Nidhi’s Grandmaa Secret, a brand rooted in age-old hair care traditions, was founded in 2023 by Nidhi Tuteja Dua, Rajat Dua, and Rajni Dua. The idea stemmed from a family recipe passed down through generations. During the pandemic, Nidhi faced severe hair loss due to stress. Turning to her grandmother’s trusted hair oil formula, she saw significant improvement. Encouraged by positive feedback from friends and family, this homemade remedy soon transformed into a full-fledged hair care business.
On Shark Tank India 4, the founders introduced their anti-hair fall oil, crafted from thirteen natural herbs and completely free of chemicals. Seeking expansion, they pitched for an investment of ₹70 lakhs in exchange for 2% equity. To emphasize the purity of their product, they took a bold step, drinking the hair oil in front of the sharks.
Vineeta greeted them and inquired about their educational background and business journey. Nidhi shared that she had to leave her job to care for her son, who had behavioral issues. During this challenging period, she experienced excessive hair fall. Her grandmother’s oil provided the solution, and after seeing results, she shared it with loved ones. Word spread rapidly, and soon they were selling the product.
Rajat opened up about his entrepreneurial journey, revealing that his previous ventures had failed. When Nidhi introduced the hair oil, they leveraged Instagram to build a brand. They then presented their social media presence and explained their production process before handing out product samples to the sharks.
Aman, recalling Avimee from Season 2, questioned how their product stood apart. Peyush and Anupam raised concerns about the herbal sindoor, questioning the presence of chemicals despite their all-natural claim. Vineeta pressed further, asking what set them apart in a market full of similar brands. Aman also pushed Rajat for clarity, to which Rajat began critiquing Avimee. Aman objected, saying, “You can’t just claim theirs is bad and yours is good. That’s not the right approach.” Kunal clarified that they were looking for a unique selling point, not a comparison.
Nidhi confidently responded, saying they used only raw, fresh ingredients. Aman acknowledged her conviction, saying, “The way Nidhi explained it shows belief. She’s doing a better job marketing than you.” Rajat then shared results from clinical tests. However, the sharks noticed that this information wasn’t on the packaging. When asked why, Rajat admitted they were still selling old stock. Anupam reacted, “Did you come here just to clear inventory?”
Kunal questioned Rajat’s long-term vision and pointed out his nervousness. Rajat admitted that if this business failed, he had other ideas to pursue. After evaluating the unit economics, Vineeta remarked, “Your biggest hurdle is funding, but stick with your story and be patient. Brands like this take 10-15 years to build. Keep going, I’m out.” Peyush advised them to focus on refining their product. Kunal observed that Rajat seemed impatient, cautioning him to stay dedicated. Aman and Kunal both declined the offer. Rajat, disappointed, hoped Aman would invest. However, Aman remained unconvinced about Rajat’s commitment.
Anupam offered encouragement, saying, “The tiger is still in the game.” He reminded Rajat that everyone in the room had faced failure. “Failure builds character, success builds ego,” he added before making an offer of ₹70 lakhs for 5% equity with a 1% royalty until the investment was recouped. Peyush revealed he had considered asking for 10% equity. Rajat hesitated but ultimately accepted Anupam’s deal.