitor operations more effectively.

Although only 38 percent of retailers globally and in APAC, including India, currently utilize AI-based prescriptive analytics for loss prevention, more than half (50 percent globally and 52 percent in APAC, including India) plan to adopt it within the next three years. Similarly, over 30 percent of retailers are looking to incorporate self-checkout cameras and sensors (45 percent globally and 52 percent in APAC, including India), computer vision (46 percent globally and in APAC, including India), and RFID tags and readers (42 percent globally and 38 percent in APAC, including India) within the next three years to enhance security and operational efficiency.

A recent study by Zebra Technologies Corporation has highlighted Indian consumers' growing expectations for retailers to embrace artificial intelligence (AI) and generative AI (GenAI) to enhance their shopping experiences. Retailers recognize the potential of these technologies to revolutionize customer engagement and personalization, underscoring the demand for innovative retail solutions.

Consumer Frustration and Retailer Response

Shoppers have expressed their dissatisfaction with certain aspects of the retail experience. Around 78 percent of global consumers find it frustrating when products are locked up or secured within cases, while 70 percent report difficulties in finding store associates. This sentiment resonates with 79 percent and 70 percent of APAC shoppers, including India, respectively.

One of the key reasons for consumer dissatisfaction is the unavailability of retail associates, which led 21 percent of shoppers globally and 22 percent in APAC, including India, to leave stores without purchasing the items they needed.

Declining Shopper Satisfaction and Retailer Challenges

Despite stable consumer spending, shopper satisfaction has declined. In 2023, 85 percent of shoppers were satisfied with both in-store and online shopping experiences, but this year, the figures have dropped to 81 percent for in-store and 79 percent for online. In APAC, including India, satisfaction has decreased to 78 percent for in-store and 75 percent for online shopping.

Most shoppers expect easy click-and-collect and return options, yet retailers (79 percent globally and 85 percent in APAC, including India) and associates (85 percent globally and in APAC, including India) acknowledge difficulties in providing these services. Retailers also struggle with inventory accuracy and pricing confirmation.

Self-Checkout and the Need for More Associates

Self-checkout (SCO) options have gained traction, with 78 percent of global shoppers and 81 percent of APAC shoppers, including India, stating that they improve their shopping experience. However, 68 percent of global shoppers (67 percent in APAC, including India) complain that self-checkout lanes are insufficient. Some have even left stores without purchasing due to the unavailability of SCO or contactless payment options.

Additionally, 71 percent of global shoppers (70 percent in APAC, including India) express concern about the lack of assistance from store associates. Similarly, 82 percent of retail associates globally and 76 percent in APAC, including India, struggle to find help when needed. Nearly 90 percent of retail associates believe they could provide a better customer experience if equipped with mobile technology tools for real-time communication, task prioritization, and inventory management. Recognizing this, 75 percent of global retailers (79 percent in APAC, including India) plan to increase their technology investments in 2025.

Retailers’ Focus on Inventory Management and Mobile Workforce Efficiency

Retailers are prioritizing mobile workforce efficiency, productivity, and inventory management. More than one-third (39 percent globally and 41 percent in APAC, including India) believe GenAI will significantly impact inventory management and demand forecasting. To enhance real-time inventory visibility, retailers are automating:

• Product locating and item-level RFID (46 percent globally and in APAC, including India)
• Video monitoring (45 percent globally and 36 percent in APAC, including India)
• Stock-out alerts (45 percent globally and 49 percent in APAC, including India)

Key Steps for Retailers to Enhance Shopper Satisfaction

To recover from the decline in shopper satisfaction, retailers can:

• Understand their customers: Three-quarters (75 percent globally and 77 percent in APAC, including India) of shoppers are more likely to try and buy items when retailers personalize their shopping experience.
• Improve accessibility and convenience: Shoppers prefer retailers that offer easy item discovery, payment, and return options, along with accessible store associates.
• Keep shelves stocked: Although out-of-stock complaints have decreased, it remains the top reason for shoppers (57 percent globally and 49 percent in APAC, including India) leaving stores without making a purchase. Retail associates (86 percent globally and in APAC, including India) struggle with real-time stock tracking.
• Enhance security measures: While 71 percent of global shoppers (65 percent in APAC, including India) are concerned about store theft and crime, 77 percent globally (68 percent in APAC, including India) worry that retailers may raise prices to offset these losses.
• Avoid passing operational costs onto consumers: Over three-quarters of shoppers (between 71 percent and 86 percent) are worried about inflation-driven price hikes affecting their spending habits.
• Equip associates with better technology: Most retail associates (85 percent globally and 82 percent in APAC, including India) feel their stores need more associates. Retailers also believe that leveraging retail technology attracts and retains employees while enhancing the customer experience.

Regional Insights

Asia Pacific (APAC), including India

80 percent of decision-makers plan to boost investments in supply chain technology, surpassing the global average.

Latin America

66 percent of shoppers leave stores without all the items they need, the region's highest rate.

North America

57 percent of decision-makers reported an increase in retail shrink rates over the past year, more than in other regions.

Europe

Nearly six in ten retail decision-makers plan to use RFID tags and sensors within the next five years.

Today, children spend more time swiping on screens than building, creating, or exploring. Enter Clapstore Toys, who are committed to bringing back the magic of real play—hands-on, imaginative, and endlessly fun. Founded in 2020 by two young entrepreneurs, Yash Thombare and Vedang Nalawade, the brand is dedicated to developing toys that enhance motor skills, sensory development, and hand-eye coordination in children aged 0-6 years.

The Shark Tank Pitch

Vedang and Yash took Clapstore Toys to the Shark Tank India stage, presenting their innovative ‘busy board’ toys—designed to help parents minimize children’s screen time while enhancing cognitive abilities.

The pitch immediately caught the sharks’ attention, as they recognized the growing demand for screen-free, educational play in today’s tech-driven world.

While Peyush Bansal was particularly impressed by the duo’s energy, vision, and fast learning, Vineeta Singh praised their deep understanding of the market and the problem they were solving.

A Fierce Investment Battle

The young founders initially sought Rs 80 lakh for 4 percent equity, valuing Clapstore Toys at Rs 20 crore. This sparked intense competition among the sharks.

• Anupam Mittal and Aman Gupta teamed up to offer Rs 80 lakh for 7 percent equity.
• Peyush Bansal, seeing the brand’s long-term potential, matched the original ask without negotiation.

Just when the tension peaked, the founders dropped a bombshell—Clapstore Toys had already secured investments from notable entrepreneurs like Nikhil Kamath and Raj Shamani. This revelation further boosted their credibility, making the deal even more enticing.

Sensing an even bigger opportunity, the sharks made an unprecedented move—they joined forces for an all-shark deal, offering Rs 1 crore for 10 percent equity. The founders gladly accepted, securing a deal that would propel Clapstore Toys to new heights.

Scaling Up with Shark Support

“We are advancing R&D to create innovative, skill-building toys that make learning fun and engaging,” said Vedang Nalawade, Co-founder, Clapstore Toys.

"To strengthen our distribution network, we are expanding our reach through quick commerce platforms like Blinkit and Zepto, ensuring parents can access our products instantly.” he further added.

Additionally, the brand is investing in:

• Brand awareness to establish Clapstore Toys as the go-to name for screen-free, skill-based play.
• Optimizing supply chain operations for greater efficiency and cost-effectiveness as they scale.

Impressive Sales & Growth Trajectory

What truly set Clapstore Toys apart was its strong business performance. Despite being just 21 and 22 years old, Vedang and Yash showcased their entrepreneurial acumen, revealing that the brand had already generated Rs 2.4 crore in sales within its first year.

With an ambitious goal of achieving Rs 6 crore in revenue for the year, along with a 20 percent profitability margin, the brand became an attractive investment for the sharks.

The Road Ahead

“Our immediate priorities include launching new product lines that encourage hands-on learning, motor skill development, and creativity in children,” explained Vedang.

·         To ensure easy accessibility for parents, Clapstore Toys is:
Expanding its digital footprint by strengthening its presence on Amazon and D2C platforms.

·         Enhancing community engagement through ClapTribe, where parents can share feedback and ideas to co-create better products.

·         Exploring international expansion, leveraging India’s strong manufacturing capabilities and new government export policies to take Clapstore Toys global.

With fresh funding and guidance from India’s top business minds, Clapstore Toys is set to scale operations, expand its product line, and further its mission of reducing screen time for kids while making playtime educational, skill-driven, and fun.

Lingerie laundry has always been a delicate yet often overlooked household chore. But what if it could be done effortlessly, efficiently, and in an eco-friendly way? That’s the vision behind Ugees, a brand founded by Rahul Tyagi and Samiksha Yadav, which recently made waves on Shark Tank India Season 4.

The Shark Tank Pitch

Hailing from Uttar Pradesh, Ugees entered Shark Tank India seeking an investment of Rs 50 lakh for 2.5 percent equity, valuing the brand at Rs 20 crore. The founders showcased their innovative plant-based lingerie-washing formula, emphasizing its unique features and eco-conscious design.

What Sets Ugees Apart?

What makes Ugees stand out is its commitment to sustainability and safety. Unlike conventional detergents, its plant-based formula is free from harmful chemicals such as sulfates, phthalates, parabens, and artificial colors.

Additionally, Ugees uses an IFRA-certified fragrance, ensuring a mild, allergen-free experience. With 100 percent biodegradable surfactants, it offers a sustainable alternative for modern households, eliminating the hassles of traditional washing methods.

A Twist in the Deal

Ugees’ innovative and problem-solving approach caught the attention of all the Sharks, who were impressed by its market potential and unique positioning.

However, the final deal came with a valuation adjustment. Instead of the original ask, Ugees secured an investment of Rs 50 lakh for 4 percent equity from Anupam Mittal, bringing its final valuation to Rs 12.5 crore.

Rahul Tyagi, COO and Co-Founder, Ugees said, "The funds will primarily be used to expand into new markets and take Ugees offline by forming strategic partnerships with modern retail and MBOs."

"A portion of the funds will also be allocated to marketing and raising awareness around underwear hygiene. Additionally, part of the funding will be directed towards further R&D for new product development and improvements to existing products," he further added.

The Market Potential

Today’s Indian consumers are increasingly seeking sustainable and safe solutions for everyday needs. With its plant-based formula, Ugees taps into the rising demand for eco-conscious products. The market for specialized washing solutions is still largely untapped, giving Ugees a first-mover advantage.

Key Market Insights:

• The global eco-friendly detergent market is growing rapidly.
• Consumers are shifting towards chemical-free and biodegradable products.
• Laundry solutions catering specifically to undergarments represent a high-potential niche segment.

What’s Next for Ugees?

With fresh funding and the backing of a Shark, Ugees is gearing up for major expansion. The brand plans to:

• Scale up production and distribution across major e-commerce and retail platforms.
• Enhance marketing efforts to educate consumers about its sustainable approach.
• Expand its product portfolio to include new lines that align with its eco-conscious philosophy.

Rahul concluded, "Our post-Shark Tank India plan is to raise additional investment, expand and scale the business, and strengthen our brand identity. We will also place greater emphasis on customer engagement and retention. We view this as an opportunity to build a strong, credible network in the market, which we are fully prepared to capitalize on."

As consumers become more mindful of their choices, Ugees is well-positioned to become a household name in sustainable laundry care.

Everyone’s ditching toxins and going all-in on organic, sustainable glam. At the forefront of this movement is Ruby’s Organics, India’s leading organic makeup brand, revolutionizing the beauty industry. Founded by Rubeina Karachiwalla, the brand was born from her vision to create a beauty line that prioritizes natural and organic ingredients without compromising performance. By blending innovation with sustainability, Rubeina has introduced plant-based formulas that nourish the skin while enhancing beauty.

A Game-Changer on Shark Tank India

Ruby’s Organics gained widespread recognition when it appeared on Shark Tank India Season 4. Seeking an investment of Rs 1 crore for 2.5 percent equity, Rubeina valued her company at Rs 40 crore. Her pitch was well-received by the panel of esteemed investors, who were impressed by the brand’s vision, product line, and growth potential.

However, after deliberations, the final deal was closed with Kunal Bahl, who invested Rs 1 crore for 8 percent equity, bringing the company’s valuation to Rs 12.5 crore. This partnership not only provided financial backing but also valuable mentorship, helping the brand scale new heights.

Rubeina Karachiwalla, Director and Founder, Ruby's Organics stated, “We plan to improve our supply chain and invest in more inventory to fuel scale-up of the business through marketplaces and quick commerce. We also want to invest in hiring more team members with credibility in the beauty industry.”

Why They Stand Out

Ruby’s Organics is a pioneer in the clean beauty space, offering certified organic makeup products that cater to the needs of modern consumers. The brand harnesses plant-powered ingredients to ensure both safety and nourishment for the skin.

Beyond being organic, the brand is deeply committed to sustainability. Its products are cruelty-free, vegan-friendly, and environmentally responsible. From minimalistic eco-friendly packaging to ethically sourced ingredients, Ruby’s Organics takes every step to reduce its carbon footprint while delivering high-performance makeup.

The Impact

Appearing on Shark Tank India was a game-changer for Ruby’s Organics. The exposure from the show not only boosted sales but also strengthened the brand’s credibility in the competitive beauty industry.

Rubeina pointed out, “People that have had experience scaling beauty brands in the past. We also want to rapidly expand our product portfolio and introduce new products every quarter.”

With Kunal Bahl’s mentorship, the brand is set to expand its product range, enhance its distribution network, and strengthen its online and offline presence. The investment has provided a strategic push to scale operations and reach a wider audience.

Market Presence

Ruby’s Organics products are now available both online and offline. Consumers can shop from its official website as well as leading e-commerce platforms. The brand’s increasing accessibility has made it easier for beauty enthusiasts across India to embrace natural and organic makeup.

With its commitment to innovation and sustainability, Ruby’s Organics is more than just a makeup brand—it is a movement towards a healthier, more conscious approach to beauty. As the brand continues to grow, it aims to redefine industry standards and make organic makeup the new norm.

 The Indian beauty market is witnessing a major shift towards clean beauty, and Ruby’s Organics is leading this transformation. Consumers today are more informed about what goes into their beauty products, and the demand for chemical-free, skin-friendly formulations is at an all-time high.

“To maximize brand awareness we can get and grow our customer base with smart marketing strategies. As we're building a strong foundation for the brand we want to make sure we use the exposure we get on Shark Tank India to further strengthen that foundation of trust from our consumers and focus a lot more on community building,” Rubeina concluded. 

As Ruby’s Organics continues to push boundaries, one thing is clear: the future of beauty is clean, green, and sustainable.

Indore-based perfume brand EM5, founded by Shashank Chourey, has captured attention after securing a Rs 1 crore investment on Shark Tank India Season 4 from Aman Gupta. Until now, EM5’s growth has been entirely bootstrapped, with Shashank investing Rs 2.3 crore of his own funds to scale the business.

A Passion Turned Business

Chourey’s passion for perfumes dates back to his childhood when he couldn’t afford luxury fragrances. With a background in IT businesses, he combined his technical expertise and entrepreneurial vision to create EM5, a brand that offers high-quality, affordable perfumes to Indian consumers. Over the past two years, EM5 has achieved an impressive monthly run rate of Rs 1.7 crore.

Shark Tank India Pitch

Entering the tank, Chourey sought Rs 70 lakh for a 2 percent equity stake, valuing EM5 at Rs 35 crore. His pitch stood out for its affordability, minimalist packaging, and growing customer base. The sharks sampled EM5’s fragrances and acknowledged the brand’s strong potential.

While the brand received appreciation, Peyush Bansal opted out, citing Chourey’s overconfidence in assessing competition. However, Anupam Mittal, Varun Dua, and Aman Gupta made competing offers:

Anupam Mittal’s Offers:

• Rs 70 lakh for 4 percent equity + 1 percent royalty until a 1x return.
• Rs 70 lakh for 6 percent equity.
• Rs 1 crore for 10 percent equity.

Varun Dua’s Offer:

• Rs 70 lakh for 4 percent equity + 1 percent royalty until Rs 70 lakh is recouped.

Aman Gupta’s Offer:

• Rs 70 lakh for 6 percent equity.
• Rs 1 crore for 10 percent equity.

After evaluating the deals, Chourey accepted Aman Gupta’s offer of Rs 1 crore for 10 percent equity, recognizing Aman’s expertise in scaling mass-market brands like boAt.

"Thirty percent of the funds will go into product innovation and launching artisanal fragrances. We aim to introduce private blends that let Indian consumers explore the diverse world of perfumery," said Shashank Chourey, Founder, EM5.

"Another 30 percent will be used for marketing and expanding to Quick Commerce platforms. As we prepare to enter the offline market, exploring new marketing channels beyond Meta and Google—our primary tools when we were online-only—is crucial. The remaining 40 percent will fund the launch of two offline kiosk stores, a test phase before full-scale offline expansion," he added.

Revenue and Profitability Growth

EM5’s revenue trajectory highlights its rapid growth and shift to profitability:

• FY 2022-23: Rs 69 lakh in revenue but a minor loss of Rs 3.25 lakh.
• FY 2023-24: Revenue surged to Rs 8.35 crore, achieving profitability.
• FY 2024-25 (Till October): Revenue touched Rs 9.5 crore, with a Rs 44 lakh profit.
• Projected FY 2024-25: Expected to cross Rs 21 crore.

Market Expansion

EM5’s sales strategy is heavily digital, with a strong focus on direct-to-consumer (D2C) and online marketplaces:

• 70 percent of sales come from its official website, ensuring better brand control and customer experience.
• 30 percent of sales come from online marketplaces, with Amazon being the largest contributor.
• The brand is now preparing for global expansion into the UK, US, Canada, and UAE.

The Road Ahead

Shashank Chourey envisions transforming EM5 into a Rs 500 crore online business within five years. With a strong D2C model, increasing revenue, and strategic backing from Aman Gupta, the brand is set for exponential growth.

"With a surge in orders and new product expansions, we are doubling our manufacturing capacity to fulfill 6,000–7,000 orders daily. This expansion will ensure we meet the growing demand while maintaining quality and efficiency," Chourey concluded.

Founded by Shrijal Dave and Zoheib Jilani, WomanLikeU is a revolutionary vacation wear brand that empowers women to choose outfits based on their body type. By leveraging technology to personalize the shopping experience, the brand helps women find the perfect fit, making it a standout in the competitive fashion industry. Its unique tech-driven approach has not only built a loyal customer base but also positioned it as a rising force in the growing fashion-tech space.

Shark Tank India Appearance

The WomanLikeU founders took their brand to Shark Tank India Season 4, seeking Rs 1 crore for 2 percent equity, valuing the company at Rs 50 crore. While sharks like Piyush Bansal, Varun Dua, and Anupam Mittal declined the offer, Aman Gupta and Vineeta Singh showed interest.

Although Vineeta critiqued the brand’s logo and name, she still made an offer: Rs 1 crore for 3 percent equity, plus a 2 percent royalty until the amount doubled. However, the founders ultimately accepted Aman Gupta’s offer of Rs 1 crore for 3 percent equity with a 2 percent royalty until Rs 1 crore was recovered, bringing the company’s valuation to Rs 33.33 crore.

This strategic partnership not only provided funding but also mentorship from Aman Gupta, co-founder of boAt, to help scale the brand efficiently.

"Our primary focus with this investment is aggressive brand building, and that’s exactly where we plan to channel the funds," said Abu Zoheib Jilani, Founder, WomanLikeU.

Funding and Financial Growth

WomanLikeU had previously raised Rs 1.25 crore in 2020, reflecting strong investor confidence in its vision. Over the years, the brand has demonstrated impressive financial growth:

• Revenue surged from Rs 34 lakh in FY 2022-23 to Rs 4.7 crore in FY 2023-24.
• In just the first half of FY 2024-25, the company has already generated Rs 4.1 crore.
• Projected revenue for the full FY 2024-25 stands at Rs 11 crore.

The Body Shape Calculator: A Game-Changer

A major differentiator for WomanLikeU is its Body Shape Calculator—an innovative AI-powered tool that allows customers to enter their body measurements and receive personalized outfit recommendations. This tech-driven approach enhances the shopping experience, setting the brand apart in the highly competitive fashion industry.

Strong Customer Base and Market Position

With a customer base of 40,000 unique buyers and an impressive 37 percent repeat purchase rate, Woman Like U continues to solidify its position in the premium vacation wear segment.

To cater to an even more elite clientele, the brand introduced WAVES BY SHRIJAL, a luxury collection featuring high-end vacation wear crafted with premium fabrics, exclusive designs, and top-tier craftsmanship.

With an average order value of Rs 3,200, the brand effectively targets fashion-conscious, modern women seeking both style and comfort.

Sales Channels and Distribution

WomanLikeU follows a robust omnichannel strategy, ensuring a strong market presence across multiple platforms:

• Marketplaces: Available on Nykaa, Myntra, and Ajio, leveraging their massive reach and consumer trust.
• D2C Website: The brand’s official website enables direct customer engagement, better brand control, and personalized shopping experiences.

This multi-channel approach allows Woman Like U to reach a broader audience while maintaining a premium brand identity.

Growth Plans

With Aman Gupta’s mentorship, WomanLikeU is setting its sights on expansion and category diversification. Key growth initiatives include:

• Aggressive brand awareness campaigns through targeted marketing, influencer collaborations, and digital outreach.
• Expanding beyond vacation wear to introduce new clothing categories catering to various occasions and styles.

With rapid financial growth, a loyal customer base, and cutting-edge technology, the brand is poised to scale further.

"Our goal is clear: Grow fast, grow efficiently. We want Woman Like U to be synonymous with great fit, stunning designs, and ultimate comfort for Indian women. Shark Tank India has given us a powerful platform to amplify our mission, and we’re committed to working with all stakeholders to make Woman Like U a household name," the founders concluded.

When Rahul Shah, the visionary founder of Yaan Man, saw a gap in the market and turned it into an opportunity. Making it India’s first men’s makeup brand, Yaan Man is set to break stereotypes and change the grooming landscape forever. 

For too long, the beauty industry has catered predominantly to women, leaving men with limited options. Yaan Man challenges this norm, proving that self-care knows no gender. Shah’s mission is to empower men with high-quality makeup and skincare products that enhance confidence and self-expression.

A Game-Changing Pitch

Shah initially sought Rs 50 lakh for 6 percent equity at a valuation of Rs 8.33 crore, but the Sharks saw even greater potential. Impressed by the brand’s vision and disruptive edge, Aman Gupta and Anupam Mittal invested Rs 1 crore for a 20 percent stake, reducing the valuation to Rs 5 crore. With sharks mentorship, along with the investment, will be instrumental in scaling operations and broadening Yaan Man’s reach.

The funding is set to accelerate Yaan Man’s growth, allowing it to expand its product line and solidify its leadership in men’s grooming.

The Navigator Range

At the heart of Yaan Man’s offerings is the navigator range, a bestselling makeup kit featuring essentials like foundation, tinted moisturizer, base, and setting spray. Designed for men of all skin tones and types, these products address common concerns like acne, hyperpigmentation, and aging. 

Overcoming Challenges

The men’s grooming industry in India has traditionally been limited to basic skincare and shaving products. Introducing makeup for men is a radical shift, facing resistance from outdated social norms. However, changing mindsets and rising awareness about self-care are creating a new market segment that Yaan Man is pioneering.

The reception to Yaan Man has been overwhelmingly positive. Social media engagement shows a growing interest in male grooming beyond traditional norms. Influencers and celebrities are leading the way, openly embracing makeup as part of their daily look. Global trends indicate that men’s beauty is the next big frontier, and India is catching up fast.

Expansion Plans and Future Growth

Rahul Shah, founder, Yaan Man explained, “With the funding, Yaan Man is committed to breaking societal taboos surrounding men's makeup and empowering men to feel more confident and powerful.”

With two Shark backing and a growing community of men embracing self-care, Yaan Man’s journey has only just begun. The brand aims to expand its product line with more skincare and makeup essentials, scale operations to reach a wider audience across India and enhance educational content to break stereotypes and normalize self-care for men. Additionally, it plans to collaborate with influencers and celebrities to spread awareness, advocate for grooming inclusivity, and launch international operations to cater to a global audience interested in gender-neutral grooming.

“The brand plans to expand its product range by introducing innovative offerings that cater to the diverse needs of Indian men, including a wider variety of shades, textures, and finishes. It will also strengthen its online presence by enhancing its e-commerce platform, social media engagement, and influencer marketing strategies to increase brand visibility,” Shah added.

Yaan Man’s impact extends beyond business. It is sparking conversations about modern masculinity and self-expression. The younger generation, particularly Gen Z and millennials, are redefining beauty norms and embracing grooming routines without fear of judgment.

“Yaan Man aims to create a community through online forums that educate and engage customers, address their concerns, and provide expert guidance. Collaborations with influencers, content creators, and thought leaders will further promote its products and message, helping to normalize men's makeup and reach a broader audience,” he continued.

A Bold Future

Shah elaborated, “Our post-Shark Tank India plans are designed to take our brand to the next level, and we are excited to work with our investors to achieve our goals.”

With a mission to redefine masculinity and break outdated stereotypes, Yaan Man is poised to become a household name in India’s grooming industry. 

“With our innovative products, strong online presence, and community-building initiatives, we are poised to revolutionize the men's grooming industry and make a lasting impact on Indian society,” he concluded. 

In a country where streetwear was once considered an underground subculture, two passionate fashion students dared to dream differently. What started as casual discussions in a college classroom has now evolved into BLUORNG, a bold and unapologetic streetwear brand that has carved its niche in India’s fashion landscape. Founded in 2020 by Siddhant Sabharwal and Mokam Singh, BLUORNG is more than just clothing—it’s a movement, a statement, and a culture in itself.

BLUORNG’s story began at Pearl Academy’s Delhi campus, where Siddhant and Mokam, despite being in different classes, crossed paths in their final year. “We were both obsessed with fashion and the idea of visual storytelling,” recalls Mokam Singh. “Our college projects revolved around unique narratives, and we found ourselves gravitating toward streetwear, something India hadn’t fully embraced back then.”

The duo initially toyed with various brand names, even considering an animal-inspired theme. But their love for contrasts led them to ‘BLUORNG’—a fusion of their favorite colors, blue and orange, representing two completely opposite yet complementary personalities. “We didn’t want our names in the brand; we wanted it to have its own identity,” Siddhant explains. “The spelling? That’s just because of trademark issues, but it worked out perfectly.”

Breaking into India’s Streetwear Scene

Launching a premium streetwear brand in India—where international labels dominate—wasn’t easy. “Initially, people didn’t get it. They would ask, ‘Why is this T-shirt priced at ₹4,495?’” Siddhant recalls. “But for us, it was never about just selling clothes. We were creating an experience, a lifestyle.”

BLUORNG started its journey through Instagram, creating an exclusive yet accessible aesthetic. Every piece was designed with a story, a feeling, and a bold statement. “We never restock. Once a collection drops, it’s gone forever. That’s the level of exclusivity we wanted,” explains Mokam.

But BLUORNG’s turning point came when they opened their first physical space—an intimate, appointment-only studio in Delhi’s Greater Kailash. “We didn’t want a typical store,” says Siddhant. “We wanted a place where people could step in and feel something. The fact that people lined up outside told us we were onto something.”

More Than a Store

Fast forward to 2024, BLUORNG is now a brand to watch. Its newly launched Gurugram flagship store is a testament to how far they’ve come. The interiors are a modern gallery of bold yet neutral tones, designed to make every visitor pause, take a moment, and soak in the artistry. “We wanted to blur the lines between fashion and architecture,” says Mokam. “This store is an experience, not just a retail outlet.”

BLUORNG’s collections are fearless—graphic-heavy, size-inclusive, and steeped in a ‘wear your attitude’ philosophy. From oversized jackets to collectible bags and even unexpected drops like pencil boxes, every product embodies craftsmanship and individuality. The price range—₹4,495 to ₹34,995—ensures accessibility while maintaining exclusivity.

Collaborations That Speak Volumes

BLUORNG isn’t just making waves in India; the brand is earning global recognition. Their collaborations with heavyweights like Playboy and Jägermeister prove their growing influence. “We’ve always believed Indian streetwear can rival the best in the world,” Siddhant asserts. “These collaborations reinforce that belief.”

The brand was also named ‘Streetwear Label of the Year’ by GQ India in 2023, cementing its place in the industry. “Awards and collaborations validate our hard work, but our real reward is seeing people wear BLUORNG like it’s an extension of their personality,” says Mokam.

The Roadblocks and Triumphs

No journey is without its challenges, and BLUORNG faced its fair share. “When we started, we had zero experience running a business,” admits Siddhant. “We learned everything on the go—from sourcing high-quality fabrics to setting up logistics for deliveries.”

Another challenge was convincing Indian consumers to embrace homegrown streetwear. “We had to educate our audience that streetwear is not just oversized hoodies and joggers—it’s an attitude,” says Mokam. “Once people understood our vision, they started investing in the brand.”

The duo also experimented with different selling strategies. While they began with direct-to-consumer sales via Instagram and their website, they eventually recognized the importance of physical retail. “Having a store allows customers to touch and feel the quality of our products,” explains Siddhant. “That’s why our Gurugram flagship, the fifth store, is such a game-changer.”

One of BLUORNG’s biggest achievements is the loyal community it has built. “We don’t have customers; we have a family of supporters,” says Mokam. The brand often engages with its audience through social media, pop-up events, and exclusive members-only drops.

“In the beginning, we’d personally reply to every DM,” recalls Siddhant. “Even today, we make sure to listen to our community’s feedback. That’s what keeps us growing.”

What’s Next for BLUORNG?

For Siddhant and Mokam, this is just the beginning. More flagship stores, more exclusive collections, and even international expansion are on the horizon. “We’ve always dreamed of taking BLUORNG global,” shares Mokam. “Dubai is definitely on our radar.”

They’re also focusing on sustainability, a crucial factor in today’s fashion industry. “We’re actively working on making our processes more eco-friendly,” Siddhant states. “From using organic cotton to reducing waste, we want to be as responsible as we are stylish.”

BLUORNG is not just a streetwear brand—it’s an attitude, a voice, and a revolution in Indian fashion. What started as two students’ vision has now grown into a powerhouse challenging international labels on home turf.

As they continue to push boundaries, Siddhant and Mokam remain rooted in their core philosophy: “At the end of the day, we’re still those two fashion students who geek out over design, storytelling, and pushing boundaries,” says Siddhant. “And that’s what BLUORNG will always stand for.”

For those who believe in making a statement, not just wearing one, BLUORNG is here to redefine what Indian streetwear truly means. The revolution has only just begun.

The world’s first bagless tea brand - Woolah Tea presents a revolutionary alternative to conventional tea bags that has emerged as a game-changer in the industry. The brand was founded by Upamanyu Borkakoty, who is on a mission to offer a sustainable and eco-friendly way to enjoy tea without traditional tea bags. This groundbreaking concept is now in the spotlight, having secured a deal on Shark Tank India Season 4, capturing the interest of tea lovers and industry experts alike.

Shark Tank India Pitch

During its Shark Tank India pitch, Woolah Tea demonstrated how its innovation is transforming tea consumption. The brand’s vision revolves around making premium whole-leaf tea both accessible and affordable, aligning with the growing demand for sustainable and high-quality products. The founder passionately showcased its commitment to innovation and sustainability, highlighting how Woolah Tea sets itself apart from traditional competitors.

Securing the Investment

The pitch resonated strongly with Aman Gupta, Co-founder of boAt, who saw immense potential in Woolah’s business model. After careful evaluation, he secured a deal of Rs 50 Lakhs for 2.5 percent equity and an additional 2.5 percent advisory equity at a valuation of Rs 20 crore. This strategic partnership not only provided financial backing but also valuable mentorship to help Woolah Tea scale its business and expand its market presence.

"we will be investing in scaling our production. Right now, our output is 10,000 dips per day which we plan to scale it to 50,000 dips per day," explained Upamanyu Borkakoty, Founder, Woolah.

Previous Funding and Growth

Woolah Tea’s success story began before its appearance on Shark Tank. In 2022, the Gangwal Group invested Rs 2 crore in the company, supporting its mission to promote healthy tea habits and reduce environmental impact. This investment allowed Woolah to refine its product, enhance distribution channels, and increase consumer awareness about its bagless tea innovation.

Founder’s Vision

The driving force behind Woolah Tea is Upamanyu Borkakoty, whose passion for quality, creativity, and customer satisfaction has fueled the brand’s success. His expertise and commitment to sustainability have positioned Woolah Tea as a disruptor in the tea industry. By eliminating tea bags and providing a more natural tea experience, Woolah aims to set new standards for tea consumption in India and beyond.

Future Prospects

With backing from Aman Gupta and previous investors, Woolah Tea is poised for exponential growth. The brand plans to expand its product line, strengthen its supply chain, and increase brand visibility. By leveraging digital platforms and innovative marketing strategies, Woolah aims to become a household name in the premium tea segment.

Woolah Tea’s journey from an innovative startup to securing investment on Shark Tank India exemplifies the power of sustainability-driven business models. By offering a unique, bagless tea experience, the brand is reshaping the industry while promoting environmental consciousness. 

"Our focus will be on expanding our reach, sharing our authentic story, and serving more people with a healthier, more sustainable and enjoyable tea experience. We are grateful for all the love and excited for what’s ahead," Upamanyu concluded.

Sahil Vohra and Isha Chadha, the copreneurs, took the stage to pitch their innovative food brand, The Naturik Co. The duo captivated the investors with a compelling vision aiming to revolutionize traditional Indian morning meals.

The brand’s mission is to blend authentic flavors with modern nutritional needs, creating high-protein, low-calorie, and 100 percent clean food options. To achieve this, it collaborated with award-winning chefs who helped reimagine classic Indian breakfasts while ensuring that the meals retain their traditional essence and taste.

The Sharks Battle for a Deal

The pitch quickly turned into a bidding war as all five Sharks were eager to invest in The Naturik Co. The founders initially sought Rs 50 lakh in exchange for a 2 percent stake. Aman Gupta was the first to express his enthusiasm, offering Rs 1 crore for a 5 percent equity stake. Kunal Bahl and Anupam Mittal soon followed, each proposing Rs 4 crore for 20 percent. Vineeta Singh and Peyush Bansal matched each other’s offer of Rs 50 lakh for a 2.5 percent equity stake.

Sahil Vohra, CEO & Co-founder, Naturik pointed out, “Fund utilization has been planned even before we started the round. As we expand our presence - both online and offline, we need resources to fuel the growth.”

The intense interest from multiple Sharks prompted Sahil and Isha to suggest a joint deal, recognizing the potential strategic advantage of having all five investors on board. After some negotiation, the final deal was sealed at Rs 4 crore for a 22.22 percent equity stake, with Aman, Anupam, Vineeta, Kunal, and Peyush all coming together to invest in the company.

“Our offline retail expansion will be core strategy going ahead. Quick commerce platforms Swiggy Instamart, Blinkit, Zepto have become important for our target audience, so we will be fuelling our growth there too,” He Elaborated.

Rapid Growth and Financial Success

The brand has witnessed phenomenal growth since its inception in March 2023. In its first financial year (2023-24), the company generated a total revenue of Rs 87 lakh, though it reported an EBITDA loss of 12 percent. However, its business trajectory quickly turned upward. In the first quarter of the following year, revenue was recorded as Rs 92 lakh, which surged to Rs 1.60 crore in the second quarter. Projections for the entire year estimate a revenue of Rs 5.82 crore, showcasing the brand’s rapid and impressive expansion.

A significant aspect of Naturik's success lies in its balanced approach to sales channels. Currently, 51 percent of its revenue comes from offline sales, while 49 percent is generated through online platforms. The brand has heavily invested in marketing efforts on Amazon and Instagram, creating strong brand visibility. 

Presently, The Naturik Co’s products are available in 470 offline stores across Delhi-NCR, and with the fresh infusion of funds from the Sharks, the company aims to expand further into new territories and markets.

Reinventing Indian Breakfast

Naturik offers an extensive range of nutritious breakfast products and ensures convenience for modern consumers by designing quick and hassle-free meal solutions that require minimal preparation time. 

Another major highlight of its offerings is the extended shelf life without the use of preservatives. Naturik has achieved this through two key technologies—reducing moisture levels to less than 2 percent and vacuum-packing its products. This method ensures that some items can last up to a year, providing consumers with healthy, long-lasting alternatives without compromising on quality or taste.

Post Shark Tank India Effect

With the backing of five influential investors, The Naturik Co is poised to scale new heights in the health food industry. 

“Post Shark Tank India, We have done the preparations for stock build-up and other stuff. Next will be team expansion. We have been working with a very lean team. Simultaneously, we will work on the branding and marketing of Naturik, building it into a formidable food brand and the biggest breakfast brand in India,” Sahil Concluded.

The funding secured through this deal will be instrumental in enhancing production capabilities, strengthening distribution networks, and expanding the brand’s footprint across India. The Naturik Co also aims to introduce new product variants and cater to a broader audience, maintaining its commitment to providing tasty, nutritious, and convenient breakfast options.

MetaShot, a Bengaluru-based startup, has redefined the way cricket enthusiasts engage with the sport. The brand is co-founded by Ranjit Behera, Prince Thomas, and Ajith Sunny, who introduced an innovative mixed-reality smart bat that allows users to play cricket from their living rooms while connecting with players worldwide through the MetaShot app.

MetaShot is designed to bring the thrill of real cricket into a digital gaming experience. The bat, priced initially at Rs 7,999 but available at Rs. 5,999 after discount, integrates seamlessly with mobile phones and connects to any TV screen. It supports Android, iOS, and Windows platforms, offering users an immersive cricketing experience from the comfort of their homes.

The Pitch to Sharks

Since its launch in September 2023, MetaShot has delivered over 18,000 smart bats, revolutionizing the sports gaming industry. The startup gained significant traction, with its first promotional video amassing nearly 60 million views and 16 million views on Instagram, demonstrating immense interest from cricket enthusiasts.

Ranjit Behera, COO, MetaShot said, “The company has two key focus areas for the coming year. To increase distribution by focusing on marketing and awareness. Along with this company will also increase distribution touch points for customers to have easy access to buy the product, including a few international markets.”

On Shark Tank India Season 4, the MetaShot founders entered with an ambitious pitch: Rs 80 lakhs for 1.5 percent equity, valuing the company at Rs 53.33 crore. The confident presentation and impressive numbers caught the attention of the sharks.

“Along with the focus on growth, the company will be heavily focused on enhancing our game offerings with new individual and group modules. The focus will be to give our customers more engaging options to play and spend more time with the gaming device and app,” He added. 

The Shark’s Reactions

While the technology and market traction intrigued the panel, the valuation created a divide among the sharks. Kunal Bahl, known for his decisive investments, found MetaShot’s concept compelling but ultimately decided against making an offer. Peyush Bansal suggested a different direction for the company, but when the founders disagreed, he opted out of the deal, expressing disappointment at their decision.

Initially skeptical, Anupam Mittal was won over by the founder’s traction and revenue figures. Learning that the brand had already generated nearly Rs 10 crore in its first year and projected a 5x increase the following year impressed him.

The Winning Deal

After intense deliberation, Anupam Mittal and Vineeta Singh stepped forward with a revised offer of Rs 1.6 crore for 5 percent equity, valuing MetaShot at Rs 32 crore. Vineeta also advised positioning the product not just as a gaming device but as a fitness tool, expanding its market potential.

Post-discussion, the Co-founders accepted the deal, securing both funding and mentorship from two of the most influential sharks. “There are plans to increase the offline footprint and place the product on online channels and present on Amazon, Flipkart, Blinkit and Swiggy Instamart. We see in our long-term growth and visibility offline will play a big role and compliment the growing online distribution.” Ranjit elaborated.

Future Prospects

With Anupam Mittal and Vineeta Singh on board, the brand is poised for further growth. The founders plan to expand its market by targeting global cricket-loving nations while enhancing product features with new game modes and experiences. Additionally, it aims to strengthen community engagement through a subscription-based model that keeps users actively involved.

“We also have plans to execute some of the key game modules like social play, test cricket, more stadiums, commentary and various other elements to enhance the user experience,” Ranjit concluded. 

Swati Singh, the powerhouse behind the brand Aseem Shakti, graced the stage of Shark Tank India Season 4 with an innovation that is revolutionizing traditional Indian attire—the "Ready-to-Wear Pocket Saree." Her pitch was more than just a business proposal; it was a story of resilience, purpose, and the dream to empower women.

The Ready-to-Wear Pocket Saree

When Swati unveiled the Ready-to-Wear Pocket Saree, the room buzzed with admiration. Designed to fit perfectly without the hassle of a petticoat or traditional draping, the saree comes with a built-in lining and a large, functional pocket—features that stunned the Sharks. As she draped the saree on stage, even skeptics were compelled to applaud the ingenuity of her design.

Sharks Vineeta Singh and Namita Thapar called it a "game changer," marveling at how it seamlessly blended the heritage of sarees with the demands of modern life. The product wasn’t just about convenience; it symbolized the possibility of carrying tradition into boardrooms, dinner dates, and beyond.

A Journey Rooted in Empowerment

Swati’s entrepreneurial story began far from the spotlight. A former spoken English teacher for underprivileged students, her career took a turn during her UPSC preparation when she discovered the concept of Self-Help Groups (SHGs). Inspired by their potential, she rallied women from her community—fondly dubbed "Pushpa and Gang"—to brainstorm business ideas.

Her journey took an emotional turn when one of the women suffered a severe injury during a cosmetic patch test. This incident ignited Swati’s determination to create safer opportunities for women. Her concept of the ready-to-wear saree wasn’t just a product; it was a mission to provide financial independence and dignity to women.

The Viral Breakthrough

In 2021, Aseem Shakti went viral, capturing the attention of women across the country. With 95 percent of sales coming from the brand’s website and a recent launch on Myntra in September 2024, Swati’s numbers told a compelling story.

• Revenue Growth: From Rs 22 lakhs in FY 2022-23 to Rs 1.3 crore between April 2024 and now.
• Profit Margins: A solid 20 percent.
• Production Impact: The brand employs 18 women and collaborates with an NGO of 17 more, directly supporting 35 women.
• Price Range: Sarees priced between Rs 3,100 to Rs 6,000, with a production cost of Rs 720 each.

These figures showcased not just a product, but an ecosystem that empowered women through meaningful employment.

The Shark Tank Pitch

Swati entered the Tank seeking Rs 50 lakh for 2.5 percent equity, valuing her company at Rs 20 crores. However, her pitch revealed a struggle with articulating her vision. While her passion shone through, her numbers didn’t.

Sharks like Peyush Bansal and Viraj Bahl opted out, citing concerns over Swati’s lack of clarity. Peyush pointed out, “You started with the intent to help women, but now it feels like you’re chasing a Rs 100 crore goal. The vision is unclear.”

Namita offered advice instead of investment, saying, “An entrepreneur must be investor-ready. Execution is everything.” Despite these challenges, Vineeta defended Swati’s purpose, stating, “Her goal is clear—empower women and make sarees accessible in modern spaces. She just needs help delivering more value to her customers.”

A Game-Changing Offer

As the atmosphere grew tense, Anupam Mittal stepped in with a lifeline. Offering Rs 50 lakh for 10 percent equity—valuing the company at Rs 5 crores—he struck a chord with his words:

“I want to treat you as a businesswoman.”

Swati, visibly relieved, accepted the deal. Anupam acknowledged her honesty and potential but emphasized areas like marketing and financial management that needed expert intervention. He promised to bring in specialists to help scale the business, setting the stage for Aseem Shakti’s transformation into a formidable brand.

The Road Ahead

With a Shark on her side and a brand that resonates with modern women, Swati Singh is poised to scale new heights. Her dream of blending tradition with innovation, while empowering women, is no longer just her story—it’s India’s story.

As Aseem Shakti gears up for global expansion, Swati remains grounded in her purpose. Her journey is a testament to how a single idea, born out of compassion and necessity, can turn into a movement for change.

Shark Tank might have given Swati the platform, but her vision and grit are the true stars of this show. Aseem Shakti isn’t just about sarees—it’s about stitching together the dreams of women everywhere.

A skincare and haircare brand, designed specifically for children and teens, has shown impressive growth in a niche market but has also faced significant financial challenges. On Shark Tank India Season 4, Prasanna Vasanadu, the founder of Tikitoro, shared her extraordinary entrepreneurial journey. 

A Niche Skincare Brand

Founded in December 2021, Tikitoro offers dermatologically tested and pediatrician-approved products designed specifically for children aged 4 to 16. The brand has carved out a unique space in the skincare market, targeting a largely untapped demographic.

In just three years, Tikitoro has reached over 1 lakh customers and generated Rs 8.5 crore in revenue for FY 2024-25. Despite these achievements, Prasanna revealed the financial challenges her business faces, including operational inefficiencies and unsustainable losses.

Prasanna Vasanadu, Founder, Tikitoro emphasized, “The brand persona and product quality perspective, we aim to resonate with families who prioritize 'honest' and chemical-free products that ensure safety and avoid long-term hormonal impacts for their kids and teens.” 

The Shark Tank India Pitch 

Prasanna entered the Shark Tank arena seeking Rs 25 lakhs for 0.5 percent equity, valuing Tikitoro at a staggering Rs 50 crore. The valuation immediately grabbed the Sharks' attention, leading to intense deliberations about the brand’s financial health and future potential. Vineeta Singh, a prominent entrepreneur and one of the Sharks, made an offer of Rs 25 lakhs for 3 percent equity, valuing the company at Rs 8.33 crore. Her offer came with a strict condition: Prasanna would refrain from seeking additional funding for two years. 

Namita Thapar, another Shark, countered with an alternative offer of Rs 25 lakhs for 1 percent equity along with a 0.5 percent royalty until her investment was fully recovered. Namita’s proposal was tied to specific sales and profitability milestones, emphasizing the need for financial discipline and sustainable growth.

After carefully evaluating both offers, Prasanna opted for Namita Thapar’s deal. She valued Namita’s strategic expertise and her ability to guide Tikitoro through its financial and operational hurdles, marking a pivotal moment in the brand’s journey.

Prasanna explained, “The Shark Tank India funds alongside any additional funding shall be used for growth acceleration through channel expansion, product development, R&D, Team building and branding initiatives.”

High-Stakes Investments

Prasanna’s journey is marked by bold, high-risk investments. She revealed during her pitch that she had invested Rs 14 crores into Tikitoro, which included her family’s entire savings and Rs 6.5 crores spent on inventory. In addition, she took a bank overdraft of Rs 2 crores to keep operations afloat.

The decision to maintain a 12-month inventory was a calculated risk driven by global shipping and geopolitical issues. However, it backfired, contributing to a  negative 49 percent EBITDA in FY 2023-24 and significant financial strain.

The Challenges of Scaling Tikitoro

Tikitoro’s challenges extend beyond financial struggles. Managing an inventory-intensive business requires precise forecasting and cost control, areas where the brand has faced difficulties. Additionally, operating in a niche market for children’s skincare demands continuous education and awareness to convert customers, adding to the brand’s marketing and operational costs.

Prasanna’s decision to take on high levels of debt and invest heavily in inventory was a calculated risk. However, it exposed the brand to vulnerabilities, including cash flow constraints and the inability to scale operations efficiently. These issues were at the forefront of the Sharks’ deliberations during the pitch, as they questioned the sustainability of Tikitoro’s business model.

Strategic Guidance and the Path Forward

“Post Shark Tank India, our vision is to achieve an ARR of Rs 100 crore within the next 4-5 years while becoming a brand of recall for new-age parents. The brand is already CM2 profitable and shall become EBITDA profitable in fiscal 2026,” Prasanna concluded.

By choosing Namita Thapar’s offer, Prasanna gained access to mentorship and strategic support that could help Tikitoro overcome its challenges. Namita’s emphasis on achieving specific sales and profitability milestones aligns with the brand’s need for financial discipline. Her expertise in scaling consumer brands is expected to play a crucial role in reshaping Tikitoro’s operational and financial strategies.

7-Seven Ring a startup that aims to revolutionise the payment industry made waves on the fourth season of Shark Tank India, with its innovative smart rings. Founded by Mumbai-based entrepreneurs Vijay Vasudev Khubchandani, Mehak Savla, and Karthik Menon, the company has created a hassle-free payment solution wearable, these smart rings are poised to bring a transformative shift in how we make transactions.

7-Seven Ring Pitch on Shark Tank India

During its Shark Tank India pitch, the founders sought Rs 75 lakh in exchange for 1 percent equity, with ambitious plans to sell 30 lakh rings within the next three years. 

While sharks Anupam Mittal and Aman Gupta opted out, Vinita Singh and Varun Alagh proposed Rs 50 lakh for 1 percent equity and a loan of Rs 25 lakh at 10 percent interest over three years. Piyush Bansal offered Rs 75 lakh for 1 percent equity. Ultimately, a collaborative deal was finalized: the three Sharks invested Rs 75 lakh for 3 percent equity, split equally into 1.5 percent equity and 1.5 percent advisory equity.

Scaling Operations

7-Seven Ring’s ability to attract investors has been a testament to its potential. The brand raised Rs 50 lakh in 2018, followed by Rs 65 lakh in 2020 and Rs 39 lakh in 2022. By 2023, it had secured another Rs 72 lakh. Cumulatively, the startup has raised Rs 2.24 crore.

Seven Ring’s financial performance reflects its steady growth. In 2023-24, the company earned Rs 61 lakh, with  Rs 26 lakh generated in Q1 and Rs 35 lakh in Q2. Vijay holds a 48 percent stake in the startup, while the remaining co-founders own 15 percent and 17 percent, respectively.

We plan to scale up our production capacity, invest in team building, new product development and marketing," added Vijay Khubchandani, Founder and CEO, 7-Seven

Looking ahead, the founders aim to scale the operations significantly. With a goal to capture a sizable market share by selling 30 lakh rings in the next three years. 

Overcoming Challenges

Seven Ring’s journey has been anything but smooth. Vijay’s entrepreneurial career began in 2005 at Citibank, followed by a startup in 2012 that eventually closed. In 2017, Seven Ring was launched, and the company was incorporated the following year. By 2019, the startup had secured its first patent, and in 2020, it received MasterCard’s global payment certification. However, plans to launch the product on August 15, 2021, were disrupted when the Indian government banned MasterCard, halting operations for 1.5 years.

During this challenging period, the founders sustained the business by providing Web3 coding services to their network, generating revenue to keep the company afloat. Their perseverance paid off in 2022 when Seven Ring partnered with Rupay, which waived licensing and certification fees. The partnership paved the way for the product’s successful launch in September 2023.

D2C Business Model

Operating as a direct-to-consumer (D2C) brand, Seven Ring sells exclusively through its website. Since its launch, the brand has sold approximately 3,000 rings. The demand underscores the growing interest in innovative payment solutions that combine style, convenience, and functionality. By combining cutting-edge technology with user-centric design, the startup has created a product that is not only functional but also stylish. 

The 7-Seven Ring smart rings operate on UPI Lite technology, eliminating the need for direct bank account linkage. Instead, users receive a mobile wallet linked to the ring. The rings do not require charging or pairing with a phone, offering unparalleled convenience. Its versatility extends to functioning as metro train cards, making them a multipurpose accessory for modern users.

What sets this product apart is its simple payment mechanism: users need only tap their fist (with the ring) to complete transactions. Vijay Khubchandani, inspired by the Apple Watch’s capabilities, envisioned a wearable device that could harness the power of NFC technology to revolutionize payments.

All About The Ring

The rings are priced at Rs 1500, Rs 4500, and Rs 27,000. The premium variant, crafted from 18-carat gold, caters to luxury-conscious customers. All three models use NFC technology, which draws power from electromagnetic fields during transactions.

Currently, the brand offers three variants of its smart ring, all Made in India. While the raw materials are sourced internationally, the manufacturing, assembly, and app development are handled in-house. Each ring features an antenna that operates at specific frequencies to ensure compatibility with payment networks like MasterCard, Rupay, and Visa. 

In the heart of Jaipur, a city-renowned silver jewelry brand called Shyle is redefining traditions with a modern twist in its intricate art and heritage. Founders Astha Katta Sirohiya and Radhesh Sirohiya have built more than a business—one that intertwines age-old craftsmanship with contemporary aesthetics, and one that recently captivated the sharks on Shark Tank India Season 4.

The Genesis of Shyle

Jaipur, often referred to as the Pink City, is synonymous with art and heritage. It was this cultural backdrop that inspired Astha and Radhesh to embark on their journey. Shyle, the couple’s brainchild, is built on a vision of preserving Jaipur’s rich legacy while making it relevant in today’s global market.

“Our brand name, Shyle, rhymes with ‘style,’ and it reflects everything we stand for—elegance, uniqueness, and authenticity,” shared Astha during their pitch. The journey to owning the brand’s domain name, Shyle.com, was no less remarkable. “After four years of negotiation, we finally acquired it last year for Rs 1.9 lakh. It was a big milestone for us,” she added.

Shyle’s USP lies in its ability to seamlessly blend ancient handcrafting techniques—such as thappa, rava, and chitai—with contemporary designs. Each piece reflects a story, a legacy passed down through generations, and a commitment to offering affordable, high-quality silver jewelry that appeals to a global audience.

The Pitch

The couple’s appearance on Shark Tank India wasn’t just a business pitch; it was a showcase of passion, perseverance, and purpose. Walking into the tank with their ask—Rs 70 Lakhs for 1 percent equity at a Rs 70 crore valuation—they were determined to not just seek investment but also gain invaluable mentorship from the sharks.

As they laid out their vision, the sharks listened intently. The founders shared their backgrounds, their nine-year journey as life and business partners, and their unwavering dedication to Shyle’s mission. “We wanted to give Jaipur’s traditional craftsmanship a platform where it could shine in its true essence,” said Radhesh.

Their story resonated with the sharks, but it was the business numbers and the clever strategies behind Shyle that truly grabbed attention.

The Art of Business

As the sharks probed into the brand’s unit economics, the couple stood their ground with confidence. Shyle wasn’t just about artistry; it was about smart, scalable operations.

One particularly interesting exchange occurred when Anupam Mittal, founder of Shaadi.com, asked about their domain acquisition. When Astha revealed the cost of securing Shyle.com for Rs 1.9 lakh, Anupam couldn’t resist comparing it to his own experience. “You guys are smarter than me,” he laughed. “I had to pay $25,000 for Shaadi.com!”

The founders’ business acumen, combined with their dedication to preserving heritage, made a lasting impression.

The Sharks Circle

After delving into the numbers, Namita Thapar and Ritesh Agarwal made their move. They offered Rs 70 Lakhs for 1.5 percent equity with a 0.5 percent royalty until the principal amount was recouped, valuing Shyle at Rs 46.67 crore.

Anupam Mittal, intrigued by the potential, proposed an alternative offer of Rs 1.4 crore for 5 percent equity. The discussion quickly turned lively, with the sharks debating royalty clauses and valuations.

At one point, a misunderstanding led to some dramatic moments. Anupam, misinterpreting a statement from the pitchers, announced, “I’m 100 percent out. You just said, ‘Baadmein dekh lenge,’ and that’s unacceptable.” The founders, however, clarified their stance, emphasizing their integrity and commitment.

“Ma’am, hum humari zubaan ki khate hai,” said Radhesh, reaffirming their honesty. “Hum waise log hai hi nahi jaise soch rahe hai.”

A Deal Sealed

After a spirited discussion, Astha and Radhesh accepted the joint offer from Namita Thapar and Ritesh Agarwal: Rs 70 Lakhs for 1.5 percent equity with a 0.5 percent royalty until the principal is recouped.

“This deal isn’t just about funding,” said Astha. “It’s about aligning with mentors who truly understand our vision. Namita and Ritesh bring a wealth of experience that will help us take Shyle to the next level.”

Namita, in turn, expressed her admiration for the couple’s passion and dedication. “What impressed me most about Shyle is their ability to stay true to their roots while thinking globally. That’s a rare quality in entrepreneurs,” she said.

What Lies Ahead

With Namita and Ritesh’s guidance, the brand is set to expand its reach, enhance its product line, and solidify its position as a leader in the silver jewelry market.

The mentorship will play a crucial role in scaling operations, optimizing marketing strategies, and ensuring that Shyle stays ahead of the curve while maintaining its commitment to heritage and authenticity.

Sneakinn, a unique venture from New Delhi was founded by Sahil Jain and Arunima Singhal in 2020 and it stands out for its distinctive business model. Rather than manufacturing or selling luxury handbags and shoes, it specializes in restoring, cleaning, and repairing high-end items. 

The brand operates as a premium sneaker laundry with an expanded scope to cater to leather accessories and footwear. With three stores in Delhi and Mumbai and a centralized workshop, the startup also offers nationwide services through courier. By combining advanced techniques and high-quality materials, Sneakinn ensures the meticulous care of luxury sneakers, handbags, jackets, belts, and boots. 

Shark Tank Pitch

The founders appeared on Shark Tank India seeking an investment of Rs 90 lakhs for a 3 percent equity stake in the brand, valuing Sneakinn at Rs 30 crore. The pitch sparked an engaging debate among the panel of sharks, which included Anupam Mittal, Namita Thapar, Vinita Singh, Kunal Bahl, and Ritesh Agarwal. 

Initially, Namita and Kunal opted out, expressing concerns about the deal. Ritesh Agarwal proposed a combined offer of Rs 45 lakh for 5 percent equity and a loan of Rs 45 lakh at a 9 percent interest rate for three years. Meanwhile, Vinita Singh and Anupam Mittal presented a joint offer of Rs 90 lakh for 10 percent equity, coupled with a 1 percent royalty until the amount was recovered. 

After further deliberation and a heated exchange between Anupam and Ritesh, the final agreement was reached with Anupam Mittal. He invested Rs 90 lakh for a 6.5 percent equity stake, valuing the company at Rs 13.85 crore. 

Revenue Streams and Business Growth

Sneakinn’s revenue is a balanced mix of cleaning, repair, and customization services. Approximately 40 percent of its sales come from cleaning services alone, while coloring and repair services contribute 20 percent each. Products account for 4 percent of sales, delivery services 7 percent, and retail 3 percent. The company’s omnichannel approach includes walk-ins (15 percent of sales), pickups (80 percent), and courier services (5 percent).

From modest sales of Rs 19.8 lakh in 2020-21, the brand’s revenue skyrocketed to Rs 1.5 crore the following year. The upward trajectory continued, with sales reaching Rs 3.8 crore in 2023 and Rs 5.9 crore in 2024. By November 2024, the company had already achieved sales of Rs 4.6 crore and is on track to close the year at Rs 7.3 crore. With a gross margin of 43 percent, the business has proven its profitability and potential for scalability.

Sahil Jain, Founder, Sneakinn explains,  “A significant portion of the funding will be allocated to integrating technology to enhance customer experience with features like real-time tracking and automated processes while improving operational efficiency to scale our premium services.”

The brand’s centralized workshop acts as the nerve center for its operations, enabling consistent quality control across its three stores and courier services. This efficient setup ensures timely service delivery without compromising on the meticulous attention required for luxury items. 

Future Plans and Aspirations

“Post-Shark Tank India, we plan to scale Sneakinn. Our new store on Golf Course Road, Gurgaon, will be operational next month, reflecting our commitment to premium service,” says Sahil.  

With an ambitious vision for the future, SNEAKINN aims to establish a presence in every major Indian city. By opening more stores and expanding its reach, the founders hope to make luxury care services more accessible to a broader audience. 

“We plan to use the funding to expand Sneakinn’s presence across metro cities, with Ahmedabad, Hyderabad, and Ludhiana being key locations on our list. This includes opening more pickup and drop-off stores and building a strong home pickup network in these cities,” Sahil points out.

“We’re also growing our B2B partnerships with luxury brands for after-sales care and actively working on a franchise model to expand nationally. These initiatives will help establish Sneakinn as a leader in premium shoe and bag care across India,” he concludes.

Sneakinn also plans to explore new revenue streams and enhance its existing services to cater to evolving customer needs.

Jarsh Safety, a Hyderabad-based safety equipment company captivated the judges and audience on Shark Tank India Season 4, the company’s groundbreaking pitch stood out as a masterclass in vision and execution. Jarsh Safety’s founders secured a coveted deal, showcasing their mission to revolutionize industrial safety with technology-driven solutions.

A Vision Rooted in Safety and Innovation

Founded in 2017 by Kausthub Kaundinya Y, Sreekanth Kommula, and Anand Kumar, Jarsh Safety has always been driven by a singular goal: to create smarter, IoT-enabled safety tools that predict and prevent workplace accidents. The founders’ journey began with a simple idea—to make industrial workspaces safer, smarter, and more efficient. Over the years, they have translated this vision into cutting-edge safety equipment, leveraging real-time data insights to enhance industrial safety practices.

“Our solutions are designed to bridge the gap between safety and technology, offering ease of use while ensuring maximum protection,” shared Kausthub during their pitch on Shark Tank India.

A High-Stakes Pitch

Entering the Tank with confidence, the Jarsh Safety team sought an investment of Rs 50 lakh for 1 percent equity, valuing their company at Rs 50 crore. Their pitch emphasized the growing importance of workplace safety in India’s expanding industrial landscape. Demonstrating their innovative IoT-enabled tools, the founders highlighted how their solutions provide real-time insights and predictive measures, transforming workplace safety protocols.

Their compelling presentation piqued the interest of all five sharks: Namita Thapar, Aman Gupta, Peyush Bansal, Anupam Mittal, and Ritesh Agarwal.

The Sharks Circle In

The initial offer came from Namita Thapar, who proposed Rs 50 lakh for 2 percent equity, coupled with a 1 percent royalty until her investment was recovered. Soon after, Ritesh Agarwal raised the stakes with Rs 1 crore for 3 percent equity. Namita, not one to back down, revised her offer to Rs 50 lakh for 1.5 percent equity, triggering a cascade of revised bids. Peyush Bansal and Aman Gupta also joined the fray, offering competitive deals that underscored their interest in Jarsh Safety’s potential.

In the end, it was Aman Gupta, co-founder of boAt, who clinched the deal by proposing Rs 1 crore for 1.5 percent equity—a valuation that reflected his belief in the transformative power of Jarsh Safety’s products.

A Turning Point in the Journey

The investment marks a pivotal moment for Jarsh Safety, not just financially but also strategically. With Aman Gupta on board as an investor and mentor, the company is poised to expand its product portfolio and deepen its impact on the industrial safety market.

“This partnership goes beyond funding,” Kausthub noted in a heartfelt LinkedIn post. “Standing on the Shark Tank India stage was a dream come true, but securing Aman Gupta’s belief in our vision is truly a game-changer. To every aspiring entrepreneur out there: dream big, work hard, and don’t be afraid to take risks. The journey may be tough, but the rewards are worth it.”

The team’s thoughtful planning before the pitch also paid off. As Kausthub emphasized, “Never raise money with your back to the wall! Always have sufficient reserves and aim for profitability. With a healthy runway, we negotiated the best deal.”

Scaling Safety Solutions

Armed with Rs 1 crore in funding and the expertise of Aman Gupta, Jarsh Safety is gearing up to scale its operations. The company plans to enhance its IoT-enabled tools, explore new product lines, and establish a stronger foothold in India’s burgeoning industrial safety sector.

According to Tracxn, Jarsh Safety has raised a total of $1.01 million across three funding rounds. This latest investment represents not just financial growth but also validation of their mission to redefine workplace safety.

Their success serves as an inspiration to countless entrepreneurs dreaming of making an impact. As the Jarsh Safety team puts it, “Here’s to making workplaces safer, smarter, and cooler—one helmet at a time!”

Aquapeya a flagship brand of Natvits Beverages Pvt Ltd, was founded in 2018 by brothers Ravi Mundada and Tushar Mundada. It focuses on providing high-quality, locally tailored beverages while promoting sustainability. Over the years, the beverage brand has managed to carve a niche in the highly competitive beverage market.

Ravi and Tushar Mundada hail from Maharashtra and envisioned creating a beverage brand that stands out for its eco-friendly approach. Aquapeya's success is fueled by its ability to customize products with locally favored colors and flavors. The beverage brand also boasts a state-of-the-art manufacturing facility that balances eco-friendly operations with uncompromising quality standards. 

Shark Tank India Pitch

Aquapeya appearance on Shark Tank India season 4 marked a significant milestone. The founders sought Rs 70 lakh in funding in exchange for 2 percent equity. The pitch highlighted the brand’s commitment to sustainability and impressive growth potential. Despite some initial skepticism from the Sharks, Ravi and Tushar’s presentation captured the shark’s interest.

The startup has been profitable since its inception. In 2024, Aquapeya reported sales of Rs 9 crore. By October-November of the same year, it had already achieved Rs 4.5 crore in sales, with a projected target of Rs 12 crore by the year’s end. The company also maintains a healthy profit margin, earning a net profit before tax of approximately 5 percent.

Negotiations and The Deal

During the pitch, three Sharks—Anupam Mittal, Aman Gupta, and Peyush Bansal—opted out of the deal early on. Namita Thapar, however, offered Rs 70 lakh for 3 percent equity and a 2 percent royalty until the investment amount was recovered. Ritesh Agarwal countered with a straightforward offer of Rs 70 lakh for 3 percent equity without any royalty.

Eventually, Namita and Ritesh joined forces to finalize the deal. The agreed-upon terms were Rs 70 lakh for 3 percent equity and a 1 percent royalty until the Rs 70 lakh investment was recouped. This valued the company at Rs 23.33 crore. Alongside the funding, Aquapeya also gained valuable mentorship from Namita and Ritesh, which will help the startup navigate its future growth.

Tushar Mundada, CEO, Natvits Beverages Private Limited explains, “With the funding, we plan to expand our production capacity by 50 percent at our existing plant location by August 2025. This expansion will enable us to scale our operations further and potentially achieve a revenue target of 20 crores, unlocking new growth opportunities for the brand.”

Product Categories

Aquapeya offers products in six categories, including mineral water, fruit juices, energy drinks, and cumin soda. While 75 percent of the company's business comes from water, cumin soda accounts for 13 percent, and the remaining comes from other products. Although the Sharks noted that some products resembled those of bigger brands, Aquapeya’s dedication to sustainability and unique flavors set them apart. 

Growth Potential

Aquapeya’s commitment to sustainability and locally tailored products positions it well in India’s beverage market. With increasing consumer awareness about eco-friendly practices, the company’s approach resonates with a growing segment of the population. The funding and mentorship from Shark Tank India will likely provide the resources and guidance needed to scale operations and expand their reach.

Looking Ahead

“With the Sharks' support, we are confident that we can navigate the complexities of the beverages industry more effectively, expand our operations, enhance our marketing efforts, and ultimately build a stronger, more resilient business,” Tushar concludes. 

With a strong foundation and the backing of seasoned investors, Aquapeya is poised for greater success. The brand's projected sales target of Rs 12 crore for 2024 underscores its growth trajectory. 

Nurturing Green, a Noida-based startup that transforms the art of gifting by enduring plants grabs a unique deal at Shark Tank India. Vineeta Singh, CEO and Co-founder, Sugar Cosmetics extended an offer from Rs 50 Lakh for 1.25 percent equity to Rs 50 Lakh as debt at 10 percent interest, payable over three years.

Founded in 2010 by Annu Grover, Nurturing Green has made waves in the eco-conscious gifting and lifestyle market. Beyond plants as gifts, the brand has diversified into green decor, landscaping, and gardening solutions, intertwining sustainable practices with elegant design. Its journey is a tale of vision, resilience, and innovation.

The Shark Tank India Pitch

Annu Grover’s journey took a pivotal turn when he pitched Nurturing Green on Shark Tank India. Seeking Rs 1 Crore for 1 percent equity, the founder valued the company at Rs 100 Crore. His emotional narrative and proven track record resonated with the sharks, but questions about valuation and scalability arose.

During the pitch, Kunal Bahl, CEO, Snapdeal recalled meeting Annu a decade earlier, and praised Annu’s persistence and commitment, evidenced by consistent updates over the years. 

While some sharks opted out due to valuation concerns, however, the founder accepted Vineeta Singh's offer valuing the company at Rs 40 Crore. 

Annu Grover, founder and CEO, Nurturing Green explains, “We are raising a much larger round in next two months with Shark Tank round which will be used to build stronger supply chain capabilities. Investment will also go into new product and geography expansion like new gardening tools category. Some of it will be going into building brand marketing and enhancing technology infrastructure,”

The company aims to reach Rs 100 Crore in revenue by 2026, underscoring its ambitious growth plans. With mentorship and funding from Vineeta Singh, Nurturing Green is poised for expansion. The brand is scaling its operations by expanding polyhouse facilities and streamlining logistics to meet rising demand. 

The Genesis of Nurturing Green

Nurturing Green’s story began with a deeply personal moment. While studying abroad, Annu Grover sent a bouquet to his mother back in India. A phone call later revealed that the bouquet had already been discarded. This sparked a profound realization: why not gift something lasting and meaningful, like plants? The idea gave birth to Nurturing Green.

Nurturing Green ensures top-notch product quality by growing plants in polyhouses spread across 70 acres in four cities and following a meticulous eight-step quality process. Additionally, the company offers a unique lifetime warranty policy, allowing customers to replace plants at half the cost if they die—a testament to its commitment to sustainability and customer satisfaction.

Early Funding

In 2019, Vijay Shekhar Sharma, founder of Paytm, invested Rs 50 Lakh in Nurturing Green, valuing the company at Rs 37.5 Crore. This investment, coupled with family support, has fueled the company’s expansion. The ownership structure reflects a balance between founder control and strategic external investment:

Future Vision

“While we are available all quick commerce like Blinkit, Zepto and Instamart along with e-commerce players, we are also figuring channel market within General Trade so we expand and come closer to our customers via local nurseries and garden centres,” Annu concludes.

Nurturing Green’s innovative practices, such as tissue culture production and lifetime warranties, gives it a unique edge in the competitive plant market. Its focus on sustainable gifting aligns with global trends toward eco-conscious consumerism.

Fitness has evolved dramatically over the years, but a new wave of innovation is bringing ancient tools back to the forefront. Mudgar Club, an Indian startup founded by brothers Anjit Suhag and Sanjeet Suhag, is making waves by modernizing traditional exercise tools like the Mudgar, also known as Karlakattai in South India. With a vision to integrate these ancient fitness tools into modern lifestyles, the founders recently pitched their brand on Shark Tank India, Season 4.

Journey and Evolution

Mudgar Club officially launched its sales in December 2023, and the growth trajectory has been remarkable. Initially, its customer base was 95 percent male and 5 percent female, but this has shifted significantly, with 70 percent female users and 30 percent male users today.

The sibling entrepreneurs journey was not without challenges. Before July 2024, Mudgar Club revenue ranged from Rs 15-18 Lakhs per month, driven by a combination of products and services. However, a strategic shift to focus more on product development led to a temporary dip in sales, averaging Rs 10 Lakhs per month. Despite this, the brand maintained a healthy 30 percent EBITDA margin, signaling a sustainable business model.

Financial Snapshot

• Revenue (Post-July 2024): Rs 10 Lakhs/month
• Revenue (Pre-July 2024): Rs 15-18 Lakhs/month
• Marketing Spend (Post-July 2024): Rs 1-1.5 Lakhs/month
• Marketing Spend (Pre-July 2024): Rs 4-5 Lakhs/month
• EBITDA Margin: 30 percent
• Manufacturing Cost per Unit: Rs 2,000
• Retail Price per 5kg Mudgar: Rs 4,000

The Pitch: Aiming for Fitness Recognition

The Suhag brothers presented their business with a clear ask of Rs 50 Lakhs for 10 percent equity, valuing Mudgar Club at Rs 5 Crores. The founders highlighted the uniqueness of the Mudgar, which allows for 3D movements and swings, unlike traditional dumbbells and barbells that offer only 2D motion. In addition to manufacturing Mudgars, the brand provides training on the proper techniques for using them, ensuring a holistic approach to fitness.

Mudgar Club’s product line includes seven offerings, including the Gada, a similar tool mentioned in Indian mythology. Its products are crafted from high-quality mahogany wood, and it emphasizes creating premium, durable fitness tools over mass production.

“We plan to use the funding mainly in two areas: improving our production setup and ensuring a steady supply of high-quality raw materials,” explains Anjit Suhag, Co-founder, Mudgar Club.

Marketing and Revenue Channels

The company relies heavily on social media for its marketing, particularly Instagram, where co-founder Anjit has garnered a following of over 100,000 followers. This platform serves as the primary driver for its revenue, allowing the company to reach a global audience without significant overheads.

Before July 2024, Mudgar Club was spending Rs 4-5 Lakhs per month on marketing. However, this has since been scaled back to Rs 1-1.5 Lakhs per month, aligning with its focus on profitability. Despite these changes, the company has sold approximately 5,000 units in the last year.

Craftsmanship and Manufacturing

Mudgar Club’s manufacturing process is as meticulous as its marketing strategy. Starting with a 6x6 block of natural wood, the material is seasoned for 1-1.5 months. The shaping and polishing process takes an additional week. 

Anjit elaborates, “The most important part of our business is the quality of the wood we use to craft our Mudgars. We use 100 percent premium kiln-dried mahogany wood, and we’ll invest a large portion of the funding in securing enough raw material to ensure we never run out and maintain the high quality our customers expect.”

To add a personal touch, the company engraves the name of the user on the product. The manufacturing cost of a Mudgar is approximately Rs 2,000, with a 5kg Mudgar retailing at Rs 4,000.

He further adds, “We want to set up a proper manufacturing and inventory system. Right now, it takes us around four weeks to process an order, but with this setup, we aim to bring it down to just one week. This will help us serve our customers faster and grow our business more efficiently.” 

Shark Tank Negotiations

The founders’ pitch was met with mixed reactions from the Sharks. While the product’s integration into daily fitness routines was questioned by Aman Gupta, Vineeta Singh, and Peyush Bansal, Ritesh Agarwal recognized its potential. Despite acknowledging the challenges ahead, Ritesh offered Rs 50 Lakhs for 12.5 percent equity, valuing the business at Rs 4 Crores. The Suhag brothers accepted the deal without hesitation.

Future Vision

Mudgar Club aims to make its products as omnipresent as yoga in modern fitness routines. However, scalability remains a challenge due to the labor-intensive manufacturing process and the high cost of raw materials.

To expand its reach, the brand plans to launch its products on major online marketplaces like Amazon and Flipkart, making Mudgars more accessible to a larger audience. Additionally, aiming to modernize the design of its Mudgars to cater to contemporary fitness needs while enhancing their online presence with a user-friendly website for international customers.

The co-founder explains, “We plan to open a small offline experience store. This will give people a chance to see and feel the quality of our wood in person and learn about the history and heritage of this traditional equipment.”

“We plan to open a small offline experience store. This will give people a chance to see and feel the quality of our wood in person and learn about the history and heritage of this traditional equipment,” Anjit concludes. 

The investment from Ritesh Agarwal will likely help address these challenges, particularly by enabling the company to build inventory and streamline operations.

In the growing world of startups, few stories capture the spirit of innovation, resilience, and ambition as vividly as Tripole Gears. Founded in 2017 by Rohan Khanduja, an engineering graduate and chartered financial analyst, the homegrown brand began with a clear mission: to create high-quality outdoor gear and equipment.

The D2C brand has made remarkable strides in the outdoor gear and equipment industry, growing from humble beginnings in a small room to securing a significant investment on Shark Tank India.

“Our business strategy remains unchanged after Shark Tank. It will be business as usual, but with the support of the funding, we’ll be able to execute our existing plans more effectively and scale our operations with greater efficiency,” says Rohan Khanduja, Founder of Tripole.

Tripole Triumph

Unlike many competitors in the outdoor gear market, Tripole prides itself on manufacturing all its products in-house. This vertical integration enables the company to maintain stringent quality control while keeping costs competitive.

Over the years, Tripole has expanded from its modest beginnings to operating two full-fledged factories. This growth has been instrumental in establishing the brand as a formidable player in the industry, competing effectively against legacy brands like Decathlon.

Impressive Financial Growth

Tripole’s financial trajectory showcases its consistent growth and increasing market presence. In the fiscal year 2022-23, the company achieved a revenue of Rs 11 crores, which grew to Rs 14.2 crores in FY 2023-24. With a projected revenue of Rs 20 crores for FY 2024-25, Tripole is on a rapid growth path. The brand has been averaging monthly sales of Rs 1.6 crores over the past three months, with an average order value of Rs 1,525.

This financial success is even more impressive considering that Tripole was entirely bootstrapped until its appearance on Shark Tank India. The company started with an initial investment of Rs 15 lakhs, supplemented by an overdraft limit of Rs 1 crore, which was used periodically to meet business needs.

Market Reach: India and Abroad

Tripole’s sales strategy is a balanced mix of domestic and international channels. In the domestic market, which accounts for 80 percent of total sales, 68 percent of revenue comes from marketplaces like Amazon and Flipkart, while 12 percent is generated through offline sales.

The international market contributes the remaining 20 percent, primarily driven by Amazon’s global platform. This diversified approach ensures that Tripole reaches a broad audience while mitigating the risks associated with relying on a single sales channel.

Appearance on Shark Tank India

Tripole’s appearance on Shark Tank India Season 4 was a pivotal moment in the company’s journey. Rohan’s pitch highlighted the company’s focus on quality, affordability, and its vision to become a one-stop shop for outdoor enthusiasts. Seeking an investment of Rs 1 crore for 1 percent equity, Rohan valued the company at Rs 100 crores!

The pitch captured the attention of the sharks, leading to spirited negotiations. While some sharks opted out due to the high valuation or perceived lack of product differentiation, others recognized the potential in Tripole’s robust business model and growth trajectory.

Ritesh Aggarwal, Founder, OYO offered Rs 75 lakhs for 1.15 percent equity, along with a Rs 25 lakh debt at 9 percent interest for five years. Namita Thapar matched this offer, while Kunal Shah proposed Rs 3 crores for 7.5 percent equity, valuing the company at Rs 40 crores.

Ultimately, Rohan accepted Ritesh’s deal!

Product Line and Evolution

Tripole’s product line has evolved significantly since its inception. Initially, rucksacks accounted for 100 percent of the company’s revenue. However, as the brand expanded, rucksacks now contribute approximately 70 percent of total revenue.

The brand's portfolio includes over 250 SKUs, ranging from apparel and sleeping bags to travel accessories and backpacks, allowing it to cater to a wider audience and meet the varied needs of outdoor enthusiasts.

The Road Ahead

Despite its success, Tripole faces challenges common to startups in the competitive outdoor gear industry. Scaling operations, managing supply chains, and maintaining profitability while expanding product lines are ongoing hurdles. However, with a strong financial foundation, a clear vision, and a growing customer base, Tripole is well-positioned to overcome these challenges.

“We plan to build a strong team by hiring relevant people to fill critical roles that we couldn't invest in earlier. Additionally, the funds will be used as working capital to expand our product line, allowing us to cater to a wider audience and enhance our offerings,” concludes Rohan Khanduja.

The company’s projected revenue growth and strategic focus on both domestic and international markets indicate a promising future. By continuing to innovate and prioritize customer needs, Tripole aims to solidify its position as a leading outdoor gear brand.

NeoSapien, an AI-powered wearable pendant, is set to make waves in the wearable tech market. Featured on Shark Tank India Season 4, NeoSapien showcases a unique approach to personal assistance and productivity. Founded by cousins Dhananjay Yadav and Aryan Yadav, the brand's mission is to augment human intelligence, enhancing memory, focus, and decision-making capabilities. 

The Story Behind NeoSapien

NeoSapien was born out of a personal tragedy that profoundly impacted Dhananjay Yadav. His cousin, an army officer, unexpectedly passed away while Dhananjay was in Berlin. The loss left him with regret for not expressing his feelings openly. This experience inspired Dhananjay and his cousin Aryan Yadav, an AI engineer, to develop NeoSapien—a wearable device that simplifies task management and fosters deeper connections.

NeoSapien Pitch on Shark Tank India

During the Shark Tank India pitch, Dhananjay and Aryan sought Rs 80 lakhs for a 2.5 percent equity stake. The cousin co-founders presented a vision of a future where personal assistants are more accessible and personalized. 

Although some Sharks questioned the product’s ability to stand out in a smartphone-dominated market, Namita Thapar saw the potential and invested Rs 80 lakhs for a 4 percent equity stake. Interestingly, Anupam Mittal was already an investor in NeoSapien, having recognized its promise early on.

“To an extent, we felt that Ritesh also joined around as well. The most fruitful discussion was with Namita because she kept on asking questions and kept on grilling us and after all the negotiations she stuck around, which means a lot to us,” said Dhananjay Yadav, Co-founder and CEO, NeoSapien.

Adding to their impressive network of support, NeoSapien boasts an esteemed founding advisor in Anupam Mittal, a stalwart of India’s startup ecosystem. Alongside him are visionary investors such as Sameer Mehta, co-founder and CEO of boAt; Srivatsan Chari, co-founder of Clear; Tanuj Choudhry and Srikanth Iyer, co-founders of HomeLane; and Untitled Ventures, renowned for backing transformative startups. As Anupam Mittal puts it "I don’t just back good ideas—I back bold ones. When two boys from India came to me with a vision to create the world’s first AI-native neckwear, I thought, ‘This is crazy, and maybe it’s exactly what the world needs."

NeoSapien’s innovative edge lies in its proprietary Second Brain OS, which powers Neo 1 to go beyond conventional wearables. Unlike static apps or gadgets, Neo 1 learns, adapts, and evolves with its users, capturing fleeting moments and transforming them into actionable insights. 

The funds from Shark Tank will fuel the launch of its initial production batches, expand R&D capabilities, and foster a community of early adopters. 

Addressing a Real Problem

In today’s fast-paced world, professionals often struggle to remember details from meetings and conversations. NeoSapien solves this issue by acting as a digital extension of the user’s brain.

NeoSapien is more than just a wearable device; it acts as a digital “second brain” for users, offering features that simplify daily life and enhance productivity.

With 75 percent of the world’s data created in just the last five years, managing information has become overwhelming. NeoSapien helps users manage this flood of data effectively.

Designed for professionals and leaders, NeoSapien aims to revolutionize how people retrieve information and manage tasks seamlessly.

Market Potential and Pricing Strategy

NeoSapien is targeting professionals and leaders who seek to maximize their productivity. The wearable device is priced at Rs 14,999 which includes a one-year subscription to services like unlimited transcription and full access to its functionalities.

The founders project Rs 16 crore in revenue within the first 18 months of launch. With a long-term goal is to achieve Rs 85 crore in revenue within five years.

Securing the Future

The funding from Shark Tank India provides NeoSapien with the resources to refine its product and expand its user base. The founders have set immediate priorities to ensure the wearable’s success.

NeoSapien is working on a local storage system to improve data efficiency and security. Following Namita Thapar’s advice, the team is exploring partnerships with mental health platforms to offer additional value to users. The brand plans to ramp up marketing efforts to effectively reach its target audience of professionals and leaders.

“We are going to utilize the funds to strengthen our tech team and secondly to build our hardware. Things like battery, PCB fabrication and molding require investment. So for all these things, we would require the investment.” Dhananjay explained.

Upcoming Enhancements:

The brand further aims to work on continuous improvements in AI to enhance the device’s ability to provide personalized insights and plans to integrate NeoSapien with more productivity tools and platforms. NeoSapien thus, aims to reach international markets and become a global leader in wearable tech.

Future Vision

NeoSapien’s journey is just beginning. With its unique positioning and innovative approach, the wearable has the potential to carve out a distinct niche in the market. The co-founders are focused on improving the product and expanding the brand's customer base. NeoSapien is not just a wearable device; it represents a vision to turn Homo sapiens into Neo sapiens.

KIWI Kisan Window, a Dehradun-based organic food company, captured not just sealed a deal on Shark Tank India but grabbed a deal 5 times higher than its ask. This isn’t just another tale of entrepreneurship; it’s a narrative that embodies the spirit of modern India—deeply rooted in tradition yet boldly stepping into the future.

Sowing Seeds of Sustainability

Founded in 2017 by Nupur Agarwal and Abhinav Ahluwalia, KIWI Kisan Window stands as a testament to their commitment to promoting ethical sourcing and sustainable agriculture. The brand sources its products directly from Indian farmers, ensuring fair trade practices while delivering high-quality organic food to its customers. From dehydrated coconut chips to traditional Indian snacks like aam aachar and thepla, KIWI Kisan Window’s extensive product range is a celebration of India’s diverse culinary heritage.

With over 150 SKUs spanning healthy necessities, 50 SKUs in beverages, and another 50 in snacks, the brand aims to make organic food accessible to all.

The Road to Shark Tank

Entering the Shark Tank stage, Nupur and Abhinav made a compelling pitch. They sought an investment of Rs 50 lakh for 1 percent equity, valuing their company at an impressive Rs 50 crores. With eight retail outlets and a thriving online store that has processed over 3 lakh orders, their business was already a force to reckon with.

Their pitch highlighted ambitious expansion plans to scale to 300 outlets within the next five years. Despite impressive revenue numbers—growing from Rs 4.3 crores in FY22–23 to a projected Rs 10 crores in FY24—25—the company faced challenges. Their EBITDA had dipped to -2 percent, a reflection of their aggressive growth strategy.

The Negotiations

The Sharks’ reactions were mixed. Ritesh Sidhwani bowed out, citing low store volumes, while Vineeta Singh felt the numbers didn’t align. However, Aman Gupta and Azhar Iqbal showed keen interest, offering Rs 50 lakh for 2 percent equity with a 2 percent royalty component. Meanwhile, Kunal Bahl surprised everyone with two bold offers: Rs 1.25 crore for 5 percent equity and Rs 2.5 crore for 10 percent equity, both without royalties.

After a heated round of discussions, the founders made a counteroffer to Kunal, proposing Rs 2.5 crore for 10 percent equity at a valuation of Rs 30 crores. Despite some initial resistance, Kunal’s respect for their existing investors and their vision led him to seal the deal. The founders walked away with an investment five times what they had initially sought.

The Visionary Founders

Nupur Agarwal and Abhinav Ahluwalia’s partnership is built on a shared passion for sustainable living. With a degree from London, Nupur brings a global perspective to the brand, while Abhinav’s deep understanding of Indian agriculture drives their sourcing strategies. Together, they have crafted a brand that not only resonates with health-conscious consumers but also uplifts farming communities across the country.

The brand took to LinkedIn and stated, "Feeling not just happy, but truly grateful to see our journey being recognized, a big thank you to our community for your constant love and support! This is just the beginning."

Scaling New Heights

KIWI Kisan Window’s journey has been nothing short of remarkable. The company’s strategic division of products into volume-defined (revenue-generating) and value-defined (brand-building) categories ensures a balanced growth trajectory. Their online sales, which account for 97 percent of their revenue, are complemented by their retail presence, where stores average Rs 9-Rs 10 lakhs in monthly sales.

Their financial discipline, despite challenges, has been noteworthy. With COGS at 50 percent, salaries at 22.5 percent, and rentals at 6.5 percent, the founders have maintained a lean operational model. As they prepare to scale, their focus on high-margin, niche products through their website remains a cornerstone of their strategy.

A Shark Tank Milestone

The deal with Kunal Bahl marks a pivotal moment for KIWI Kisan Window. Beyond the financial boost, the partnership brings invaluable mentorship and industry insights. The Sharks’ interest also underscores the growing consumer demand for organic and sustainable food. Competing with giants like Patanjali and Organic India, KIWI Kisan Window is carving out its niche with its unique blend of tradition and innovation.

Looking Ahead

With their eyes set on a Rs 300-crore valuation in the coming years, the founders are gearing up for a transformative journey. Expansion into new markets, strengthening their digital presence, and introducing innovative products are all part of their roadmap. Their inspiration? Trader Joe’s—a model of excellence in organic and specialty foods.

InnerGize, a stress-relief gadget brand, made waves during its appearance on Season 4 of Shark Tank India. Founded by Dr. Siddhant Bhargava, Shalmali Kadu, and Mitansh Khurana, the brand captivated the Sharks with its unique device that provides immediate stress relief and long-term resilience against stress.

How InnerGize Works

InnerGize’s wearable device is a clinically validated mental health solution that delivers gentle electrical impulses to stimulate the vagus nerve. This stimulation enhances the body’s parasympathetic nervous system, promoting relaxation and stress resilience.

Using the device is simple:

1. Peel the sticker.
2. Place it behind your ear.
3. Use the app to control the sessions.

The brand recommends two to four, 10-minute daily sessions to experience optimal benefits. Having tested the device on over 1,100 individuals, the founders reported overwhelmingly positive results.

The InnerGize Pitch on Shark Tank India

At the time of the pitch, the co-founders each owned 33 percent of the company. InnerGize had already raised Rs 2 Crores in funding, including Rs 90 Lakhs in grants, and was in the process of securing a Rs 4 Crore investment round.

The brand’s mission was encapsulated in a LinkedIn post: “InnerGize was created to help you manage stress and unlock your peak performance. Seeing how much you believe in us and our mission fuels our passion to do even more.”

The founders sought an investment of Rs 54 Lakhs for a 1.5 percent equity stake, valuing the business at Rs 36 Crores. The technology behind InnerGize is Neuro-Acoustic vagal modulation, which has been used for over 30 years in medical practice. The founders assured the Sharks that the device is 100 percent safe and endorsed by psychiatrists, psychologists, and neurologists.

Retail Strategies and Pricing

InnerGize’s device is pre-priced at Rs 5,000, which includes the gadget, a charger, and 12 patches for the first 1000 users. Additional patches are available in sets of eight for Rs 500. The manufacturing cost of the device is Rs 1,200, making it a highly profitable product.

The brand’s B2B strategy involves partnering with mental health institutions to offer its device on a pay-per-session model. Once customers become accustomed to the device’s benefits, they can purchase it for personal use. In the long term, the founders aim to transition to a Direct-to-Consumer (D2C) model.

The Working Out of Negotiations 

The Sharks were intrigued by the potential of InnerGize. Ritesh Agarwal (CEO, OYO Rooms) was the first to offer a deal, matching the founders’ initial ask of Rs 54 Lakhs for a 1.5 percent stake. However, some Sharks felt it was too early for an investment.

Aman Gupta (Co-Founder and CMO, boAt) offered Rs 54 Lakhs for 2.5 percent, valuing the company at Rs 21.6 Crores. Azhar Iqubal (Chairman, Inshorts) made a similar offer of Rs 54 Lakhs for 1.5 percent equity.

After some deliberation, the three interested Sharks—Ritesh, Aman, and Azhar—joined forces to offer Rs 75 Lakhs for 3 percent equity. The founders countered with Rs 1.08 Crores for 3 percent equity, and after further discussions, they agreed on a deal of Rs 1 Crore for 4.2 percent equity, valuing the company at Rs 23.81 Crores.

InnerGize’s Future Plan

Following the show, InnerGize has been gearing up for a market launch. The founders are optimistic about the potential impact of the device on mental health management. Its focus remains on building credibility through B2B partnerships before transitioning to a broader D2C approach.

Customers interested in the device can pre-order it on the company’s website or through Amazon.

Airth, the innovative startup addressing India’s indoor air pollution crisis, walked away with a significant investment deal from Shark Tank India. Founded by Ravi Kaushik and later joined by Abhimanyu Kumar, Airth pitched its groundbreaking AC air purifier attachment to the Sharks, sparking an intense bidding war and culminating in a deal worth Rs 96 lakhs for 3.7 percent equity.

Transforming Air Quality, One Home at a Time

When Ravi and Abhimanyu stepped onto the Shark Tank stage, their mission was clear: to make clean air accessible to every Indian household. They demonstrated Airth’s unique offering—an attachment that transforms ordinary air conditioners into powerful air purifiers, tackling pollutants like PM2.5, PM10, and harmful microbes without consuming electricity.

Priced at an affordable Rs 3,000, Airth’s filter not only ensures cleaner indoor air but also reduces AC maintenance costs. With over 25,000 units already in use, the startup’s impact was evident, capturing the Sharks’ attention.

The Sharks Weigh In

The pitch quickly drew interest, with the Sharks acknowledging the pressing need for innovative air purification solutions in a country battling severe pollution.

• Vineeta Singh: Offered Rs 60 lakhs for 2 percent equity, impressed by the product’s affordability and potential.
• Anupam Mittal: Countered with Rs 1 crore for 5 percent, highlighting the scalability of the solution.
• Aman Gupta: Matched Anupam’s offer, signaling confidence in the brand.
• Peyush Bansal: Praised the concept but bowed out, citing concerns over the equity structure.

Negotiation Sparks a Win-Win Deal

Ravi and Abhimanyu initially sought Rs 60 lakhs for 1 percent equity, valuing their company at Rs 60 crores. However, the Sharks raised concerns about valuation and scalability, leading to a heated yet constructive negotiation.

After a series of counters, Aman Gupta and Vineeta Singh teamed up to offer Rs 96 lakhs for 3.7 percent equity, valuing Airth at Rs 27.3 crores. The founders accepted the deal, marking a pivotal moment in their journey.

A Vision for Cleaner Air

“We are privileged to work on something so deeply connected to human well-being, and it’s a responsibility we carry with pride,” said Ravi Kaushik in a heartfelt LinkedIn post after the deal. “If we don’t succeed, future generations will bear the brunt of air pollution! Nobody in the world has been able to develop a solution this affordable and yet super-effective.”

Airth’s product leverages advanced HEPA technology and a proprietary germ-killing filter coating powered by polyphenols and polycationic polymers, ensuring high efficiency and zero electricity consumption. Validated by IIT Kanpur and IIT Delhi, the attachment is a testament to homegrown innovation addressing global challenges.

Revenue Milestones and Future Plans

Airth’s financial performance added weight to its pitch:

• FY23-24 Revenue: Rs 2.1 Crores
• FY24-25 Revenue (Till October): Rs 2.2 Crores
• Projected FY24-25 Revenue: Rs 6–7 Crores

With 70–80 percent of sales driven by Amazon and the remainder through direct website purchases, the brand has established a strong foothold in the e-commerce space. Looking ahead, Airth plans to expand its product line to include solutions for car ACs and centralized air conditioning systems.

A Partnership for Growth

The deal with Aman Gupta and Vineeta Singh isn’t just financial support; it’s a strategic partnership. Both Sharks bring valuable expertise in scaling consumer-centric brands, setting the stage for Airth’s next growth phase.

As India continues to grapple with air quality challenges, Airth’s innovative solution represents a beacon of hope. By addressing a critical need with affordability and effectiveness, the brand has positioned itself as a leader in the indoor air purification market.

Breathing New Life Into Air Quality Solutions

Airth’s journey from a nascent idea to a Shark Tank success story underscores the power of innovation and perseverance. The deal not only validates the startup’s vision but also paves the way for a cleaner, healthier future for millions of Indian homes. With its eyes set on scaling impact and innovation, Airth is poised to redefine how we breathe indoors.

Diamonds have always been synonymous with love, status, and timeless beauty. For centuries, natural diamonds have symbolized milestones, cherished relationships, and generational wealth. However, in recent years, the diamond industry has undergone a profound transformation. In 2025, lab-grown diamonds will be emerging as the face of modern luxury, gaining momentum in the global retail landscape. With a unique blend of sustainability, affordability, and technological innovation, lab-grown diamonds are reshaping the way consumers perceive and experience luxury.

Why Lab-Grown Diamonds Are Gaining Momentum in India?

The growing appeal of lab-grown diamonds can be attributed to several key factors that align with the priorities of the modern consumer:

1. Sustainability: A Shift Toward Responsible Luxury

One of the primary drivers of the lab-grown diamond revolution is the growing emphasis on sustainability. In an era where environmental consciousness is a central theme across industries, consumers are actively seeking ethical alternatives to traditional products.

Lab-grown diamonds provide a solution to these issues. Grown in controlled laboratory environments, these diamonds significantly reduce the environmental impact associated with mining.

2. Affordability: Luxury Within Reach

Lab-grown diamonds are also gaining popularity due to their cost-effectiveness. They are typically 1/6 : 1/7 of the cost than natural diamonds of comparable quality. This price advantage makes diamonds more accessible to a broader demographic, including young professionals and first-time buyers.

Despite their affordability, lab-grown diamonds are indistinguishable from mined diamonds in terms of physical, chemical, and optical properties. They offer the same brilliance, durability, and emotional significance, making them a compelling choice for consumers seeking luxury at a more attainable price point.

For occasions like engagements, weddings, or anniversaries, lab-grown diamonds provide a perfect balance of quality and value, allowing consumers to celebrate life’s milestones without financial strain.

3. Technological Innovation: Merging Tradition with Modernity

The advancements in diamond cultivation technology have been instrumental in the success of lab-grown diamonds. By replicating the natural process of diamond formation using high-pressure, high-temperature (HPHT) or chemical vapor deposition (CVD) methods, manufacturers can create diamonds that are virtually identical to mined ones.

This technological progress ensures that consumers can enjoy the same emotional and aesthetic appeal traditionally associated with diamonds while embracing a more innovative and sustainable option. The ability to produce high-quality diamonds consistently and efficiently has also allowed the industry to meet growing demand, paving the way for widespread acceptance.

The Changing Consumer Mindset in India

India, one of the world’s largest consumers of diamonds, has traditionally valued natural diamonds for their cultural and emotional significance. However, the Indian market is undergoing a significant transformation as consumers become more informed and globally connected.

Younger generations in India are redefining what luxury means. For them, it is no longer just about exclusivity or tradition but also about aligning purchases with personal values. Lab-grown diamonds fit perfectly into this narrative, offering a blend of modernity, ethics, and affordability.

The growing influence of global trends, along with an increasing emphasis on sustainability, has led to a shift in consumer perception.

The Global Impact of Lab-Grown Diamonds

The popularity of lab-grown diamonds is not confined to India—it is a global phenomenon. In markets like the United States, Europe, and Asia, lab-grown diamonds are becoming a preferred choice for a wide range of consumers. The industry’s ability to cater to both traditionalists and modernists has been a significant factor in its success.

From a retail perspective, lab-grown diamonds are transforming the way jewelry is marketed and sold. Brands are now emphasizing transparency, sustainability, and innovation in their messaging, aligning with the values of their target audiences.

Moreover, lab-grown diamonds are playing a crucial role in democratizing luxury. By making high-quality diamonds more affordable, they are allowing more people to experience the joy of owning fine jewelry. This inclusivity is reshaping the industry and creating new opportunities for growth.

The Future of Lab-Grown Diamonds

As we move further into 2025 and beyond, the lab-grown diamond industry is poised for even greater growth. The convergence of sustainability, affordability, and technological excellence positions lab-grown diamonds as the future of the luxury market.

In the coming years, we can expect to see increased innovation in design and manufacturing, further enhancing the appeal of lab-grown diamonds. Retailers and manufacturers will likely focus on creating unique offerings that cater to diverse consumer preferences, from minimalist designs to statement pieces.

The shift toward lab-grown diamonds also has broader implications for the luxury industry as a whole.

The rise of lab-grown diamonds marks a pivotal moment in the evolution of the luxury industry.

For consumers, they represent a perfect blend of tradition and innovation—a way to celebrate life’s most precious moments while contributing to a more sustainable and equitable world. As the industry continues to evolve, lab-grown diamonds are not just transforming the market—they are redefining the very meaning of luxury in the modern era.

Authored By:

Ricky Vasandani, Co-Founder and CEO, Solitario Lab Grown Diamonds

The beauty industry is transforming, driven by the rise of Direct-to-Consumer (D2C) makeup brands. By bypassing traditional retail channels, these brands offer a more personalized, transparent, and agile approach to beauty. Leveraging digital platforms and advanced data analytics, D2C brands respond quickly to changing consumer preferences, creating products that cater to a diverse range of skin tones and personalized needs. These brands are pushing the boundaries of inclusivity, customization, and eco-consciousness, setting new industry standards. Through social media engagement and direct interactions, D2C makeup brands are fostering communities built on shared values and experiences. In this article, we explore how these innovative companies are shaping the future of beauty, driving trends in product innovation, and digital-first marketing to create a more diverse and conscious beauty landscape. By leveraging digital platforms, data, and a deeper understanding of consumer needs, D2C brands are fostering a new era of inclusivity, personalization, and eco-friendliness in beauty. Here’s how they’re setting the stage for the next big trends in makeup.

1. Championing Inclusivity and Diversity

D2C makeup brands have fostered a progressive change in the beauty industry by embracing a culture of diversity and inclusion. For example, in the past, many beauty product manufacturers, particularly those who made foundation, did not produce more than one or two shades of foundation, often leaving out the darker shades in the market or formulating products that did not cater to a wide range of skin colors. In contrast, D2C brands have made inclusivity a core pillar in the development of their products, with their offering of shades ranging across all skin tones. Also, these brands have used various beauty standards in their advertising, choosing models of different ethnicities, shapes, and even sexes. This aspect of beauty products, apart from being useful as an edge over the competition, also serves to promote the consumers’ sense of identity, which had for a long time been absent in the beauty industry.

As a result of the encouragement towards diversity, the beauty industry, in general, has experienced a shift in expectations, and this has led to older brands modifying their product and promotional strategies for the purpose of appealing to the wider crowd.

2. Personalization Through Technology

Technology has revolutionized the D2C makeup industry, enabling brands to offer highly personalized customer experiences. AI tools analyze factors like skin tone, undertones, and preferences to create custom product recommendations. Online quizzes and algorithms suggest the perfect foundation shade, while augmented reality (AR) virtual try-ons let customers experiment with makeup looks in real-time via their smartphones or computers, eliminating the need for in-store trials. This tech-driven approach boosts convenience and helps customers make more confident, precise purchases. By leveraging data, D2C makeup brands can offer hyper-personalized products and enhance the overall shopping experience, strengthening brand loyalty and customer satisfaction.

3. Clean Beauty

Clean beauty has emerged as a leading trend for D2C makeup brands, responding to growing consumer demand for products that prioritize health and safety. These brands focus on creating formulations with toxin-free ingredients, ensuring their products are gentle and safe.Many clean beauty brands also emphasize vegan, cruelty-free, and dermatologically tested products, appealing to consumers who are conscious about both their skin's health and the ethical practices behind their makeup. The trend has shifted beauty standards toward greater transparency, with brands offering clear ingredient lists and certifications to build trust with their audience. This focus on purity and safety has led to the development of makeup that not only enhances beauty but also nurtures it, catering to a diverse range of skin types and concerns. As consumers become more knowledgeable about the ingredients in their products, clean beauty represents a move toward wellness and self-care in the beauty industry.

4. Social Media and Influencer Marketing

Social media channels have turned out to be a key element for D2C makeup brands in their marketing campaigns. The rise of platforms like Instagram and YouTube has given beauty brands an opportunity like never before to communicate with their audience, market their products, and set trends instantly.

In contrast to conventional beauty marketing, which heavily depends upon celebrity endorsements or expensive marketing budgets, D2C makeup brands often resort to using micro-influencers or ordinary consumers to market their products. This bottom-up strategy is more appreciated by the customers and has the additional advantage of the generation of natural content that goes around within the users in social networks. There are trends that would not be present without the contribution of beauty influencers, make-up artists, and beauties, concerning certain types of products, application of make-up, etc.

5. Price Transparency and Accessible Luxury

One of the standout features of D2C makeup brands is their commitment to price transparency. Traditional beauty retailers often involve multiple markups and hidden costs, making it difficult for consumers to understand the true cost of products. D2C brands, on the other hand, offer clear, straightforward pricing, often passing on savings by eliminating the need for intermediaries like department stores or physical retail outlets.

By offering high-quality makeup at more accessible price points, D2C brands are challenging the traditional concept of "luxury" in the beauty industry. Rather than associating luxury with inflated prices, many D2C brands deliver premium products that are both affordable and high-performing. This democratization of beauty is making premium products more accessible to a wider range of consumers, ensuring that quality is no longer reserved for the highest price tags.

6. Building Community and Loyalty

D2C makeup brands are revolutionizing the beauty industry, changing the way these brands engage their customers. Rather than limiting interactions to a few transactions, a good number of these brands are centered around the community of people who use their products. This community-building activity takes place on social media through reviews, tutorials, and collaborations with influencers. An active audience is encouraged to share their experiences, show off their makeup, and review products, which establishes the interplay in the form of a dialogue between a brand and an audience.

This also reinforces customer loyalty to the brand. Customers are more motivated to patronize and speak highly of a given product or service when they feel an emotional connection with the brand, be it in terms of their principles, the service offered, or even the community they belong to. Moreover, this bond is enhanced by the openness and clear-cut communication that many D2C brands adopt, indicating without reservations that the customer is the focus of the entire organization.

The D2C makeup brands are not just following the trends but also leading the change in the makeup industry. Inclusivity, personalization, and other digital innovations are helping these brands to have a deeper understanding of consumers’ minds and hearts. As technology, social responsibility, and community continue to have a growing impact on brands, it is evident that makeup D2C brands will contribute significantly to making the meaning of beauty in the future. To the customers, it entails choices correlating to their beauty values and enabling individuals to personalize their beauty routines. To the beauty industry as a whole, it signifies a more colorful, diverse, and consumer-oriented aspect.

Authored By:

 Mihir Jain, Sales and Marketing Director, Insight Cosmetics

Founded by cousins Sayali Babasahib Shinde and Preeti Prabhakar Shinde, Gudworld aims to provide consumers with a healthier alternative to refined sugar through convenient and flavored jaggery cubes. 

Co-Founder’s Vision: A Healthier Sweetener

Sayali and Preeti, the co-founders of Gudworld, come from a family with over 40 years of experience in jaggery production. The brand’s mission is to promote jaggery as a natural, healthier sweetener option. Unlike refined sugar, jaggery is unprocessed and rich in minerals, making it a better choice for health-conscious consumers. Gudworld's unique selling proposition lies in its bite-sized jaggery cubes, available in 12 infused flavors such as coffee, ginger, and turmeric.

The Pitch

In Season 4 of Shark Tank India, Sayali and Preeti pitched Gudworld to the sharks, seeking an investment of Rs 50 lakhs for a 2 percent equity stake, valuing the business at Rs 25 crores. The pitch focused on the growing demand for healthier sweeteners and the brand’s unique approach to packaging and marketing jaggery.

The business model impressed the sharks, particularly Aman Gupta (co-founder, boAt) who saw potential in Gudworld's retail scalability. The brand’s vision to make jaggery a staple product in Indian households resonated with Aman’s understanding of consumer behavior in the FMCG sector.

Negotiations and The Final Deal

During the pitch, the sibling co-founder’s confidence and clarity stood out. Preeti's assertiveness in managing the conversation impressed the sharks. While Vineeta Singh Vineeta Singh (Co-founder and CEO, Sugar Cosmetics) and Peyush Bansal (Co-founder and CEO, Lenskart)  had reservations about the company's equity structure and go-to-market strategy, Aman saw an opportunity.

Aman initially offered Rs 50 lakhs for a 6 percent stake, but after negotiations, the deal was finalized at Rs 50 lakhs for a 5 percent stake, valuing Gudworld at Rs 10 crores. 

Financial Performance

Gudworld’s financials demonstrate its growing presence in the retail market. It generated a revenue of Rs 1.48 crores in FY23-24 and achieved monthly revenues of Rs 37 lakhs in August 2024, Rs 48 lakhs in September, and Rs 69 lakhs in October. By September 2024, it had already reached Rs 2.2 crores in revenue for FY24-25 and projected a year-end revenue of Rs 6-7 crores.

The brand’s product pricing is competitive, with a hero product — the 5-gram jaggery cube pack — priced at Rs 89. Gudworld maintains a gross margin of 75 percent, with key expenses including raw materials (15 percent), logistics and packaging (5 percent), employee benefits (18 percent), shipping (6 percent), and marketing (4.8 percent). It achieved an EBITDA margin of 14.2 percent.

Gudworld's Retail Strategy

Gudworld’s retail business strategy is focused on both online and offline channels. The brand operates a stainless-steel, USA FDA-certified manufacturing facility, ensuring high-quality products. It sells products across general trade, modern trade, e-commerce platforms, and exports.

Offline Presence

The offline retail segment accounts for 45 percent of Gudworld’s revenue. Its products are currently available in 2,800 stores across seven states in India. The brand's approach to partnering with retail stores includes offering credit to store owners to incentivize stocking its products. This strategy, though debated during the Shark Tank pitch, has proven effective in building trust and expanding reach.

Online Sales

E-commerce accounts for 15 percent of Gudworld’s revenue. Leveraging its website and major online marketplaces like Amazon to reach health-conscious consumers. The convenience of bite-sized jaggery cubes and unique flavors makes Gudworld’s products appealing to urban customers seeking healthier alternatives to traditional sweeteners.

Export Market

With 20 percent of its revenue coming from exports, the brand is tapping into the global demand for natural and organic sweeteners. The co-founder's participation in international trade shows, such as Gulfood, has helped them establish connections with overseas buyers.

Challenges in Retail Expansion

The FMCG brand founders faced challenges related to family involvement in the business. During the shark tank pitch, it was revealed that 30 percent of the company’s equity is held by some relatives and the raw materials are sourced from the relative's 400-acre farm. Some sharks, including Peyush Bansal and Vineeta Singh, saw this as a potential conflict.

However, Preeti assured the sharks that family involvement would not interfere with the company’s operations. Aman Gupta, recognizing the dedication and understanding of the founders for the retail market, saw this as a minor hurdle that could be addressed through professionalization.

Post-Shark Tank Growth and Future Plans

After the appearance on Shark Tank India, Gudworld continues to focus on expanding its retail presence. The brand aims to reach 1 crore consumers in the next five years by increasing product availability in more stores and enhancing its online presence.

The FMCG brand is also exploring partnerships with HoReCa (Hotels, Restaurants, and Cafes) to introduce jaggery-based products in commercial kitchens. This B2B approach can further boost its sales and brand recognition.

Go Zero is rewriting the script, serving up ice creams that are as kind to your taste buds as they are to your health. And now, with a sensational pitch on Shark Tank India, this innovative brand is making headlines for redefining indulgence in the zero-sugar era.

Go Zero isn’t just a dessert; it’s a revolution—one that promises to satisfy cravings without compromising on health. Behind this journey stands Kiran Shah, an entrepreneur whose mission is as bold as the flavors he creates.

From Sweet Cravings to Sweet Success

Go Zero was born in 2022 from a simple yet profound realization: India, the diabetes capital of the world, deserved better desserts. Kiran Shah, a visionary with an MBA from IIM Lucknow and a seasoned brand manager at Procter & Gamble Singapore, was no stranger to the complexities of consumer behavior. Having already scaled his family’s iconic brand, Apsara Ice Cream, to over 100 stores across India, Kiran knew ice cream was more than just a treat—it was a part of our cultural fabric.

But the pandemic changed everything. “I realized sugar consumption was going to be a real problem,” Kiran shared. “Yet giving up desserts was impossible. That’s when I knew we needed a solution—a way to enjoy ice cream without the guilt.”

Enter Go Zero. Crafted with a proprietary blend, these ice creams are sweetened naturally with Stevia and enriched with FOS and Maltitol for the perfect texture. Low-calorie, zero preservatives, and free from artificial additives, every bite is a testament to indulgence done right.

The Shark Tank Spotlight

The stage was set, and Kiran Shah stepped into the spotlight on Shark Tank India, seeking an investment of Rs  1 crore for 1 percent equity—a valuation of Rs  100 crore. Armed with his passion and a clear vision, Kiran shared his journey, his product, and his bold plans for the future.

“My family has been in the ice cream business for over 50 years with Apsara Ice Cream,” he began. “But I saw the rising demand for zero-sugar products and knew it was time to innovate. Go Zero isn’t just an ice cream brand; it’s a movement toward healthier indulgence.”

Kiran’s pitch didn’t just captivate the sharks—it intrigued them. From the lactose-intolerant Anupam Mittal sampling vegan options to Vineeta Singh, Aman Gupta, and Kunal Bahl savoring traditional flavors, Go Zero had something for everyone. The focus on the fast commerce sector, contributing 70 percent of its revenue, and projected sales of Rs  33 crore further cemented the brand’s promise.

However, the valuation sparked a lively debate. Anupam Mittal, while praising Kiran as the ideal “founder-market fit,” quipped, “Dar lag raha hai aap zyada hi smart ho (I fear you're too smart).” He added, “Rs 1 crore se kuch nahi hoga; you will run out of money in the next few months,” offering Rs 2 crore for 5 percent equity, with a condition to raise an additional Rs 10 crore soon.

Deal Sealed

As negotiations heated up, each shark weighed in. Anupam’s offer was countered by Aman Gupta, who proposed Rs 1 crore for 2 percent equity. Meanwhile, Vineeta Singh expressed interest but stepped back as Aman emerged as Kiran’s preferred choice.

Kiran’s sharp business acumen came to the fore as he negotiated, suggesting 1.5 percent equity instead. Aman, with his characteristic humor, responded, “There’s no difference between 1.5 percent and 2 percent in my eyes; I’m fine with it.”

The deal was struck, and Aman Gupta celebrated, calling himself a “hero” for backing the brand. As Peyush Bansal humorously warned Kiran, “This is exactly what you’ll have to bear with now,” the camaraderie in the room was palpable.

Kiran successfully secured a deal at Rs 1 crore for 1.5 percent equity with a valuation of Rs 66.67 crore. with shark Aman Gupta and received valuable mentorship to help grow their business, Go Zero.

The Future of Guilt-Free Indulgence

With the investment secured, Go Zero is poised to expand its reach and redefine the dessert market in India. Its focus on fast commerce and the growing zero-sugar ice cream segment, which sees an annual growth rate of 30 percent, positions the brand as a trailblazer in its category.

Reflecting on the journey, Kiran remarked, “Go Zero is more than just a brand—it’s a promise. We’re here to prove that indulgence doesn’t have to come with compromise. Every scoop is a celebration of health, happiness, and the joy of desserts.”

Why Go Zero Matters

At its core, Go Zero isn’t just about ice cream; it’s about changing mindsets. In a country grappling with rising health concerns, this brand offers a beacon of hope, proving that you can satisfy your sweet tooth without harming your health.

From its all-natural sweeteneRs to its innovative formulations, Go Zero is a testament to the power of purposeful entrepreneurship. Kiran Shah’s vision is not just to sell ice cream but to create a legacy—one that balances indulgence with wellness, one scoop at a time.

On Shark Tank India’s fourth season, lifestyle brand NOOE secured the biggest-ever investment in the show’s history. With a blend of high design and a compelling narrative, founders Piyush Suri and Neetica Pande walked into the Tank seeking Rs 50 lakh for 1 percent equity but left with an unprecedented Rs 5 crore investment. The deal was spearheaded by Peyush Bansal, CEO of Lenskart, who saw immense potential in their vision despite operational hurdles.

The Visionaries

Piyush Suri, a serial entrepreneur with expertise in brand development, brings a wealth of experience to NOOE. Having consulted luxury giants like Mercedes-Benz, BMW, and Marriott, Suri’s knack for high-growth strategies complements NOOE’s ambitions. His partner, Neetica Pande, is a celebrated industrial designer with accolades in Danish design. With a career rooted in Copenhagen, she has worked with globally renowned brands such as HAY, Normann Copenhagen, and Aspekt Office. Together, they’ve created a brand that embodies the harmony of Japanese minimalism and Scandinavian functionality, a design philosophy popularly known as ‘Japandi.’

A High-Stakes Pitch

NOOE’s pitch immediately captured the attention of all five sharks: Anupam Mittal, Vineeta Singh, Aman Gupta, Kunal Bahl, and Peyush Bansal. Highlighting their presence at Harrod’s—the iconic British department store—the founders painted a picture of global prestige. However, the pitch took a challenging turn when Suri admitted that shipping costs to the UK had eroded their margins, rendering the Harrod’s deal more a symbol of prestige than a profit driver.

The financial details further complicated their case. With only Rs 22 lakh in the bank and debts exceeding Rs 1.2 crore, the company’s sustainability raised red flags. Aman Gupta was candid in his assessment, remarking that Suri’s lack of business acumen had held NOOE back from achieving its full potential. “You have a brilliant brand, but it’s clear that operational challenges need a serious overhaul,” Gupta stated.

In the Tank

Despite financial concerns, the sharks were unanimous in their admiration for NOOE’s design and quality. Mittal’s astonishment was evident when Suri revealed that a product priced at Rs 15,000 in India retailed for Rs 40,000 at Harrod’s. Vineeta Singh went so far as to compare NOOE’s potential to Sabyasachi, one of India’s most iconic luxury brands.

The pitch turned tense when Anupam Mittal questioned why the founders hadn’t asked for a higher investment to address their operational challenges. When Aman quipped, “Aap dete nahi” (“As if you’d give them more”), the moment lightened but underscored the high stakes of the negotiation. After initial offers were tabled, the sharks began backing out one by one, with Anupam, Vineeta, and Kunal stepping aside.

Peyush Bansal Steps In

The turning point came when Peyush Bansal made an unprecedented offer. While Aman revised his initial offer to Rs 2 crore for 30 percent equity, Bansal saw the bigger picture. After a counteroffer from the founders for a controlling 51 percent stake in exchange for Rs 5 crore, Bansal’s confidence in NOOE’s potential led him to seal the deal.

Bansal’s investment wasn’t just financial; it was a statement. “This brand has the DNA of global luxury. The designs, the aesthetic—everything speaks of world-class quality. Yes, the business needs restructuring, but I believe in their vision and their ability to transform,” he remarked.

The Founders’ Vision

Reflecting on their journey, Piyush Suri took to LinkedIn to share his thoughts: “There’s nothing I haven’t heard about NOOE—from ‘you’ll shut down soon’ (internet trolls) to ‘had an orgasm looking at your brand’ (by a celebrity) and the brand being compared to Sabyasachi (thanks, but long way to go). Our resolution is clear—to build a modern luxury brand and take it to the world. The only opinion that matters is that of our customers.”

A Record-Breaking Deal

The Rs 5 crore investment marked the largest deal in Shark Tank India’s history and underscored the growing appetite for disruptive luxury brands. While NOOE’s path to profitability remains challenging, the deal positions them for a transformative future.

The Road Ahead

NOOE’s immediate focus will be on restructuring its operations, addressing financial hurdles, and scaling its global presence. With Peyush Bansal’s backing, the brand aims to solidify its position as a modern luxury powerhouse. The synergy between Suri’s branding expertise and Pande’s design prowess offers a unique competitive edge.

Mayur Bharatbhai Gediya, an entrepreneur from Surat, Gujarat, is the visionary behind BL Fabric. He ventured into the women’s clothing industry in 2021 with a mission to make designer lehengas accessible to everyone. The Brand's, "yeh Lehenga nhi hai Mehenga," encapsulates the brand’s core philosophy of providing premium quality at competitive prices.

Shark Tank India Pitch

The brand appeared on Shark Tank India Season 4. Mayur sought Rs 1 crore for 2 percent equity, valuing his business at Rs 50 crore. The pitch showcased BL Fabric’s unique approach to making high-end lehengas affordable, with the founder emphasizing a 65-70 percent cost advantage over competitors. With over 65,000 satisfied customers and a thriving online presence, the brand made a compelling investment case.

Financials and Growth

Since its inception in 2021, BL Fabric has demonstrated consistent growth:

• FY21-22: Rs 1.42 Crores in revenue with 4 percent net profit
• FY22-23: Rs 1.85 Crores in revenue with 5 percent net profit
• FY23-24: Rs 5.25 Crores in revenue with 3 percent net profit
• FY24-25 (Projected): Expected revenue of  Rs 18 Crores with a 10 percent net profit margin

In October 2024 alone, the company generated Rs 2.4 Crores in revenue, with marketing expenses totaling Rs 13 lakhs and a monthly salary expense of Rs 5 lakhs.

Product Range and Design Approach

The brand introduces 25 new designs monthly, following current fashion trends to cater to modern brides and festive shoppers. With over 200 active designs and 200-250 SKUs in stock at any given time, ensuring variety and availability.

“My team of 25 manages over 200 designs in-house, launching 25 new designs every month. We maintain a stock of 200-250 SKUs and sell products at 65-70 percent lower prices than the market average.” said Mayur Bharatbhai Gediya, Founder, BL Fabric.

The D2C fashion brand sets itself apart by offering customized lehengas at prices up to 70 percent lower than market rates. It specializes in three types of embroidery work: sequence, thread, and zari, ensuring a blend of traditional craftsmanship and modern trends. By keeping production entirely in-house, BL Fabric ensures stringent quality control and quick turnaround times.

The Negotiation

During the Shark Tank pitch, Ritesh Agarwal (CEO, OYO Rooms) offered Rs 1 crore for 5 percent equity, soon matched by Kunal Bahl (CEO, Snapdeal), creating a competitive bidding situation.

After negotiations, both sharks agreed to invest Rs 1 crore for 4 percent equity. However, they added a condition — if the company fails to achieve a minimum revenue of Rs 15 crore in FY24-25, their collective equity stake would increase to 5 percent.

Digital Reach

BL Fabric operates entirely through its website and social media channels, leveraging digital platforms to reach a broader audience. It has a competitive pricing strategy and focuses on customer satisfaction as the key to its success, resulting in high customer retention rates and low return rates of just 3-4 percent per month.

Post-Shark Tank

BL Fabric is already experiencing the “Shark Tank effect.” The brand’s online following has surged, with its Instagram account reaching 860K followers. This spike in visibility is expected to drive sales and enhance brand recognition further.

The E-commerce story began as a single website selling books online, a simple concept that sparked a revolution. Fast-forward to today, e-commerce has transcended its humble beginnings to become not just an essential part of our daily lives but emerged as a cornerstone of retail, offering endless possibilities for businesses and shoppers alike. From groceries delivered within a few minutes to virtual try-ons for clothes, e-commerce has reshaped how we shop, blending technology with convenience in ways we never imagined.

Over the past decade, the e-commerce sector in India has witnessed exponential growth, fueled by increased internet penetration, affordable smartphones, and the rapid adoption of digital payment systems like UPI. By 2024, India's e-commerce market had reached Rs 12.2 trillion ($147.3 billion), with a Compound Annual Growth Rate (CAGR) of 18.7 percent projected through 2028. This year, we witnessed how businesses adapted to evolving consumer needs with social commerce, mobile-first strategies, and sustainability as social media platforms transformed into shopping hubs while voice assistants introduced new ways to browse and purchase.

This adaptability was further evident during the festive season of 2024, which highlighted the sector's vast potential. Gross Merchandise Value (GMV) grew by 12 percent year-on-year to $14 billion, with Tier II and Tier III cities driving over 60 percent of transactions. Technological advancements such as AI-powered personalization and quick commerce services gained prominence, while sustainability emerged as a key differentiator, resonating with environmentally conscious consumers. Additionally, a 23.8 percent surge in digital payments reinforced trust in online platforms, underscoring the sector's continued evolution.

Tier II and Tier III Cities in E-commerce Story

The increased internet penetration in Tier II and Tier III cities is driving e-commerce growth, with these regions contributing over 50 percent of online shoppers in India. Along with this, increasing digital literacy and smartphone adoption have made these markets accessible and lucrative for businesses. The logistics infrastructure in India has also seen remarkable advancements, making Tier II and Tier III markets more accessible and commercially viable for businesses. E-commerce companies have heavily invested in expanding their warehousing capacities and setting up regional fulfillment centers, ensuring faster deliveries to even remote locations.

Technology-driven innovations like AI-powered route optimization, real-time tracking systems, and automation in sorting and packaging have streamlined operations and reduced delivery times. Additionally, last-mile delivery networks have grown substantially, with partnerships between e-commerce platforms and local courier services enabling reliable services in previously underserved areas. These improvements have made Tier II and Tier III cities lucrative hubs for businesses across the sectors.

The Rise of D2C Brands

The dramatic shift in India’s e-commerce landscape is backed by the dominant force of Direct-to-Consumer (D2C) brands. These e-commerce trailblazers are leveraging their websites, apps, and social media platforms to establish direct connections with customers. This strategic shift has propelled direct e-commerce sales from a modest 2-3 percent of the market five years ago to an impressive 10-15 percent today, contributing significantly to India’s Rs 5.86 lakh crore online retail industry. The Indian D2C market is projected to grow at a CAGR of 40 percent, reaching $60 billion by 2027.

D2C brands are focusing on personalized shopping experiences, seamless omnichannel strategies, and innovative digital marketing campaigns to capture the imagination of tech-savvy millennials and Gen Z. In an era where consumers are becoming increasingly environmentally conscious, sustainability has transitioned from a niche trend to a mainstream expectation. D2C brands are leveraging this shift by embedding eco-friendly practices into their operations. From using biodegradable packaging to sourcing ethically produced materials, these brands are aligning their business models with the values of today’s consumers.

In the crowded digital marketplace, influencer marketing is another cornerstone of D2C success. With platforms like Instagram, Facebook, and YouTube hosting vast networks of micro and macro influencers, these collaborations help brands create authentic connections with their target audiences. Rather than traditional advertisements, influencers provide relatable content that resonates with their followers — whether it’s showcasing a product’s functionality, sharing a personal success story, or hosting live shopping sessions. This form of marketing has proven particularly effective for niche D2C brands, as influencers often cater to specific interest groups, ensuring brands reach precisely the right audience.

Expectations for 2025: Growth Driven by New Technologies

In 2025, the Indian e-commerce market is projected to surpass $145 billion in value, driven by technological innovations, deeper market penetration, and evolving consumer behaviors. Mobile commerce will lead the charge, with the majority of online purchases being made through smartphones. This rapid growth will be powered by advanced technologies like artificial intelligence (AI) and machine learning (ML), which will deliver hyper-personalized shopping experiences. Augmented reality (AR) and virtual reality (VR) will add immersive elements such as virtual try-ons and virtual stores, while blockchain will enhance supply chain transparency, fostering greater trust among consumers. The rollout of 5G will amplify these innovations, enabling real-time interactions, faster page loads, and seamless live shopping experiences. Predictive analytics will also play a critical role, helping businesses forecast demand and optimize inventory management, thereby reducing costs and ensuring product availability.

Simultaneously, the growing emphasis on sustainability is reshaping consumer preferences, prompting e-commerce businesses to adopt eco-friendly initiatives. From biodegradable packaging to carbon-neutral delivery options, these efforts not only reduce environmental impact but also attract environmentally conscious shoppers, deepening customer loyalty. Adding to this dynamic shift, social media platforms are evolving into powerful e-commerce hubs. Features like live-stream shopping and shoppable posts are set to drive sales, particularly among younger audiences, while influencer marketing will continue to help brands build authentic connections with niche communities.

Another significant trend shaping the e-commerce landscape is the rise of quick commerce, which offers rapid delivery of essentials. By 2025, this segment is expected to expand further as businesses optimize their logistics to meet consumers' growing demand for speed and convenience. Together, these advancements and shifting consumer priorities are poised to redefine the Indian e-commerce market, setting the stage for a transformative year.

Conclusion

In conclusion, the convergence of technological advancements, evolving consumer behaviors, and strategic market expansions are set to redefine India's e-commerce landscape over the next decade. The Indian retail landscape is poised for transformative growth, with projections indicating a surge to a $2 trillion market driven by increasing disposable incomes, the influence of Gen Z consumers, and the seamless integration of technology into retail experiences.  Direct-to-consumer (D2C) brands are at the forefront of this evolution, driven by macroeconomic factors like rising per capita earnings. Simultaneously, the growth of sectors like beauty and personal care, along with the potential for the luxury market, showcases evolving consumer preferences. Stakeholders who adapt to these dynamic shifts stand to capitalize on the immense opportunities that lie ahead.

Authored By

Swati Bhargava, Co-Founder, CashKaro and EarnKaro

The Direct-to-Consumer (D2C) model has seen remarkable growth over the past decade, fueled by evolving consumer behaviors, technological advancements, and the increased adoption of e-commerce. Among the many sectors benefiting from this revolution, baby care and lifestyle products stand out for their rapid growth and consumer-centric innovation. Personalization has emerged as the defining strategy in these categories, meeting the rising demand for tailored solutions. In the Indian context, where cultural diversity and a wide range of consumer preferences coexist, personalization holds even greater importance. If numbers are to be believed, India’s D2C market is poised for rapid expansion and is expected to reach an impressive $60 billion by FY27, according to a joint report by logistics firm Shiprocket with CII and Praxis Global Alliance.

• Evolving Consumer Expectations

Indian consumers have evolved dramatically over the past decade. In baby care, parents no longer settle for generic products; they seek items that reflect their parenting values, be it safety, or customization to suit their child’s needs. Similarly, in lifestyle products, consumers value individuality and expect brands to offer items that resonate with their personal tastes and preferences.

This shift in expectations has been driven by increased digital access, rising disposable incomes, and a growing awareness of quality and authenticity. Today’s buyers value brands that make an effort to understand their unique requirements and provide solutions accordingly. For D2C businesses, personalization has thus become a key tool for creating meaningful customer connections.

• The Role of Technology in Personalization

Personalization at scale would not be possible without technology. Artificial intelligence (AI) and machine learning are at the heart of this transformation, enabling brands to analyze customer data and predict preferences. These technologies help identify patterns in consumer behavior, such as purchase history, browsing habits, and even responses to past marketing campaigns.

For instance, baby care brands can leverage AI to recommend products based on the developmental stage of a child, while lifestyle brands might suggest fashion items aligned with the customer’s style preferences. Personalized emails, curated product recommendations, and even dynamic pricing models further enhance the shopping experience, making consumers feel valued and understood.

• Sustainability as a Pillar of Personalization

Indian consumers, particularly young parents and millennials, are increasingly conscious of the environmental impact of their purchases. This awareness has pushed brands in baby care and lifestyle segments to integrate sustainability into their offerings. Products made from organic materials, reusable options, and eco-friendly packaging are some examples of how brands are aligning their values with those of their customers.

Personalization amplifies these efforts. By offering sustainable solutions tailored to individual needs, such as size-specific baby products or biodegradable lifestyle accessories, D2C brands create a deeper connection with environmentally conscious consumers. This not only builds trust but also encourages long-term loyalty.

• Challenges in Achieving Personalization

While personalization offers numerous benefits, it also presents unique challenges, particularly in a market as vast and diverse as India. One major hurdle is the logistical complexity of catering to highly specific needs. Personalized products often require smaller production batches and more intricate supply chains, leading to increased costs. Ensuring efficient last-mile delivery in remote areas adds another layer of complexity.

Data privacy is another critical concern. As brands collect vast amounts of customer data to enhance personalization, they must navigate stringent regulations and maintain transparency about data usage. A breach in trust regarding data security can have significant repercussions, especially in categories like baby care, where trust plays a central role in purchase decisions.

• Hyper-Localization: Addressing India’s Diversity

India’s cultural diversity necessitates a localized approach to personalization. What works in one region may not resonate in another due to differences in climate, traditions, and consumer preferences. Hyper-localization, therefore, becomes essential for D2C brands looking to succeed in India.

In baby care, this could mean designing products suited to specific weather conditions or offering traditional remedies integrated into modern formulations. Lifestyle brands, on the other hand, can incorporate regional motifs, colors, and fabrics into their collections to cater to local tastes. Such efforts not only enhance relevance but also demonstrate cultural sensitivity, which is highly valued by Indian consumers.

• The Influence of Social Media and Influencers

Social media platforms have emerged as powerful tools for building personalized relationships with consumers. Platforms like Instagram, Facebook, and YouTube allow D2C brands to engage directly with their audiences, showcase products in real-life scenarios, and receive immediate feedback. Influencer marketing, in particular, has proven effective in creating personalized narratives around products.

In the baby care segment, parents often rely on trusted influencers for product recommendations, tips, and reviews. Lifestyle brands similarly collaborate with influencers to highlight how their products can complement various styles and preferences. By integrating these endorsements into their marketing strategies, brands make their offerings feel more relatable and personalized.

• Opportunities in Subscription Models

Subscription-based services are gaining popularity among Indian consumers, especially in the baby care segment. These models provide convenience and predictability, allowing parents to receive essentials like diapers, baby wipes, lotions, shampoos, soaps, powders, creams, oils, feeding bottles, pacifiers, baby clothes, blankets, baby food, and even teething toys are delivered at regular intervals. Personalization further enhances these services by adapting deliveries to the unique needs of each customer, such as preferences for organic products or eco-friendly packaging.

For lifestyle products, subscription boxes curated around a customer’s style preferences or seasonal trends are becoming increasingly common. These models not only offer an ongoing revenue stream for brands but also foster deeper customer loyalty.

• Future Trends in D2C Personalization

As technology continues to advance, the future of personalization in D2C looks promising. Artificial intelligence will become even more sophisticated, enabling hyper-targeted marketing campaigns and voice-assisted shopping experiences. Augmented reality (AR) could allow consumers to visualize products in real-time, enhancing their decision-making process.

Sustainability will also play a larger role, with brands offering carbon-neutral shipping options and collaborating with ethical suppliers to meet growing consumer expectations. Additionally, the integration of quick-commerce solutions, such as dark stores, will enable faster delivery, ensuring that personalized products reach customers without delay.

To sum it up

The future of D2C in baby and lifestyle products in India lies in personalization. By leveraging technology, embracing sustainability, and addressing the diverse needs of Indian consumers, brands can set themselves apart in an increasingly competitive market. While challenges like logistical complexities and data privacy concerns persist, the opportunities far outweigh the risks.

For D2C brands willing to innovate and adapt, personalization is more than a strategy—it is the foundation for building trust, enhancing customer experience, and ensuring long-term success. As India’s D2C ecosystem continues to evolve, personalization will remain at the heart of this transformation, reshaping how brands and consumers connect in the digital age.

Authored By

Shish Kharesiya, Co-founder and CEO, Baby & Mom Retail Pvt. Ltd.

The fitness fashion landscape has undergone a radical transformation in recent years, driven primarily by the direct-to-consumer (D2C) model. Activewear brands targeting Gen Z and Millennials are at the forefront of this evolution, combining functionality, sustainability, and aesthetic appeal. These consumers demand more than just clothing for their workouts—they seek versatile fashion that complements their dynamic lifestyles. As a result, D2C activewear brands are reshaping the market by focusing on innovation, inclusivity, and a deep understanding of their target audience's preferences.

 1. Function Meets Fashion: The Evolution of Activewear

Gone are the days when fitness clothing was restricted to the gym or running tracks. Today, activewear blurs the lines between performance and everyday fashion. Gen Z and Millennials, known for their on-the-go lifestyles, look for apparel that transitions seamlessly from workouts to casual outings. (D2C) brands are delivering this by integrating technology-driven fabrics with chic designs.

For instance, moisture-wicking fabrics, compression technology, and anti-odor properties have become standard features in modern activewear. These innovations, once limited to niche sportswear brands, are now widely available, thanks to (D2C) companies focusing on affordable luxury. The market shift is evident in the rise of athleisure—a category that blends athletic wear with leisure aesthetics. Athleisure is now a staple in many wardrobes, with estimates suggesting that the global athleisure market will reach $549 billion by 2028.

2. The Rise of Inclusivity: Celebrating Style and Diversity

Inclusivity in the world of activewear is no longer limited to body shapes and sizes—it’s about offering a diverse range of styles and colors that cater to individual expression. Modern D2C activewear brands understand that Gen Z and Millennials value uniqueness in their fashion choices. With a strong emphasis on personal style, these brands are offering collections that feature bold prints, neutral palettes, and a mix of trendy and classic cuts.

Brands like  Gymshark are perfect examples of this shift, with activewear designed not just for function but for self-expression. Whether it’s pastel-colored leggings, vibrant sports bras, or minimalist designs, these collections allow consumers to align their workout wardrobe with their personal aesthetic. Gen Z, in particular, gravitates towards fashion that reflects their identity, and brands that provide a variety of options have a competitive edge. A survey conducted by McKinsey in 2023 found that 70 percent of Gen Z and Millennials prefer brands that advocate for inclusivity and diversity.

Moreover, these activewear styles are not limited to the gym. They are versatile, allowing customers to effortlessly transition from a workout session to casual outings or even virtual meetings. By offering an extensive color palette and contemporary styles, D2C brands are ensuring that activewear feels fresh, accessible, and fun for everyone.

 3. The Digital Edge: Connecting Directly with Consumers

The (D2C) model has allowed activewear brands to cultivate strong, direct relationships with their consumers. Unlike traditional retail, (D2C) brands bypass middlemen, offering a more personalized shopping experience through their own digital platforms. This direct connection enables brands to gather real-time feedback and pivot quickly based on consumer preferences.

The integration of social media has further accelerated the growth of (D2C) activewear brands. Instagram, TikTok, and YouTube have become essential marketing channels for showcasing new collections, fitness tips, and influencer collaborations. Influencers, particularly fitness enthusiasts and fashion bloggers, play a crucial role in shaping the purchasing decisions of Gen Z and Millennials. According to a study by Morning Consult, 72 percent of Gen Z follow influencers on social media, and 40 percent have made purchases based on influencer recommendations.

(D2C) brands leverage these platforms to build communities around their products. For example, Gymshark has become a global phenomenon by creating a community-driven brand that engages with fitness influencers and athletes. The brand’s success highlights the power of social commerce in driving brand loyalty and awareness.

 4. Affordability and Accessibility: Democratizing Fitness Fashion

Affordability is another critical factor that has contributed to the rise of (D2C) activewear brands. Traditionally, high-performance fitness apparel was priced at a premium, limiting access for many consumers. However, (D2C) brands have disrupted this pricing model by offering high-quality activewear at competitive prices. This democratization of fitness fashion has made it more accessible to a wider audience, particularly Millennials and Gen Z, who are budget-conscious but unwilling to compromise on style or performance.

Brands like Bubblefig, Athleta, and Outdoor Voices have successfully struck a balance between affordability and quality, providing stylish activewear that doesn't break the bank.

 5. Future Trends: Technology, Personalization, and Customization

As the (D2C) activewear market continues to evolve, brands are looking to the future by incorporating technology and personalization into their offerings. Wearable technology, such as fitness trackers and smart fabrics, is gaining traction, allowing consumers to monitor their performance and health metrics in real time.

Personalization is also becoming a key focus for (D2C) brands. From customizable workout gear to personalized fitness plans, brands are leveraging data to create tailored experiences for their customers. This trend is particularly appealing to Gen Z, who value individuality and expect brands to cater to their unique needs and preferences.

In the coming years, we can expect to see more innovations in sustainable materials, digital fitness integrations, and AI-driven personalization, further solidifying the dominance of (D2C) activewear brands in the fitness fashion industry.

(D2C) activewear brands are redefining fitness fashion by prioritizing inclusivity, sustainability, affordability, and innovation. Gen Z and Millennials are leading this shift, demanding brands that align with their values and lifestyles. As the market grows, (D2C) brands that stay ahead of trends and engage directly with their consumers will thrive in the competitive landscape. The future of activewear is bright, driven by a generation that views fitness as more than just exercise—it's a lifestyle.

Authored By

Rhea Shroff Ekhlas, Founder, BubbleFig

In 2024, the Indian footwear industry is not just about function and fashion; it’s also about innovation, sustainability, and direct engagement with the consumer. In 2022, the D2C apparel and footwear market was estimated to be about $3 billion. This is today projected to reach approximately $14 billion by 2027, indicating a 35 percent compound annual growth rate from 2022. For digital-first brands, customization, conscious production, and experiential retail are at the forefront of this transformation. The evolution is driven by emerging trends that reflect a shift in consumer preferences, market dynamics, and brands rethinking how they can deliver value to customers. 

With each brand catering to specific audience segments and utilizing digital platforms to drive growth, the market is moving towards a future where quality, personalization, and consumer values dictate success. As the market continues to evolve, the convergence of digital-first approaches, eco-consciousness, and personalization is setting the stage for a new era of footwear that aligns with the modern consumer's dynamic needs and lifestyle preferences. Top D2C footwear brands share their perspective on how they are disrupting the footwear industry and shaping the future of the market, both online and offline. 

The Key Differentiator

Customization has become the unique selling proposition for several footwear brands. WhiteMuds, a premium men's footwear brand, has made personalization the core of its offering. 

Dhruv Arya, Founder, WhiteMuds, told Indian Retailer, “We believe that everyone should have the opportunity to express their individuality, so we offer a range of customisable options. From Goodyear welted construction to Norwegian styles, we provide handmade, made-to-order footwear that matches each client’s unique style.” This emphasis on customization is enabling brands to cater to a discerning audience that seeks both style and exclusivity in their footwear.

Different Audiences, Unique Strategies

The D2C footwear brands are addressing a specific demographic with a unique value proposition. WhiteMuds, for instance, targets mid- to upper-middle-income men who lead busy urban lifestyles and appreciate versatile, high-quality footwear. Meanwhile, Monrow Shoes focuses on urban and semi-urban women aged 18-35 who seek a combination of style, comfort, and affordability. 

Veena Ashiya, Founder and CEO, Monrow Shoes, explained, “Our audience includes working professionals, college students, and young mothers, with a notable interest in sustainable and versatile fashion.”

While MNM Group is catering to small and medium-sized enterprises (SMEs) and larger retail chains across metropolitan and the Tier ll cities. The brand aims to engage business owners and procurement managers who prioritize quality craftsmanship and competitive pricing.

The Digital-First Disruption

Direct consumer engagement and data-driven insights are the cornerstones of digital-first brands. For Monrow, this approach makes them rapidly respond to market trends and offer better pricing by cutting out middlemen. Veena stated, “By being online-first, we maintain a close relationship with our consumers, continuously refining our product offerings through digital channels.”

WhiteMuds has also adopted a digital-first approach, allowing it to connect directly with customers and offer a smooth made-to-order experience. Arya added, “We remove unnecessary middlemen, which lets us connect directly with our customers, creating a smooth made-to-order experience.”

Commitment to Ethical Sourcing

Sustainability is at the forefront of many digital-first brands, reflecting a growing demand among consumers for eco-conscious products. WhiteMuds uses leather from LWG-certified tanneries to minimize the environmental impact of production. 

Arya highlighted, “Every pair of our footwear is entirely handmade, significantly reducing our dependence on machinery, helping decrease environmental pollution and lower our carbon footprint, making a positive contribution to a sustainable future. We provide footwear that not only looks amazing, but also brings a beneficial change for the planet.”

Similarly, Monrow Shoes is integrating sustainability into its supply chain by using vegan-friendly materials and minimizing production waste. Ashiya noted, “As customers grow more eco-conscious, we are committed to integrating sustainability into our supply chain by using vegan leather and minimizing waste during production.”

For MNM Group, this focus not only meets the growing demand for sustainable options, but also fosters brand loyalty and enhances reputation in a competitive market. The potential of incorporating sustainable practices in future digital initiatives is seen as an opportunity to position itself as a forward-thinking player in the B2B footwear market.

Meenakshi Kalsi, Founder, MNM Group elaborated, “For our Agra-based shoe brand, adopting sustainable practices and emphasizing them in future digital initiatives positions us as a forward-thinking player in the industry, appealing to retailers looking to align with brands that reflect their values and commitment to the environment.”

From D2C to Premium Marketplaces

The trend of leveraging multiple sales channels has become a strategic focus for many footwear brands looking to expand their reach. WhiteMuds has successfully utilized platforms like Ajio Luxe and Tata Luxury to maximize sales. By aligning with premium marketplaces, the brand has better connected with its target audience while maintaining its luxury ethos. 

"Partnering with platforms like Ajio Luxe helps us align with customers seeking high-quality, artisanal products, allowing us to reach a broader yet selective audience. Our own website is another major contributor, allowing us to connect directly with our customers and provide a personalized shopping experience. Additionally, Tata Cliq Luxe has proven to be a valuable channel, helping us showcase our craftsmanship to luxury consumers. These platforms not only drive sales for us but also align perfectly with our brand ethos, and we are grateful for the support from each platform as we continue to grow with our community," said Dhruv.

Similarly, Monrow Shoes has adopted a dual approach, combining D2C channels with third-party marketplaces such as Myntra and Amazon. This multi-channel strategy drives the majority of Monrow’s sales, ensuring customers have a seamless and personalized shopping experience. "This strategy allows us to provide our customers with multiple touchpoints, enhancing their shopping experience," shared Ashiya.

In addition to its online presence, Monrow has also partnered with physical retail giants like Shopper’s Stop and Reliance Centro. This approach provides a balanced blend of convenience between online shopping and the in-store experience. "Working with Shopper’s Stop and Reliance Centro gives our customers the flexibility to enjoy both the convenience of online shopping and the personalized experience of trying out products in-store," she added.

Vegan and Cruelty-Free Footwear

The future of the footwear market looks promising, with a growing emphasis on personalization, sustainability, and online retail. Digital-first brands are well-positioned to cater to the rising demand for customized and high-quality products as consumers increasingly seek brands that align with their values. Arya reflects, “We expect to see high growth in online shopping, particularly in the luxury and sustainable segments, as consumers increasingly seek brands that align with their values like quality, artistry, and ethical practices.”

For MNM Group, the rise of e-commerce and direct-to-consumer models presents significant opportunities to expand its reach and develop strategic partnerships, especially as the brand considers establishing an online presence.

“This market potential is an exciting opportunity to develop strategic partnerships and expand our reach, especially as we consider establishing an online presence to tap into wider markets and enhance our competitiveness. By aligning our offerings with market trends, we can position ourselves to capitalize on this growth and contribute to the evolving footwear landscape.” Meenakshi concluded.

India’s retail scene is in the midst of a massive transformation, with Direct-to-Consumer (D2C) brands leading the charge. The COVID-19 pandemic has turbocharged the D2C model, allowing brands to skip traditional retail channels and connect directly with consumers. This game-changing approach gives brands full control over the customer experience – from production to sales and service – while building stronger relationships. With the market on track to hit a jaw-dropping $61.3 billion by FY 2027, growing at a blistering 38 percent CAGR, D2C is rewriting the rules of Indian commerce!

Insights from the Latest Developments

A recent report by 1Lattice and Sorin Investments provides an in-depth analysis of India's burgeoning D2C market. It highlights the rise of D2C unicorns and notable brands, examining key growth drivers, challenges, and future opportunities. As per startup intelligence platform TheKredible, Indian D2C startups have secured over $5 billion in funding across 520 deals since 2021, signaling robust investor confidence in this business model.

Top Funded D2C Startups

Since 2021, the Indian D2C sector has witnessed a funding boom, with eyewear brand Lenskart leading the charge by raising $1.12 billion over the past four years. Close behind are meat delivery service Licious with $587.1 million, The Good Glamm Group with $221 million, boAt with $166.7 million, and HealthKart with $135 million. Other major players like SUGAR Cosmetics, FreshToHome, MamaEarth, Bira 91, and ID Fresh Food have also attracted significant investments. This influx of capital is fueling rapid expansion and innovation within the sector, enabling D2C brands to scale operations and enhance their market presence.

Revenue Leaders and Profit Challenges in FY23

In FY 2023, a group of 177 D2C brands collectively generated an impressive Rs 34,360 crore (approximately $4 billion) in revenue. Lenskart emerged as the top revenue earner with Rs 3,788 crore, followed by boAt, Caratlane, Kushal’s, and Noise. Despite the impressive revenue figures, profitability remains a challenge for many D2C brands. Out of over 170 companies analyzed, only 24 reported profits in FY23. Kushal’s led with Rs 157.28 crore in profit, while The Good Glamm Group reported the highest losses, amounting to Rs 916.8 crore. The data illustrates the sector's profitability hurdles and the need for sustainable growth strategies.

Who's Thriving and Who's Struggling?

The burn rate, or the rate at which a company is spending its capital, is a critical metric for D2C brands.  It was seen that  WishCare, TechnoSport, and Rare Rabbit maintained the healthiest burn rates, indicating a balanced approach to spending and revenue generation. Conversely, startups like Wagr, FreshToHome, Newme, 82°E, and Uppercase faced the highest burn rates, reflecting aggressive growth strategies that may impact long-term sustainability.

Fashion, F&B, and Personal Care Dominate

The D2C landscape is diverse, encompassing categories such as Food & Beverages, Personal Care, Apparel, Health & Wellness, and more. Fashion (including Apparel, Jewelry, Footwear, Eyewear, and Accessories), Food & Beverages, and Personal Care are the largest categories, attracting the majority of consumer attention and revenue. Newer D2C entrants in these categories are adopting a hybrid business model, blending online presence with physical stores, to expand their reach and enhance customer engagement.

A Dynamic Future for India's D2C Market

The D2C sector in India is poised for significant growth, driven by increasing internet penetration, rising disposable incomes, and a consumer shift towards personalized products. While the market presents immense opportunities, challenges such as intense competition and shifting consumer preferences require brands to continually innovate and focus on customer retention. Government initiatives supporting digital transformation and local businesses further bolster the growth potential of D2C brands. As the sector evolves, these brands are redefining retail and playing a crucial role in shaping the future of India's economy.

VAHDAM India, a home-grown wellness brand, offers the finest Indian teas and spices under a sustainable ethical brand, eliminating middlemen.  Started in 2015 by then-23-year-old Bala Sarda, it is a vertically integrated brand that is disrupting the 200-year-old global supply chain, sourcing directly from 150 farms across India with its manufacturing in 100,000 sq. ft. BRC Certified state-of-the-art facility in the National Capital Region of India.

VAHDAM has been shipped to over 4 million consumers across 130 countries with the USA, Canada, and Europe as its key markets. It has delivered a CAGR of 151 percent since its inception and is the largest homegrown tea and wellness brand in revenue.

“Our trademark is registered in 80+ countries globally. We are the only Indian brand available in over 6500 stores across the US, 550+ UK, 200+ Canada, and 30+ stores in UAE. Our products are present in 100+ online marketplaces globally,” said Bala Sarda, Founder & CEO, VAHDAM India.

Way Ahead

VAHDAM India aspires to be the biggest global home-grown brand from India and redefine the way Indian wellness is perceived, all with a social cognizance and creating a sustainable impact on both people and the planet. Bala’s vision is to take India's finest teas and spices across the world, allowing consumers to experience the rich heritage and exceptional quality that the brand represents. He is working towards ‘Make in India’ for the world, prioritizing social responsibility, retaining value at source, and improving the lives of growers in India

The brand aims to expand its offline reach to complement its strong online presence. By providing customers with multiple touchpoints, VAHDAM India aims to create immersive experiences that capture the essence of the brand. Given the shift towards high-quality & trusted wellness products and the larger adoption of e-commerce globally, the brand plans to continue to grow by focusing on 3 key growth triggers i.e going deeper into its current markets, expanding its omnichannel distribution, strengthening its presence in new markets like India and diversify into other relevant product categories.

“We have adopted sustainable packaging practices and carbon and plastic usage reduction. For three years, we have been climate and plastic-neutral. We aim to become zero-plastic in our packaging by 2025,” Sarda added.

Bakingo, starting from a cloud kitchen, has expanded to over 75 fulfillment centers across major cities in India. The brand has evolved significantly, expanding its product range to offer over 200 flavors and varieties across assortments. This extensive selection provides consumers with the flexibility to choose according to their taste preferences and occasions.

With a vision to become a national bakery brand, Bakingo is actively strengthening its presence in Tier II cities such as Kanpur, Patna, and Dehradun. By strategically expanding into these markets, it aims to cater to a broader customer base while maintaining its commitment to quality and consistency.

“Looking ahead, we are poised to open Quick Service Restaurant (QSR) format bakery stores across pan India markets by the end of 2025. This expansion initiative aligns with our goal of reaching more customers and enhancing accessibility to our premium baked goods,” said Himanshu Chawla, Co-Founder, Bakingo.

Distribution Strategy

The brand’s primary distribution channel is its D2C website. “This channel allows us to directly interact with customers, personalize their experiences, and maintain full control over the customer journey from browsing to purchase,” stated Chawla.

In addition to its website, Bakingo partners with aggregator channels like Swiggy and Zomato to expand its reach and cater to a nationwide audience.

Tech-Driven Bakery Revolution

The brand’s operations thrive on technology and AI, optimizing inventory management and delivery processes while minimizing wastage through advanced forecasting techniques. High-end forecasting tools enable precise demand prediction, ensuring efficient resource allocation. It is actively developing AI models to enhance consumer experiences, aiming for personalized recommendations and streamlined ordering. The most impactful integration has been advanced forecasting, revolutionizing inventory management and reducing wastage.

Brand Expansion

Over the next two years, the brand aims to establish itself as a leading national bakery brand renowned for quality and innovation. Key strategic plans include expanding its product line to cater to diverse preferences, strengthening distribution networks for nationwide reach, and enhancing customer engagement through various platforms.

“Additionally, we prioritize maintaining high standards of quality assurance and innovation to exceed customer expectations. Operational efficiency remains a focus, with efforts directed towards streamlining processes and optimizing supply chain management. Through these initiatives, we are poised to achieve our vision of becoming a household name in the bakery industry, delivering exceptional experiences and products to our customers across the country,” Chawla added.

In the dynamic landscape of consumer goods, particularly within the food and beverage sector, direct-to-consumer (D2C) brands have sought to disrupt traditional distribution channels by focusing primarily on online sales. While e-commerce and quick commerce are growing rapidly, offline retail still accounts for approximately 95 percent of total sales in the food and beverage sector. Therefore, any D2C brand aiming for mainstream success and growth must look beyond the online world and establish an offline presence.

However, as these brands mature and progress through various stages of operation, many encounter significant hurdles in establishing a robust offline presence. This article explores the common mistakes that new-age D2C food and beverage brands make in their quest to conquer the offline market.

Overlooking Offline Realities

One of the most critical mistakes D2C brands make is underestimating the challenges of offline distribution. Unlike online presence, where visibility and accessibility can be controlled through digital marketing efforts, offline channels demand intricate logistics and relationship management with retailers, distributors, and wholesalers. Building a robust omnichannel presence is crucial for brand growth. Accessing the right channels is key to expanding market reach for both online and offline presence while maintaining cordial relationships with partners and customers.

Ignoring Retail Relationships

Established brands often have longstanding relationships with retailers, securing shelf space and product placement. New D2C brands may find it challenging to secure shelf space without these connections. Failing to understand the dynamics of retail negotiations can lead to unfavorable terms or no shelf space at all. Brands often make the mistake of trying to penetrate too many stores or outlets simultaneously, instead of focusing on a targeted approach to succeed in one regional market before expanding. Additionally, product sampling is an effective strategy to build awareness and trust with customers in the long run and drive product sales from the shelves.

Inadequate Branding and Packaging

Successful offline sales heavily rely on eye-catching branding and practical packaging. D2C brands that excel online may overlook the importance of packaging that stands out on shelves and communicates effectively with the target demographic. In a crowded marketplace, distinctive packaging can significantly impact a product's success. The right color combinations and labels convey important information about the product.

Pricing and Margins Miscalculations

Online sales often involve direct-to-consumer pricing strategies that do not directly translate to offline channels. D2C brands may struggle with setting competitive pricing that accounts for retail markups, distributor margins, and promotions. Failure to strike a balance can lead to pricing that either alienates consumers or results in insufficient margins to sustain profitability.

Inefficient Distribution Networks

Building an efficient offline distribution network requires careful planning and investment in an effective sales team and channel partner network. Instead of solely relying on their sales teams for leads, brands need to establish partnerships with distribution houses that have existing sales forces, retail contacts, and supply networks to lay the groundwork for business acceleration. Many D2C brands also underestimate the costs and complexities involved in warehousing, transportation, and inventory management for offline channels. Without a robust distribution strategy, brands risk delays, stockouts, and ultimately, dissatisfied retailers and customers.

Limited Marketing Adaptability

Online marketing tactics that drive traffic and sales directly to a brand's website may not seamlessly translate to offline channels. D2C brands often struggle to adapt their marketing strategies to drive foot traffic to brick-and-mortar stores or influence purchasing decisions in-store. Effective offline marketing requires a different approach, including local promotions, in-store demos, and partnerships with retailers. Additionally, investors and stakeholders look for comprehensive marketing plans that include both online and offline tactics to ensure broad market reach and sustainable growth.

Gaining Retailer and Distributor Confidence and Trust

Building robust relationships with retailers and distributors is essential. This involves regular communication to understand their needs and ensure a consistent supply. Transparency about your product, pricing, and policies helps build trust, while reliable and timely deliveries prevent stockouts and enhance brand confidence. Providing support and training to retailers and their staff on your product’s benefits and unique selling points can improve their sales effectiveness, further fostering trust and confidence in your brand.

Inventory Management

Implement robust inventory management systems to track stock levels in real-time, manage reorders, and avoid overstocking or stockouts. Utilize historical sales data and market analysis to accurately forecast demand, helping to maintain optimal inventory levels. Maintain good relationships with suppliers to ensure quick replenishment of stock and to negotiate better terms.

Sales Forecasting

Analyze past sales data to identify trends and patterns, aiding in predicting future sales and planning inventory. Conduct market research to understand consumer behavior, seasonal trends, and market conditions that could impact sales. Utilize advanced forecasting tools and software that incorporate various data points and algorithms for more accurate predictions.

Selection of the Right Retail Partner

Choose retail partners whose brand values align with yours for cohesive branding and better collaboration. Evaluate the market reach, customer footfall, and base of potential partners to ensure they can effectively help you reach your target audience. Consider the reputation and reliability of the retail partner, as a well-established and trusted partner enhances your brand’s credibility.

Understanding Offline Competitors

Conduct thorough market analysis to identify key offline competitors and understand their strengths, weaknesses, and strategies. Identify what sets your product apart, focusing on unique features, quality, pricing, or customer service. Gather customer feedback to understand their preferences and perceptions of your competitors, and use this information to improve your offerings and marketing strategies as well as identify the core product range for the offline channels, which can be different from the online range.

Regulatory and Compliance Challenges

Navigating regulatory requirements, such as food safety standards and labeling laws, is crucial for any food and beverage brand entering offline markets. D2C brands accustomed to online sales may overlook or underestimate the complexity of compliance, leading to delays in product launches or costly penalties.

Conclusion

As D2C food and beverage brands venture into offline distribution, they must recognize and address these common pitfalls. Success in offline channels requires a strategic approach that encompasses relationship-building with retailers, meticulous planning of logistics and distribution, careful consideration of pricing and margins, and adaptation of branding and marketing strategies. By learning from the mistakes of others and proactively preparing for offline challenges, new-age brands can effectively expand their reach and achieve sustainable growth in both online and offline markets.

In conclusion, the journey from D2C to omnichannel distribution is fraught with challenges. However, with careful planning and adaptation of a phased approach, D2C food and beverage brands can successfully navigate the complexities of offline markets and thrive in an increasingly competitive industry landscape.

Authored By

Rahul Johar, Founder & CEO of Oxbow Brands

The Union Budget 2024, presented by Finance Minister Nirmala Sitharaman, marks a significant step towards fortifying India's economic landscape, especially in the realm of e-commerce and Direct-to-Consumer (D2C) businesses. As the seventh consecutive budget presentation under Prime Minister Narendra Modi's third term, this year's budget introduces measures that promise to reshape the economic framework, aiming for inclusive growth, employment generation, and enhanced business ease. With the core inflation rate at 3.1 percent and the overall inflation nearing the target of 4 percent, the budget lays the groundwork for a robust economic environment, emphasizing tax reforms, infrastructure development, and a special focus on the MSME sector.

A Game Changer for E-commerce and Startups

The Union Budget 2024 introduces significant changes in the tax structure that have been welcomed across the board, especially by e-commerce and startup entities. Kunal Bahl, Chairman of the CII National Start-up Council and Co-founder of Titan Capital & Snapdeal, enthusiastically stated, “Budget 2024 brings cheer to India’s fast-growing start-up ecosystem. The abolition of angel tax removes friction and ambiguity in the fundraising process by start-ups. The reduction in TDS to 0.1 percent for e-commerce operators will free up working capital.” This reduction is a crucial move to improve the cash flow for startups and e-commerce platforms, providing them with the financial flexibility to innovate and expand.

The abolition of the angel tax, in particular, is a landmark reform aimed at fostering a more investor-friendly climate. Manu Chandra, Founder and Managing Partner at Sauce VC, expressed his approval, saying, "Wholeheartedly welcome Angel tax abolition as it takes away a lot of stress and drag on small startups and early-stage investors. This will foster smoother fundraising for young entrepreneurs." This initiative eliminates a significant bottleneck, ensuring a smoother path for startups and investors alike, thereby fueling innovation and growth.

Ninad Karpe, Founder and Partner at 100X.VC, echoed similar sentiments, highlighting that "Angel Tax abolished! This is one of the boldest moves made by the Finance Minister. It will be a big boost to the startup world and a game changer." The abolition is expected to propel the startup ecosystem forward, attracting more investment and driving entrepreneurial endeavors.

Additionally, the increase in the standard deduction to Rs 75,000 for the new tax regime provides further relief, especially for salaried individuals. Anand Ramanathan, Partner and Consumer Products and Retail sector Leader at Deloitte India, emphasized the importance of these reforms, “Focus on e-commerce hubs through PPP mode is a creative intervention to help MSMEs in this sector derive benefits of a cluster approach such as access to cheaper finance and export markets.” These changes not only make the financial landscape more attractive for domestic startups but also enhance the ease of doing business in the country.

E-commerce Export Hubs

A major highlight of the Union Budget 2024 is the announcement of dedicated e-commerce export hubs, a strategic initiative that promises to open up new avenues for D2C brands and e-commerce companies. Chirag Taneja, Founder of GoKwik, hailed this move, stating, "The recent announcement about establishing dedicated eCommerce export hubs is a significant milestone for our industry. These hubs will tackle critical issues like export clearances, warehousing, customs processing, and returns handling, making the logistics of international trade much smoother for D2C brands."

These hubs are expected to streamline the entire export process, facilitating easier access to international markets and enhancing the competitiveness of Indian products on the global stage. By addressing logistical challenges, these hubs are set to empower Indian brands to compete with global players, allowing them to showcase their high-quality, innovative products to a broader audience.

Amit Khatri, Co-Founder of Noise, further elaborated on the benefits, stating, “The establishment of e-commerce export hubs in a PPP model is another significant step taken by the government and will significantly empower MSMEs and traditional artisans to compete internationally. It will open opportunities for Indian players to boost their reach globally while enhancing the ease of doing business and accessing new markets.”

This initiative aligns with the government’s broader vision of 'Viksit Bharat,' focusing on boosting the country's economic growth while placing MSMEs at the forefront. The ONDC's official statement reiterated this vision, stating, "Reducing TDS on e-commerce entities is poised to improve cash flow for small businesses, incentivizing their digital transformation."

Supporting MSMEs

The MSME sector, often referred to as the backbone of the Indian economy, received considerable attention in this year's budget. The government’s commitment to supporting MSMEs is evident through various measures, including collateral-free loans, increased credit access, and the establishment of SIDBI branches in MSME clusters. Prasanna Kumar, CEO of VilCart, appreciated these initiatives, stating, "We welcome the union government's allocation of Rs 2.66 lakh crore in today's budget for rural development. This investment reflects a profound commitment to uplifting rural communities and accelerating their growth."

The focus on MSMEs is expected to drive economic growth, especially in rural areas, by creating jobs and promoting entrepreneurship. Amit Bansal, CEO of Solv, emphasized the significance of these measures, noting, "The budget's emphasis on local kirana shops and MSMEs shows the government's commitment to revitalizing this sector."

Furthermore, the introduction of a credit guarantee scheme and the raising of the Mudra loan limit to 20 Lakhs for previous borrowers are pivotal steps in simplifying credit access for small businesses. Rohit Bansal, Chair of the FICCI Startup Committee and Co-founder of Titan Capital & Snapdeal, acknowledged these efforts, saying, "Internships with top corporates, focus on increasing women’s participation in the workforce, enhanced skilling & student loans, upgrading training institutes, incentives on EPF enrolment, boosting employment in the manufacturing sector and supporting MSMEs through enhanced credit access are key building blocks to deliver on this."

 D2C and E-commerce Growth

The Union Budget 2024 underscores the government's commitment to transforming India into a global e-commerce powerhouse. The emphasis on the D2C sector is clear, with strategic measures designed to bolster its growth and market reach. Priyanka Salot, Co-founder of The Sleep Company, remarked, "The establishment of e-commerce hubs and reduction of TDS rates for e-commerce operators will provide a significant boost to the growth of the D2C sector."

With the e-commerce industry projected to surpass the $350 billion mark by 2030, these initiatives are timely and crucial for sustaining momentum. Ayush Gupta, CEO of Swopstore, highlighted the impact of these reforms on startups, stating, "Abolishing Angel Tax and reducing corporate tax for foreign companies from 40 percent to 35 percent will boost investment and innovation. These reforms can lead to a 20-25 percent growth in the startup sector."

The government's focus on skilling, upskilling, and women empowerment is another cornerstone of the budget. Amit Khatri from Noise praised these efforts, noting, "The focus on extensive training and skill development initiatives demonstrates a clear commitment to boosting employability and productivity."

Empowering Women and Workforce Development

The Union Budget 2024 places a strong emphasis on women empowerment and workforce development, recognizing the pivotal role that women play in driving economic growth. The government's commitment to creating a conducive environment for women's participation in the workforce is evident through various initiatives aimed at enhancing their skills and employment opportunities.

Rajendra Gandhi, Managing Director of Stovekraft Ltd, appreciated these efforts, stating, "We appreciate the government's budget initiatives for the focus on the manufacturing sector, women's empowerment, and new job creation." The establishment of working women's hostels and incentives for new employment in manufacturing are progressive steps that promise to significantly boost job creation.

Moreover, the provision of internship opportunities in top corporates is a strategic move to equip young talent with the skills and experience necessary to thrive in a competitive global economy. Amit Khatri from Noise emphasized, "Offering internship opportunities in the top 500 companies to 1 crore youth is a strategic move that will equip our young population with the skills and experience necessary to thrive in a competitive global economy."

Anshita Mehrotra, Founder of Fix My Curls, also acknowledged the positive impact of these initiatives, stating, "The interim budget's provisions for extending the PLI scheme seems like a game-changer for industries like personal care, significantly boosting local manufacturing."

A Forward-looking Budget for a Resilient Economy

By addressing key challenges and introducing transformative reforms, the budget sets the stage for accelerated growth and development in the e-commerce and D2C sectors.

As Ravi Kapoor, Partner – Retail and Consumer, PwC India, states “Union Budget 2024 sets the stage for driving personal consumption by making agriculture incomes more robust, extending credit for the creation of formal employment opportunities, setting the economy on a long-term growth path through upskilling, boosting domestic consumption through direct tax and capital gains tweaks, and promoting tourism. At the same time, there is a continued focus on investments in physical infrastructure, thus ensuring that India drives global economic growth in the years to come.”

As the nation embarks on this journey of economic revitalization, the Union Budget 2024 lays a strong foundation for a future marked by innovation, inclusivity, and global competitiveness. The collective vision of a 'Viksit Bharat' is well within reach, with the budget serving as a pivotal instrument in realizing this ambitious goal.

The emphasis on angel tax abolition, e-commerce export hubs, MSME support, and workforce development reflects a comprehensive approach that caters to the diverse needs of the Indian economy.

Minimalist, a rapidly growing direct-to-consumer (D2C) skincare brand, has carved a niche in the beauty and cosmetic industry with its ethos of transparency and clinically proven formulations. Co-founded by Mohit Yadav, Minimalist aims to revolutionize skincare by offering high-quality products that prioritize efficacy and simplicity. As the beauty and cosmetic industry in India is projected to be worth over $8 billion, Minimalist is poised to capture a significant share by targeting consumers who value honesty and scientific integrity in their skincare regimen.

The Rise of Minimalist

Since its inception, Minimalist has achieved several significant milestones. The brand has successfully launched over 20 products in the past two years, catering to diverse skincare needs. This rapid expansion is a testament to the brand's commitment to innovation and quality. In addition, Minimalist has expanded its manufacturing capacity, ensuring the ability to meet growing consumer demand.

“Our journey has been marked by rapid growth and the continuous effort to maintain transparency and efficacy in our products,” says Mohit Yadav, CEO & Founder of Minimalist. “We have faced challenges, particularly in navigating international regulations, but our relentless efforts have paid off.”

Minimalist has also ventured into the international market, launching e-commerce operations in the US, UK, GCC, and Southeast Asia.

Innovative Business Model and Impressive GMV

Minimalist’s business model is centered around direct engagement with customers through digital platforms such as social media, their website, and a dedicated app. For the fiscal year 2022-23, Minimalist reported a Gross Merchandise Value (GMV) of Rs 178 crore, with 20 percent of sales coming directly from their website and apps.

“Our D2C business model allows us to build a strong relationship with our customers, providing them with the personalized care they need,” Yadav explains. “This direct connection has been crucial in fostering trust and loyalty.”

Omnichannel Distribution

Adopting an omnichannel distribution model, Minimalist ensures accessibility across various touchpoints. While the majority of sales are driven through digital channels, the brand also maintains a presence in over 1000 physical stores in India. This balanced approach ensures that consumers can access Minimalist products both online and offline, catering to diverse shopping preferences.

“Our presence in both digital and physical channels helps us reach a wider audience while maintaining the integrity of our brand and the quality of customer experience,” says Yadav.

Leveraging Technology

Minimalist leverages technology and artificial intelligence to optimize operations and enhance customer engagement. The integration of AI-powered chatbots has revolutionized customer support, providing real-time assistance and improving overall satisfaction. Additionally, state-of-the-art manufacturing technologies like MES (Manufacturing Execution System) and HMI-PLC cloud systems ensure high-quality production standards.

“Technology is at the core of our operations, helping us maintain product quality and deliver exceptional customer experiences,” Yadav notes. “Our AI-powered chatbots and advanced manufacturing systems are pivotal in achieving our goals.”

Expansion and Innovation

Minimalist aims to further establish itself as a leader in clinically proven skincare solutions while expanding its global footprint. Strategic plans include continued product innovation, market expansion, and enhanced customer engagement through digital platforms. The brand also aims to grow its international market contribution from 10 to 30 percent within the next two years, with a focus on Canada, Europe, and Southeast Asia.

“Our vision is to become a Rs 1000 crore brand by 2025, driven by innovation, market expansion, and a commitment to sustainability,” Yadav shares. “We are dedicated to fostering community engagement and driving brand loyalty through our initiatives.”

In the dynamic landscape of beauty & personal care online, quick commerce is emerging as a game-changer, especially for D2C brands. Quick commerce, characterized by ultra-fast delivery times—often within minutes—not only caters to modern consumers' growing demand for speed, convenience, and efficiency, but is also emerging as a platform where consumers discover and engage with brands that are more their “type”.

Quick commerce players, originally catering to grocery emergencies, have expanded their operations to include a wide array of products. Now, from Christmas decorations to the latest iPhone, everything is conveniently & quickly accessible with just a single click.

The Rise of Quick Commerce

Quick commerce has seen a significant rise in the last year. Unlike traditional e-commerce, which typically promises delivery within one to a few days, Q-commerce guarantees delivery within minutes. Since the model leverages hyperlocal delivery networks, advanced logistics, and cutting-edge technology, it ensures that products reach consumers almost instantaneously.

ALSO READ: Quick Commerce and its Power of Reshaping the Indian Snack Industry

In India, several factors have fueled the adoption of Q-commerce. The proliferation of smartphones and increased internet penetration have made online shopping more accessible. Additionally, the COVID-19 pandemic accelerated the shift toward digital platforms as consumers sought safer shopping alternatives. The demand for convenience has never been higher, and Q-commerce fits seamlessly into the fast-paced lifestyle of modern Indian consumers.

This year, quick commerce platforms like Zomato’s Blinkit, Zepto, Swiggy’s Instamart and Bigbasket’s bbnow are enlivening the beauty and cosmetic industry by offering swift delivery of beauty products within 10 minutes. These platforms are emerging as an important point of sale for online beauty brands, allowing customers to explore and purchase new offerings.  

It is predicted that quick commerce can grow 60-80 percent YoY in the beauty category, driven by both geography expansion and penetration of beauty products into the basket of consumers on these platforms.

Beauty and Skincare: A Perfect Match for Quick Commerce

The expected growth of the beauty and skincare sector in Q-commerce can be attributed to the following reasons:

• Immediate Gratification: Beauty and skincare products often cater to immediate needs, whether it's a last-minute purchase for an event, a sudden skincare emergency, or the latest product launch that consumers want to experience immediately. Q-commerce meets this demand by providing products within hours.
• Diverse Product Range: The beauty industry boasts a vast array of products, from makeup and skincare to haircare and fragrances. This diversity necessitates a robust and flexible supply chain that can handle a wide variety of items. Q-commerce platforms are well-equipped to manage such complexity, ensuring a broad range of products is always available through intelligent forecasting and cutting-edge replenishment mechanisms.
• Willingness to Spend: Beauty and skincare consumers are often willing to pay a premium for convenience. The immediacy offered by Q-commerce justifies the additional cost, making it a viable option for premium and mid-range brands looking to enhance customer satisfaction.

D2C brands are embracing Q-commerce mainly due to enhanced customer experience, and the possibility of better discovery by a younger cohort of consumers looking for cleaner, more contemporary offerings. Plum has always put the customer front & center, and this model seamlessly merges with that vision.

ALSO READ: Quick Commerce Becomes a Key Element for the FMCG Segment

Q-commerce platforms also employ sophisticated inventory management systems that allow D2C brands to maintain optimal stock levels. This reduces the risk of overstocking or stockouts, ensuring customers can always find the products they need, and from the freshest batch. With access to hourly consumer behavior, quick commerce is able to generate a wealth of data on consumer preferences and purchasing preferences. D2C brands can use these insights to tailor their offerings, launch targeted marketing campaigns, and develop new products that align with consumer demand.

The future of quick commerce in the Indian beauty and skincare industry looks promising. As technology continues to evolve, we can expect more sophisticated logistics solutions that will further reduce delivery times and enhance efficiency. The integration of artificial intelligence and machine learning will enable better demand forecasting, inventory management, and personalized customer experiences.

Moreover, the expansion of Q-commerce beyond major cities to smaller towns will likely further democratize access to beauty and skincare products. This will open up new markets for D2C brands, driving growth and innovation in the industry.

Despite its many advantages, the adoption of quick commerce is not without challenges. Brands need to invest in robust logistics infrastructure, which can be capital-intensive. Ensuring consistent product quality and maintaining the integrity of beauty and skincare products during rapid delivery is also crucial. Additionally, managing the environmental impact of increased delivery frequencies and packaging waste is a significant concern that brands need to address.

Clearly, quick commerce is rapidly becoming the preferred platform for D2C beauty and skincare brands in India. By offering unparalleled convenience, speed, and efficiency, Q-commerce is reshaping consumer expectations and setting new standards for the industry. As more brands embrace this model, the beauty and skincare landscape in India is poised for exciting growth and innovation. For D2C brands, the key to success in this dynamic environment lies in leveraging technology, optimizing logistics, and continuously enhancing the customer experience.

Authored By

Shankar Prasad, Founder & CEO, Plum

India presents a unique and promising opportunity for D2C brands. The country was currently the third-largest growing economy globally, with a rapidly expanding consumer base. The digital transformation initiated by initiatives like Aadhaar and Jio's broadband penetration has provided 600 million Indians with internet access. This digital infrastructure, coupled with a robust payment ecosystem, has created fertile ground for D2C brands to flourish.

In the early 1990s, less than 1 percent of Indians were part of the consuming class. Today, that number has risen to 8 percent, driven by a consumption economy. This shift underscores the immense potential of the Indian market for D2C brands. Shanti Mohan, Co-Founder and CEO, of LetsVenture shed light on the evolving landscape of Direct-to-Consumer (D2C) funding. As a seasoned investor, she shared valuable perspectives on what investors should look for when investing in D2C companies and the critical factors founders should consider while fundraising. Her insights are particularly relevant for both angel investors and founders navigating the dynamic D2C sector.

Right Time for Angel Investors in the D2C Space

Shanti Mohan began by emphasizing why the current moment is opportune for angel investors to enter the D2C space. She highlighted the significant evolution of the D2C ecosystem, driven by several key factors that make it attractive for early-stage investments. LetsVenture, a leading platform in private market investing founded in 2013, has played a pivotal role in this evolution, facilitating over 900 transactions and raising about a thousand crores. With a robust network of 5,000 investors from 60 countries, LetsVenture offers a unique vantage point on the growth and potential of D2C brands.

Evaluating D2C Brands

When considering investments in D2C companies, Shanti outlined several crucial criteria for investors to evaluate:

1. Founder-Market Fit: She emphasized the importance of "founder-market fit," which involves assessing whether the founder has a deep understanding of the market they are entering. This understanding is critical for successfully launching and scaling a product in the D2C space.
2. Customer Love and Product Authenticity: Investors should look for signs of genuine customer love for the product. Authenticity and a strong connection with the target audience are essential for building a credible and sustainable brand.
3. Cost of Customer Acquisition (CAC): A thorough analysis of the company's CAC is vital. High CAC can be a red flag, indicating that the business model may not be scalable or sustainable in the long run.
4. Tailwinds in the Market: Shanti highlighted the importance of considering market tailwinds. Investors should evaluate how external factors, such as digital infrastructure and consumer behavior shifts, are influencing the D2C landscape.

The Nuances of the Omnichannel Strategy in India

While discussing the omnichannel strategy, Shanti Mohan emphasized that the Indian market's complexity should not be underestimated. The purchasing behavior and digital adoption vary significantly across different tiers of Indian cities. Brands needed to understand these nuances to effectively engage and convert customers in Tier III and Tier IV cities. For instance, the type of digital content that resonated with consumers in these regions might differ from those in metropolitan areas. Therefore, a tailored approach is essential for D2C brands aiming to achieve widespread adoption across diverse customer segments.

The Funding Landscape for D2C Brands

Shanti Mohan provided a comprehensive overview of the funding landscape for D2C brands. She highlighted that despite a slowdown in funding in 2023, investments in the consumer space continued to flow, particularly for companies demonstrating strong fundamentals. This resilience underscored the enduring appeal of the D2C sector for investors.

One notable trend was the rise of vertical brands and niche categories. Investors are increasingly interested in companies that focus on specific segments and demonstrate a deep understanding of their target market. This specialization can lead to more efficient customer acquisition and retention strategies, making these brands attractive investment opportunities.

Importance of Authenticity in Building Brands

Drawing from her own experience, Mohan emphasized the critical role of authenticity in building successful D2C brands. Authenticity, combined with a keen understanding of customer needs and preferences, could significantly reduce marketing costs and foster strong customer loyalty. Marketing could attract customers to the brand, but it was the product's quality and relevance that drove repeat purchases and long-term loyalty.

Evaluating Exit Opportunities

Investors must also consider exit opportunities when evaluating D2C investments. Shanti noted that while many D2C brands are exciting at first glance, a deeper analysis of metrics such as customer acquisition costs and long-term scalability is essential. Understanding the potential for exits, whether through acquisitions or IPOs, is crucial for making informed investment decisions.

One such example is Mama Earth, discovered by Kunal Bahl, Founder, Snapdeal, who was impressed by the product's quality and its potential appeal to a broader audience. This example underscores the importance of personal conviction and product love in investment decisions.

Another example is GIVA, a D2C jewelry brand. Shanti recounted how she discovered GIVA through a personal interaction with the founder, who demonstrated exceptional customer service and dedication. This interaction convinced her of the founder's commitment and vision, leading to her investment in the company. These examples highlight that sometimes, investments are driven by intuition and a strong connection with the founder's vision.

Role of Data

Data plays a crucial role in the D2C funding landscape. Shanti emphasized the importance of leveraging data to understand customer preferences and optimize business strategies. Companies that effectively utilize data to drive decision-making can gain a competitive edge in the market. Investors should look for D2C brands that have a strong data-driven approach to customer engagement and business growth.

Consumer preferences in India are rapidly evolving, influenced by factors such as increased internet penetration and digital literacy. Shanti Mohan noted that understanding these changing preferences is essential for D2C brands to stay relevant and competitive. Brands that can adapt to these shifts and offer products that resonate with the modern Indian consumer are more likely to succeed.

As the D2C ecosystem continues to evolve, the principles outlined here will serve as valuable guidelines for making informed investment decisions and building successful D2C brands. The focus on authenticity, customer love, and a deep understanding of market dynamics will be critical in driving the next wave of growth in the D2C sector.