Rubeina Karachiwalla, founder of Ruby’s Organics, took the stage on Shark Tank India, introducing her cosmetics brand with confidence. She spoke about her commitment to creating safer beauty products, a statement that sparked immediate reactions. Vineeta Singh acknowledged the brand’s presence but raised concerns when Rubeina hinted that most competitors use harmful ingredients while misleading consumers. Though she didn’t name any specific brands, her remarks didn’t sit well with Vineeta, who defended the industry. She explained that the ingredient Rubeina referred to is typically used in minuscule amounts, which is why it isn’t listed.
Sensing the growing tension, Rubeina clarified that her brand’s goal wasn’t to criticize others but to be more conscious of what goes into their products. She described her approach as precautionary rather than accusatory. Seeking Rs 1 crore for a 2.5% stake, she valued Ruby’s Organics at Rs 40 crore. She highlighted that the brand was aiming for over Rs 7 crore in revenue this year and had previously raised Rs 2 crore at a Rs 10 crore valuation. She also explained that her products command a premium due to their safety standards.
She emphasized that most of her ingredients carry certifications from well-known organizations like ECOCERT and COSMOS. However, since the company itself isn’t certified, they can’t advertise these labels on packaging. Vineeta questioned why the company hadn’t secured certification yet. Rubeina admitted that the process was costly but reassured that it was on her agenda.
Aman Gupta was skeptical about the brand’s success, expressing doubts about its current performance. His remark made Rubeina raise an eyebrow and ask him why he felt that way. Aman suggested that she consider expanding beyond the organic beauty niche, hinting that sticking to this USP might limit growth. Rubeina didn’t hesitate with her response, making it clear that she had no intention of changing her core vision. She passionately stated, “No. Arey I love what I do yaar” and had dedicated over seven years to it. Hearing this, Vineeta turned to Aman and playfully asked why she should change just to please him. Rubeina’s playful tone amused the sharks, especially when she addressed Aman with a respectful yet teasing “Aman ji,” making him blush.
Despite her enthusiasm, Aman chose to step away from the deal. Namita Thapar and Ritesh Agarwal followed suit. Vineeta, though impressed, also decided to opt out. Before stepping back, she offered some advice. She stressed the importance of securing an organic certification in India, calling it a crucial factor in building trust. She reminded Rubeina that while startups require patience, sometimes quick action is necessary. The market’s demand for organic beauty products was rising. She advised, “The quick commerce window won’t be open forever, invest in it.”
All eyes turned to Kunal Bahl, the last remaining shark. Rubeina, determined to win him over, made a direct appeal. She encouraged him to trust his instincts, telling him that she could see he wanted to take the chance. Her confidence filled the room as she boldly stated, “I’m telling you on national television, I’m giving you my word. I’m the future Vineeta.”
Vineeta took the compliment with a smile, while Kunal admitted that he genuinely liked Rubeina as a person. He put an offer on the table, Rs 1 crore for 10% equity. Without hesitation, Rubeina declined. Kunal, unfazed, explained that while he usually didn’t negotiate, there was something about her that made him reconsider. He then adjusted his offer slightly, bringing it down to Rs 1 crore for 8%, but refused to budge any further.
Rubeina took a moment to think. The decision wasn’t easy, but after careful consideration, she accepted the deal.