Two sisters from Hyderabad stepped onto the Shark Tank India stage, ready to present their supplement brand, Earthful. As soon as they began, Kunal Bahl recognized them from a previous pitch and greeted them warmly. They explained that their brand focuses on natural supplements in pill form, without any artificial ingredients. Seeking Rs 75 lakh for 1% equity, they valued their business at Rs 75 crore. Their revenue journey was impressive, growing from Rs 2.5 lakh in the first year to a projected Rs 13 crore this year.
The sharks were impressed with their financial growth, but Kunal had reservations. He pointed out the low repeat purchase rate and questioned their ability to retain customers despite having a strong product for menopausal women. He ultimately decided to step away from the deal. However, Vineeta Singh had a different perspective. She believed they had already achieved product-market fit but saw deeper challenges. One particular issue that troubled her was the claim that the pills must be consumed within two months for maximum effectiveness.
She was taken aback when they later revealed that the actual shelf life was 12 months. Their insistence on quick consumption for better results raised concerns. “This is scary,” she remarked. The sisters attempted to clarify, saying their statement referred to optimal efficacy rather than expiry. But Namita Thapar disagreed. She pointed out that if customers believed the product would lose effectiveness after two months, they wouldn’t want to continue using it. “Even if you’re talking about efficacy, why would any customer take a product after it is no longer effective?” she questioned, stating that the phrasing could be easily misinterpreted. She withdrew from making an offer, citing their lack of clinical trials as another major issue.
Anupam Mittal was equally concerned. He questioned how they could make claims about the product without conducting proper trials. Additionally, their tagline puzzled him. “‘Nutrition that feels like comfort food,’ I have no idea what that means. How can pills be comfort food?” he asked. He, too, decided to step back from the deal.
Vineeta explained her own reasons for opting out. Unlike Kunal, she believed they did not have a product-market fit problem. However, she highlighted their financial struggles and their failure to factor in inventory expiration costs. “Your losses are decreasing, but they’re still there. The biggest issue is your 12-month shelf-life. It might take four months for your product to even reach customers. You haven’t accounted for expired inventory, which is extremely risky for a business that’s already losing money. And if only 35% of customers return in a year, that’s very low,” she explained.
Despite the setbacks, Ritesh Agarwal saw potential and was the only shark willing to invest. However, he had one condition. He insisted that they bring on an experienced industry leader to guide them. He then made an offer of Rs 75 lakh for 2.5% equity. The sisters negotiated the stake down to 2%, on the condition that they meet their projected revenue target for the year.
Kunal encouraged them to accept the deal, believing it was a good opportunity for them. They agreed, securing an investment that would help them scale their brand while addressing the concerns raised by the panel. Their journey on Shark Tank India ended with valuable insights and a chance to strengthen their business with expert guidance.